Community Impact Campaign
2018 Finalist

Community Impact Campaign

REPUBLIC MEDIA - USA TODAY Network - GANNETT

Phoenix, United States

Category Best Use of Consumer Research

Overview of this campaign

Objectives:
1. Improve community impact perceptions
2. Increase visits to impact coverage (watchdog journalism)
3. Increase newsroom’s engagement with local community

Campaign Details: The consumer-facing campaign was disseminated through print and digital marketing channels and took on various creative executions, which included:

• Overarching campaign message to drive awareness of the brand and connection to the local community.

• Issues-based and investigative reporting focus that would demonstrate to consumers the true quantitative impact the brand makes.

• Community relations efforts illustrating how and in what ways the brand gives back to the community.

In addition, to strengthen engagement, the market created a series of videos that told the stories behind the stories – in other words, the opportunity to get to know the market’s newsroom reporters and journalists on a personal level and the contributions they’ve made specifically to the community. The videos included a call-to-action to “connect”, which brought consumers to a landing page that gave them a more in-depth, behind-the-scenes look at the newsroom and the many opportunities to engage with the newsroom. The four reporters/journalists featured in these videos also became part of a print advertising campaign targeted at subscribers, faithful readers of the newspaper.


Results for this campaign

The year-long campaign, which was rolled out in multiple phases to connect consumers to the newsroom in new and exciting ways, created a strong bond with the community. With the campaign, Phoenix increased its community impact score (defined as both creating positive change and influencing/strengthening local communities) by 10 points over other news markets. The market also saw impressive year-over-year watchdog traffic and engagement increases on its digital and social platforms, generating a 75% increase in page views; a 62% increase in page new visits; a 63% increase in search referrals; and growing its social base to 100,000 more fans/followers on Facebook and Twitter. Additionally, the community impact videos, through a series of Facebook advertisements, received a total of approximately 280,000 views and contributed to driving 88% new online visits to the newsroom.


Contact

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