Read local campaign
It was a month into the pandemic and our team had to pivot hard from a light-hearted campaign to something that would inspire readers to support local journalism. Our answer was to create a new campaign that was a shared call to action – to rally around the institutions that provided vital information about the pandemic’s affect on their community. The #readlocal campaign celebrated local journalism in communities across McClatchy markets. The creative was animated type that demonstated the value of a subscription. As Art Director, I oversaw the creation of creative and worked to organize a complex campaign that had to work dynamically over the 30 markets that make up McClatchy.
One of the 14 niche sites made for the #readlocal campaign.
Niche sites
We launched 14 custom sites—seven focused on subscription acquisition and seven showcasing the best work from McClatchy newsrooms.
Acquisition campaign
We had an extensive email and display campaign to add new digital and print subscribers that balanced the value proposition of the markets and the offer.
What does local mean to you?
A complementary series introduced readers to local journalists and photojournalists, sharing their reflections on the meaning of local. I worked with our copywriter to make a Mad Lib style format for the journalists to complete so we could keep the emails in a similar format over 30 markets. We worked with an email deployment specialist to add dynamic tags so there could be one template for all markets. I coordinated with newsrooms to identify the journalists and and get images for the series.
