Employer: Southern Methodist University, Student Media Company
Challenge
The University’s student-run media organization was at a crossroads. Advertising revenue had fallen below sustainable levels, donations were drying up, and community engagement was almost nonexistent. What should have been a thriving platform for student voices was losing relevance and visibility fast. It needed a rapid do-over and bold initiatives to bring it back to life.
Advertising revenue had collapsed due to a lack of business partnerships.
Bookkeeping was inaccurate, and donations were declining because of weak donor outreach.
Community and business engagement with the student publications was at an all-time low.
Solution
I went back to basics and reimagined the media group as a community partner, not just a publication. I launched a local coupon-book program, partnering with area businesses to create exclusive deals that benefited both readers and sponsors. I built tiered sponsorship packages that recognized donor families in both print and digital editions, restoring a sense of pride and visibility for supporters. Finally, I organized a series of branded events with local businesses, campus organizations, and faculty, turning the media group into a hub of campus activity.
Outcome
The turnaround was immediate. The coupon-book program alone generated a 60% increase in ad sales within two months. Sponsorship packages drove a 25% increase in donations year-over-year, and the event series boosted readership engagement by 35%, revitalizing the publication’s presence on campus. What had been struggling to survive was now thriving again as a visible, financially sustainable platform for student voices.