PROBLEM
Weight Watchers of Suffolk County has been limited to their local advertising because the national group has been doing all of it and covering Long Island. The local Suffolk franchise has been feeling as though they are being neglected and the national dollars are not efficiently reaching Suffolk County. They expressed a need to "do something" to maintain their position as the most successful diet program, despite limited funds. The bottom line was they still needed to increase membership in Suffolk County.

PLAN
BLI worked with the local Suffolk County franchise owners to create an opportunity that gave Weight Watchers tons of exposure both on and off air, primarily utilizing a web-based program on WBLI.com. On-air exposure consisted of promotional announcements that invited listeners to click on the "Weight Watchers Healthy Living Channel" on WBLI.com for great summer recipes and weight loss do's and don'ts. In addition, Weight Watchers offered special rate coupons for new members only on the channel.

PROCESS
BLI's Promotions and Internet departments coordinated with Weight Watchers to create the page, and develop content, sponsorships, coupons, and e-blasts that went out to 30,000 listeners. The BLI Promotions department created a call to action promotional message while our BLI Webmaster created the active "Healthy Living Channel" on WBLI.com to highlight content, recipes, coupons and e-blast inofrmation.

PERFORMANCE
As of today, there has been over 10, 500 page views of the "Weight Watchers Healthy Living Channel" on WBLI.com, with over 500 page views of each recipe, and over 1,000 page views of weight loss do's and don'ts. The local Weight Watchers of Suffolk County franchise owners are thrilled with the results! Phone calls and memberships have increased since the start of the program! Better yet, they are planning to lock in sponsorship for the remainder of the year!