Case Study: The Roanoke Times achieves 7% revenue growth and re-engages advertisers with Second Street Lab

The Roanoke Times Sold Football Sponsorships in 48 Hours, Re-Engages Advertisers

The Roanoke Times, a daily newspaper serving southwestern Virginia, needed to strengthen and monetize its long-running Fearless Forecasters college football pick’em promotion. After reading Second Street Lab’s Football Promotions Playbook, the team used the Marty Carey Pro Football Contest Model to turn the contest into a more structured sponsorship opportunity with print and digital components.

Second Street Lab helped inspire a solution that limited sponsorships, added VIP and title packages, and paired the promotion with an advertiser sales contest. The revamped campaign re-engaged advertisers who had not placed ads in two years, and The Roanoke Times increased revenue by more than 7% year over year while selling out sponsorships within 48 hours.

The Roanoke Times

Tammy Burdick

The Roanoke Times