Whether it’s a local festival, a can’t-miss concert, or the perfect weekend market, Subtext clients are using SMS to connect their subscribers directly with the best their communities have to offer. These “things-to-do” channels curate events, activities, and insider recommendations that inspire subscribers to explore what’s happening right around them.
We’re highlighting a few standout partners who are helping their audiences make the most of where they live — one text at a time.
A project from the Maine Trust for Local News, the state’s largest independent media network, Things to Do in Maine makes it easier than ever for locals to discover what’s happening across the state. The Maine Trust operates several well-known outlets, including PressHerald.com, SunJournal.com, and CentralMaine.com, and launched this Subtext channel to curate events, activities, and entertainment updates in one centralized feed.
From farmers markets and museum exhibits to live music, theater, food festivals, and athletic events, Things to Do in Maine delivers timely, actionable recommendations that encourage readers to get out and explore their communities. With content designed to be direct and easy to navigate, subscribers receive short links to venues and events they can check out that week or weekend.
Since joining Subtext in April and officially launching in late May, the channel has:
And this is just the beginning. The Maine Trust team is expanding, launching two additional Subtext channels:
Looking ahead, the Maine Trust has its sights set on organically growing to 500 total subscribers across all three channels, aiming to build a growing network of engaged Mainers who turn to Subtext for their weekend plans and beyond.
In Chicago, WBEZ, the iconic nonprofit newsroom under Chicago Public Media, is connecting locals to the city’s thriving arts, music, and cultural scene through its WBEZ Things to Do channel. Best known for producing groundbreaking public media like This American Life, Serial, and Wait, Wait…Don’t Tell Me!, WBEZ has long been a hub for creativity and storytelling. Now, they’re using Subtext to bring that same energy to their audience in a more personal way.
Launched in May, the WBEZ Things to Do channel highlights a wide range of events, from farmers' markets and film premieres to concerts, theater productions, art festivals, and book talks. While coverage includes community happenings, the channel leans heavily into culture-focused content, making it a go-to resource for subscribers looking to tap into Chicago’s creative pulse.
Some standout promotions have included:
Since launch, WBEZ has:
With a loyal audience and a clear editorial voice, WBEZ is positioned to keep growing its Subtext presence by offering hyper-relevant, culturally resonant updates that help Chicagoans make the most of their city. And with an owned, direct relationship with nearly 4,000 (and growing) of their daily listeners, WBEZ is building a channel that feels both personal and lasting.
Known for their engaging lifestyle content and city guides, Dallasites101 has always put community at the core of what they do. Their Subtext channel builds on that mission by creating a space that feels more like a text from a friend than another push notification.
One of their most popular features is their responsive guides: timely, curated rundowns designed to help subscribers make the most of Dallas life. From long weekend itineraries to seasonal “101s” like “How to Do Fall in Dallas”, these guides offer something for everyone while keeping the content fun, practical, and easy to act on.
Recently, the team launched a new segment within their SMS channel, 101 Insider, which leans into an even more conversational, off-the-beaten-path approach. Subscribers get recommendations like the best affordable pizza slices, matcha pop-ups, and hidden gems you wouldn’t necessarily find in a quick Google search. It’s intentionally a little less polished than their main content. By sharing the kind of insider knowledge locals swap among friends, Dallasites101 makes the city feel more accessible and enjoyable.
In their first year on Subtext, Dallasites101 has seen impressive traction:
Looking ahead, the team is focused on growing both the 101 Insider segment and their broader channel, with an ambitious goal of reaching 5,000 total subscribers by the end of the year. While the channel remains primarily editorial and organic today, Dallasites101 is looking to explore monetization opportunities in the future, always with an emphasis on keeping the experience transparent, valuable, and community-first.
From Portland to Chicago to Dallas, these local newsrooms are using Subtext to do more than share events; they’re building local communities. Each channel leans into what makes its audience unique.
What they all have in common is an ability to deliver timely, actionable content in a personal way. Because messages go straight to subscribers’ phones, the information feels more like a recommendation from a friend than another notification lost in a feed. That personal touch translates to higher engagement, stronger retention, and audiences who return week after week for trusted guidance.
By treating SMS as a two-way conversation rather than a broadcast tool, these channels turn event listings into something more meaningful: a reason for subscribers to connect, explore, and feel part of their community. Book a demo with Subtext to see how you can create engaging conversations with your audience.