News
Washington Post Launches PostPoints: Industry's First Community-Based, Free Rewards Program
WASHINGTON-(Business Wire)-March 30, 2007 - Today The Washington Post announces PostPoints, a brand-new rewards program designed to strengthen The Post's long-standing relationship with readers and advertisers. PostPoints is offering an innovative twist on the reward-program concept: both subscribers and single-copy buyers can earn PostPoints by interacting online and off with The Post and its other publications, as well as through advertiser opportunities and by volunteering with designated non-profits. Subscribers also can earn points by shopping at businesses that they visit all the time, including retailers, grocery stores, drugstores, theaters and many others. PostPoints can be redeemed for everything from a free pizza to a golfing party in Ireland. At launch time, more than 60 businesses with over a thousand locations have signed on as partners in the PostPoints program.
"PostPoints represents a material investment in our readers and our advertisers," said Steve Hills, President and General Manager of The Washington Post. "The Post has long been the primary connecting force for the Washington region, and PostPoints is an innovative way to increase the power of this connection. We're very excited about the potential of this program to enhance our longstanding role as the primary marketplace for Washington area businesses, consumers and community."
Subscribers who register for PostPoints can earn points for doing what they normally would (read The Post and express, shop, dine, go to films and interact with washingtonpost.com) and all levels of members earn points for participating in a run/walk for a cause, giving blood and other volunteer activities. (For details about all the ways to earn, track and redeem PostPoints, visit washingtonpost.com/postpoints.)
"One of the points of difference with the PostPoints Program is the option to earn points for community service," Kevin Schulman, consultant partner of Prime Group, a research-based marketing firm who interviewed consumers to ascertain reactions to the program. "The program truly has the potential to strengthen consumers' connection to the community and to reinforce the value of the newspaper to readers in new, rewarding ways."
To coincide with the March 30 launch of PostPoints, The Washington Post is re-introducing the tagline: "If you don't get it, you don't get it." The new ad campaign will consist of TV, radio and print spots beginning April 7 in the greater D.C. area. Designed by Adworks Agency in D.C., the ad campaign personifies the points through blue dots with individual personalities, and includes two elaborate TV spots using live action and animation.
Advertisers see a big gain, according to Gordon Howard of CVS/pharmacy, one of the first advertisers to sign on as a PostPoints partner. "The innovation is in the structural difference of how this approach relates to customers and advertisers. It's a new dialogue based on community ties and trust," said Howard, Area Vice President of CVS/pharmacy, which has more than 300 stores in the D.C. area.
The Post has a history of innovative and successful business strategies. In the past few years, The Post launched a free commuter newspaper, express; bought the leading Hispanic language paper, El Tiempo Latino; and collaborated with Bonneville to launch Washington Post Radio. The washingtonpost.com is an award-winning newspaper Web site with over 8 million unique users per month.
ABOUT WASHINGTON POST
The Washington Post is a subsidiary of The Washington Post Company (NYSE:WPO), a diversified media and education company.
