Scope of Work: Established a new direction and revenue generating model for an underperforming magazine that was once highly regarded in the Expat marketplace, but after years of neglect, had lost it’s editorial buzz and advertising reach.
Communication: Given that this magazine targeted diplomats and expats, and there were so many in the Philippines working on global and public health related matters, as well as being apart of families where the spouse worked at an embassy, we saw the importance of highlighting the “Trailing Spouse” – the person, usually, but not always, a woman, who effectively puts her or his career on hold and moves to a foreign country for the sake of his/her spouse’s job. We developed the overall communication objectives issues; provided guidance for interviews and research and introduced new strategies for journalistic style articles using engaging visuals and messages.
Planning & Logistics: Developed messaging and communication to maximize the reach of the project; led and coordinated field visits, on-site photography and styling; and coordinated logistics for cover story feature.
Design: Coordinated feature articles designs and assessed available materials; directed production of new visuals and provided creative direction.