A massive marketing effort to make local journalism accessible to all Delawareans
Situation
As the demand for trustworthy, local news intensified, during the COVID-19 pandemic we began working with DPM, Delaware’s only NPR affiliate and the only noncommercial news media outlet dedicated to covering the First State, to develop a multi-channel, audience-based marketing approach.
Approach
With the ambitious goal of achieving statewide reach, we started with a bold brand strategy refresh, optimized website, and launched a mobile app. Through billboards up and down the state, a more active social media presence, and segmented newsletter approach, we positioned DPM as the place for Delawareans to get tuned in. We also improved DPM’s podcast approach to meet the growing demand for audio-first content and leveraged strategic marketing tactics such as paid social, Google Ad Grant advertising, and other digital formats to more deeply connect with new and existing audiences. The result? A multi-year partnership and impressive increases in digital fundraising and brand awareness.
Have a passion for social good?
We need you on our team!
You have an entrepreneurial and empathetic spirit, with a lot of energy, passion and a curious mind open to listening. You are a trusted and committed partner, who values work-life balance and consistently works to build a diverse, equitable and inclusive culture. You are obsessed with quality and have pride in your work.
