Last summer, I lived and worked in Paris, France as part of an eight-week internship with Imagewest. I was part of the 2011Â Imagewest International team and traveled to Paris to work with the Global Editors Network (GEN). GENÂ is a non-profit association of news editors-in-chief and senior news executives from around the world working to make a collaborative effort to preserve the quality of journalism while supporting the digital environment. GEN was established in March 2011 in an effort to break down the barriers between traditional and new platforms allowing editors-in-chief and senior news executives working in print, digital, mobile or broadcast to gather and share information to define the future of journalism and create new editorial services. OurÂ team developed goals, strategies and tactics to grow GENâ€™s membership and increase registration for the NEWS! World Summit 2011 in Hong Kong, along with many other projects that came up along the way. Read about the entire trip in our commemorative book: Â France_Book_2011.
Before we left for Paris, I did extensive research on the Global Editors Network, its competition and the journalism industry to produce a comprehensive creative workplan to present to the team on the first day. The workplan includes detailed information about the clientâ€™s history, problems the communications must solve, suggested target markets, the clientâ€™s key benefits and supporting reasons, industry trends, and the clientâ€™s tonality. Using this information, I developed a list of working objectives to help guide the teamâ€™s strategies throughout the project.
One of the strategic plans I wrote for GEN was an email marketing plan, which also covered the implementation of a weekly newsletter, the GEN Post (pictured left). A few of the plan’s objectives were to provide information to subscribers and non-members about GEN, its mission and vision and to increase GEN memberships and registration for the NEWS! World Summit.Â From the executive summary: GEN’s email strategy should be considered part of a communication strategy that is managed over time to influence the reader’s behavior while promoting membership satisfaction and improving business equity or loyalty.
I developed a digital marketing plan to address the needs of a start-up directory system GEN was launching called the Editorsâ€™Â MarketPlace(EMP). The plan is based on objectives to create awareness of the EMP, demonstrate its value, and generate current and future growth. The digital communication strategies in the plan include creative and message strategy, website, search engine optimization, online social media, social networks, email marketing and web advertising. To the right is theÂ Editors’ MarketPlace Facebook landing page and poster design the creative team developed.
From the executive summary: GEN will launch the Editorâ€™s MarketPlace(EMP) in September 2011 in an effort to add value to the GEN subscriber experience. EMP will be an open access B2B directory embedded into the GEN website where suppliers can advertise their services to editors and where editors can insist upon the help of these media suppliers to increase their commercial gains. The plan for Editorsâ€™ MarketPlace is that it will be easily manageable and financially positive within the first three months of the launch. After these particular goals are met, the EMP should be easily sustainable, which will allow it to become what it was meant to be: The global trading place between News Media Suppliers and Media Owners.Â
I wrote a strategic plan addressing howÂ to increase sponsorships and partnershipsÂ for the 2011 NEWS! World Summit held in Hong Kong. The plan included strategies for promoting the summit through social media and other online networks, creating a PR campaign/press kit toÂ releaseÂ prior to the summit, and for approaching potential partners and sponsors and building relationships. I also helped write the copy for the sponsorship and partnership brochures the creative team designed (pictured left).
Part of my responsibilities while abroad included maintaining Imagewest communications through social media and weekly newsletters. This is a snap shot of the first newsletter we sent out. For your enjoyment, read our very last newsletter (IWI_Final_Newsletter)Â it wraps up the trip pretty well.
Â Award Winning
Imagewest won Best Press Kit/PR Campaign at the 2011 Professional Marketing Association (PMA) Markie Awards for the Imagewest International public relations efforts.Â The awards are based on creativity and effectiveness derived from the projectâ€™s marketing objective, target audience and results.
Also, the commemorative book we created for our trip to Paris won an Award of Merit at the 2012 Parthenon Awards presented by the Public Relations Society of America (PRSA), whichÂ acknowledges excellence in all aspects of public relations and communications.