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Client: National FFA Organization
Circulation: 495,000+
Frequency: Bimonthly
Target:
Student members, Alumni, and Associates
Client Objective/s:
- To update its longtime membership publication to be more in tune with its young, ambitious, tech-savvy members.
- To keep the core content centered around the programs, accomplishments and interests of the FFA organization and its members.
- To introduce an online version that would connect and interact more effectively with FFA’s young demographic.
Execution:
Journal retained a bright, young editor – and former FFA member – to manage the project. After months of research and planning, the publication was dramatically transformed, in both look and content, to better meet the needs, interests and sophistication level of its readers.
Based on member feedback, new departments such as Scrapbook, Healthy Lifestyles, Careers, How To, What’s On, and Back Talk were introduced, while some of the original features favored by readers remained in a new, updated format.
In addition to the new print magazine, Journal launched FFA New Horizons online – a fully interactive electronic version of the print magazine that offers exclusive features such as streaming video clips, virtual editions of each magazine, downloads and reader polls.
With a bold, youthful new look and fresh editorial direction, the print and online magazines now truly reflect the start of an exciting new era for the FFA organization.
Results:
Since its relaunch, the response from the FFA organization, student members and associates to the new FFA New Horizons has been overwhelmingly positive. An independent research study quantifying use and impressions of the new publication currently is under way.
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