Case Study: Northwest Herald achieves over $15,000 in revenue and more advertiser leads with Second Street Lab

The Northwest Herald Shifts Pitch to Focus to Generating Leads, Advertisers Respond

The Northwest Herald, part of Shaw Media, wanted to boost sales of advertiser contests but wasn’t getting traction with local businesses. With support from Second Street Lab, they shifted from a social-following pitch to one focused on lead generation, advertiser insights, and email capture through contest registration forms and survey questions.

Second Street Lab helped The Northwest Herald build a standard advertising package and contest template, then use targeted prizes and qualifying survey questions tailored to each advertiser. This data-driven approach improved sales, supported nearly a dozen promotions across multiple categories, and generated over $15,000 in revenue; it also produced nearly 4,000 advertiser emails with a 57% opt-in rate.

Northwest Herald