The Weekly Challenger Newspaper

The Weekly  Challenger Newspaper

The Weekly Challenger Newspaper (TWC) sought to establish their brand presence in the digital marketplace and expand their public awareness across shifting age demographics while ushering in a new era of leadership. With a unique focus on brand positioning, the marketing objectives looked to achieve: 1) a shift to digital responsiveness and conversion; 2) an increase in brand visibility, digital subscriptions, and engagement demographics; and 3) scalability.

Brand milestones required an integrated strategy to stimulate the relationship growth of advertisers and community partners in addition to target market penetration and development that would extend the brand presence within the marketplace and expand the brand footprint. KBC coupled the development of several brand media with the use of unique engagement strategies, to include: 1) the crafting of an annual Brand Media Kit highlighting brand biographies, key analytics metrics, demographics and brand footprint, market responsiveness, and useful data for advertisement agency decision makers; 2) app development as a market penetration and current market trends strategy; and 3) design development of newspaper editorial and printed media. KBC also utilized the brand’s digital marketing distribution channels, such as social media, website, TWC’s Apple & Android apps, and printed media to align marketing actions with targeted brand strategies and to also strengthen the imprint of its marketing actions within the identified targeted markets.

Brand extensions were utilized in website design and development, which included an approach that integrated many digital aspects for the user experience: from social platform integration to video development and CRM/subscriber platforms to email list growth integrations. KBC designed a new website on a WordPress UX platform featuring an aesthetically pleasing, on-trend, and scalable news industry design that engages the user and welcomes them to see themselves in the rich history and legacy of the St. Petersburg community.

Cross-channel marketing and SEO was implemented as a method to introduce and extend brand reach, resulting in multi-reference point web traffic from keyword and organic searches, direct visits, social referrals, and link referrals. A direct branding result included an increase in advertisement opportunities with such national brands as Publix and increased website traffic, impressions, and conversions.

Project Successes

Key results of this successful project include the execution and achievement of designated marketing objectives. The creation of a comprehensive brand identity package, accompanied by guidelines for best practices, facilitated the marketing efforts by providing clear pathways and opportunities to implement them consistently. By analyzing user data and market analytics, TWC improved its market performance, brand visibility, advertising effectiveness, and responsiveness within its targeted markets.

Brand results also include an expanded brand awareness, introduction and conversion of targeted age group demographics, increased number and quality of advertising and community partners, and a public relations and brand home consistent with current market trends.