Case Study Highlights
- First-ever Pizza Card inspired by successful Golf Card
- Promotion generated $9,000 in revenue for The News Tribune
- Paper planning to run more food-themed cards as a result
The News Tribune, a part of The McClatchy Company, is a 99,000 circulation newspaper in Tacoma, Washington. The paper had previously seen huge success with a golf card promotion, so the sales team had a brainstorm meeting to discuss other ideas for cards.
At the meeting, the team decided to move forward with a multi-merchant pizza card, because they would be able to find multiple similar businesses that could offer the same thing. They also saw an opportunity to target a category and advertisers that were not already spending with the paper, meaning that the Pizza Card was also a way to get revenue from new advertisers.
The $40 for $140 Pizza Card could be redeemed for one large pizza with up to 3 toppings at each participating restaurant (dine in only). It launched prior to Memorial Day weekend, and left it live for about a month. They sent an initial email announcing the card, and another two weeks later that directly resulted in more than 50 cards being sold.
In addition, the paper promoted the card with a promotional banner at the top of their deals site page and on social media, including Facebook, Pinterest, and Twitter.
The full advertising package that participating merchants received was valued at $16,000 and included the following:
- 3 ¼-page full-color ads in The News Tribune
- 3 ¼-page full-color ads in supplementary publications
- 52 business card ads with full color
- 9 weeks of flyerboard
- 10,000 8.5×5.5 full-color inserts
Here’s a look at the sales sheet they used to sell the promotion:
The News Tribune sold 250 Pizza Cards, and the promotion brought in more than $9,000 in revenue. The best part? All of this revenue stayed with the paper.
In fact, the promotion was so successful that the paper already has a Burger Card on the calendar. Plus, they’re planning to re-release the Pizza Card during football season to bring in even more revenue.