Gannett   |  A strategic campaign voice and design system to DEMONSTRATE the VALUE of local media brands

Business requirement:  Increase revenue from digital subscriptions while 81 local publications transition to a paywall, without losing the connection to the history of the brands.

Acceleration strategy: The claim “Give it to me Local”  became the rallying cry for readers as only Gannett’s properties could prove and celebrate the unique value of local news. Giving the “theme” of the campaign away to readers led to a number of unique creative executions across a wide range of print and digital communications vehicles.

Campaign: Our 360 degree campaign served as a rallying cry for each local newspaper. Media included TV, Radio, digital, (web and mobile), direct mail, rich media, and a large number of print ads. We even introduced a Polling system and campaign which invited readers to join the conversation and add their voice to local issues that mattered.

Results:  Cf’s single overarching strategy and implementation (campaigns across all media) in all major markets helped to lift revenue from digital subscriptions by 21%.

We Get Local

Our Strategic Insight:  The Hometown Advantage

Core Benefit + Local Content = Consistent Brand Voice

:30 video for local TV and online

:15 Video Animations customized for each local brand

Out Of Home

Rich Media Banners

Polling: to gauge and respond quickly to local customer sentiment

Toolkit and Style Guide to assure local market teams implemented consistently