Problem:
While Westminster was raising money, they needed to create a positive image in the broader St. Louis community. It was important to encourage additional financial support throughout the Westminster community without asking for donations.
Solution:
I refreshed the bi-annual magazine and created an enhanced digital presence. By sharing the stories in the magazine, we showed families and potential donors that students and alumni were living out the school's vision and mission.
I also created new abbreviated digital form of the magazine, Year in Photos. This gave an overview of the most impactful events throughout the school year and was focused on photography.
Process:
I assessed feedback from audiences on previous editions and analyzed university alumni magazine and other marketing materials for content, layouts, and innovative ideas.
I collaborated with the communications team to brainstorm on improving the content, developing stories that highlighted current events and teachers, how to convey the vision and financial state of the school, and student and alumni accomplishments. We also came up with the idea to do the additional Year in Photos, creating a third touch for the year. I liked that it was only online, would take a minimul amount of time for our team to complete, and cost virtually nothing.
We determined what stories were already written that could be re-purposed, what would need to be written, and decided on what was important strategically to include or leave out.
I selected existing photos and directed photographers on what additional photos were needed. I created ideations for layouts and made final determinations on how to layout various articles while staying within a specific page range.
I worked with a team of leaders and the copy editor to determine final edits. I maintained the production schedule and adhered to project deadline even with multiple changes to the content and copy.
I uploaded the magazine to an online publishing tool and adding additional content including news articles, videos, and photos. This allowed us to promote the magazine and our website through social media and email.
I chose a variety of events and photos to include in our Year in Photos project. The purpose was to create positive feelings towards the school on a limited budget of time and money. I directed the copywriter on captions and found articles that I could integrate.
We promoted it with social media and email, always directing people back to our website. We also encouraged parents, alumni, and friends of the school to share it with their friends.
Outcome:
We received positive comments and praise from teachers, parents, grandparents, donors, alumni, and the St. Louis community. The school even received donations from recipients who were not affiliated with Westminster.
