Ideas Blog

Ideas Blog

Pensacola News Journal’s positive, multi-media campaign woos non-traditional advertiser

07 August 2013 · By Melissa Puckett

“Pensacola Promotion” entices owner of health-care company, baseball team to sign on for goodwill campaign, with other non-traditional advertisers following his lead.

PNJ Media Solutions crafted the “Pensacola Promotion” campaign to assist local business owner Quint Studer in his efforts to bring attention to positive developments in the community, as well as to promote tourism.

The well-received campaign brought national attention to Pensacola, as well as to the local business and business owner who funded the campaign.

Pensacolian Quint Studer is the founder of Studer Group, a local company that works with health-care agencies all over the United States. It falls in a non-traditional category because the company has little need for local advertising.

Studer and his wife, Rishy Studer, are also owners of the new Blue Wahoos baseball team, the Cincinnati Reds’ Double-A affiliate, which opened its inaugural season in 2012.

PNJ Media Solutions identified the Studers as passionate about the revitalisation efforts of the Pensacola area.Instead of approaching Quint Studer for advertising specifically to meet his business needs, we approached him about promoting his passion through an ad campaign that would highlight the Pensacola area and local accomplishments.

Through a variety of ads that included local print and digital (and were featured in USA Today), the Studers have had a platform to remind locals and visitors of why it is great to live in Pensacola. Additionally, we have helped them, through ad design, to recognise people and businesses that are supporting local causes for the betterment of Pensacola.

The ads highlighted businesses bringing jobs to Pensacola and its downtown, the surge in attendance at downtown events, and the newly developed Pensacola Community Maritime Park and its multi-use facility, the home of the Blue Wahoos.

Quint Studer received excellent results and feedback from the community and from all over the nation, as well as in minor league baseball circles for his promotional recognition of our area, the Blue Wahoos, and Pensacola’s new baseball park.

This promotional idea has inspired other non-traditional businesses, such as a local beer distributor and a law firm, to do the same.

Quint Studer is now interested in a similar print campaign, to begin this fall. He plans to get his goodwill message out through the power of our newspaper reach and the impact of a full-page advertisement.

PNJ Media Solutions has now established a “Quality of Life” rate for people or businesses that want to promote good things happening in our community. These discounted ads cannot be used to sell anything, only to recognise good things happening in our area.

Ad campaigns like these are great public relations tools that bring outstanding recognition to the content of the ad as well as to the person or business funding the campaign. In this case, thinking outside the box is not all about new media, but a new perspective on how to use our media solutions.

print article send to friend

blog comments powered by Disqus
About this blog

The Ideas Blog captures the practical discussions and case studies of news media company to grow revenue, audience, and brand. These case studies are written by INMA members for INMA members. Begun in December 2012, this content previously resided in Ideas Magazine; for an archive of past case studies, click here.

Blog editor

Dawn McMullan is the editor of the Ideas Blog and senior editor for INMA. If you are an INMA member and would like to contribute a case study, please contact Dawn directly by clicking here.


RSS feed

Blog archives

March 2015 ( 9 )
February 2015 ( 9 )
January 2015 ( 11 )
December 2014 ( 5 )
November 2014 ( 10 )
October 2014 ( 7 )
September 2014 ( 14 )
August 2014 ( 12 )
July 2014 ( 16 )
June 2014 ( 15 )
May 2014 ( 4 )
April 2014 ( 9 )
March 2014 ( 7 )
February 2014 ( 11 )
January 2014 ( 10 )
December 2013 ( 7 )
November 2013 ( 9 )
October 2013 ( 7 )
September 2013 ( 11 )
August 2013 ( 8 )

Blog roll

Advertising case studies
Audience case studies
Digital case studies
Leadership case studies
Marketing case studies
Product case studies
Research case studies

Join INMA Today
Upcoming Events
INMA Ideas Day on Advertising
Paris, France
24 April 2015
INMA World Congress
New York, United States
10-12 May 2015
INMA Ideas Day on Marketing
Brussels, Belgium
22 May 2015
INMA Big Data for South Asia Media Summit
New Delhi, India
26 May 2015
INMA Congreso Latinoamericano
Bogotá, Colombia
13-14 August 2015
INMA South Asia Conference
New Delhi, India
19-20 August 2015

More Events

Member Profiles

  • Yves Craen

  • Lukas Widjaja

  • Teri Mahnken

  • Gary Rust

  • David Page

  • Pia Stork

©2015 INMA | Home | About | Contact | RSS | Privacy