The team launched a paid Subtext campaign called “Buckeye Talk” to give their podcast listeners unprecedented access to their team of Buckeye experts. At $3.99/mo, subscribers are the first to receive breaking news, get daily analysis, can exclusively ask questions answered via text and on the podcast, and receive subscriber-only content and access to virtual events.
To build the community, the hosts mention the campaign multiple times throughout the podcast, reading the campaign phone number and listing the benefits of the subscription - which includes a two-week free trial. The team is transparent in letting listeners know subscribing is the best way to support Ohio State reporting at Cleveland.com. Outside of their podcast, the team consistently shares their campaign signup number and screenshots of their favorite subscriber conversations across their social profiles.
