Grassroots efforts bring big subscriber growth for one Subtext campaign
At a distance and with your face mask on, human interaction is still key to building those digital subscriber relationships.
In April, the Subtext campaign with the highest percentage month-over-month growth was Mission Local, which grew its campaign by 132%.
Mission Local, a local-news site based in San Francisco, experienced this growth with their Spanish-language campaign, MLesp. Hosts Lydia Chávez and Andrea Valencia created a COVID-19 campaign to deliver news to the city’s large Spanish-speaking population.
The Mission Local team knew they needed to explore different ways of sharing COVID-19 news off platform, as they realized much of the target audience wasn’t visiting the site for this info.
In addition to embedding their MLesp Subtext campaign on the site’s homepage (a best practice!), the ML staff also handed out fliers advertising the new service. Both in person and via direct messaging on social media, the team circulated the flier pictured below with much success.
Congratulations to Mission Local and their MLesp campaign for winning the M.I.K.E. award for the highest percentage month-over-month subscriber growth!
This campaign is very important to the people who follow it. It is a great example of the old phrase “news you can use.” Some of the information shared from this campaign is Foodbank location changes, or when computers are being handed out or public health safety guidelines have changed. Mission Local gives their subscribers a head’s up before a certain services is going to be offered widely — such as the city opening up applications for free taxi rides. This is the kind of stuff that can make/break lives. Our hats are off to Mission Local.
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