All About Data How data added resourced expanded
All About Data How data added resourced, expanded local news coverage and created the All About Ann Arbor digital brand
All About Ann Arbor www. allaboutannarbor. com
Ann Arbor, Michigan
Opportunity
Building The Case Market Research Google Analytics Communit y Input All About Ann Arbor
Google Analytics � Outside of Detroit, Ann Arbor is our top city for traffic to Click. On. Detroit. com � Detroit – 23. 52% �Ann Arbor – 8. 93% - No. 2 overall Grand Rapids – 3. 03% � Clinton Township – 2. 74% � Sterling Heights – 2. 58% � Livonia – 2. 57% � Warren – 2. 47% � Dearborn – 2. 16% � Troy – 2. 07% � Royal Oak – 1. 91% �
Market Research � Opportunity � � � � Economic hub of Michigan � � � 115, 000 Ann Arbor residents 350, 000 Metro Ann Arbor region 231, 000 local U-M grads Massive U-M alumni base Destination for 4. 2 million people in region Underserved local media market Growth opportunity for WDIV Local 4 State’s highest assessed property value Growing tech hub University of Michigan Booming real estate market Vibrant shopping, food and entertainment scene Arts & Culture � � � Popular annual events Concerts, art exhibits, lectures Nationally recognized food culture
Ask the Crowd � Set � a tone We’re the media that values your input � Collect � input We learned what people wanted to read � Validated � Yeah, this is a good idea � Refined � More events, less sports
Engagement Loop Data Measur e Listen Resear ch Ask
What we learned Data and engagement … � Built our voice � Honed our content strategy � Refined our sales pitch � Set our direction � Won community support � Set our competitive tone
Results � High-level support � ‘A 4’ digital brand � Two new content hires � Ad revenue � Expanded WDIV coverage � Groundwork for future projects � Built digital culture
Takeaways � Chat with your numbers, listen to their stories � Work across departments – Sales, marketing and research live this world � Pitch with data to open a conversation � Ground ideas in data to bring them to life � Check us out at: www. allaboutannarbor. com
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