The Millbrook Independent (TMI) approached Bang + Collins PR to grow the readership for this local newspaper beyond its namesake community. A market analysis determined there was growth potential by extending into Amenia, Pine Plains, Stanford and Dover Plains. BCPR made numerous editorial content recommendations to capture this audience and conceived an innovative direct mail campaign. A flyer was created showcasing recent headlines that captured the essence of the paper’s coverage – and offered a free trial subscription for four weeks. Humor helped the flyer generate a 12 percent subscription increase: the cover of the direct mail piece reported, “Publisher Temporarily Loses Mind, Gives Paper Away for Free”.
Beyond direct mail, BCPR created a series of special events to reinforce TMI’s profile and gain additional grassroots exposure within the community: sponsorship of and a table at the Millbrook Farmers Market, and the creation of a “Gallery of Windows” pop-up venue in a large vacant storefront, enabling businesses without a brick-and-mortar presence in the Village to participate in Millbrook’s high-traffic Community Day. BCPR also helped TMI secure a weekly radio spot on NPR affiliate WHDD 91.9 FM.