Launching a new consumer brand
As one of the largest publishers of local print and online media in the United States, GateHouse Media, Inc. (OTC Sheets: GHSE) had a vision of creating the first online shopping deal site specifically for local merchants. GateHouse already had a base of 10 million weekly readers, and was looking to expand its base with a new platform. The secret to a success relied on creating a new brand identity separate from the news organization that would build awareness and drive trial in a crowded marketplace while meeting an aggressive launch timeline.
Prophet worked hand-in-hand with the client to develop robust and creative branded elements including a brand positioning, value proposition, naming, and visual identity. To streamline the process within an accelerated schedule, we hosted a PLAYSTUDIO session bringing together stakeholders within GateHouse and cross-functional members of the Prophet team to leverage creative exploration and promote timely decision-making. This experiential, face-to-face format allowed executives to quickly translate consumer research, visual identity and naming exploration into the building blocks for the new brand, speeding the launch execution without sacrificing quality of brand strategy or creative direction.
In just seven months, GateHouse launched a new division and brand; RadarFrog on April 1, 2010. RadarFrog combines both national and local merchants on one platform to create a great opportunity for GateHouse to reach beyond its traditional local communities by giving all shoppers a convenient way to save money while staying true to its roots by offering our local merchants a platform to access a broader audience.