San Francisco Bay Guardian
Today's economy can easily bring a fight for a company's very survival!
The San Francisco Bay Guardian is a good example. The Bay Area’s premier alternative newspaper suddenly found itself locked in a struggle for survival with a competitor that was new to town and had VERY deep pockets.
By calling in the MarketBuilding Team's strategic marketing specialists, a campaign was created tying online, offline and traditional media. Within six short weeks a program had been developed linking their customers, readers and sales force by synchronizing:
- Web marketing
- Direct response
- Sales promotion
- Employee incentives
- Product development
- Service development
For good measure, a non-profit foundation was linked into the marketing campaign linking the Guardian’s name to a visible public benefit. It also put the newspaper's competitors in the uncomfortable position of saying nice things about them.