Deliver Change Project for Stuff

  • Stuff (previously Fairfax NZ), only produces New Zealand’s largest news website, and publishes a large number of metropolitan, regional and community newspapers.
  • In April 2018, Stuff were making the change to a more compact newspaper size in their metropolitan and regional newspapers.
  • This meant there was a need to inform and educate readers that the newspaper was changing from the 31st of April.
  • It was also essential that advertisers understood the change and any negative impact or perception was mitigated.
  • I was brought on-board at the beginning of January 2018 to design and deliver the change campaign to advertisers, with a budget of $90k to spend.
  • Working with inside marketing resources, and the commercial sales and editorial teams, I designed and delivered a campaign which included digital and direct marketing and communications, at a total cost of $45k (a direct saving of a budgeted $45k).
  • A survey that was part of the campaign design also measured no negative sentiment towards the change from advertisers in the days before the switch to a smaller newspaper.
  • An example of the key print and digital booklet used in the campaign can be downloaded below.