As part of the capstone course of the Strategic Design Fellows program we were tasked with creating a full marketing campaign for the client The Washington Times.
Task:
The Washington Times, a Washington D.C. based political national news source with a left-leaning commentary tasked us with increasing their readership among women and millennials.
Insight:
Through our research we realized that The Washington Times took their time to get the facts right before publishing news stories. This lead to our insight and tagline “Facts take time.”
Strategy:
We knew that our target market had an awareness of The Washington Times so we decided to increase this awareness which would lead to higher page views, and increased engagement, which would lead to more pay views and consumers to eventually hit the pay wall leading to subscriptions. We created a campaign including print and out of home advertising showing things that took time the same way that The Washington Times takes the time with their news stories. We also re-designed their app to include dark mode and to change throughout the day the way the news does.
Team: Ayo Akiwumi, Emily Gorey, Jill Huang, Laudan Kalantary & David Rosenstein