“Endeavor” is a digital and print magazine catered to and featuring university student entrepreneurs, with a focus on how they balance — or struggle to balance — school and work.
Endeavor is run under parent company Meeting in the Media, offering podcasts and video interviews featuring entrepreneurs and media specialists. Meeting in the Media already exists across multiple social media platforms, which will be utilized to drive sales to the new magazine with a “buy magazine” CTA across all channels.
Original multimedia content is created per platform and shared to tell a cohesive story as pertains to Endeavor. Multimedia package includes brand identity and messaging, videos, podcasts, journalistic editorial pieces, and free download with opt-in to newsletter. I created Endeavor, from concept to branding to strategy, also including all content and the multimedia package.
I created a complete development package to turn DIY & Hair Dye, a defunct 14,000-member Myspace community forum, into its own company and social media network. Starting with customer personas, I created branding from concept through to marketing design with brand book covering: logo design, brand colors, and a naming convention chart.
I developed the website using WordPress cPanel and integrated a forum and user profiles with custom profile options per membership level. Special content is gated behind a “premium” membership with PayPal Braintree, which I tested in developer mode and implemented with the theme.
I charted an extensive measurement plan for digital marketing strategy covering awareness, action, retention, referral and winback. I also strategized and designed landing pages with different CTAs. Each step in the customer journey was mapped across both free and premium website users by channel: display, email, organic vs. paid social, organic search (SEO) and paid search (SEM); campaigns to be run with Google AdWords and tracked through Google Analytics.