New strategic marketing focus under way

The marketing division at the Daily Herald is changing with the departure Jim Cook, longtime promotions leader for the company’s media group.

While the company is still marketing and promoting the Daily Herald brand the old fashioned way — by working with community groups and organizations — leaders in the organization are beginning to turn their attention to event marketing and other innovation efforts.

A new division of strategic marketing will focus on building relationships with the business community to attract new forms of revenue, particularly for Daily Herald and Business Ledger events via sponsorships.

“We’ve had a number of successes in putting on events, from a luncheon introducing the Illini coaches to the Fittest Loser to the Cook of the Week Challenge,” said Eileen Brown, assistant vice president and director of strategic marketing and innovation.

“As a media company, we connect with our readers and business partners in the paper and online all day, every day. Events allow us to have that personal interaction. Getting to connect readers with our staff, as well as with our advertisers, is crucial to our success,” Brown added.

Three key players joining Brown in the revised effort are Andrea Biwer, director of strategic partnerships; Co-Marketing Manager Cathi Edman and Category Advertising Manager Karyn Kraske.

The goal of the marketing team is to promote the Daily Herald brand in the community, whether it is with readers or business partners, Brown said. “Obviously, we hope to attract new forms of revenue, but we also aim to remind people that the Daily Herald is a vital member of the community we serve,” Brown said.