Case Study: The Roanoke Times achieves $70K in holiday ballot revenue growth with Second Street Lab

Paper Brings in $70K with Holiday Ballot

The Roanoke Times, part of BH Media Group, wanted to boost holiday engagement and revenue by promoting local small and mid-sized retailers through an online holiday shopping ballot. To support the campaign, The Roanoke Times worked with Second Street Lab and used an integrated ballot plus ecommerce store approach tied to its holiday Gift Guide and engagement calendar.

Second Street Lab helped The Roanoke Times launch and promote the Best of Holiday Shopping ballot with run-of-site ads, social media, merchant point-of-purchase materials, and lead-generation tactics for upgraded listings and print ads. The campaign generated $70,000 for The Roanoke Times, doubling revenue year over year, and total revenue nearly doubled again when associated deals-store income was included.

The Roanoke Times

Tammy Burdick

The Roanoke Times