LUBBOCK, Texas - February 7, 2011 - Sound strategy and messaging has onceagain landed the Price Group (TPG) a new account. Morris Communications, one of the nation's largest, mid-size media companies selected TPG to develop a multi-media campaign to help with the launch of a new iPad app for two of their newspapers.
The initial beta markets are Lubbock, Texas and Augusta, Georgia. Morris will adapt the app for up to 11 additional media markets.
It's no secret that the iPad is selling beyond all industry expectations. It's no surprise then to see newspapers jumping on board. However, most newspapers that are doing so tend to have a national focus. Morris separates itself by introducing local news to the iPad.
For such a unique product, The Price Group took unique approach: focus on the local aspect to differentiate from national apps while playing up the benefits of reading a newspaper online.
What set TPG apart in the eyes of Morris was basic strategy. From the beginning it was never the goal to market the app to current newspaper readers. Not only would that serve to cannibalize current readership, but research showed this audience didn't tend to own iPads anyway. No matter how revolutionizing, no one single app will convince someone to invest in an iPad.
TPG decided to sell the app to iPad owners, instead of selling iPads to newspaper readers. Research also showed that iPad owners tend to be "selfish elites," so messaging was developed to support this notion.
This campaign is scheduled to launch in both Texas and Georgia later this month.
