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Jim Cramer Case Study
Some campaigns I created for

This was a campaign to tell subscribers to Jim Cramer's Action Alerts Plus about joint venture with FOLIOfn, a new kind of investing service. The new service which would enable subscribers to mimic Cramer's trades in a portfolio that matched his, but at any level of capital.

However, the venture was taking time to iron out. We needed to do something fast.
We wanted to tell subscribers that we understood their concerns and were taking action.

Pre-launch Email Blast and Landing Page
The first step was a teaser campaign, including an email blast and an ad campaign/landing page. The email and the landing page were essentially the same. A direct letter from Cramer. I assumed Cramer's voice and personality and wrote the letter which was approved with no changes. The letter was not apologetic but said that Cramer understood their concerns and that he had found a solution and it was on the way.

Testing pre-launch flash ads
The online ad campaign (on, Yahoo, MSN, aol and other sites) was a series of rotating flash ads (3 frames). While we tried some ads that worked with type, the clear winners were ads where Cramer appeared, and directly faced the viewer in a take-charge way, saying he listened to their concerns and is taking action. (last frame from one of the winning ads - )
The ad led to the "letter" landing page you saw in step 1.

Once the details of the joint venture were ironed out and the FOLIOfn minisite/tutorial was created, we launched. Again, a combination of emails to members, current Action Alerts Plus members, and members of other premium services from emails were similar, adjusted slightly for each audinece.

Launch ads
The winner of the introductory Flash ad campaign was again Cramer facing the viewer, though in a calmer way. (Last frame -

Launch landing page
A number of landing pages were tested. The winner, seen here, was the page that got across idea, both visually and in copy, that you were trading "right along side" Cramer.
The call to actions were: open an account (we didn't expect many to do this at this stage), open a "Watch" account, and/or take a test drive (we expected most to take this option and we were correct).

Minisite and Online tutorial
The FOLIOfn concept is a difficult one to explain. I created a minisite that simplified the concept with clear text and pie charts, plus a slide show tutorial.The minisite resided on the FOLIOfn site. They followed up with telephone support. People who signed up for the Watch account were sent a series of emails with tips and advice (I rewrote FOLIOfn's emails to make them more reader friendly.)


Another campaign I created for theStreet was a straightforward push to get more paid subscribers in one month using a very low price point good for 3 months. Different test offers went to different audiences, including:

-Subscribers to's free service.
-Subscribers to Action Alerts Plus (a premium service) but not to Real Money (a premium web site)
-Subscribers to Real Money subscribers but not to Action Alerts Plus subs.
-Previous (lapsed) subscribers to either.

Also hard offers vs soft offers were tested.

On the email side: the winner was the offer for just AA Plus alone
The soft offer which emphasized, No Obligation, No credit card needed beat hard offers.