Situation
A specialist publication serving nursing professionals had already embarked on their print to digital-first transformation. They had seen success so far with acquiring new subscribers to their bundle of healthcare journals. They were interested in practical learning from the Financial Times’ approach to the customer lifecycle of a subscriber in order to identify opportunities that could accelerate their journey.
Engagement
FT Strategies collaborated with the client to build a tailored programme relevant to their needs:
- Interviews with internal stakeholders to understand their current approach and objectives
- Analysis of the client’s audience data to derive current performance and identify areas for potential improvement
- Synthesis of existing FT and industry knowledge on the topic areas relevant to the client
Results
- Developed and delivered a series of subscriptions masterclass sessions to the client’s senior management with speakers from FT subject matter experts. The topics were as follows:
- Measuring value and engagement and best practice to create a customer engagement programme
- Recommendations on conversion flows and best practice for your new access model
- Best practice on customer lifecycle strategies including churn
- Practical workshop helping define a North Star goal and outcomes and how to put it in practice
- Each session facilitated strategic discussions on quick wins to test and longer-term initiatives to invest in
- Provided a North Star management tool to enable the client to refine their goal, priorities with a roadmap
“FT expertise combined with data insights from our own business was the right approach for our business. We now have the tools to take this work forward and reinvigorate our subscription business.”
Managing Director
