Product marketing — Paige Barefoot

New product marketing

McClatchy has rolled out new products to engage and appeal to prospective and current subscribers over the years. From a new subscriber homepage experience, dynamic live editions, Reimagined print editions to exclusive eEdition sections and new tools such as the voter guide, I have created and developed an assortment of emails, digital ads, social media, video and print materials to promote these new products.

Subscriber homepage experience

McClatchy partnered with a new vendor to create an exclusive website experience for our subscribers that included new features, including curated stories, weather updates and interactive multimedia. I created the marketing components for this campaign, utilizing animations to showcase the new experience in comparison to how the standard homepage appears. This campaign has been scaled across 28 markets, and I developed processes to help streamline the production of the creative elements for this project.

Dynamic “Live” Editions

McClatchy has expanded its eEdition catalog – digital versions of the printed paper – by taking advantage of our vendor’s platform to create dynamic “live” editions, where articles that are input appear on printed pages. Our first market to implement this was Kansas City, which was able to capitalize on their sports coverage that was hindered by shortened print production cycles. Marketing efforts for live edition launches I created have included engagement and acquisition emails, online ads and social media carousels with videos.

eEdition “Xtra” sections

News created “Xtra” sections containing bonus content to make the digital version of the printed paper more appealing to print subscribers. The bonus content began with Extra Extra, a general news section featuring national and global news coverage, and the sections grew to provide more than 60 pages of additional bonus subscriber-exclusive content daily. The sections have evolved and been rebranded over the past couple of years, and there are even pop-up sections for events such as the Olympics and seasonal sections, such as Xtra Football. These are some of the more recent iterations of the marketing I create for these sections, which typically include print ads and emails.

Reimagined Print Editions

The news division of McClatchy decided to give the printed editions a refreshed look and spotlight local, in-depth journalism with QR codes to link to exclusive videos, articles, galleries and online features. This project began with our six biggest markets launching Reimagined editions twice a week, and leadership decided to roll out these editions to the remaining markets. The marketing campaigns I designed and produced included engagement and acquisition emails, print ads and social media images and video carousels.

Voter Guide marketing

McClatchy developed a voter guide tool that was implemented across our markets, and we created assets to demonstrate its features as well as encourage our readers to use it. From acquisition and engagement emails, Snapchat and Instagram ads, to online and print ads, this campaign covered a wide array of media to draw in readers. The ads and emails below are among the marketing assets I created for this campaign.