See how a regional media company scaled digital marketing, cut costs, and grew audience reach by moving beyond print to integrated campaigns.

Overview

A regional media company faced challenges transitioning from a traditional advertising model into the digital landscape. Historically, their revenue relied heavily on print formats such as classifieds, inserts, and national advertising. However, rising costs, staffing shortages, and shifting consumer behaviors created an urgent need to diversify into digital.

Challenges

  • One-dimensional sales approach that led to customer churn.

  • Declining ad revenue, compounded by supply chain pressures.

  • Competitive pressure from larger players with diversified offerings.

  • The need to adopt and scale digital marketing in order to remain relevant.

Goals

The company set out to:

  • Deploy integrated campaigns combining Display, SEO, SEM, and Social tactics.

  • Precisely target and measure campaigns.

  • Enhance in-house knowledge of digital best practices.

  • Define measurable KPIs to demonstrate ROI.

Strategy & Execution

The approach centered around Display Campaigns with Keyword Targeting and Geofencing, supported by additional digital tactics. The strategy allowed the team to:

  • Align ad targeting with real-time user search intent.

  • Strengthen visibility in high-value geographies.

  • Build clear reporting frameworks to measure success and scale campaigns.

Results

  • 460% increase in clicks & traffic

  • 66% increase in CTR.

  • 51% reduction in CPC (from $3.47 to $1.70)

Conclusion

By transitioning from a print-dominated model to a fully integrated digital strategy, this media company significantly expanded reach, reduced costs, and unlocked new business opportunities. The case demonstrates how targeted keyword strategies, geo-precision, and KPI-driven execution can help organizations achieve scale and outperform industry benchmarks.