C O M PA N Y

OPB is a nationally recognized leader in public media, delivering news, information

and entertainment to the Northwest. Its award-winning team of journalists and content

producers tells the important and unique stories of the region, which are accessible

on OPB TV, OPB Radio, opb.org and through digital and social media. OPB combines

its rich history and heritage with its public service mission of giving voice to the

community, connecting Oregon and its neighbors and illuminating a wider world.

I N D U S T RY

Media

P R O D U C T S

Mobile App Push Notifications, Web Notifications, Optimization, Personalization

OPB Showcases Its Best Storytelling With Mobile & Web Notifications

Public media relies on its listeners, viewers and readers to ensure its vital public service continues. OPB, which depends on member contributions for two-thirds of its operating budget, is fiercely devoted to cultivating long-term relationships with its 150,000+ members. “It’s about providing an experience that keeps bringing people back,” said Jan Boyd, Director of Digital Strategy and Community Engagement. “We’re using Airship as a way to strengthen the relationships that we have, continue to prove our worth and bring attention to the great work we’re doing.”

C H A L L E N G E

As a nonprofit that relies on member support, it’s critical for OPB to build and maintain a loyal audience.

S O L U T I O N

• Airship Mobile Push Notifications and Web Notifications are a key part of

OPB’s strategy to promote its best content by reaching people on the right

platform at the right time.

• The network prioritizes quality over speed — crafting engaging alerts that

provide detail and context at the lock screen level.

• Airship’s A/B testing capabilities help the digital strategy team measure and

optimize its messaging strategy.

R E S U L T S

More engaged audience, which helps retain and grow

memberships

78%Long-term retention rate

for Web Notification subscribers

82%Push notification open rate (higher than email

open rate of ~30%)

2%of total online traffic driven

by Airship Mobile App & Web Notifications (more than Twitter!)

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O P B S U C C E S S S TO RY

PROMOTE ENGAGING CONTENT USING PUSH NOTIFICATIONS In 2015, OPB set out to expand its digital presence by taking a more aggressive, multimedia approach focused on reaching people wherever they are, on any device. The network uses Airship Mobile App and Web Push Notifications to promote its best journalism and storytelling, averaging one alert per day. Driving traffic into the app or homepage isn’t as important as building and maintaining audience loyalty, which ultimately leads to membership growth. “Every day you need to prove that you’re producing something of value and then provide that to them,” said Boyd. “Push notifications are a really good way to create a direct, immediate connection.”

INFORM FROM THE LOCK SCREEN Boyd and her team treat each push notification as a piece of content in and of itself rather than a gateway to other channels. OPB’s alerts are crafted in such a way that people do not need to venture beyond their lock screens to understand the basis of the story. “Yes, you want them to read the entire article, but it’s important to understand that a notification is its own storytelling form and there is a craft to it,” said Boyd. Airship’s A/B testing capabilities give the team a pulse on what messaging approach gets the best response.

CONNECT WITH WEB VISITORS THROUGH TIMELY, RELEVANT ALERTS Mobile and web notifications go out simultaneously, but OPB’s website audience is significantly larger — with 78% of web notification subscribers staying opted in over time. “Web notifications have allowed us to connect with people in a very direct, unobtrusive way,” said Boyd. Messages appear onscreen even when users are not actively on OPB’s website, which helps the network get valuable content in front of more people. “We know that people access us by article more than by coming to our homepage, and Airship has been a key part of that.”

MAKE IT PERSONAL As OPB prepares to launch a new website, the network plans on using Airship to improve the user experience by letting them follow specific topics and bylines via Airship Personalization Tags. “We want to develop tight relationships with our users — so, in addition to just letting people know about stories, they’ll build more personal relationships with our reporters and staff. I’m looking forward to seeing what we can do,” said Boyd.

CONTACT US: Learn how we’ve partnered with leading companies across the globe.

“The platform is super solid, and the account teams have been fantastic. I’ve been in the business a really long time — and Airship is one of the best vendors I’ve ever worked with.”

Jan BoydDirector of Digital Strategy and Community Engagement