Our goal was to grow a quarterly domain name industry magazine called 'Behind the Dot'. We achieved this by expanding the audience and utilising contributor's social networks to promote the magazine.
We made significant design changes to the website to facilitate and feature the magazine more prominently on the site. We did the same for eDM'S to our existing subscribers. User research was done on the covers to ensure we used imagery that resonated best with our audience.
We achieved this by
What this improved
increase in online downloads
size of the core team I managed
To grow the readership of the magazine we developed a strategy of featuring external contributors. This allowed us to tap into new readership markets and raised awareness for the magazine by getting contributors to share our magazine on their social channels. Below shows a couple of the people we featured and their social following.
CEO Startup Victoria
6.4K Twitter followers
Minister Assisting the Prime Minister for Cyber Security
6.3K Twitter followers
CEO Girl Geek Academy
3.8K Twitter followers
As part of the project we sent out eDM's to our mailing lists. These were re designed to cut down the amount of information we were sending and summarizing the top articles of interest to our audience. We also linked back to the website to the article so we could track the analytics on this.
increase open rate
increase click rate
We collaborated with people to contribute to the magazine that were related to the technology industry and had a good social following. The social media strategy was monitored and expanded. A 'run up' social campaign was developed, Tweets were sent out as teasers before the magazine launched. This resulted in a significant lift in downloads.
engagements on Tweets
impressions on Tweets
Tweets sent out
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