The Hideaway Report is a membership funded publication, so much of the marketing work my design team focused on was for acquiring new members and reducing churn. Here is a selection of print and digital projects–with an emphasis on print, because we found that it converted better with our older audience. You will see the name Andrew Harper here as well, because we went through a company rebrand in 2018.
We tested trial memberships in a variety of national magazines. The above was from the Economist's 1843 magazine and below is from the New Yorker. Trial users would receive the welcome email below upon registration.
The welcome experience was really lacking at the company and didn't match the luxury brand we were trying to create. To reduce churn, we wanted to start off on the right foot and send members a beautiful welcome kit. This included a gold embossed folder with informational notecards about their membership. We even managed to keep costs the same, while delivering a superior product.
We also incorporated our renewal messaging to use similar imagery to the welcome kit. Words in pink are for the printer merge and appear in black on the final product.
The annual gift campaign was important for membership, because referrals were the most reliable source of revenue for the company. Below is a print insert that was shipped with the newsletter along with some matching digital ads.
