Case Study: PARADE Magazine

For PARADE Magazine, Ask Marilyn Means Ask SugarCRM

	Because we're now capturing, categorizing, and tracking our readers' interests through Sugar, follow-up and relationship building exercises are possible. Steve McNally Sr. Director, Product Development, PARADE Magazine

Problem:

• Parade.com, the digital extension of Parade magazine needed a centralized repository to handle editorial inquiries, feedback, and questions from readers to link its Web site with its dispersed editorial staff.
• Parade required a flexible solution that would allow McNally and his team to construct the customization and integration links needed to provide every reader with a personalized customer experience.

Solution:

• Parade linked Sugar Professional to various lead sources and pages on the magazine's Web site via a custom form.
• Sugar Professional allows readers who send questions and comments to receive automated responses and follow-up inquiries from support groups and the editorial staff.
• All customer contacts and interactions are now accounted for and parade.com is leveraging Sugar Professional reporting and marketing capabilities monitor Web site performance and increase cross-sell and up-sell opportunities via custom-built workflows, alerts, and HTML response templates.

Full Case Study

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About PARADE Magazine

PARADE Magazine is the most widely read magazine in America with a circulation of 32 million and 71 million readers, who value it for the fun and information of Personality Parade and James Brady's celebrity profiles, for the challenges and wit of Ask Marilyn, the currency of ideas in Intelligence Report and, above all, for its relevance.

Website: www.parade.com