Leverage history to shape identity: Branding neighborhood pride in a subscription campaign

Leverage history to shape identity: Branding neighborhood pride in a subscription campaign

Diving into local history can be a great way to reach new audiences and cultivate a sense of place, but some communities already have a strong identity that can be tapped into as well. That’s exactly what Block Club Chicago has built its merchandising strategy around since its launch seven years ago — an approach so successful it’s been named Lion Publisher’s Revenue Campaign of the Year and today drives up to a quarter of the organization’s ann…