Enginuity Workshop

Case Study

Enginuity Workshop leverages existing membership program to generate new revenue.

Situation

During the recession of 2009, underwriting departments sought resourceful and inventive ways to build revenue. Many stations have a member card program that involves businesses as benefit providers, yet misses opportunities to monetize underwriting from it.

Solution

Enginuity Workshop teamed up membership and underwriting departments at three of our Outsourced client stations to improve existing member card programs and re-launch them during fall '09 drives, Cincinnati Public Radio, KPLU and Capital Public Radio. For the first time, the program offered benefit-providers sponsorship positions.

Results

Key improvements served the station, members and businesses.

• Stations benefited from incremental underwriting revenue, while the cost of operating the membership program dropped.
• Members found benefits from providers that better suited their eclectic interests and found the most current offerings in a geo-targeted, searchable directory online and by mobile app (available in the iTunes store). All station members received a member card and access to the benefits.
• Businesses gained greater multimedia visibility and exposure from the program as well as choices in participation level.

Success at these three stations has lead to the formation of a station advisory group that will continue to shape the branded program. Stay tuned to our news events—we intend to make the program available to all stations for fall 2010!

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