LINDSAY SUSLA

Digital Communications Portfolio

Building on a Brand Strength: Minnesota State Fair Coverage

by Lindsay Susla on August 26, 2018, no comments


State Fair coverage has historically performed very well for Mpls.St.Paul, bringing in some of the largest volumes of traffic site each year. In 2018, I collaborated with the Food and Dining Editor to create a content and social strategy that would build upon the trust we’ve gained with readers on this subject in the past, while exploring new ways to tackle the subject, and dedicating daily coverage for each day of the Fair—a first for the brand. This strategy resulted in a 75% lift in daily users to the site.


We capitalized on day-of and in-the-moment coverage, utilizing editors who were at the Fair each day, and staying up to date with big moments on opening day.
Mspmag State Fair tweet Dara State Fair Tweet

I used the brand social media channels to amplify the magazine’s already successful content. Creating custom images for Instagram stories that directed to the State Fair Foods guide allowed for more entry points into the article for different audiences.
State Fair new foods tweet State Fair Instagram

See the full content on mspmag.com.

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