Strengthen Audience Development Practice

Providence Business News (PBN) is an award-winning, bi-weekly business newspaper that has been the go-to source for timely and trustworthy business news in Rhode Island and southeastern MA for over 35 years. The brand was looking to grow their audience size and revenue, strengthen their audience development practice and improve their digital presence.

After an in-depth review of PBN’s customer and product performance data, technology set up and vendors, we developed an audience first strategy tied to detailed tactics. These included a month-by-month cross-channel campaign calendar, establishing best practice documentation, redesigning the customer experience across email (responsive design templates, management policy, automation and personalization), website (paywall, shop cart funnel, email sign-up) and social channels (Facebook, LinkedIn, Instagram, Twitter), and introducing product enhancements (Digital Edition, Data Product, Group Subscriptions). Outside of Audience Development, Maikoa Consulting developed advertising inquiry automations to streamline sales process and incrementally increase the number of new advertisers.

The result is a 19% YoY revenue growth, streamlined, repeatable processes for vendor management and creative development and a cross-functional collaborative mindset led by our monthly management performance meetings and ongoing performance dashboards that are available to all PBN team members.

Our Work

The result is a 19% YoY revenue growth, streamlined, repeatable processes for vendor management and creative development and a cross-functional collaborative mindset led by our monthly management performance meetings and ongoing performance dashboards that are available to all PBN team members.

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