A mobile app can reinvigorate an old medium, with the right strategy. Rivet News is a news-radio station for your cellphone, with settings to match content to listeners’ interests – and a skip button.
I joined the launch team as financial editor, to develop a format for business, technology and healthcare news relevant to a general audience. The app’s unique technology let me keep things simple for the casual listener, and fill the screen with details for the power user.
As a producer conducted interviews, gave anchors talking points and infused reports with expert sources like investor conference calls. I coached other producers on what events to watch for, such as earnings reports or trade shows, and how to approach them. I reviewed completed reports for accuracy, style and delivery, gave them headlines and assigned them keyword-rich metadata to reach the proper audience
Rivet has been a consistently popular news download, attracting 150,000 users in its launch phase. Business and technology gets chosen and shared on social media as often as government and politics. Metrics show listeners stick with to reports from start to finish, without touching the skip button.
This guide to fuel-efficient cars exceeded goals for a Chicago Auto Show launch, created mobile content, and made the case for more automotive technology programming that would double traffic to the channel.
Tribune Publishing’s automotive group wanted to build its display advertising business, and the Chicago Tribune wanted a product to launch at the Chicago Auto Show. I gathered the stakeholders to set goals and key performance indicators, and we agreed on a package that would build audience through search: a database to rate and compare “green” car models for urban winter driving.
As content lead, my role extended throughout the project. I collaborated on personas, use cases and wireframes. I developed the data for rating and comparing vehicles. I recruited writers and gave them article topics, questions to answer and formats for 100 new vehicle reviews. I acquired photos, wrote search metadata and performed quality assurance testing. At the auto show, I produced video features and directed social media.
My communication with the team included metrics reports: A successful SEO strategy brought the automotive channel half its audience from search. Surprisingly, reviews and in-depth content drew the best response. I recommended a blog that would attract broad front-page and social media interest and draw continued search referrals. The database and blog influenced the Tribune’s later “digitally remastered” relaunch.
Leading a cross-platform team, I created new real-estate products to retain market dominance, including point of interest, street view and heat maps.
I produced annual School Report Cards to compare test scores within and across school districts. Graphs generated on the fly showed how many students met state standards.
The online neighborhood guide, “reverse published” in print, combined reporting and data on local communities, plus a database of home sale prices.
Crime trends were ranked and compared with previous years. A census database featured demographic, population, housing, wage and commuting data.
The bilingual website restmex.com is the main source of subscriptions to El Restaurante Mexicano, a print magazine for Mexican restaurant owners and chefs in North America. Cuisine and management features, a recipe database and information request forms are optimized for search engine discovery.