The Gannett Co., Inc., parent of USA TODAY and, now, more than 140 local media brands throughout the country, looked to Coyne to help launch its new business unit and to remake the perception of USA TODAY Sports as an aging, print-driven business into one that recognizes the brand as one of the top digital sports companies in North America. We worked with the Sports Media Group’s executive leadership team on a daily basis to strategize against initiatives and maximize its industry communications efforts, specifically as a way of reaching advertisers and their agency media buyers.

Over its first year together, Coyne helped generate 198 trade stories—more than one story every two days—to help the USA TODAY Sports Media Group introduce itself to the marketplace, explain its strategy, and demonstrate the success of its mission, which culminated with a finalist nomination for Best in Digital Media from Sports Business Journal’s Sports Business Awards. Since then, USA TODAY Sports has become a permanent fixture in comScore’s top five digital sports properties every month, and has received awards from influential digital trade outlets Digiday, Cynopsis and Mobile Marketer.

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