Driving revenue growth with the S.C.O.R.E. framework

The S.C.O.R.E. framework helps revenue leaders ensure their growth strategies are scalable, collaborative, organic, replicable and empowering. It filters and refines ideas to align with long-term goals and deliver meaningful results. This approach balances immediate innovation with sustainable growth, turning strategy into a clear, enduring vision.”

Richard E. Brown, director of engagement growth and innovation, Wisconsin Watch

One of the aspects I enjoy most about strategic planning and revenue management is the chance to draw inspiration from various sources — whether from colleagues, board members or external perspectives. The exchange of ideas fuels innovation and helps develop new revenue models that adapt to the evolving news media landscape while effectively serving communities. The greatest underlying benefit of discussing strategy with others is that it eases the immense pressure to constantly innovate and deliver the next big breakthrough — something I’ve had to learn and manage early in my career and see other revenue leaders struggling with now. The challenge isn’t just in generating new ideas; it’s in ensuring that those ideas are strategically sound and capable of delivering long-term success.

News media can be a fast-paced environment, and it’s easy to become overwhelmed, especially when resources are limited and difficult decisions about budget cuts or reallocations must be made. This constant drive to stay ahead often leads to innovation fatigue, where the pressure to keep producing new ideas can cloud judgment and hinder long-term planning. Reflecting on these experiences, I’ve noticed that successful strategies often share key traits that make them effective and sustainable and help revenue leaders navigate the complex process of communicating innovation.

To address this challenge, I developed the S.C.O.R.E. framework — a tool designed to evaluate and communicate strategies and guide the entire innovation process. The framework helps revenue leaders ensure their growth strategies are scalable, collaborative, organic, replicable and empowering. It filters and refines ideas to align with long-term goals and deliver meaningful results. This approach balances immediate innovation with sustainable growth, turning strategy into a clear, enduring vision.

Scalability

When evaluating a growth strategy, start by asking if it’s scalable. Focus on more than just the launch details. Consider if the strategy can grow, handle larger volumes, reach broader audiences and make a more significant impact. A scalable strategy should be efficient, manageable and capable of expanding without sacrificing quality. For example, when introducing a new product, ask yourself: Can this be produced and delivered on a much larger scale without requiring proportionally more resources or costs? Or, if implementing a new department, consider whether it can manage an increased workload efficiently while still amplifying output and maximizing returns. Scalability ensures that what works today can effectively expand to meet tomorrow's demands.

Collaborative

After confirming scalability, prioritize collaboration. In the competitive news media landscape, strong partnerships drive growth. My experience shows that effective collaboration within and beyond organizations is essential. Collaborative approaches pool resources, share insights and tackle challenges more effectively. For example, partnerships between local news outlets can boost reach and impact, while collaborations with non-profits or educational institutions enhance content and community engagement. A Reuters Institute report from 2019 shows that collaborative journalism models significantly amplify reporting capabilities and address local news challenges by leveraging combined resources and reducing competition. In a field where accurate information is crucial, strong collaborations turn competitors into allies, driving mutual success and serving the greater good.

Organic

Next, check if the opportunity your strategy targets is already emerging organically. If groups or your team are already engaging with it, your strategy will likely gain traction quickly. When the demand is organically driven, it means the community or market is already signaling a need for change, and those organizations that are nimble and focused can capitalize on these opportunities. For example, if you notice that your sales team is informally using a new pitch style that resonates well with clients, this could be a sign that formalizing and scaling this approach could lead to significant growth. Being attuned to these shifts helps you create strategies that are timely and closely aligned with your market needs and behaviors.

Replicable

Building on organic opportunities, evaluate whether your growth strategy is replicable. This means assessing if successful elements can be consistently applied in new areas or markets. A replicable strategy should be designed for scalability and adaptability, providing a framework for consistent results in various settings. For example, as reported in 2023 by Northwestern University’s Medill Local News Initiative, Block Club Chicago’s success demonstrates a replicable growth strategy in community-focused journalism. Their initial success with hyper-local news in specific neighborhoods and strong audience engagement allowed them to refine and scale their model. By emphasizing community connections and tailored content, they expanded their reach across Chicago neighborhoods and created a sustainable revenue stream. Their financial success and adaptability highlight the long-term potential of their approach in diverse environments.

Empowering

Lastly, ensure your strategy is empowering. Empowerment is crucial for growth because it actively involves and motivates stakeholders — audience, colleagues, journalists, sponsors, donors, board members and the community. When stakeholders feel genuinely valued and integral to your mission, their engagement deepens. For instance, exclusive webinars, Q&A sessions with journalists or behind-the-scenes tours enhance their connection and foster a sense of belonging and purpose.

Empowerment goes beyond transactional interactions; it taps into the profound human need for meaning and contribution. When people see their involvement making a tangible difference, they are likelier to become passionate advocates. This emotional connection drives loyalty, turns supporters into active champions, and ultimately enhances all aspects of revenue generation, from subscriptions to sponsorships and donations.

Richard E. Brown is a monthly columnist for Editor & Publisher and contributing writer for Digital Content Next. He currently serves as director of engagement growth and innovation for Wisconsin Watch. Previously, he held positions at LPi, Milwaukee Journal Sentinel, Gannett, and The Daily Beast. He also serves on the foundation board for the Wisconsin Newspaper Association, is a coach for emerging news leaders for CUNY, and is a member NABJ-Milwaukee.