Canada’s tech and innovation newsroom.
The Logic is the best business newsletter in Canada. Professionals get up to speed in minutes with insights and analysis on the most important stories of the day, every weekday.
The Challenger Brand engaged 5&Vine to implement proper tracking, drive subscription growth by optimizing creative and copy, evaluate and reframe a substantial in-kind advertising partnership, and engage as their Fractional CMO.
We built a growth funnel from scratch, determining the right messaging and creative for each stage, and set up all ad accounts with correct tracking to ensure future success.
Then, we launched campaigns that spoke to Canadian policymakers and executives, assuring them that The Logic’s in-depth reporting on tech and innovation will bring clarity to their most important decisions.
Alongside this, we critically evaluated their in-kind advertising partnership and recommended sunsetting it.
We also strategized a new pricing model to help encourage more trials and conversion and identified gaps in the internal marketing team so we could effectively work to close them.
The Logic proved that a subscription business can also be a good advertising business, with sponsorship now contributing more than a third of total revenue.
They were nominated for many SABEW Canada Best in Business Awards, winning three golds and a silver, including best newsletter for the fourth year in a row.
The Logic has become an indispensable part of the fabric of Canada, and grows more vital every year.