Chester Chronicle Case Study

The Chester Chronicle engaged Barnhill Marketing to assess the Home Delivery section of its business and to recommend measures to ensure existing circulation did not drop below existing levels.

The proposed strategy was to conduct a thorough review of how the business was carried out at that time, carry out primary research of the readership on the door step and make recommendations as a result of the audit and the survey.

The audit revealed that the area of concern was in written correspondence with potential readers. The style used was too cluttered and inconsistent. To combat this a new logo, strap line and letterhead were designed with copy being produced for an introductory letter and subsequent flyer.

The survey revealed that the readership was far more loyal than was previously thought, unaware of the discount in price it was enjoying and furthermore poor penetration was being achieved in some areas where a physical survey of the area clearly showed signs for potential.

As a result of these initiatives the new identity was adopted and used not only in campaigns but also of course in the newspaper itself on a regular basis to dramatically increase client awareness. Increased revenue was brought about by a substantial raise in the delivered price of the newspaper and better targeting was achieved by the support of doorstep promotion campaigns.