SignOnSanDiego.com – San Diego Union Tribune’s digital site for their Vertical Markets: Autos, Homes, Entertainment, Careers, & News.
Marketing Situation: SOSD struggled to position itself as a legitimate San Diego resource amongst fierce national competition with multi-million dollar budgets.
NYCA’s grow! Idea: The local expert – establish SOSD as a specialist versus generalist web site.
The advertising campaigns resulted in dramatic growth in page views:
- Autos +140%
- Homes +106%
- Entertainment +51%
- Careers +42%
- News +8%
Unique visitors to the promoted sections also increased:
- Autos +159%
- Homes +45%
- News +45%
- Entertainment +41%
- Careers +17%
SOSD has became the #1 local San Diego web site: SOSD drew about 32.1% of San Diego adults Early 2005. In comparison, 29.8% of local adults visited Yahoo.
Nationally, SOSD is the #2 newspaper site in the country; second only to washingtonpost.com.
Campaign Elements: Radio, TV, Print, In-Theater, Online, Guerilla Marketing