Vermont Public Radio

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Helping grow the NPR One audience 3x the growth of the average station, gaining 100 more users than the national average.

Vermont Public Radio sought our help promoting the NPR One App, a smartphone app that allows listeners to stream news stories and podcasts on the go. We developed two on-brand advertising campaigns to boost awareness and subscriptions, starting with digital and following with print.

Print advertising

Digital advertising

Social media campaign

Results:

Our campaign was immediately effective, lifting the percentage of NPR One users who selected VPR as their local station to 41%. The NPR One audience saw 3x the growth of the average station and they had 100 more users than the national average.