B-to-B – Use of Individual Social Media Network – [Eddies Digital]
Hanley Wood Media, Inc.
Unique external shots, interesting light fixtures, and architect profiles all make up the visually inspiring and educational Instagram feed for B2B magazine Architect.
Written for members of the American Institute of Architects, Architect knows how to cover architecture for architects.
The challenge for Chelsea Blahut, content producer and Instagram manager at the magazine, is finding a voice that resonates outside of the 80,000-member print audience of industry insiders.
One key demographic for Blahut is the international consumer audience. Blahut tells Folio: that architecture is more of an everyday interest in other countries than it is in the U.S.
“I’m hoping to bridge that gap,” Blahut says.
Architect has an advantage though, in the form of its vast visual archives. Blahut has her choices of images to pull from building photoshoots the magazine commissioned for its print edition, to high-quality digital renderings sent out by designers in search of press coverage.
The Instagram page is also filled with beautiful snapshots and content from the print issue, in the hopes of luring some of the brand’s 88,000 Instagram followers away from their phones and onto the brand’s website.
In addition to the Instagram’s aesthetic, Blahut says personal connections, tagging, and commenting are what makes her B2B Instagram account so successful.
For her, it’s important to feature the people behind the beautiful building designs, and when Architect visits a tradeshow, she makes sure to tag the event and promote her brand’s attendance in case anyone wants to come and say hello.
Custom – Standalone Digital Magazine – [Ozzies Digital]
Grate. Pair. Share., Harvest 2015
Stephan & Brady for the Wisconsin Milk Marketing Board
Grate. Pair. Share. is a three-time Ozzie award winner, created by creative agency Stephan & Brady in conjunction with the Wisconsin Milk Marketing Board.
The digital magazine, released three-times a year, launched in 2012 as a way to highlight the diverse uses of cheese from the state of Wisconsin.
The team uploads high-resolution PDFs to the publishing platform Issuu, and then promotes new editions through the Wisconsin Milk Marketing Board’s social channels, as well through contributing bloggers.
The Ozzie was awarded to the magazine for its Harvest 2015 issue, which features Grate. Pair. Share.’s normal standing feature recipes, along with a feature story in which eight food bloggers participated in a potluck-style dinner party on a farm.
The issue includes each blogger’s recipe as well as photos from the event, in a style not unlike the food coverage in a contemporary lifestyle magazine.
While the magazine never diverges from its mission of promoting the uses of Wisconsin milk products, it promotes the products in a way that provides utility to both the client and the consumer. This likely explains the magazine’s four-million unique impressions per issue.
Troy Giesegh, senior art director at the agency, works on a team of just four creatives to create each issue. However, client feedback, and contributions from up to a dozen food bloggers help maintain the quality of content.
Despite its specific objective of promoting the local cheese industry, Giesegh and his team manage to revamp the magazine with every passing issue. The style of the magazine changes from year to year and season to season, giving those millions of readers a reason to come back.