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

Owning a Subject in Search: “What to Eat at a Twins Game”

by Lindsay Susla on May 16, 2018, no comments

I heavily optimized this article using keywords, meta data, and alt tags and photo titles. It ranks as the second result behind the Twins website when searching “target field food” or “Twins food.” This allowed our site to become a trusted voice for a desired audience, and to be exposed to a larger audience outside our existing social media followers.

What to Eat at a Twins Game

Google Search results for Target Field Food







To see the full article, visit

Dominate a Subject: Super Bowl LII Headquarters

by Lindsay Susla on February 16, 2018, no comments

As the official media partner of the Super Bowl LII Host Committee, Mpls.St.Paul was poised to own the conversation around this once-in-a-lifetime event. Along with section editors, we planned for months to build a successful content strategy, multimedia social strategy, and website strategy that allowed us greatly increase our daily traffic, as well as act as the voice of local media in the Twin Cities. We also partnered with Social Lights to help answer questions from out-of-town guests and provide reader service content about the best places to eat, drink, shop, and stay in the Cities. We rolled out daily newsletters, daily articles, and reviewed events as a guide for readers.


The brand’s Instagram, Twitter, Facebook, and YouTube channels were all used to strategically amplify the content and constant coverage that our editors were creating during the 10 days of Super Bowl LII.

The My North video project, created in conjunction with the Super Bowl LII Host Committee and Explore Minnesota, highlighted noteworthy Minnesotans for the year leading up to the Super Bowl. This project came to a close the same day as the Super Bowl, capitalizing on the large audience we had built across channels in the year prior.

See the full Super Bowl Headquarters at

Spring Reads – Mpls.St.Paul Magazine

by Lindsay Susla on March 31, 2017, no comments

New releases from local voices to keep you busy during the thaw.

Complicated Fun By Cyn Collins 

When the Minneapolis indie rock scene was born in the late ’70s, it started with small venues, small crowds, and huge passion. Via insights from scenesters and members of bands like Hüsker Dü and the Suicide Commandos, author Cyn Collins (also a radio host at KFAI) tells the story of the birth of the scene.

Once in a Blue Moon Lodge By Lorna Landvik

April. $25.95

Lorna Landvik goes back to the well of Patty Jane’s House of Curl to follow Patty Jane’s daughter, Nora, as she journeys across Minnesota and travels with her grandma to their native Norway. Spurred by a mysterious letter and curiosity about her family’s past, she learns that what seems like a dead end can actually be a fresh start. more →

Twin Cities Holiday Shows from A to Z –

by Lindsay Susla on November 17, 2016, no comments

Holiday Shows A to Z

Whether you’re more about the here-we-go-a-wassailing side of the holidays, or like a bit of comedy (and knife-throwing) in the mix, there’s a show in the Twin Cities just for you. Our handy a-to-z guide makes finding seasonal fun all the merrier.

Unknown Object

A is for A Christmas Carol at the Guthrie.

Bah humbug! The biggest Twin Cities holiday tradition is back, with its 42nd telling of the tale of Ebenezer Scrooge. If this isn’t already your family’s annual plan, you might as well make it one, since it’s definitely not going anywhere anytime soon. Nov. 16 – Dec. 30. Tickets $34 – $137.

A is for An Andy & Bing Christmas at various locations.

Who would imagine that a former Super Bowl winner would be the star in a Christmas show? Ben Utecht and Mick Sterling, along with a 17-piece orchestra, perform classic Christmas songs from Andy Williams and Bing Crosby. Dec. 10 – 31. Tickets $12.50 – $25.

Unknown Object

B is for Black Nativity at Penumbra Theater.

Penumbra is once again putting on this holiday favorite—and playing  host to the Fellowship Missionary Baptist Church Choir. Black Nativity is a show that centers around the community and the work we can do to make it better, all while singing loud. Dec. 1 – 23. Tickets $15 – $40.

B is for The Best Christmas Pageant Ever at SteppingStone Theatre.

The best-selling book is now on stage, telling the story of what happens when the Christmas pageant meets the trouble-making Herdmans. Dec 2 – 23. Tickets $9 – $16, with pay-what-you-can on Dec. 10.

more →

3 Easy Cocktails You Can Make at Home –

by Lindsay Susla on October 27, 2016, no comments

We’ve all been there: You want to go out for a drink, because you deserve more than a sad whiskey on the rocks at home, but it’s just too much effort to get out of your cozy bunny pjs. What is one to do? Fear not, friends. Here’s how you can make an A+ cocktail from the comforts of your home with these recipes from Lyn 65, Lawless Distilling Company, and Revival. Cheers!

Lyn 65 — Everything Nice

Unknown Object

Everything Nice is a gin-based cocktail with warm spices of fall, balanced with notes of peach, citrus, and thyme—the perfect ingredients to ring in fall without totally letting go of summer.


  • 2 oz gin
  • .5 oz Rothman and Winter Peach Liquor
  • .75 oz Allspice Dram
  • .75 oz fresh lime juice
  • .25 oz Demerara Sugar Syrup
  • Thyme


  • Combine all ingredients
  • Shake with ice
  • Strain
  • Garnish with a thyme leaf

more →

Five(ish) Questions With Gwen Jorgensen –

by Lindsay Susla on October 8, 2016, no comments

We sat down with the gold medal winner to discuss training for the Olympics, Punch Pizza, and why St. Paul is still home base.

In the venn diagram of tax accounting and Olympic triathlon, there may only be one overlap—St. Paul resident Gwen Jorgensen. She was the surprise guest speaker for Ernst and Young Employees as a part of the company’s service-oriented Connect Day—but the difference between her and any other sports star is that she used to be one of the crowd at EY. “When USA Triathlon recruited me to the sport, I said ‘I have a job at Ernst and Young, I want to do that!'” she said, to much laughter. “Yeah…I guess it might seem stupid now.”

After she rallied the accounting crowds, we sat down to see how post-winnning-a-gold-medal life is going, and what keeps her coming back to the Twin Cities.

Congrats on the gold medal! You’ve gone from working in tax accounting, having never ridden a road bike in 2010, to winning a gold medal for triathlon in 2016. What is it like to go on that kind of trajectory in just six years?

When USA Triathlon first approached me, I didn’t think I could be a world-class athlete and I didn’t believe in myself, but I’m glad that I listened to those encouraging me and took their support. Looking back on this experience, the most surprising thing is how good I’ve gotten! It’s been a huge surprise to have the success I’ve had. more →

Do The Ryder Cup (Without Actually Having Tickets) –

by Lindsay Susla on September 16, 2016, no comments

Unknown Object

The 2016 Ryder Cup will be hosted by Hazeltine National Golf Club at the end of the month. And while tickets to what is easily the biggest golf event ever played in Minnesota have been next to impossible to attain and very expensive, that doesn’t mean you can’t get in on the action. Here’s how.

Go to Hazeltine to buy your Ryder Cup swag

Peep the course’s Ryder Cup set-up and snag Ryder Cup gear at the Ryder Cup Shop at Hazeltine National Golf Club. Shopping & Style Editor Ali Kaplan gave her two cents on the best buys. No tickets are required to visit the course shop, which is open from 10 a.m. – 6 p.m. Sept. 23 – 26. 1900 Hazeltine Blvd, Chaska

See the Ryder Cup trophy in person

The Ryder Cup has been traveling the nation, and ends its tour here in the Twin Cities. Stop by Hazeltine’s Ryder Cup Shop or the Mall of America to see (and take a selfie with) the cup on Sept. 23.

Go ahead and scalp tickets anyway

Turns out StubHub may not be a bad option for this particular event. While tickets were very expensive when initially released, at the time of this writing, practice round passes were available for as low as $7 on StubHub. Check it out!

Meet US Captain Davis Love III and a bunch of other sports legends

Swing by Hazeltine’s Ryder Cup Shops Grand Opening to meet Ryder Cup Captain Davis Love III on Sept. 24. Plus, Ryder Cup Ambassadors like members of the “Miracle on Ice” Olympic hockey team, former Minnesota Vikings Randall McDaniel and John Randle, and MN-born soccer legend Tony Sanneh will also be available to meet throughout the weekend. No tickets or credentials are required to visit the Ryder Cup Shop. 1900 Hazeltine Blvd, Chaska

more →