Thomson Appoints Underwired
Press Dispensary - September 20, 2006 - Thomson Learning EMEA Ltd (TL EMEA), renowned educational publisher, is using digital agency, Underwired ( http://www.underwired.com ), to redesign and rebuild its newly acquired website, Biz/Ed ( http://www.bized.ac.uk ), which will be relaunched in a series of phases from Autumn 2006. Underwired was appointed to manage this project for Thomson Learning following a three-way pitch.
The Biz/Ed site is a web-based service for students and educators in business, economics, accounting and related subjects. Following its acquisition, Thomson Learning has three aims for the new site: the generation of revenues from web advertising sales; the creation of additional content relevant to institutional subscribers such as further education colleages and schools; and, finally, the creation of content for individual subscribers plus digital content relevant to individual purchasers.
Underwired is tasked to manage the whole website relaunch including the redesign of the site, a customer retention campaign and the creation of online advertising space to allow the generation of web advertising revenues. Media is still being planned but the activity is likely to include online advertising to PR, email and print campaigns.
Thomson Learning is targeting appropriate advertisers for the site consistent with Biz/Ed's educational aims and teacher and student demographics. The site redesign will incorporate banner, skyscraper and MPUs into the main traffic areas, such as the home page. Sponsored links and advertorials will also be considered as potential revenue streams, as will carefully selected advertising within the regular Biz/Ed newsletters, mailed frequently to registered subscribers.
John Yates, publishing director at Thomson Learning EMEA, says: “We needed a digital agency that could help us deliver advertising incomes from our significant site traffic via Google and other search engines. Biz/Ed’s status among teachers and students was achieved because the site’s been around for over ten years old and has a loyal following of teachers who actively recommend it to their students. Underwired has the necessary experience and e-CRM knowledge to convert this hugely popular site into a monetised site while maintaining our relationships with existing subscribers.”
Felix Velarde, managing partner at Underwired, comments: “In its current status as a purely academic site, Biz/Ed gets around four million page impressions a month, so monetising it has allowed us to pool our experience with other clients and apply it carefully to ensure the site grows steadily. The new site, which will be introduced in a series of incremental stages, will deliver significant revenues for Thomson Learning."
- Ends -
Notes for editors About Underwired
Underwired is an independent digital specialist set up in 1996 and is headed by Felix Velarde (managing partner), Jason Holland (creative director) and Lazar Dzamic (planning director). The agency creates websites, eCRM programmes and online advertising and marketing campaigns for clients including NESTA, Orange Business Services, Virgin Holidays, the Barbican, Start-rite Shoes, Friends Reunited and AAR. Underwired’s fee income grew by 50% in 2005, helped by the expansion of its eCRM activities, which earned the agency a BIMA Award for Best eCRM/Email Campaign, along with commendations at both the New Media Age Awards and Campaign Digital Awards.
For further information, please contact:
Felix Velarde, managing partner, Underwired
Tel: +44 (0) 207 012 3992
Email: felix@underwired.com
Site: www.underwired.com
Published by Press Dispensary
Press Dispensary Limited
The Old Star Brewery
Castle Ditch Lane
Lewes BN7 1YJ
Phone: 0845 430 4433
Fax: 0845 638 2258
email: ask@pressdispensary.co.uk
Site: http://www.pressdispensary.co.uk
|
