CornerConnect: Correspondent ImplementationMary Lynn Burns

Executive Summary

✦The Arkansas Baptist News (ABN) is an agency of the Arkansas Baptist State Convention.

✦The ABN has been in continuous publication since 1901.

✦Editions are published bi-weekly and are available in a special digital edition. 

✦Its current goal is to serve its traditional constituency (Arkansas Baptists age 50-plus) with excellence, while at the same time becoming more relevant to its emerging audience (younger Arkansas Baptists age 25 to 49).

Situation Analysis

✦The ABN launched a Total Public Relations Campaign in 2011, including new website, logo, increased subscriptions, social media engagement and advertising revenue. ✦The ABN is the seventh largest newspaper position within the state of Arkansas, with an annual print circulation of 20,000 and an online presence of the same.✦Due to the publication’s recent growth and a small staff in central Arkansas, the ABN team cannot connect with its potential audience effectively as it desires. ✦In answer, the ABN implemented five new regional correspondents in early 2013. However, communication with the correspondents internally with the paper and also externally with the publication’s target audience has been lax. A strategic IMC campaign is needed to experience the full benefit of the implementation.

SWOT Analysis

Key Points:

•Fits under current goal of the publication-STRENGTH •Communication is lax between correspondents and the staff-WEAKNESS•Build Relationships with more churches and their members all over the state.-OPPORTUNITY•Communication gaps with staff and correspondents in busy times.-THREAT

Competitor Analysis

•In 2007, State Baptist papers’ annual circulation reached below one million

for the first time•In 2009, Utah/Idaho state newspaper announced it would cease publication. •In January 2013, Texas State Baptist

paper, The Baptist Standard announced an all-digital format.

•The ABN remains above circulation decline due to strategic planning to engage with both older 50 + readers and younger 25-49 readers through

print and digital content.

Brand Profile

Who: State Baptist Publication of Arkansas, affiliated with Arkansas Baptist State Convention. What: Print and digital newspaper dedicated to telling the story of Arkansas Baptists. When: In circulation since 1901. Where: Located in Little Rock, Arkansas with regional correspondents in Northwest, Northeast, Southwest and Southeast corners of the state. Why: To offer regional and national news with an Arkansas Baptist perspective. How: Through the medium of print, digital and online publications and social media platforms.

Primary Research

Current Situation(after Total Public Relations Campaign of 2011

•digital subscriptions climbed from 280 to 649 in a 12-month period•advertising revenue increased from $82,000 to $114,000•Twitter followers increased from 179 to 1,006•Facebook “likes” increased from 1,190 to 1,330•seventh largest newspaper (secular or religious) in the state of Arkansas.

Buyer Persona

•Female

•28

•single

•active in church

•active on social media

•does not read Arkansas Baptist News

Strategies and Tactics•Go Live Event in October-launch of regional correspondents’ Facebook pages and opportunity for Arkansas Baptists to meet the correspondents via social media and phone

•Ads in print and digital publications

•Bios of regional correspondents featured in print and digital publications

•Mass emails to 1,500 Arkansas Baptist pastors in the state, introducing the correspondents and their purpose

•Correspondents will communicate via email and social media with their regions on certain terms agreed upon by the ABN staff.

Creative Samples

CornerConnect

REGIONAL CORRESPONDENTS

“Connecting with Arkansas Baptists in All Corners of the State”

Media Flowchart

Media Schedule

Budget

•Since the Arkansas Baptist News is a non-profit, marketing for the Regional Correspondent Implementation will be done predominately at no-cost.

•If further cost marketing is needed after one year, a mass mail-out to churches will be sent (1,500 x .46 = $713) and a Facebook Ad will be implemented at the beginning of the year in 2015 (approximately $100).