Circulation Management
& Growth
A partnership built to scale with you.
Texas Highways has run subscriptions in-house for over 50 years, with a small team covering circulation, audience development, and travel literature production. As the program grows, that team needs more capacity to execute across channels — particularly with the state's recent list-sharing restriction reshaping direct mail, and paid media still finding its footing.
NPS brings 35+ years managing circulation and acquisition for subscription publishers, with the bandwidth and channel expertise to extend what Texas Highways' team is already doing well — not replace it.
This proposal outlines two tiers of support: a foundational tier covering circulation operations, direct mail, and strategic guidance, and a growth tier that adds a fully built-out paid media program.
What we'll achieve together.
Scale circulation operations without adding internal headcount
Rebuild direct mail response despite the state's list-sharing restriction
Build a tested, properly reported paid media program
Streamline fulfillment — source keys, invoicing, and renewal management
Circulation and growth support, in two tiers.
Tier 2 includes everything in Tier 1.
Strategic Oversight & Consulting (Complimentary)
- —Included at no additional cost as part of the Tier 1 partnership
- —Keep Texas Highways informed of evolving trends, benchmarks, and innovations shaping the publishing landscape
- —Advise on pricing strategies and optimal sales channels to maximize reach and revenue
- —Share proven NPS marketing successes and translate them into actionable, brand-specific strategies
- —Provide guidance on vendor selection, contract negotiation, and cost benchmarking
- —Offer strategic input across operations, product development, and technology where NPS expertise can drive impact
- —Partner to develop an optimized circulation plan defining the mix of paid, newsstand, controlled, and promotional copies
- —Prepare and present a detailed annual marketing budget with circulation volumes, revenue projections, and expense forecasts
- —Conduct re-forecasts as needed to reflect actual performance, market trends, and campaign results
- —Ongoing subscription pricing review, including Canada and international rate structure
- —Monthly strategy check-ins to review performance and prioritize next steps
Fulfillment Management
- —Day-to-day liaison with SFG
- —Direction of fulfillment vendor on all marketing initiatives and key coding
- —Assist in creating order pages
- —Development and maintenance of fulfillment schedules, including issue main files, supplement runs, renewals, and invoicing
- —Monthly fulfillment calls with Client and SFG
- —Manage stock inventory, oversee postage, and verify vendor invoices for accuracy
- —Troubleshoot customer service issues to ensure prompt resolution
Renewals & Billing
- —Develop and execute strategies to maximize efficiency and profitability across all renewal and billing efforts
- —Prepare and maintain master schedules for billing and renewals across both print and digital channels
- —Implement subscription plans, monitor response rates, analyze performance, and deliver actionable recommendations for improvement
- —Manage creative, offer, timing, and frequency of subscriber communications
- —Monitor inventory of forms, envelopes, marketing chits, and reply envelopes
Creative Oversight
- —Oversee the development of all creative assets for new components and edits to existing artwork
- —Collaborate with in-house creative teams or direct freelance designers as needed
- —Obtain publisher approval on all creative-related costs in advance
Circulation Reporting
- —Receive and process direct data feeds from the fulfillment vendor into the NPS SQL-based reporting platform
- —Prepare and deliver a monthly dashboard summarizing orders, renewals, retention, and campaign performance
- —Produce a detailed monthly reporting package covering circulation volume, revenue, source analysis, and trends
- —Maintain ongoing campaign-based reports to monitor response rates, cost-per-order, and profit/loss
- —Monthly executive summary covering orders, renewals, retention, and campaign P&L
Direct Mail
NPS will manage the full direct mail cycle for Texas Highways' three annual acquisition mailings — Christmas, April, and July — with end‑to‑end planning, production coordination, and post‑campaign analysis.
Campaign Planning and Post-Campaign Performance Reviews
Lead end‑to‑end campaign planning, including strategic setup, offer alignment, and scheduling. After each mailing, we will conduct a full performance review to evaluate results, identify insights, and provide actionable recommendations.
List Recommendations/Selection and Ordering
Research, recommend, and order acquisition lists for each mailing — selecting segments and quantities that align with campaign goals, audience strategy, and budget.
Creative Development and Vendor Coordination
Support the development of direct mail creative — including messaging, design, and format — while managing coordination with print, production, and mail‑shop partners to ensure timely and high‑quality execution.
Supplement Issue Scheduling & Billing Timing
Manage the timing and scheduling of supplement issues tied to the mailing plan, and coordinate billing cycles to maintain financial accuracy and operational efficiency.
Invoicing Oversight & Campaign Reporting
Verify vendor invoices, monitor costs against projections, and ensure accurate reconciliation. Comprehensive campaign reporting will be provided, outlining results, spend, and ROI.
Campaign‑Level P&Ls
Prepare a detailed profit‑and‑loss analysis, offering clear visibility into campaign performance, income per subscriber, and test results.
List Rental Management
- —Day-to-day management of the list rental sales relationship
- —NPS will be designated as the publisher's exclusive list manager
- —Ensure proper management of the subscriber list
- —Assist with rental pricing and marketing strategies (new selections, segments, enhancements)
- —Monitor and approve list clearances
- —Ensure that sample mailing pieces (SMPs) meet publisher requirements for reciprocity, brand standards, protection against child marketing violations, etc.
- —Review monthly list revenue statements and activity; compare to budget
Paid Media Campaign Management
NPS will own strategy, setup, creative, and reporting for Texas Highways' paid acquisition campaigns across Meta and Google — replacing the current standalone spend with a fully managed, tested program.
Strategy & Setup
- —Audience research and targeting strategy — interest-based, lookalike, and retargeting segments across Meta and Google
- —Campaign architecture and build-out across platforms
- —Conversion tracking setup and pixel/tag verification
- —Ongoing bid and budget optimization against cost-per-acquisition targets
- —A/B testing of audiences, placements, and offers
- —Launch lead-generation and subscription campaigns with clear goal CPAs and CPLs prior to launch
Creative
- —In-house ad creative and copywriting, tailored to Texas Highways' voice and travel audience
- —Multiple creative concepts per campaign, tested against each other
- —Creative refresh cycles to prevent audience fatigue
- —Creative updated to reflect campaign timing and themes (new issue, holiday, etc.)
- —Up to three rounds of edits included per creative set
Reporting & Analytics
- —Monthly performance reporting: ad spend, impressions, clicks, and conversions
- —New subscribers acquired and cost-per-acquisition by campaign and audience
- —Custom dashboard with KPI tracking, reviewed on monthly strategy calls
- —Weekly dashboard and analysis of results
- —Monthly meetings to discuss progress, challenges, goals, and upcoming campaigns
- —Trends and optimization recommendations
Where we'll reach your audience.
Meta
Facebook & Instagram acquisition and retargeting
Google Ads
Search and Performance Max
Direct Mail
Cold acquisition, renewal, and co-mail campaigns
Investment.
Foundational
Two fee options based on print production scope.
NPS manages the mail/production process; publisher purchases print directly.
NPS sources quotes, purchases print, and manages full production end-to-end.
Paid Media Growth
Layered on top of the chosen Tier 1 option.
Additional to the Tier 1 monthly retainer. Ad spend paid directly to platform.
Ad spend paid directly to platform; NPS does not mark up advertising costs.
Creative revisions beyond three rounds: $75/hr.
A one-year partnership.
We propose an agreement with a one (1) year term. Services begin upon signing and completion of TxDOT's procurement requirements.
Let's get started.
Review this proposal and select a tier
Complete TxDOT's required procurement / RFP process
Execute contract and schedule onboarding kickoff
Begin transition of circulation operations
A loyal audience.
The right support.
Room to grow.
Texas Highways has a 50-year subscriber base and a print program with real loyalty behind it.
NPS can extend your team's reach — handling day-to-day execution so Sabrina's team can focus on the magazine and the growth ahead. Questions or ready to move forward? Contact Natalie Sorge directly at nsorge@npsmediagroup.com.