The Local News Field Guide launched as a resource for journalists and news entrepreneurs, and the appeal was obvious—but getting it in front of industry pros (and newbies) proved to be a challenge. The partnership behind it decided that a series of live virtual workshops would generate buzz and get the information in front of the right crowd.
We planned and executed these workshops around four of the Guide’s main topics. Working closely with clients, we planned the user journey, format, guests, platform, schedule, and resources, using survey feedback and community input to focus on what journalists most wanted to know.
To get people to the events, we planned a social- and newsletter-based marketing strategy, attracting a wide range of viewers who were new to Chalkbeat and GNI’s offerings. The virtual recordings were then repurposed into YouTube content for the Chalkbeat channel.
