Case Studies

Case Study 1: Country Music Association

Company Background:

Founded in 1958, the Country Music Association was the first trade organization formed to promote a type of music. CMA, originally consisting of only 233 members, now has more than 5,000 organizational and individual members in 43 countries. The objectives of the organization are to guide and enhance the development of country music throughout the world; to demonstrate it as a viable medium to advertisers, consumers and media; and to provide a unity of purpose for the country music industry.

Goals and Challenges:

The CMA set up one mailing list for its online newsletter. The list distributes information about the CMA Music Festival and the CMA Awards. These lists keep fans and participants informed about events, special announcements, and country music news. The goal is to grow the country music community, while the newsletter keeps the subscribers happy and current.

"Staying in contact with our fans and keeping them informed is our number one priority," says Daniel Owen, Senior Manager of Information Technology. "We have used previous newsletter hosts, but there were limitations to their services. We chose Net Atlantic because they combined the ability to complete the job with affordable pricing and deliverability. The Lyris software that's used is also very well respected and the customer service has been friendly and reliable." - Daniel Owen

Case Study 2: The Money Pit

Company Background:

The Money Pit is a nationally syndicated, call-in radio show that helps listeners with home repair and improvement. The show has consistently ranked among "America's 100 Most Important Radio Shows" by Talkers magazine. On the air for 10 years, it is now carried by over 170 radio affiliates and is the only home improvement how-to show on both XM and Sirius satellite radio.

Host Tom Kraeutler and co-host Leslie Segrete serve as the only male and female hosted home improvement radio show in the world. "We are the radio version of the owner's manual for your home that you can turn to when you have a problem or a question," says Kraeutler. There is even a live call center that takes home improvement questions 24 hours a day, seven days a week. Both Kraeutler and Segrete seek to provide people with expert advice and solutions across the entire spectrum of home repair and improvement needs.

Goals and Challenges:

As the Money Pit continues to spread into many new markets and the wealth of information that it seeks to provide its audience broadens, the challenge of distributing information grows. The solution is an email newsletter. Kraeutler required the deliverability of information to be smooth, direct and specific to their audience needs. "The email newsletter lets us bring instant and direct content to our audience," says Kraeutler. "We segment our mailing list so our clients receive information tailored to their needs. Using this online marketing tool has been very beneficial and has helped us further develop our listener database."

With a busy schedule and limited free time the show's hosts need dependable and always accessible service. Avoiding automated machines and long phone waiting times was a primary requirement. "Net Atlantic's great technical support, accessibility and expert experience in providing solutions is invaluable for any business person. Working with a company that has expert technical staff, that is able to identify any issues immediately and then clear up any problems effectively and efficiently, makes my end of the business run smooth."