The Bright Side Newspaper had a problem.
Advertisers weren’t buying space and ad renewals were dropping.
My research revealed the paper’s unique mission was unknown by recipients.
It was just another newspaper, and no one cared.
Now let me explain a couple of things here:
- The Bright Side ONLY prints Good News…nothing dark or ugly, no robberies, wrecks, or politics.
- The paper is FREE and delivered to household mailboxes. It’s clean and is not thrown onto wet driveways or turned to pulp by Amazon delivery traffic
Because the Good News mission of the paper was not understood, households saw no reason to read it and advertisers had no idea they could align with such positive messaging.
What to do??
The idea was to rollout big with a high visibility on and offline campaign that told the public exactly why The Bright Side was the paper they could read – safe from negativity.
The visuals tied the message to the paper to promote product recognition and the balloons for community events were just fun.
Engagement became the next goal, so I designed ads to run IN THE PAPER encouraging readers to share good news from their lives or about an advertiser.
This would create engagement analytics we could show the advertisers.
Sadly, the campaign never ran because the one of the husband and wife owners refused to believe the paper’s mission was unknown.
“Well…Everyone I know knows what the paper is about, so we won’t run that campaign.
