In an era characterized by shrinking budgets, it’s become increasingly essential for an institution’s magazine to serve multiple audiences. Gone are the days of one-trick magazines; now, publications should build consensus among a campus community, connect with corporate partners, engage with alumni from all over the globe, and stand out in a higher ed influencer’s mailbox during rankings season.
Now, do ALL of this with brand guidelines that no longer reflect the spirit of an institution in a period of enormous growth.
This session, led by Bryant University’s Casey Nilsson and 2Communique’s Kelly McMurray, who partnered on the relaunch of Bryant’s biannual institutional magazine, will delve into methodologies for leveraging both qualitative and quantitative research to inform a robust magazine branding strategy that maximizes impact. McMurray and Nilsson will emphasize a storytelling-first approach to craft editorial and design plans that resonate, ensuring your magazine becomes a key tool for engagement across stakeholder communities (and, we have to add, a thing of beauty that will linger on coffee tables until the next issue arrives).
Key topics include: building consensus among campus leadership; data-driven decision-making; best practices for cultivating visual identity; and brand journalism as the north star.