2009 BRONZE

BOOMER+

CUSTOMER ACQUISITION PROGRAM

GRANDPARENTS.COM, GRANDPARENTS.COM

Jonathan Healy, Video Dir.

TAXI

LOCKARD & WECHSLER

Grandparents.com, an online media company targeting grandparents, has achieved conversion rates for newsletter subscriptions exceeding 20% (industry average: 2.51%, -Marketing Sherpa). Conversions are driven by direct response TV commercials and an on-site, first-time visitor video. To drive immediacy of response, the offer centers on one of two free, timely, printable guides: 100 Free Things to Do with Your Grandkids and the Grandparents.com Ultimate Holiday Guide.