This case study highlights my work in driving the growth, modernisation, and community engagement of the Cooroy Rag, a not-for-profit community newspaper with a distribution of 8,000 copies every three weeks. Through strategic planning, digital transformation, and targeted advertising initiatives, I contributed to enhancing the publication’s reach, revenue, and operational efficiency.

Strategic Growth Planning

• Facilitated a comprehensive growth strategy workshop with cross-functional teams, including Editorial, Advertising, Design, and Layout.

• Synthesised insights and presented actionable recommendations to the board.

• Developed and implemented a 12-month growth strategy to expand audience reach, improve advertising revenue, and streamline operational processes.

Website Redesign & Digital Transformation

• Re-designed the Cooroy Rag website on WordPress, prioritising user-centric navigation and information architecture.

• Refreshed the digital presence with updated branding and editorial content.

• Integrated social media features to enhance engagement and provide real-time updates.

• Improved SEO performance and content discoverability through strategic content optimisation.

Advertising & Media Assets

• Designed and developed a professional Media Kit to attract advertisers, including:

  • Updated advertising rates to reflect market trends.

  • User statistics and audience personas to highlight value to advertisers.

  • Reader demographics to support targeted advertising strategies.

Social Media Strategy

• Launched the Cooroy Rag’s Instagram account to broaden digital reach and audience engagement.

• Created a tri-weekly social media content calendar aligned with delivery cycles to drive readership and advertiser visibility.

Sales & Revenue Development

• Set achievable sales targets for 2025, aligned with the overall growth strategy.

• Developed frameworks to monitor sales performance and track advertiser retention rates.

Community & Stakeholder Engagement

• Strengthened community connections by promoting the publication’s local focus through engaging digital content.

• Collaborated with stakeholders to align editorial and advertising strategies with community interests.

Outcomes

• Successfully implemented a 12-month growth strategy that increased audience reach and advertising revenue.

• Enhanced the Cooroy Rag’s online presence, fostering stronger community engagement and advertiser appeal.

• Established a sustainable framework for operational efficiency and sales performance tracking.

Reflection
Working at the Cooroy Rag has been an enriching experience, allowing me to blend strategic planning, design, and community-focused initiatives to achieve meaningful results. It has been immensely rewarding to contribute to the growth and modernisation of a publication so deeply embedded in the local community.