10 Organizations Selected for Branded Content Project’s Inaugural Cash Camp

We are thrilled to announce the 10 organizations selected to participate in the inaugural Branded Content Project’s Cash Camp! These innovative local media organizations – Trib Total Media, Ballantine Communications, OnMilwaukee, Watermark Out News, Colorado Ethnic Media Exchange, Richner Communications Inc., TAPinto, URL Media, Cape May County Herald and Vizella Media – will embark on a transformative journey to uncover the power of branded content and drive new revenue streams. We thank the Knight Foundation for making this program available to these media companies.

What is the Branded Content Project’s Cash Camp?

The Branded Content Project’s Cash Camp is an intensive 12-week program designed to equip local media organizations with the tools, strategies and support they need to build and scale successful branded content businesses. Participants will receive expert coaching, hands-on training and access to a network of industry leaders. The goal? To turn big ideas into real revenue and create sustainable growth.

Why Branded Content?

We’ve learned from local media teams from across the country that branded content isn't just a nice-to-have for media organizations – it's essential. Here's why:

• Diversify revenue streams: Move beyond traditional advertising models.

• Engage audiences: Create compelling stories that resonate with readers.

• Partner with businesses: Build strong, mutually beneficial relationships with local businesses.

• Deliver value: Provide advertisers with meaningful and impactful marketing solutions.

What to Expect from Cash Camp

The Cash Camp program covers a wide range of topics, including:

• Developing a go-to-market strategy

• Creating compelling branded content

• Sales and pitching best practices

• Pricing and packaging strategies

• Fulfillment and distribution options

  
  

Participants will also have the opportunity to collaborate with peers, share insights and learn from each other’s experiences with in-person meetings. The first full-day event, led by Dream Local's Shannon Kinney and Peter Lamb of Lamb Consulting, wrapped up last week at Google in New York City.

Hear From Our Excited Participants!

The selected organizations are eager to get started. Here’s what they have to say:

TAPinto

“At TAPinto, we enable our marketing partners to communicate with our readers on an ongoing and consistent basis. Through the Branded Content Cash Camp, we are excited to learn how to expand our branded content offerings to create even more value for our advertisers and more revenue for our TAPinto owner/publishers,” said Michael M. Shapiro, Esq., founder and CEO of TAPinto.

Trib Total Media

“While my team excels at selling singular native ads, we haven’t fully tapped into ongoing packages that drive long-term value. I see Cash Camp as an opportunity to bridge that gap and develop strategies to win back the mid-to-upper-level advertisers we’ve lost over the years,” said Matt Miller, chief revenue officer of Trib Total Media.

Colorado Ethnic Media Exchange

“As a network of ethnic media outlets, we don’t just want to survive, we want to thrive. We're thrilled to join the Branded Content Cash Camp! This is an incredible opportunity to take our branded content strategy to the next level and unlock new revenue streams. I’m especially excited to learn from the experts and connect with other media owners who are passionate about building successful branded content businesses that work for our unique audience and advertisers,” said Brittany Winkfield, director of the Colorado Ethnic Media Exchange.

Richner Communications, Inc

“I’d like to participate in this branded content camp to accelerate our team’s confidence and expertise in selling these high-value programs. By mastering branded content strategies that have consistently delivered results for our clients, we’ll equip our sales staff with the tools and conviction to convert more prospects into successful partnerships,” said Lori Berger, sales director of Richner Communications, Inc.

Ballantine News Network

“Ballantine News Network is thrilled to be part of the Branded Content Cash Camp project! This initiative aligns perfectly with our commitment to providing businesses with meaningful, high-impact advertising opportunities. We’re excited to learn, innovate and grow alongside industry leaders in branded content,” said Mackenzie Mancuso, content creation manager of Ballantine News Network.

Cape May County Herald

“The hands-on, practical approach to branded content that Cash Camp offers will no doubt make the Cape May County Herald more successful,” said John Kelly, sales and marketing operations manager of the Cape May County Herald.

URL Media

“I’m excited to attend the Branded Content Cash Camp on behalf of URL Media and our partners. It’s a valuable opportunity to learn how to create an additional revenue stream through branded content that aligns with our mission and values. I’m also looking forward to connecting with other local media organizations that share our commitment to community-centered storytelling and finding ways to amplify our collective impact,” said Elio Galo, advertising account executive of URL Media.

Vizella Media

“We are very pleased to have been selected for this opportunity to network and get deep insights as to successful formulas for media companies leading in the branded content advertising space. I would say that our hope is how we can take what is being done in mostly larger communities and customize it to be successful in our market and to develop strategic plans that additionally leverage our local sports following,” said Todd Mallinson, president and publisher of Vizella Media.

Watermark Out News

“Watermark Out News is thrilled to be joining Cash Camp. Collaboration is key to sustainability within local journalism markets and Watermark Out News is excited to be working with such an esteemed group of news sources and industry experts throughout the country. We hope to gain in-depth knowledge of best practices in branded content, opening a very underutilized revenue stream for our newsroom,” said Rick Todd, owner and publisher of Watermark Out News.

OnMilwaukee

“We’re thrilled that OnMilwaukee has been selected to participate in the Cash Camp group. As a proudly independent media company in a mid-sized market, we’re always looking for innovative and unique ways to grow and better serve our community and partners. This opportunity allows us to strengthen our branded content efforts, collaborate with industry leaders, and share insights that will help elevate local media across the board. We’re excited to learn, test, and contribute to a larger conversation about sustainability and innovation in journalism,” said Carolynn Buser, CEO of OnMilwaukee.

A Bright Future for Local Media

We believe that branded content has the power to transform local media and create a thriving ecosystem for both publishers and advertisers.

“We are incredibly excited to lead this dynamic group of 10 organizations through the Cash Camp program,” said Shannon Kinney, Founder and Client Success Officer of Dream Local Digital and Cash Camp Project Manager. “Their enthusiasm and commitment to innovation are inspiring, and I can’t wait to see the amazing results they achieve. We have a tremendous program lined up for them and we are poised to make a real impact on the future of local media.”

Stay tuned for updates on the Cash Camp’s progress and success stories from our participants!

Learn More

To learn more about the Branded Content Project and the Cash Camp, stay tuned to brandedcontentproject.com or contact julia@brandedcontentproject.com!

Editor’s note: Artificial Intelligence was used to create an initial summary of this article, which was then edited by BCP staff.