For several years, I produced a quarterly print newsletter for an association that focused on events, legislation and so on. But when the organization decided to promote a member product (concrete), we added a new audience for the newsletter: Cities.
Our strategy was to position members as experts who city engineers and councils could turn to for answers about concrete streets; the print newsletter was one tactic to fulfill on the strategy.
The newsletter budget was tight so refocusing the newsletter to include cities made economic sense; we added some 3,600 names to the mailing list. Using feedback from members about actual problems cities have had with concrete, we addressed a key topic in each issue.