Week

Twelve
During the twelfth week of my internship, I researched Washington Post Brand Connect for a client and
built an editorial list calendar for a client.

Research
Washington Post Brand Connect Research
Observations:

Partners are primarily in healthcare, education, food, travel, finance, tech and energy industries

Articles are very well writtenfrom what I read, the WP BrandConenct people guide clients on
how to tell their story to the WP readership

WP reaches readers through placements across the website & on dedicated Facebook, LinkedIn
and Twitter accounts (@WPBrandStudio, I think)

WP BrandConnect looks at metrics including clicks, click-through rates, page views, time spent on
pages, hover time, in-view time, scrolling depth- all provided by WP BrandConnect team

Also provide WP Plus, an audience extension solution to drive a larger audience to the content or
target those people who have already read the content, and have them return. (Ad Exchanger article)

Offers text, video, infographics, animated videos, live-action videos and photo galleries

Occasional collaboration with WP editorial journalists (sounds like they just give feedback on
improving content)

Allows organizations to publish commentary & opinion pieces that appears alongside Post opinion
content

Relevant WP BrandConnect Partners for LMO:

Association of American Railroads
o
Articles about:

Railroads helping to grow the economy

Railroad news/accidents

The culture of safety
o
Frequently authored by CEO

CIT (commercial banking company)
o
Articles about:

Perceptions of regulation (public vs private)

Political stories about regulation

Tech impacts on middle market companies
o
Published by CIT, rather than any one person (similar to when a newspaper has something
published by Staff)

Emirates
o
Articles about:

The future of tech in travel industry

Luxury travel
o
No specific author

T. Rowe Price
o
Articles about:

Rise of global affluence

Luxury markets

Twitter Presence:

Tweets: 976

Following: 357

Followers: 471

Favorites: 131


Frequently tweets about stories on WP BrandConnect


Articles, for reference:
http://polar.me/mavericks-kelly-andresen
http://adexchanger.com/publishers/defining-native-advertising-success-at-washington-post/
http://www.capitolcommunicator.com/washington-post-offers-advertisers-brandconnect-perspective/

Editorial Calendar