Project Overview
Part of a 2-week class project, our challenge was to increase reader interest and engagement in the San Francisco Chronicle and SFGate, a historically reputable publication struggling to stay relevant in the increasingly digital landscape.
Collaborators: Kelly Chiu & Brenda Chen
Project Type: Branding & Business Strategy
Understanding the Problem
Background Research
We immersed ourselves into the dichotomous identities of the SFGate and San Francisco Chronicle through research and mind mapping.
The brands were two sides of the same coin, identical in content, but different in design, readership, and pay walls. Even current readers were confused about the division of the brand and discouraged by the obfuscated pay structure
User Research
Interviews and contextual inquiry revealed a lack of awareness of the SFGate/SF Chronicle. People, particularly millenials, never came across the brand. Of those who had, continued engagement was limited by the lack of an accessible mobile experience.
We created a survey to better understand how millenials discovered news, their behaviors and needs. Free, quality news was expected and the ability to consume news on-the-go was essential. We found that people very often discovered news through social media, but only occasionally shared it themselves. We interpreted this as users looking to sources outside their network for curated content, an opportunity for us to grow interest in engagement with the SFGate through curators.
Creating the Solution
Our solution centered on combining the SFGate and SF Chronicle brands into one cohesive, community-driven, and positive voice for the SF Bay Area.
Consolidated Brand
A consolidated brand combines the authoritative design of the SF Chronicle and the strong following and community of the SFGate.
Positive Voice
Most commonly showcasing crime and tragedy in the local news, we recommended the SFGate undergo an overhaul in the tone and topics of featured local content. By emphasizing positive news, events, and local businesses, the SFGate can build on its current readership and become a relatable, positive voice for the Bay Area.
Most commonly showcasing crime and tragedy in the local news, we recommended the SFGate undergo an overhaul in the tone and topics of featured local content. By emphasizing positive news, events, and local businesses, the SFGate can build on its current readership and become a relatable, positive voice for the Bay Area.
Community Engagement
We synthesized a strategy of discovery and engagement through community leaders; ambassadors and insiders to promote and curate SF Gate content through social media, events, and a native mobile app.
To complement and support the discovery pathways created by our business solution, we created an accessible mobile news app. Please take a look at that project to learn more about our work.
