Problem: The American Chemical Society (ACS) had been raising subscription prices for its journals to cover increased production costs and to bring prices more in line with those of competitors. But after five years of increases, customers were grumbling and renewals were falling. How could ACS maintain circulation while charging a fair price?

Solution: Boscobel created a comprehensive marketing program to communicate that despite price increases, ACS journals still cost half of what competitors charge. Tactics included a fax-back reader survey and premium items featuring great scientists like Sir Isaac Newton and Madame Curie.

Result: less grumbling, more revenue, and an increased appreciation of ACS’ value to members.

More strategic planning success stories.