Local that Works

Local that Works spotlights innovative and replicable content, engagement and revenue initiatives at public radio and TV stations and nonprofit and digital news organizations in the U.S. LTW includes an annual contest and a database (below). LTW produces webinars that offer insights into projects and organizations that are reshaping local civic journalism.

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She Votes Utah

Public Radio
Maria O’Mara

In 2021, KUER was selected by the Corporation of Public Broadcasting (CPB) to participate in the Digital Transformation Program, developed by the Poynter Institute. The program assists in training and coaching of strategies to transform digital operations and culture. KUER partnered with PBS Utah and built a project entitled “She Votes Utah”.

“She Votes Utah” encourages women in Utah, especially new voters, to participate in elections. In 1992, Utah had the highest female voter turnout in the nation, by 2006, Utah ranked last. In 2020 Utah ranked 33rd. The project provides local political and voting information targeting young women voters. A newsletter is distributed to subscribers every two weeks leading up to the 2022 Midterm Elections in November. Through PBS Utah and KUER’s instagram accounts, both stations post relevant content utilizing past produced works to engage users. The project launched on June 14, 2022, and this first iteration will run through the midterm elections (Tuesday, November 8, 2022).

Subject Line: She Votes Utah, A New Voter Resource
Copy: KUER and PBS Utah are excited to announce a joint newsletter for a group we care about: Utah women who are newly eligible to vote or traditionally haven’t voted. Our every-other-week newsletter will be packed with information about local politics and, of course, important voter resources. Share with your recent graduates, and watch for She Votes Utah info on KUER and PBS Utah’s Instagram accounts. Sign up on the PBS Utah homepage or KUER website today.

New to voting? Haven’t voted in a while? Sign up for the She Votes Utah newsletter on @PBSUtah or @KUER901 homepages. Every other week, you’ll get local political news and information about the upcoming midterm elections right to your inbox! #SheVotesUtah

The project serves as a testing ground to ideate and execute strategies of building new audiences. Since “She Votes Utah” targets young women of voting age, a desired audience growth for both PBS Utah and KUER, the project goals of “She Votes Utah” are to reach a 3-5% increase in followers for each station’s Instagram account and reach 10,000 subscribers to the newsletter. Data collected from this project will inform the station on best strategies to reach new audience growth.