Lead creative direction and design of new branding for The Kansas City Star's flagship newsletters. Edit, write and help lead newsletter strategy for daily newsletters
Designed using Adobe Illustrator & Photoshop
I help lead strategy and content direction around The Star's newsletters, editing and sometimes writing two daily newsletters, writing my own biweekly newsletter about Kansas City's restaurant scene, Let's Dish, and designing newsletter banners for 10 of The Star's newsletters.
Led by my team member, Star audience development strategist Irvin Zhang, we've grown The Star's newsletters to be the highest-performing of all McClatchy markets. We consistently drive subscribers and local readers to on-site stories thanks to our personalization and formatting capture, capturing an average 19% click rate to morning and afternoon sends. We've formed our strategy around a balance of giving away important reporting that readers should know and curiosity gaps that help drive clicks.
These are the newsletter banners for Chiefs Extra; Sincerely, The Star (our subscriber-only newsletter); Rock Chalk Report (for KU fans); and Royals Extra.