Visually, the marketing campaign consists of two main components. The primary, the subscribe-unsubscribe dichotomy, will play on inside jokes that Philadelphians cherish. For example, one line of copy reads: Unsubscribe from “bizarre accent.” Subscribe to “what accent?” One other reads: Unsubscribe from “Did you eat?” Subscribe to “Jeet?”
To accompany the copy, Pink Tettemer O’Connell created a collection of photos primarily based on the distinctive font—and well-known “I”—of The Inquirer model. The company created a dozen completely different “I” photos, which themselves replicate beloved Philadelphian traditions.
One, for instance, has the shag rug texture of Gritty, the mascot of the Philadelphia Flyers. One other resembles the long-lasting Love sculpture created by Robert Indiana.
The interaction between the copy and the “I” provides further context to the within jokes. The “bizarre accent” textual content, for instance, seems subsequent to an “I” that resembles a water ice—an iconic Philadelphia deal with and a phrase that native Philadelphians pronounce distinctly.
The throughline of the marketing campaign is a want to speak a shared sense of group and authenticity, in response to Hughes.
Amplifying subscription progress and branded content material
To measure the efficacy of the marketing campaign, The Inquirer will measure incremental will increase in model affinity, familiarity and probability to begin studying, primarily based on knowledge sourced from the Harris Ballot, in response to Hughes.
Readers impressed by the marketing campaign to go to the web site will have the ability to learn a number of articles earlier than hitting the paywall, because the writer makes use of a dynamic know-how that solely gates content material after repeat visits.
As soon as on the location, the reader can familiarize themselves with the brand new merchandise launched by The Inquirer lately, together with its stay weblog, Wordle copycat Birdle, podcast suite and extra.
The writer hopes to translate this potential uptick in readership into new digital subscribers—its paid readership has grown 50% since Hughes joined in January 2020—in addition to promoting income.
In comparison with different publishers, promoting is a smaller portion of The Inquirer’s income, in response to Hughes. Nonetheless, the writer is pacing to be 2% under its advert income final 12 months.
The Inquirer has seen success with its nascent branded content material providing, nevertheless, which it launched in 2021. Known as Inq Studio, the providing has grow to be a seven-figure enterprise, working primarily with purchasers focused on company repute messaging, in response to Hughes.
