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IMG_4898.MOVMarketing and Audience Engagment
Audience engagement and marketing is how the Pioneer Press has been able to function as a newspaper for so long. I enjoy interacting with people and building up a network for the press. Click on the video to see some of my strategies and thoughts on marketing and audience engagement.
On Wednesdays We Wear Staff Shirts
Sometimes the best marketing strategy is simply time. Every issue, we distribute the paper on Wednesdays, which is our school's day of advisory. That hour block is strategic, and allows us to promote our paper. It allows students to wind down and read the issue
Finding High Readership Stories
Finding stories that people talk about are essential to keeping the spirit of the paper alive. Sometimes it pays to strategically to features or news stories where a lot of students are involved and feel represented by the paper.
By far my story that generated the most talk is the Dan Wagernin story, about the local cowboy who is well-recognized in the community. I had parents asking me how I got the interview, coworkers asking me for extra copies, and random students/staff at the school telling me they enjoyed the story. Like Wieden and Kennedy's marketing strategy, sometimes the absurd is what draws in the most attention.
Also having a theme within our issues has allowed for students to see themselves in the stories, such as "Pioneer Press Trail to Triumph" sports page which features many students, and covering all sorts of departments allows from ski team to theater allows for higher readership.
My Dan story hanging in my work break room. My manager loved the story so much he put it in the break room for everyone to read. Other students had commented that they had shown it to their parents, and it was a hoot.
Using Personal Social Media
Although everything in the paper is traditional, I understand that using a personal social media account can be a significant boost. Here are some screenshots from my own personal Instagram that has been used to promote the paper.
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