Digital Strategy

Client: Gannett is the largest newspaper group in the United States, Gannett owns 75 daily newspapers, including USA TODAY, the largest-selling daily newspaper in the country. Gannett also owns more than 20 television stations covering roughly 17% of the United States. Although the company’s focus is primarily on its newspaper and broadcasting properties, it operates a news service and is also involved in commercial printing, telemarketing, data services, and news programming.

Overview: Gannett’s goal was to design, develop and deploy a membership-based website that would be an aspirational lifestyle resource covering a wide range of topics of interest to baby boomers nationwide through content and tools. The core business driver for this product is to leverage Gannett’s substantial boomer footprint and create an additional opportunity to monetize this demographic beyond Gannett’s existing news platforms.

Solution: Helped sculpt the product vision by performing extensive research on competitors and ideal customers (personas) which aided in creating a comprehensive and strategic user experience brief that outlined Gannett’s best opportunities in the market to succeed. It included everything from content strategy to user segmentation and platform recommendations.

Sector: Media