The BSide

Hack Day 2021

With over 100k subscribers across email and social, a CTR of 9%, and a whopping 60% open rate, BSide has been an incredibly successful product for Boston Globe Media and I am proud to have been a part of its inception.

In October 2021, I was tapped by a colleague at Boston Globe Media to join him in pitching a newsletter idea at the upcoming Hack Day, a company-wide bi-annual event at which all employees can pitch ideas to the company’s Senior Leadership Team. Our three-person team comprised of a Senior Financial Analyst, the Director of New Product Revenue, and myself, a Designer for Studio/B.

concept

Originally using the title “Boston Local,” this idea was pitched as an expansion-driven solution to declining ad revenue and to engage a younger demographic with local media. I provided art direction for the product throughout the year-long iterative pitch process, constantly analyzing the best brand and content while we fine-tuned our target audience. We would present to senior leadership, receive feedback, adjust the sails, and repeat.

final form

We developed this newsletter to be a valuable product for both advertisers and readers with an emphasis on social, focusing on hyper-local, relevant stories while maintaining a casual tone, as well as brand-safe content that builds community and supports small local businesses.