Richa Nevatia

Marketing | Product

Marketing Consulting

Publicola.com

PubliCola is an online news portal that caters to local news from Seattle, Washington. Founded in 2009 by Erica Barnett, an award-winning, locally celebrated journalist and author, PubliCola has been serving the Seattle population with in-depth coverage of local issues like politics, homelessness, policing and more.

Project Goals

Understanding the Users, Content Audit, Increasing Paid Subscribers, Platform Specific Strategy

Project Timeline

The project was completed over 12 weeks from January 2024 to March 2024

Goal Setting, Market Analysis, Demographic Analysis, Content Audit, Platform Specific Strategy, Email Marketing Strategy, Reporting and Analysis

Project Outcomes

Data Analytics Consumer Survey Marketing Strategy Email Marketing

Consultation Impact

PubliCola saw a lot of positive growth from the understanding of the users and the content interests and the implementation of the marketing strategies

Increase in Gross Annualised Revenue With the implementation of the Email Marketing Strategy, the Gross Annualised Revenue increased by 70% over 12 weeks
Graph with the increase in GAR
Increase in Overall Subscribers The overall subscribers grew from 1260 to 1480 subscribers in 12 weeks with the help of the platform, specific strategy
Graph with the increase in subscribers

What’s Next?

PubliCola is an outstanding source for local news and politics. It’s advocacy within its followers in Seattle is incredible and will lead to massive growth if maintained with the current strategy. These are some suggestions for future growth and improvements based on the research and Analytics conducted so far

Interview Respondents: Conduct in-depth interviews with the PubliCola audience for in-depth analysis of the content and tone of the news updates Restructure Website: Undertake user testing for restructuring the information architecture of the website and creating a better user experience Go Glocal: Create more news articles about Seattle for global audiences to drive wider reach and engagement to become the premier voice of Seattle