The New York-based IFC Center, an organization dedicated to independent cinema, launched an e-mail marketing campaign July 20 to celebrate its fifth anniversary.
The company partnered with e-mail marketing agency Constant Contact on the effort, but developed all creative in-house. Rainbow Media Holdings, the parent company of cable channel IFC, owns and operates the IFC Center.
The company’s goal is to boost new membership and to entice current members to renew, said Danika Rivera, membership coordinator at the IFC Center.
“Our main target is people who have signed up for our newsletter — they’ve already shown interest in the IFC,” she said.
The campaign features prize giveaways and deals, such as one month free on a year’s membership. It also offers certain types of members, such as students, two free guest passes. Members who upgrade to higher levels, known as “Auteur” and “Mogul,” get six free passes.
Rivera noted the campaign is the first time the IFC Center has added a giveaway to its e-mail marketing efforts.
“It’s a way to be able to offer something different to members,” she said.
Consumers who join or renew will automatically be entered in the giveaway. A grand prize winner will receive a free upgrade to “Mogul” level membership, which costs $1,000 per year, with a year’s worth of free admission to movies as well as concession-stand freebies. Other prizes include $200 gift certificates for New York’s Posteritati gallery, which houses collections of vintage and contemporary movie art from around the world.
The IFC Center will measure the campaign based on how many consumers join or renew memberships, said Rivera.
