Acquisition marketing
Our creative production group from Product/Experience was folded into a central marketing department for McClatchy as the B2C Marketing team in mid-2022. Since this shift, I have been spearheading the creative production for acquisition efforts,. including user interface designs for acquisition-oriented landing pages, modals, paywalls, emails, HTML5 ad testing and more.
Landing pages
I was tasked with the creation and development of landing pages targeted with limited-time sales offers. Our partners in sales wanted a quick hit overview of digital features, specifically highlighting ones that would be appealing to avid digital readers. These pages use custom imagery per market to demonstrate the digital benefits of the subscription.
Landing pages
I designed and developed acquisition landing pages designed for search engine marketing, where we wanted to localize and highlight unique content offered in each market. Features offered within digital subscriptions vary between markets, so custom blocks were built for ease of scalability among 28 markets.
Paywalls
Our VP of digital acquisitions wanted to revamp our current paywall and initiate testing to see which style stops would be more appealing to potential subscribers. Version B of the paywall, at the bottom, was created in the same style and likeness to our subscription platform paywall stop.
Modals
We have gradually been moving the development of modals in-house, and I have been in charge of creating the user interface design for these elements. Starting with our standard site subscription modal, we have incorporated local market imagery to make it more pleasant and appealing to potential readers. Holiday sales, newsletter signups and AMP paywall modals are some of the other items I have designed based on our design system.
Email product | Cart abandoner email design with custom market image
Instagram social image - custom image per market
Facebook social image - with custom market image
generic social device image for all market use
HTML5 onsite ad
HTML onsite ad - billboard size