Spring 2015 Welcome to the Spring edition of your custom publication. Brief Summary: Cover Story: Trish Witkowski With a 20-year career in print, direct mail, and graphic design, Trish is an expert in creative mail formats and engaging content. She has founded two companies: foldfactory.com and rockthemailbox.com, has conducted countless workshops and webinars, has a successful video series on YouTube and has written several publications on direct mail. Feature Story: Marketing Hackathons These aren’t the familiar off-site retreats or brainstorming sessions we’ve all participated in. Rather, they are the off-spring of out-of-the-box-thinking IT and web developers who break the rules and get great results. And now, it’s spilled over into marketing! Feature Story: Straight Talk Four professionals talk about their niche publications, the challenges they face, and how they are balancing the digital world with print Quarterly Giveaway(s) We had to add an “s” to make this plural due to the fact that we have three giveaways with this issue. Each product ties back to one of our articles and you will find a CTA at the end of each specific article. 1. The Design Deck from designer, animator, and musician Ben Barrett-Forrest. This beautifully designed deck of playing cards is actually a practical guide to graphic design. (Page 3). 2. The Smartass Marketer’s Handbook is the first book published by our 5-Minute Expert, Carro Ford. (Page 5). 3. Fold-tastic coffee mugs from our cover story with Trish Witkowski. (Page 9). Ideas? Fill the coffee mugs with candy and bundle one of each item together as a chance to win three great giveaways as one prize. Or, divide them into sets of two, or give away one item to each winner. Reserve one set of the prizes and run a small Facebook contest: Send pictures of an unusual direct mail piece, or “Like” us on Facebook during the month of May and you could win one of these great prizes. Digital Resource: Infographic We’re providing you with an infographic titled Magazines & Social Media: Turn Up The Social Media Volume. It presents interesting facts regarding magazine readers’ preferences on how they prefer to interact with magazine brands. CTA’s We have four calls-to-action inside this issue for the giveaways, and one CTA on the outside back cover for the infographic. SPECIAL NOTE: Please visit rockthemailbox.com and register your company with Trish as a direct mail print provider to appear in her searchable database. We love to hear your feedback! Shoot me an email or give me a call if we can be of any assistance. Regards, Cindy Woods [email protected] 678-594-0048 Spring 2015 Publication Covers Front Cover Variable Data The Spring Issue 2015 is designed with a variable data element on the front cover to personalize the magazine to the individual reader. The font will be placed in your cover folder in Dropbox. Inside Front Cover: Giveaway Ad Located on the inside front cover, your ad has already been branded to your organization with a customized URL and QR code to the registration landing page. Before printing, please test your custom URL and scan your QR Code. Inside Back Cover: Branded Ad The inside back cover is reserved for you to place your own ad. Outside Back Cover The outside back cover has been customized with your logo and provided list of services. Please check the list of services and capabilities and update as needed. Please check the custom URL and QR code prior to print. Before going to print, make any necessary changes to the address panels to meet your mailing requirements/needs. If you plan to mail the publication in a concealed envelope, you may want to place an image in the address panel white box so it is not left blank. 2 Spring 2015 Customization and CTA Pages Inside Front Cover: Quarterly Giveaway CTA Custom URL and QR Code linked to Registration Page. Table Of Contents page required customization areas (indicated by purple circles). CTA’s for online engagement: Please be sure to activate and check your web pages (in different browsers) to confirm they are working properly. Scan all QR codes to confirm they are linking to your registration page and your infographic. Blue circles represent where we have already customized the CTA’s with your URL’s and QR codes. Page 3: The Design Deck Custom URL and QR Code linked to Registration Page. Page 5: The Smartass Marketer’s Handbook Custom URL and QR Code linked to Registration Page. Page 9: Fold-tastic Coffee Mugs Custom URL and QR Code linked to Registration Page. Page 9: Visit Trish’s two websites to sign up for FoldFactory.com 60-second Fold of the Week and register to use Rockthemailbox.com. Outside Back Cover: Infographic Custom URL and QR Code linked to web page hosting infographic. 3 Spring 2015 Quarterly Giveaway and Giveaway Registration Page: Three Giveaway Items: 1. The Design Deck from designer, animator, and musician Ben Barrett-Forrest. This beautifully designed deck of playing cards is actually a practical guide to graphic design. (Page 3) 2. The Smartass Marketer’s Handbook is the first published book of our 5-minute Expert, Carro Ford. (Page 5) 3. Fold-tastic coffee mugs from our cover story with Trish Witkowski. (Page 9) Build Your Registration Page You will need to create a registration page on your website for the giveaway drawing. Recommended form fields are: • First and Last Name • Title • Company • Address, City, State, Zip • Phone Number • Email We have provided you with a graphic for use on your registration page. Drive Traffic to Your Website and Social Platforms Be sure to promote your registration for the giveaway on your social media platforms, home page of your website, and through emails to clients and prospects using the provided eblast files and personal emails from your sales team. 4 Spring 2015 Coordinated Eblasts 1 The Spring/April 2015 includes 4 themed eblasts designed specifically for this issue. These e-blasts include: 1. Magazine Coming Soon 2. Invitation to Register for Quarterly Giveaway 3. Reminder to Register for Quarterly Giveaway 4. View our Infographic You will be provided with a single-image graphic for each e-blast. Each e-blast should link to a single web page. For the giveaways, the e-blast should link to your Registration Page. For the infographic e-blast, the e-blast should link to the page on your website where you have placed the infographic. 2 You will find eblast Subject Line, Preview Copy and Graphics for the appropriately labeled file in our shared Dropbox folder. 3 4 5 Spring 2015 Coordinated Digital Resource: Infographic Your digital resource for this issue is an infographic titled Magazines and Social Media. You will post this on the web page you created. We have customized the infographic with your logo and website. If you wish, you can create a hyperlink from the infographic to your website home page or to your digital edition of the Spring Issue. Infographic e-blast: We have provided you with an e-blast to drive traffic to the infographic page. Social Media: Be sure to promote the infographic on your social platforms along with the giveaway. Include links to both the infographic and the giveaway registration page. 6 Spring 2015 Proposed Activity Dates for Spring 2015 March March 16: Publication Files delivered to your Dropbox Sun Mon Tue Wed Thu Fri Sat Print production of publication 1 2 3 4 5 6 Build & Test your Giveaway Registration web page Build & Test you Infographic web page 8 9 10 11 12 13 14 March 27: Launch and test Giveaway Registration page Launch and test Infographic web page 15 16 17 18 19 20 21 March 30: Publish your digital edition of publication and check all hyperlinks 22 23 24 25 26 27 28 29 30 31 March 16 – April 3: March 16 – 25: 7 April Week of April 6th: April 7: April 13 – 24: April 28: Spring 2015 publication drops to USPS for mailing Sun Mon Tue Wed Thu Send Eblast #1 “Publication Coming Soon” Estimated in-home delivery of Spring 2015 publication Eblast #2 “Register for Giveaway” Fri Sat 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 May May 7: May 14: Eblast #3 Reminder to sign up: “Time is running out! Sign Up today!” May 19, 20, or 21: Fri Sat 1 2 9 Close registration for giveaway Change registration page to read: This giveaway registration has ended. Watch for our next quarterly giveaway in July! May 19: Sun Mon Tue Wed Thu 3 4 5 6 7 8 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Announce Giveaway winners on social media Eblast #4 View our Infographic (link to the digital edition of your Spring 2015 publication) 31 © 2014/2015 The Advisement Center LLC. All Rights Reserved. KnowledgeTAP™ is a product the The CMO Team, A Division of The Advisement Center LLC. 7 Spring 2015 Get Social with Your Readers The Spring/April 2015 issue of your publication is full of great information that can easily be shared throughout your social media platforms. If you’d like help with specific ideas, please don’t hesitate to call Cindy at 678-594-0048 to receive insight on how you can leverage the content in this publication for on social media platforms. 8
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