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THIS IS OUR STORY.
THIS IS OUR‣ Brand Revitalization - How did we get here?‣ This Is Our Story - An outsider’s perspective - This is our stor...
HOW DID WE GET
Brand Revitalization‣ Tremendous Economic Downturn‣ Radical Media Transformation‣ False Perceptions in the Marketplace‣ No...
WHAT’S THE DEFINITION  Doing the same thing over and over again       and expecting different results.
Brand Revitalization
Brand RevitalizationRealizations‣ Really tired of others telling our story and getting it wrong‣ Needed to seek profession...
Brand Revitalization
Brand RevitalizationBoiling it down‣ A complex, multi-faceted challenge‣ Limited Resources: Goliath with a David mentality...
It came down to making a
Through a multi-faceted process,
Brand Revitalization
Brand Revitalization‣ Strategic Planning‣ Leadership / Structure / Mindset‣ Marketing Workgroups‣ Maximizing New Publisher...
Brand Revitalization
Brand RevitalizationLeadership / Structure / Mindset‣ Marketing Hire: A successful failure‣ Marketing Steering Committee -...
Brand Revitalization
Brand RevitalizationMarketing Workgroups‣ Strategic Partnerships‣ Media Partnerships‣ Community Engagement
Brand RevitalizationMarketing Workgroups‣ Strategic Partnerships‣ Media Partnerships‣ Community EngagementMaximizing New P...
Brand Revitalization
Brand RevitalizationEvolving the Product: Content Is King‣ We embraced an approach of continuous improvement
Business Section
Fast Find Auto
Pink
Yes!
Bargain Mom
Bargain Mom
Entertai
Entertai
Bargain
Auburn App
Electro    nic Editio      n
Day of Devastation Hardback Book
Day of Devastation App
CommunityLeadership    Series
Brand Revitalization
Brand RevitalizationEmployee Confidence‣ Quarterly Celebrations‣ Management team meetings‣ Increased communication / trans...
Brand Revitalization
Brand RevitalizationStrengthening the Sales Force‣ Training‣ Salesforce.com‣ Promax‣ Pulse Research‣ Feet on the street‣ L...
Brand Revitalization
Brand RevitalizationMulti-Media Company‣ Digital Team‣ Business Newsletter‣ Bargain Mom‣ Electronic Edition‣ Apps  - al.co...
Brand Revitalization
Brand RevitalizationMarketing Campaign‣ It’s not about ego. It’s an investment in our brand.‣ Practice what we preach‣ Par...
2011 Brand Campaign
Indu                                 }state of the stry:‣ The “traditional media” is  struggling‣ Perception that newspape...
It’s not aor an advertisingcirculationIt’s a perceptionproblem.problem,problem.
“REPORT   THE    S  OF MY ” DEMISE      –Mark Twain
Obje     Convince people that their day is incomplete without         taking the time to interact with The Birminghamctive...
Obje     To reposition The Birmingham News by resellingctive:         the concept of the newspaper.
What are theTable Stakes?Essentially, elements that all newspapers MUST promise, just to be relevant.These represent the i...
‣ More than just headlines    ‣ Honest, credible journalism‣ Better-than-blogger         ‣ The best local sports  journali...
‣ More than just headlines             ‣ Honest, credible journalism‣ Better-than-blogger                  ‣ The best loca...
‣ More than just headlines    ‣ Honest, credible journalism‣ Better-than-blogger         ‣ The best local sports  journali...
‣ More than just headlines                        ‣ Honest, credible journalism‣ Better-than-blogger                      ...
Identifying Value:‣ Remind people of the real value of a community’s newspaper,  and the actual value of The Birmingham Ne...
Identifying Value:‣ Remind people of the real value of a community’s newspaper,  and the actual value of The Birmingham Ne...
Strategy:     If there’s one thing marketing can achieve, it’s     helping The News stand for something.
DE-COMMODITIZE  OUR NEWS.
Two defensible positionsThe Birmingham News canStand for:‣ Empowerment    {                           ‣ Hyper-Localism
THE CAMPAIGN
ICON
Condenses the logo down                                   to its most essential,Uses the existing words            fundame...
TAGLINE
THIS IS
THIS IS                                               It provides a sense of                                              ...
PRINT
TV
OUTDOOR
WEB
MULTIMEDIA
After the Launch
CityScene TV
Lifestyle Section Launch
Football U
SUCCESS
What does‣Growth‣Image
THE CHALLENGE:
What choice will you
THIS IS OUR STORY.
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
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The Birmingham News
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The Birmingham News
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The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
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The Birmingham News
The Birmingham News
The Birmingham News
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The Birmingham News
The Birmingham News
The Birmingham News
The Birmingham News
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The Birmingham News

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The Birmingham News

  1. 1. THIS IS OUR STORY.
  2. 2. THIS IS OUR‣ Brand Revitalization - How did we get here?‣ This Is Our Story - An outsider’s perspective - This is our story campaign‣ What Does Success Look Like?‣ What Choice Will You Make?
  3. 3. HOW DID WE GET
  4. 4. Brand Revitalization‣ Tremendous Economic Downturn‣ Radical Media Transformation‣ False Perceptions in the Marketplace‣ Not Meeting Owner’s Expectations‣ No Cohesive Marketing Strategy / Marketing by Default‣ New Publisher / New Regional Leadership‣ Low Employee Morale: Right-sized, pay cut, industry dark cloud‣ No Strategic Plan
  5. 5. WHAT’S THE DEFINITION Doing the same thing over and over again and expecting different results.
  6. 6. Brand Revitalization
  7. 7. Brand RevitalizationRealizations‣ Really tired of others telling our story and getting it wrong‣ Needed to seek professional help: we are not marketing experts‣ We control our own destiny‣ Developing cohesive strategic marketing plan was critical to our long term success
  8. 8. Brand Revitalization
  9. 9. Brand RevitalizationBoiling it down‣ A complex, multi-faceted challenge‣ Limited Resources: Goliath with a David mentality‣ Great Sense of Urgency
  10. 10. It came down to making a
  11. 11. Through a multi-faceted process,
  12. 12. Brand Revitalization
  13. 13. Brand Revitalization‣ Strategic Planning‣ Leadership / Structure / Mindset‣ Marketing Workgroups‣ Maximizing New Publisher Honeymoon‣ Evolving the Product – Content is King‣ Employee Confidence‣ Strengthening the Sales Force‣ The Birmingham News Multi-Media Company‣ Marketing Campaign
  14. 14. Brand Revitalization
  15. 15. Brand RevitalizationLeadership / Structure / Mindset‣ Marketing Hire: A successful failure‣ Marketing Steering Committee - Scrappy, David Mentality, From the Top of the Organization - Work for each other - Weekly focus
  16. 16. Brand Revitalization
  17. 17. Brand RevitalizationMarketing Workgroups‣ Strategic Partnerships‣ Media Partnerships‣ Community Engagement
  18. 18. Brand RevitalizationMarketing Workgroups‣ Strategic Partnerships‣ Media Partnerships‣ Community EngagementMaximizing New Publisher Honeymoon‣ Kiwanis ‣ Samford University Business Networking‣ Rotary ‣ Birmingham Business‣ Rotaract Alliance involvement‣ United Way
  19. 19. Brand Revitalization
  20. 20. Brand RevitalizationEvolving the Product: Content Is King‣ We embraced an approach of continuous improvement
  21. 21. Business Section
  22. 22. Fast Find Auto
  23. 23. Pink
  24. 24. Yes!
  25. 25. Bargain Mom
  26. 26. Bargain Mom
  27. 27. Entertai
  28. 28. Entertai
  29. 29. Bargain
  30. 30. Auburn App
  31. 31. Electro nic Editio n
  32. 32. Day of Devastation Hardback Book
  33. 33. Day of Devastation App
  34. 34. CommunityLeadership Series
  35. 35. Brand Revitalization
  36. 36. Brand RevitalizationEmployee Confidence‣ Quarterly Celebrations‣ Management team meetings‣ Increased communication / transparency‣ Being intentional about culture change‣ Marketing campaign launch: employees first‣ Building banners
  37. 37. Brand Revitalization
  38. 38. Brand RevitalizationStrengthening the Sales Force‣ Training‣ Salesforce.com‣ Promax‣ Pulse Research‣ Feet on the street‣ Laptops
  39. 39. Brand Revitalization
  40. 40. Brand RevitalizationMulti-Media Company‣ Digital Team‣ Business Newsletter‣ Bargain Mom‣ Electronic Edition‣ Apps - al.com mobile app, High School mobile app, iPad apps - COMING SOON: al.com iPad app and BN e-edition app‣ Diversification
  41. 41. Brand Revitalization
  42. 42. Brand RevitalizationMarketing Campaign‣ It’s not about ego. It’s an investment in our brand.‣ Practice what we preach‣ Partnering with Big Communications
  43. 43. 2011 Brand Campaign
  44. 44. Indu }state of the stry:‣ The “traditional media” is struggling‣ Perception that newspapers all over the world are dying left and right‣ There are “trust issues” with the national media, especial from the political right
  45. 45. It’s not aor an advertisingcirculationIt’s a perceptionproblem.problem,problem.
  46. 46. “REPORT THE S OF MY ” DEMISE –Mark Twain
  47. 47. Obje Convince people that their day is incomplete without taking the time to interact with The Birminghamctive: News.
  48. 48. Obje To reposition The Birmingham News by resellingctive: the concept of the newspaper.
  49. 49. What are theTable Stakes?Essentially, elements that all newspapers MUST promise, just to be relevant.These represent the ideas that provide no new insights or innate differentiationfrom any other news source.
  50. 50. ‣ More than just headlines ‣ Honest, credible journalism‣ Better-than-blogger ‣ The best local sports journalism coverage‣ Quality news ‣ Great sections for all different audiences‣ Everything about our town and state ‣ Excellent bargains and coupon options‣ Local scoops on major stories ‣ Great regional audience‣ More journalists than ‣ Balanced coverage television ‣ Online content
  51. 51. ‣ More than just headlines ‣ Honest, credible journalism‣ Better-than-blogger ‣ The best local sports journalism coverageAt of these statements. They meet expectation,sections forWhat”to all face value, people say “So all different ‣ Quality news ‣ Great but do nothing beyond audiencesthat, ‣ Everything about our reasongiving people no additional town to take the time to interact with a and statenewspaper. ‣ Excellent bargains and coupon options ‣ Local scoops on major stories ‣ Great regional audience‣ More journalists than ‣ Balanced coverage television ‣ Online content
  52. 52. ‣ More than just headlines ‣ Honest, credible journalism‣ Better-than-blogger ‣ The best local sports journalism coverage‣ Quality news ‣ Great sections for all different audiences‣ Everything about our town and state ‣ Excellent bargains and coupon options‣ Local scoops on major stories ‣ Great regional audience‣ More journalists than ‣ Balanced coverage television ‣ Online content
  53. 53. ‣ More than just headlines ‣ Honest, credible journalism‣ Better-than-blogger ‣ The best local sports journalism coverageNone of these issues alone can effectively accomplish the stated objectives. They simply decode as‣ Quality news ‣ Great sections for all different‣ “same old, same old.” Everything about our town audiences and state ‣ Excellent bargains and coupon options‣ Local scoops on major stories ‣ Great regional audience‣ More journalists than ‣ Balanced coverage television ‣ Online content
  54. 54. Identifying Value:‣ Remind people of the real value of a community’s newspaper, and the actual value of The Birmingham News to our city
  55. 55. Identifying Value:‣ Remind people of the real value of a community’s newspaper, and the actual value of The Birmingham News to our city‣ Reclaim our position as the largest news-gathering organization in the city and the state
  56. 56. Strategy: If there’s one thing marketing can achieve, it’s helping The News stand for something.
  57. 57. DE-COMMODITIZE OUR NEWS.
  58. 58. Two defensible positionsThe Birmingham News canStand for:‣ Empowerment { ‣ Hyper-Localism
  59. 59. THE CAMPAIGN
  60. 60. ICON
  61. 61. Condenses the logo down to its most essential,Uses the existing words fundamental terminology,from the logo of “The” with a more efficient useand “News” of space. Leverages the fact that The shape and use of rounded people already know the corners makes it feel right at paper as “The News.” home on an iPhone.
  62. 62. TAGLINE
  63. 63. THIS IS
  64. 64. THIS IS It provides a sense of ownership to every story that originates from The Birmingham News.Gives the paper a position of The “our” signifies all of Birmingham,strength, restating and reclaiming meaning that the story The News tellsthat The News is the paper of is one that belongs to all of us.record for the city, daily expressingits unique and personal narrative.
  65. 65. PRINT
  66. 66. TV
  67. 67. OUTDOOR
  68. 68. WEB
  69. 69. MULTIMEDIA
  70. 70. After the Launch
  71. 71. CityScene TV
  72. 72. Lifestyle Section Launch
  73. 73. Football U
  74. 74. SUCCESS
  75. 75. What does‣Growth‣Image
  76. 76. THE CHALLENGE:
  77. 77. What choice will you
  78. 78. THIS IS OUR STORY.

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