Introduction

The Canadian Cosmetic, Toiletry and Fragrance Association Foundation was established to deliver the Look Good Feel Better program. Look Good Feel Better is Canada's only charitable cancer program dedicated to empowering women to manage the appearance-related effects of cancer and its treatment. Created from the belief that if a woman with cancer can be helped to look good, chances are she'll feel better. At the heart of Look Good Feel Better is the free two-hour workshop where women with cancer are brought together to share experiences and learn how to look and feel more like themselves again.


The Challenge

The Look Good Feel Better magazine is a major awareness-building vehicle as well as a key fundraising tool for the program. It is targeted at women with cancer, as well as their families, friends and caregivers. The magazine's goals are to:

1. Create an inspiring, informative resource that empowers women with cancer to manage the appearance-related effects of their illness and its treatment.
2. Provide CCTFA members and program sponsors with a compelling, engaging and highly visible cause-marketing communication vehicle that positively reinforces their corporate image and commitment support women with cancer.
3. Raise funds to help support the Look Good Feel Better program.

The Solution

Our approach was simple: 

• Refresh the editorial direction with a more engaging tone of voice;
• Power-up the advertising sales to lapsed and out-of-category advertisers;
• Provide an innovative online solution to replace the previously used PDF format;
• Faithfully bring to life our client's new brand identity.

Transcontinental Custom Communications provided Look Good Feel Better with an end-to-end solution managing the entire publishing program.


The Results

• 1,500,000 copies printed and distributed across Canada in over a dozen women's magazines
• Published in English and French
• New online virtual magazine includes video, enhancing the editorial content and bringing to life advertisers' messages
• Year-over-year revenue increase by over 26%
• Look Good Feel Better will receive a recording-breaking rebate - an increase of over 60% year-over-year

2nd story: ASOS.com
Introduction

• This leading online fashion and beauty retailer is the UK's second most popular online fashion store. (No brick-and-mortar stores).
• Last year it had 1.1 million registered users and a turnover of £15.9m (CAD$32million). In one month alone, it attracted over 1.6 million unique visitors to the site.

The Challenge

• Position ASOS.com as a fashion authority in order to maximize sales from its core base as well as attract new customers with more sophisticated lifestyles.

The Solution

• Full magazine program launch: first 100-page, upscale monthly magazine for a global e-tailer was launched in September 2006 with 200,000 copies.
• Circulation has progressively increased to reach 1,000,000 in December 2007, and, based on the success of the women's magazine, a men's version launched in early 2008.
• Currently sent with existing orders, host media, event marketed (London Fashion Week, London Tube sites) and utilized for reactivation mailings.

The Results

• For every CAD$1 ASOS.com invest, CAD$4 has been generated
• Average spend: per non-magazine reader - CAD$90; per magazine reader - CAD$140
• Repurchase cycle: per non-magazine reader - 44 days; per magazine reader - five days

3rd story: Touring CAA

Introduction

Touring magazine is edited and published five times a year for the Canadian Automobile Association and has a circulation of 608,000 copies distributed through direct mail to every member of the CAA in the province of Quebec. Touring readers are predominately well-educated, married and have high incomes. They are active and enjoy fine food, the arts, and travel.


The Challenge

1. Increase members' engagement and sense of belonging to CAA.
2. Inform members about every CAA service on different subjects such as tourism/travel, home and automobiles.
3. Secure members by offering them a value-added informational piece emphasizing the advantages provided by their automobile club.
4. Push readership beyond the membership to purchase other services.

The Solution

1. Analyze customer profiles, attitudes and behavior.
2. Use brand and customer insights to develop publishing concepts.
3. Develop the editorial grid as well as the visual identity of the publication.
4. Create content-rich features in line with CAA's core services.
5. Solid interaction with CAA Marketing and Communication team in order to fluidly convey their objectives into the magazine.
6. Leverage advertising sales to offset cost based on the readership.

The Results

1. Increased membership by 36% over the last five years
2. Magazine readership is up 24% for the same period
   (Source: PMB 2001-2007)
3. According to statistics in a Print Measurement Bureau (PMB) 2007 survey,
   Touring is among Quebec's top five periodicals with more than one million readers per issue
4. Members' survey revealed the highest level of satisfaction for the magazine in 2007

Client Testimonial

"We are pleased that Touring is emerging as the magazine of reference in its field, and that as the years go by, CAA-Quebec members are proving increasingly receptive to the broad spectrum of services that we offer." 
- Josée Garceau, Vice-President, Marketing