Intelligence
After carefully studying the habits and listening to the perceptions of newspaper readers and non-readers, we observed a very interesting little behavior. We all play a game with information, the game of Did You Know?

It starts subtly at first with a veiled question. Hey, did you see...? Did you hear about...? Did you know...? When someone responds, the game is on. Like a tennis match. With as many players as care to join. And the game is to WIN.

The depth of this truth showed when everybody – everybody – denied it. Vigorously. Defensively. I'm not that competitive. Oh yeah? I don't use information like that. Wanna bet?

After some heated debates and a few fist fights within the agency, everyone began to see it for themselves. At the water cooler. In meetings. And once you become aware, you start to see the game played everywhere.

We noticed something else. For local news, the Tulsa World trumps all. Game over, baby. Nothing compares.

The result? Know Your World.

Influence
A new tag line, a multi-media campaign featuring the game and a second one that honors the seven-day reader.

Impact
Not only was the brand planning work honored with a 2008 Jay Chiat Planning Award Bronze, it has produced measurable results for Tulsa World.

Goal 1: Improve engagement
During the Quiz television campaign, traffic to tulsaworld.com from the Tulsa DMA increased 6.9% from January 2008 through June 2008. Month-to-month gains in DMA visits were highest in February (1%), March (3.7%) and April (5.2%) during and immediately following simultaneous radio flights. DMA visits were essentially flat during flighted television in May and June.

Goal 2: Increase traffic to tulsaworld.com
In July 2008, DMA visits to the site increased dramatically (+20% over June) because of a significant local event. During this time period, an outdoor campaign was initiated emphasizing the open access (free) to tulsaworld.com and driving consumers to the website. The growth benefit from the combination of a local event and outdoor boards has increased DMA visits by 29.8% since June with month-to-month gains of 5% in September and 5.6% in October.

Goal 3: Reduce subscription attrition
The Be a 7 campaign launched in September has anecdotally resulted in stopping attrition in subscribers according to Tulsa World. This is notably better than the 4.6% loss in daily subscriptions across the industry and a greater than 5% drop in daily circulation at 16 of the 25 largest newspapers.

Since November 2007, DMA visits have increased 50% and monthly unique visits have increased 27% since December 2007, higher than the industry annual increase of 16%.