EarthLink wanted to promote their Personal Start Pages an

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Frankel Marketing utilizing SurfersNet
Technology
Increasing Traffic Through Promotions
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Increasing Traffic Through Promotions

• EarthLink wanted to promote their Personal Start
  Pages and Mall to consumers
• Challenge to increase the traffic to
  EarthLinks pages and generate affiliate revenue
  through clickthroughs
• Frankel created the marketing strategy and
  creative components for the program

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Background

• EarthLink recently bought out MindSpring
• MindSpring customers were not using the EarthLink
  Personal Start Pages and EarthLink Mall
• Affiliate program revenues were low due to the
  low amount of Mall clickthroughs to merchants

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Solutions

• Integrated offline and online marketing campaign
• Wishes Granted sweepstakes
• E-mail blasts
• Data collection and analysis

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Integrated Marketing Campaign

• Tracked direct mail responses to online
  sweepstakes
• Provided segmented mailing list for direct mail
• Tracked responses within segmented mailing lists
• Tracked affiliate partner clickthroughs for
  EarthLink

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Wishes Granted Sweepstakes

• Users added items from participating merchants to
  their wish list each week by clicking through
  to the merchant site
• Users could visit the site multiple times during
  the week to modify their wish list

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Wishes Granted Sweepstakes

• Once users submitted their wish list, they were
  entered into the drawing for the week
• One winner was chosen each week for eight weeks,
  and would receive their entire wish list

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Wishes Granted Sweepstakes

• Each week a new group of merchants and prizes
  were available
• Wish lists would clear every week and start over
  for a new chance to win

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Wishes Granted Sweepstakes

• Each wish list submitted gave the user an entry
  into a drawing to win one of five higher valued
  grand prizes
• Several opportunities were also given to the user
  to enter in the grand prize drawing

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Data Collection and Analysis

• The segmented direct mail database was merged
  with the online database of user information
• A direct mail response rate of 13 was achieved
• In-depth data analysis was available for the
  client to use in future promotions

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Awards
The Wishes Granted promotion won a Tempo Award
from the Chicago Association of Direct Marketing
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