Reaching 1.5 Million Members Digitally
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The Human Rights Campaign's Equality Magazine needed to be accessible on mobile devices, so they created an app for iPhones, Android and tablets using Twixl Publisher and MEI's TruEdit Content Creation Platform because they were the most cost effective solution out there that enables omnichannel content creation and publishing. Case study in partnership with digital marketing leader Anastasia Khoo, CMO, Human Rights Campaign. Learn how to create content once and publish to any channel -- mobile, social, web, app, print.
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Reaching 1.5 Million Members Digitally
- 1. CONFIDENTIAL | © 2016
- 2. CONFIDENTIAL | © 2016 CASE STUDY: EQUALITY Magazine PRESENTED BY Anastasia Khoo, Chief Marketing Officer, Human Rights Campaign Will Steuber, Creative Director, MEI
- 3. CONFIDENTIAL | © 2016 Human Rights Campaign EQUALITY MAGAZINE Your Name Here
- 4. CONFIDENTIAL | © 2016 Human Rights Campaign Your Name Here
- 5. CONFIDENTIAL | © 2016 Digital Strategy Reaching 1.5 million members
- 6. CONFIDENTIAL | © 2016 Challenges Your Name Here • Time to market • Cost • Many members = many devices • No internal digital production team
- 7. CONFIDENTIAL | © 2016 Solution Your Name Here Twixl Publisher for app platform • Easy to use • Cost savings TruAuthor for HTML content creation • Responsive design • Single file per article MEI’s Nervous Pixel for design and production
- 8. CONFIDENTIAL | © 2016 Your Name Here
- 9. CONFIDENTIAL | © 2016 Benefits • Faster to market • Fewer files to review and approve • Single file for multi-channel output • Lower cost • Poised to improve and expand in future • Members have option to be paper-free • Added value to the brand • Reach new members via marketplace
- 10. CONFIDENTIAL | © 2016 Thank You Anastasia Khoo, HRC Will Steuber, MEI
Editor's Notes
- Intro slide Will and Anastasia to the stage
- Will: Will Steuber, Creative Director at MEI and we’re lucky enough to have with us today Anastasia Khoo, chief marketing officer of human rights campaign We’ve been working with the HRC team and publishing the digital version of Equality Magazine for over 3 years We’ll be sharing with you the evolution of the app and also showing a little behind the scenes of how its made Before we get into the app, I would like to ask Anastasia to give us a little background about HRC and Equality Magazine Anastasia…
- Anastasia: Short background about Anastasia About HRC Mission Members
- Anastasia: Communication channels for members How content moves the goals of the organization How do you reach and engage your audience?
- Anastasia: Current events stories are a major part of the campaign so time to market is very important Apps can be expensive – consider hiring a developer? Software purchases, licensing, cost of maintenance Our members are savvy so we need to be able to reach them wherever they are and whatever device they are using – tablets, phones, iOS and Android HRC has print production team but don’t have an internal team to produce the app and create the digital content
- Will: Twixl Publisher Twixl app platform is easy to use and easy transition from DPS Easy to create our own storefront design with the grid system HRC appreciated significant cost savings TruEdit TruAuthor gives us and interface to build responsive pages Save production and review time by having a single file for each article Also, TruEdit provides workflow management Nervous Pixel Production team flows content into HTML templates.
- Started on tablet with DPS Then added phone with an HTML template Now have added tablet to the HTML template by expanding CSS Show truedit & twixl
- Anastasia: Because the articles are responsive and one file covers phones and tablets, we can produce faster and avoid increase in spending for more manpower Responsive means we only have one file to review so less chance for error; and less time Twixl platform is a big cost savings from our previous system We are poised to expand the publication in the future with things like more frequent content updates and an entitlement solution Members like the option to be paper-free The presence of our app in both iTunes and Google Play contributes to brand awareness and perception Being in the marketplace gives us another chance for new members to find us
- Q & A as time permits