Local Content | USA TODAY Co. Network

To drive engagement for USA TODAY Co.’s 200+ local publications, content-driven campaigns promoted readership around specific interests, including entertainment, sports, activities, and civic action.

Many of these campaigns used a scaled approach across markets, customizing 10–24+ versions to reflect unique locations, imagery, color, and characteristics. Lead markets included Arizona, Michigan, Wisconsin, Ohio, New Jersey, Florida, Delaware, Tennessee, Iowa, and more. This is a small showcase of examples.

As Creative Director, I developed and expanded the scaled approach, led collaboration with local marketing directors to understand content objectives, and oversaw the creative team on messaging and design. Deliverables included onsite, in-app, social, and email.