AdZou - Tampa Bay Times / Spring 2021
For my AdZou capstone my final semester, I was chosen as the Public Relations Specialist for a newsletter in the Tampa Bay Times entitled How They Lived. The Tampa Bay Times is Florida's largest and most prolific newspaper, owned by Pointer Institute, and has won 12 Pulitzer Prizes. How They Lived is reimagining the traditional obituary structure with a new format going far beyond a person’s basic information and who they leave behind. It is a newsletter celebrating a person’s life story and the small pieces that make it. While the newsletter performs well within the 50+ demographic, our team, Vixit Media Agency, was tasked with creating a plan to gain readership in the 30-40 age range. We conducted secondary research and primary research through both surveys and in-depth interviews within that demographic. Our team created strategic recommendations, media tactics, and creative executions along with a complete breakdown of our research to present to our client contact at Poynter Institute. See below for Vixit Media Agency’s finalized plan book for the Tampa Bay Times.
Visit the How They Lived website and the Tampa Bay Times website for more information on this client.
