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Finding Your Institution’s Voice

Finding Your Institution’s Voice

One of the questions I ask when working on magazines is “Why this story for this magazine and this audience?” The New York Times Magazine will tell a story one way, while O will have a completely different approach based on their readerships. An alumni magazine needs...
Inspiration vs. Plagiarism

Inspiration vs. Plagiarism

I recently read an article in an industry magazine about the process and conceptual development behind the issue’s cover. The design agency and editor shared work from other designers and labeled the work “concepts.” The final cover was virtually a direct replication...
Branding an Alumni Magazine

Branding an Alumni Magazine

Target and Nike know the importance of consistent, strategic brand communications in positioning their companies apart from the competition. It is just as important that a school’s communication tells their unique story from enrollment to alumni engagement. An alumni...
Integrated Marketing

Integrated Marketing

This term may be somewhat of a buzzword, like “content marketing,” but the power of an integrated marketing campaign could never be overemphasized. Audiences are interacting with messaging everywhere; browsing social media, surfing the web, reading magazines and...