Case Studies

 

 

 

 

 

Newsletter to Magazine Evolution

A national association with 12,000 members had an image problem. Its bimonthly newsletter was growing bigger and bigger but wasn't communicating the professional image the association wanted to present. The two-color newsletter had plenty of content, but not the type of practical, how-to information the members needed to do their jobs effectively. It maintained a clean, no-nonsense look but not the type of design that was going to capture readers' attention -- or stand out among the competition.

Working hand-in-hand with an outside design company and the printer, Adirondack Communications took the thought and hassle of re-engineering the publication off the association's overly full plate.

From the first issue, the reaction of the readers has been off the charts. Board members told Adirondack Communications, "You make us look good," and, "I never knew we could look this professional."

Awards: With one year's worth of issues under our belt, the magazine has been awarded first place for most improved magazine and second place for overall design excellence from the Society of National Association Publications. It also received a first-place award from the Association of Educational Publishers for most improved magazine and first place for best single-theme issue, also from the Association of Educational Publishers.

What's next? Building on the magazine's successful first year and bringing the association's academic journal to the same level of professionalism.

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Branding and Frequency of Use

A high-end portrait photography studio approached Adirondack Communications for help keeping its name in front of past clients. The photographers did great work, but clients were often waiting years and years between portrait sessions. Adirondack Communications helped the studio owners develop a quarterly newsletter, highlighting some of their past season's work and promoting upcoming sales and special events. The photographic images play the starring role in each issue, with the copy kept to a minimum.

The newsletters provide a way for the photographers to subtly encourage clients to schedule regular portrait sessions for their families, children, on vacation, weddings, etc. Additionally, each issues provides a folksy message from the photographers, which strengthens the photographer-client bond.

What's next? Helping the photographers continue to build their studio's client base and image as they expand into more digital capabilities and open a second studio.

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Web Site Re-engineering

It all comes down to two words: Organization and interaction. A Web site can be professionally designed and cutting edge, but without proper organization, it's just a bunch of words and images on the screen. And if no one is using the site for information, research, education or e-commerce, it's still just a bunch of words and images on the screen.

A 12,000-member professional association was approached by an Internet company with the offer to bring its first-generation Web site to the next level. The sky was the limit. Adirondack Communications worked with the association and the Internet company to develop a top-of-the-line Web site with all the bells and whistles. Shortly before the contract was signed, the Internet company pulled out due to budgetary constraints. By then, the association's board members had already bought into the idea of the new, interactive Web site and didn't want to turn back. What to do?

Adirondack Communications worked with the association to find another Web development firm to develop the site, spearheaded the development from day one, wrote most of the copy, trained the staff in using the new Web-based membership database and launched the new site as scheduled. One year later, the members are so tied into the new site and all its capabilities, that many of them renew their membership in the association solely because of the Web site.

What's next? Helping the association develop a credentialed online professional development program.

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Communications Management From Soup to Nuts

When a small, education association examined its communication needs and in-house capability, it turned to Adirondack Communications to handle the communications and marketing function -- from soup to nuts. With a small, overworked staff, the association didn't have the time -- or the know-how -- to properly communicate with and market to its members. In the past, the association had depended on volunteers from the membership to produce its bimonthly newsletter, conference marketing materials, foundation brochures and publications catalog. The information got out to the membership, just not always on time and not in a very professional manner.

The association -- and the field it represented -- definitely needed a facelift. The amateurish image it was projecting through its marketing materials, logo, periodicals and Web site wasn't doing a thing to help the association project itself and its members as professionals in the education arena.

The association outsourced its entire communications and marketing function to Adirondack Communications. Two years later we're still serving as its communications department, and the association is reaping the benefits of a more professional image, timely communications to members, award-winning periodicals, and an interactive, member-focused Web site.

What's next? Attacking the association's membership recruitment and retention problem with membership surveys, database refinement and a cutting-edge membership kit.

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