Description: As an Account Executive for Willamette Week, I worked with over 100 clients, one of them being Plaid Pantry. Plaid Pantry wanted Willamette Week to help tell their story to its readers. The company wanted to make it well-known that it is locally owned and operated and contains many local, healthy snacks. It was also going through a re-branding process. I met with the CEO and Director of Marketing on multiple occasions to truly grasp the message they wanted to send to our readers, both in print and online. Once I had a solid understanding, I met with the newspaper’s graphic designer in order to build a few skeleton ads for different sorts of messages. I then delivered those skeleton ads to Plaid Pantry’s marketing agency, Sproutbox. I worked with the Brand Director to create approximately four skeleton ads that we would use throughout the year and switch out the content when necessary.
Goal: The goal was to help tell Plaid Pantry’s story through various ads in Willamette Week’s magazines, weekly papers and website.
Result: Plaid Pantry decided on a one-year ad plan that consisted of half page ads every other week (WW is a weekly paper), a full page ad in select magazines throughout the year and two different sized digital display ads based on 100k impressions every other week. Willamette Week distributes 55k copies per week with only a 3% return rate, 100k magazine copies six times per year and direct digital display ads receive a .10% CTR on average.