Search

Prosper to Begin Prospecting on Behalf of Member Stations

By Marla Krueger, Associate, PBS Interactive

On the heels of the recent launch of the experimental “Best of PBS” newsletter, the Prosper team will be rolling out another experiment, prospecting names on behalf of member stations. A top-level light box screen will fade the site page into the background and appear in the foreground of pbs.org. This light box will solicit email sign ups to be a PBS Insider. As a PBS Insider, a viewer will receive the monthly “Best of PBS” newsletter and gain access to PBS exclusives.

The light box offers a directed, streamlined sign up requiring just an email to help increase overall response rate. When a user visits pbs.org, the light box will appear on the screen, just as it is displayed in the image below. The user must engage with the light box either by entering an email or by closing the overlay. The user will only see the light box once, unless the user resets his or her cookies.

Best of PBS Light Box


Initially, there will be a limited deployment on just the pbs.org homepage and pbs.org topic pages. In the future, the Prosper team hopes to deploy the light box on even more areas of pbs.org where there are higher levels of traffic.

The user profiles collected through the initial light box ask will be grown through a series of engagement tests that will capture more information about the user including a full name and his or her local station preference. The goal being to smartly engage and then drive these audiences toward declaring an affinity for a local PBS station.

The expected window for rollout is late November into early December. Keith Brengle, Director of Online Giving explains, “Our core mission is to acquire qualified names for PBS’ member stations. The team is hoping that a top level email sign up for individuals to be a PBS Insider is the right catalyst to start adding brand new names to existing member station lists.”

What online tools and or resources are you currently using for generating prospective members for your station? For those who have already been experimenting with member prospecting on your station site, do you have any case studies you could share?

No comments:

Post a Comment