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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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Philosophy
Communications and Marketing
Research
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