Partnership, Strategy and Messaging Through Print Magazines
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This document discusses a regional print magazine partnership between telecommunications cooperatives. The partnership was formed to educate members about new services like fiber broadband, update them on construction progress, and enhance the companies' images. Content is produced through a collaborative process between the partnering telcos and a content marketing company. They develop an editorial calendar, collect local stories, and produce issues on a regular schedule. The partnership allows the telcos to communicate at a higher level and gain more value through shared resources and lower costs. It also engages and informs their members through stories in the magazine. The future may include expanding participation, sharing content across platforms, and developing a mobile app.
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Partnership, Strategy and Messaging Through Print Magazines
- 1. Partnership, Strategy and Messaging through Print Magazines Carrie Huckeby A Content Marketing Company StephenV. Smith
- 2. A Content Marketing Company The Idea CHAPTER ONE:
- 3. A Content Marketing Company “What was the foundation of this idea?”
- 4. “How did the Regional Magazine grow out of this
- 5. West Kentucky and Tennessee TelecommunicationsCooperative &
- 6. A Content Marketing Company Message Strategy & Needs Defined CHAPTER TWO:
- 7. A Content Marketing Company “Why?”
- 8. A Content Marketing Company It was working in other areas 1
- 9. A Content Marketing Company Format allows for more content, in-depth articles 2
- 10. A Content Marketing Company Communicate changes in the industry 3
- 11. A Content Marketing Company Educate members about fiber / broadband 4
- 12. A Content Marketing Company Update members about construction progress 5
- 13. A Content Marketing Company Product positioning 6
- 14. A Content Marketing Company We needed a more powerful sales tool 7
- 15. A Content Marketing Company Enhance company image / share information 8
- 16. A Content Marketing Company Partnering allows participants to communicate at a higher level while gaining much more value for their money 9
- 17. A Content Marketing Company Collaboration & Partnership CHAPTER THREE:
- 18. A Content Marketing Company “What telcos are currently involved? How did this partnership form?”
- 20. A Content Marketing Company “What are other ways telcos can benefit from forming partnerships?”
- 21. A Content Marketing Company Bring services to market that you couldn’t offer by yourself 1
- 22. A Content Marketing Company Leverage one another’s resources, connections and talents to improve your respective operations 2
- 23. A Content Marketing Company Attract top-level talent 3
- 24. A Content Marketing Company Share startup costs and other expenses 4
- 25. A Content Marketing Company Scale your business faster and more efficiently 5
- 26. A Content Marketing Company Streamline your systems to achieve continuity in procedures 6
- 27. A Content Marketing Company Content Creation & Production CHAPTER FOUR:
- 28. A Content Marketing Company “How is content produced?”
- 29. A Content Marketing Company Identify a Local Editor 1
- 30. A Content Marketing Company Develop / approve the editorial calendar 2
- 31. PAGE NUMBER DESCRIPTION fRONT COvER Cover photo: Dog Sled Team PAGE 4 CEO Column PAGE 5 Company News: Fiber Update, Basketball Schedule PAGE 8 Full Throttle Distillery in Trimble, TN PAGE 9 Tech Store shopping for Christmas PAGE 12 Dog Sled: Every December, a dog sled team in Hickory (with WK&T service) hosts one of the southernmost sled races in the US. PAGE 13 Dog Sled BACk COvER Promo: TBD Dates Planning/Collecting Begins Initial Proof to Telco Final Approval from Telco Print Week Aug. 1, 2013 Sept. 15, 2013 Sept. 30, 2013 Oct. 7 , 2013 LOCAL PAGES Nov-Dec 2013 WK&T - Regional Magazine Editorial Calendar { { { A Content Marketing Company
- 32. PAGE NUMBER DESCRIPTION fRONT COvER Cover photo: Dog Sled Team PAGE 4 CEO Column PAGE 5 Company News: Fiber Update, Basketball Schedule PAGE 8 Full Throttle Distillery in Trimble, TN PAGE 9 Tech Store shopping for Christmas PAGE 12 Dog Sled: Every December, a dog sled team in Hickory (with WK&T service) hosts one of the southernmost sled races in the US. PAGE 13 Dog Sled BACk COvER Promo: TBD { { {
- 33. A Content Marketing Company Collect information 3
- 34. A Content Marketing Company Types of content: - Community Focus - Employee Focus - Company Focus - Sales Focus
- 35. A Content Marketing Company Write and design pages 4
- 36. A Content Marketing Company Proof... and proof again 5
- 37. A Content Marketing Company Inform employees first 6
- 38. A Content Marketing Company Engage the community 7
- 39. A Content Marketing Company PROJECT NOTE: WordSouth brings professional, experienced writers and editors to the project — but the telco has complete editorial control
- 40. A Content Marketing Company PROJECT NOTE: Telco staff is not overburdened, because WordSouth manages the content collection, printing and distribution processes.
- 41. A Content Marketing Company “What are the timelines?”
- 42. A Content Marketing Company Sept/Oct 2013 Issue July 1: Features/news July 15: Promos/timely updates Aug 1: Final approval from client Aug 1: Printing process begins Aug 25: Magazines enter mail stream
- 43. A Content Marketing Company “How does partnering affect pricing?”
- 44. A Content Marketing Company By partnering, you can access pricing and services that would be impossible to get on your own $
- 45. A Content Marketing Company Lessons Learned & Opportunities CHAPTER FIVE:
- 46. A Content Marketing Company “What have you learned?”
- 47. A Content Marketing Company Once you develop content, find ways to repurpose it 1
- 48. A Content Marketing Company Cross-promote your content across your various outlets 2
- 49. A Content Marketing Company It’s important to create ways for your audience to provide feedback 3
- 50. A Content Marketing Company Stories drive engagement. 4
- 51. A Content Marketing Company Engagement: - It drives sales. - It creates informed members. - It creates advocates. - It builds fans.
- 52. A Content Marketing Company Tell your story... it’s powerful. 5
- 58. A Content Marketing Company “What does the future hold?”
- 59. A Content Marketing Company Increase participation to: A) Drive down cost per piece B) Expand member education 1
- 60. A Content Marketing Company Look for additional ways to share content among participants (adding video versions of stories to share) 2
- 61. A Content Marketing Company Expanding content to mobile platform through a custom app 3
- 62. HT A N K OY U ! CarrieHuckeby@tmsvcs.com SSmith@wordsouth.com