Harvesting Thanks / Issue 66
Seasonal Content with Legs.
The challenge we faced in Issue 66 was overall content diversity. The exclusive content had to transition from Thanksgiving, through the holidays and beyond, to ensure that all customers had a relevant opportunity to utilize the timely content. Furthermore, our customers (senders of ALM) and their recipients span the U.S. with a melting pot of different backgrounds. Because of this, the content also had to be versatile for anyone, in any region—no matter how or where they celebrate.
As the Art Director and Project Manager, I kept the team on track with deadlines and goals, ensuring all content created was a piece of a bigger picture solution to this issue's challenge. Additional roles were as a copywriter and graphic designer; building, writing, and designing the layouts for the exclusive content.
The Issue 66 content offerings spanned many holidays, spoke to a variety of regions and religions, included fit-for-anyone topics, and was well-balanced to ensure that all customers had ample options. Pictured Above: A selection of content that I created, wrote, and designed.
The promotion for Issue 66 was the closer to our Ten Year Anniversary celebrations. Because of this, we wanted to find a way to both promote the Issue 66 content and show our gratitude for our customers on-going business and feedback.
I came up with the idea to offer a 15-magazine promo copy incentive to customers who sign up or upgrade to our Platinum program. To support the offer, we would provide a series of informative (and free) webinars/blog post, providing customers with new ideas for success well before the new year.
Sharing timely content that’s relevant to what’s going on in the world around you or in the lives of your target audience is in one word, relatable — increasing the likelihood of connecting, conversing and collaborating, and the desire to come back for more.
We offered printable greeting cards that capitalized on the abundance of holidays from November to January. Customers and recipients were able to share valuable, timely resources with their network all season long.
Sometimes the best ideas present themselves when you turn things upside down. Pictured above. A greeting card I designed that played off of this issue's content goal—diversity.
