Austin’s premier Arts and Culture magazine expands its brand with new digital initiatives and revenue opportunities
In it’s 15th year as Austin’s leading local lifestyle magazine, TRIBEZA needed to bring the brand into a modern media landscape, with a strong focus on digital projects and workflow management.
Following an in-depth brand analysis, audience survey and workflow assessment, I managed initiatives that implemented new technology, archived and produced digital assets and developed a marketing plan that streamlined workflows and increased revenue. As Chief Strategy Officer, I introduced cloud-based tools and modern office amenities to bring an outdated print production process to a more efficient, digital workflow. In this role, I also defined staff responsibilities, recruited and interviewed new team members and provided extensive on-boarding and training.
Strong digital initiatives were key to the execution plan. TRIBEZA needed a website that could showcase their content with the same aesthetic quality as their print magazine. As product manager of the website, I chose WordPress as the client’s CMS, and oversaw development of back-end customizations for site speed and workflow management. On the front-end, I made sure that fonts, drop-caps, pull-quotes and other familiar design elements from the print magazine were incorporated to unify the brand experience.
As the website developed, I worked with both the business development and content editors to create a digital content and scheduling plan to increase traffic. Other initiatives included training their team on best practices for social media and SEO, and redesigning and rebranding the TRIBEZA newsletter to host more engaging multimedia content in a responsive template.
Business Development and Content Management
Our team provided design support to the Art Director by taking over advertising design, mapping and management during the magazine’s redesign. For four issue cycles, during staff transitions, our design team took over as TRIBEZA’s Art Director and Senior Designer, designing the publication entirely – front and back of book layouts, graphics, feature stories, advertisements, etc. During this time, our team led art direction at photoshoots, managed photographer and illustrator assignments and handled production schedules.
We conceptualized and helped execute events with TRIBEZA, supporting logistical management, collateral design including invitations, web pages, branding, print guides, signage and advertising.
I also worked directly with the Publisher and Director of Sales to create a new sponsored content program that aligned with the magazine’s monthly editorial calendar. Sponsored content features were balanced and planned according to both the theme of the magazine, and the sales cycle of advertisers. TRIBEZA’s media kit was reviewed and updated with new pricing and opportunities to increase revenue month-to-month, and the publication realized record sales in both print and digital revenue during the contractual agreement.
Visit the Website
click below to visit the live website custom developed in WordPress