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May Luncheon – Frontiers Magazine: The Transformative Journey from Print Publication to Dynamic Digital Stories

May Luncheon – Frontiers Magazine: The Transformative Journey from Print Publication to Dynamic Digital Stories

Jesse Bunch, Marketing Services Coordinator for the University of Tennessee Medical Center, led the audience through the transition that his team made as they transformed Frontiers Magazine from a print publication into an interactive, digital storytelling device.

In 2017, Frontiers Magazine was mailed to the homes of over 18,000 alumni and friends of the University of Tennessee Medical Center. Two weeks before the next issue was scheduled to drop, the published decided to move to a digital platform. To keep the publication on time, Bunch and his team had to learn to adapt to this new storytelling channel.

Aside from formatting to a new platform, Bunch and his team had to rebuild their mailing list from scratch. Moving from a physical address mailing list to an email address list is an enormous undertaking. When the first digital mailing was sent, the list had around 7,000 email addresses. While this seems like a huge hit, from 18,000 to 7,000, the open rates of the new, digital Frontiers Magazine proved that it was still reaching a substantial audience. With an open rate of 24% and a click rate of 19% (well above industry average), it is obvious that the audience of Frontiers Magazine was open to the new change.

This new, digital version of Frontiers Magazine started out as a Flipbook. Users could use their mouse to digitally “flip” the page. While this was more interactive than a typical PDF document, Bunch and his team knew that they could do more.

Dean Baker, Graphic Designer for the University of Tennessee Medical Center, described yet another transition that the Marketing Services team made in order to improve Frontiers Magazine. Adobe Digital Publishing Suite allowed Bunch and his team to create an interactive publication for subscribers. They were able to “flow information into and flow information out” of this more dynamic medium.

While this was another giant leap forward a truly interactive platform for Frontiers Magazine, Bunch and Baker were worried about their readership’s ability to digest a 30 to 40-page document. With this in mind, they decided to make another change to engage their audience. By moving to Adobe Spark, the information is broken down into much more manageable, “bite-sized” pieces of information. They were able to present three to four stories at one time, instead of an entire magazine. This made the information more mobile and social-media friendly.

As all of these changes were implemented, the number of subscribers continued to climb. Currently, the Frontiers Magazine subscription list has around 10,000 emails and maintains an open rate of 20% and a click rate of 28%. While the number of subscribers is still not where it was before the transition to digital, Bunch and his team are better able to track how many people are reading and engaging with this publication.

Bunch believes that their process can be applied to anyone looking to make a switch from traditional print to digital platforms. He recommends genuine, visual storytelling to which your audience can relate. He also reminded the audience that we are in an era where “video is king.” If there is a way for you to tell your brand’s story through video, this is a definite way to get more audience engagement.

To view the new Frontiers Magazine for yourself, visit UTMedicalCenter.org/Frontiers

AMA Knoxville Member Spotlight: Macy Brink

AMA Knoxville Member Spotlight: Macy Brink

NAME: Macy Brink

COMPANY: The IT Company

TITLE: Marketing Coordinator

WEBSITE: http://theitco.net

SOCIAL MEDIA:
Facebook
Twitter
LinkedIn

HOW LONG HAVE YOU BEEN IN YOUR PRESENT JOB?
1 year––I began working at The IT Company part time while in my last semester of undergrad, and transitioned into full time after I graduated from the University of Tennessee, Knoxville.

HOW LONG HAVE YOU BEEN AROUND AMA KNOXVILLE?
I joined AMA around April of last year. I have been attending as many monthly luncheons and other events as possible since then.

WHAT DO YOU DO AS A VOLUNTEER WITH AMA Knoxville?
My time volunteering was primarily centered around AMA Knoxville’s 2018 Conference: Wonder. I served as the Sponsorship Coordinator on the conference committee. I have since joined the AMA Knoxville Board and will be serving as the VP of Membership next term.

WHAT DO YOU LIKE MOST ABOUT VOLUNTEERING WITH AMA KNOXVILLE?
What I enjoy most about volunteering and being a part of AMA Knoxville is the people. Everyone that is part of the organization is so willing and so helpful. During my first few months after graduation, the people of AMA Knoxville were a huge resource for me. Not one person has hesitated to meet with me and provide their knowledge, expertise, guidance, and companionship. Every member brings different experiences, knowledge, and resources to the group. There is so much that can be learned from one another, and I believe that AMA fosters an environment that allows for people to grow and learn from one another in a positive and welcoming way.

WHAT HAVE YOU RECEIVED BACK FROM YOUR MEMBERSHIP WITH AMA KNOXVILLE?
From volunteering for AMA Knoxville, I would say my biggest take away was being provided the opportunity to learn. As I mentioned, everyone brings something different to the table, so being able to work with a small group of people on the conference committee brought me the opportunity to expand my knowledge. It was also a great opportunity to get to know more people as I worked with them to become sponsors.

WHAT IS YOUR FAVORITE PAST TIME?
My favorite past time is teaching dance. I grew up dancing since the age of 3 and continued it through college where I danced on The University of Tennessee, Knoxville’s Dance Team. To keep dance part of my life, I teach a couple nights a week to kids ranging in ages 6-18. I not only love it because of my passion for dance, but I also love getting to mentor kids and invest in their growth.

DO YOU READ, WATCH MOVIES, OR TV AND IF SO WHAT ARE YOUR FAVORITES?
I love to read. My current favorite books are Love Does and Everybody Always by Bob Goff.

AMA Knoxville Member Spotlight: Chris Hill

AMA Knoxville Member Spotlight: Chris Hill

NAME: Chris Hill

COMPANY: Smallball Media

TITLE: Chief Operations Officer

WEBSITE & SOCIAL MEDIA: www.smallballmedia.com; Smallball Media Facebook; Follow on Twitter @smallballmedia

WHY DID YOU JOIN/RENEW AT AMA?

I really enjoy the AMA community and the opportunities to learn and expand my marketing knowledge that come with being a part of it.

HOW LONG HAVE YOU BEEN A MEMBER?

This will be my second year as an official member. Unofficially, I’ve been involved on and off since college.

WHAT DO YOU HOPE TO GET OUT OF YOUR AMA KNOXVILLE MEMBERSHIP?

In addition to continued learning, I hope to continue to grow existing AMA relationships and make some new friends through AMA in the coming year.

WHAT DOES YOUR COMPANY DO BEST?

We make shareable content for messaging apps, or, to put it simply, we make stickers, emojis, gifs, and apps.

WHAT IS YOUR FAVORITE TYPE OF CLIENT?

I love clients that bring a creative challenge to the table.

WHY DO YOU LIKE WORKING THERE?

Working in a startup is its own ongoing creative challenge. Each day can look drastically different, and there’s always a new opportunity around the bend.

HOW LONG HAVE YOU BEEN IN THAT JOB?

About a year and three months.

WHAT DO YOU FIND BEST ABOUT DOING BUSINESS IN KNOXVILLE? 

It’s a big city, but everyone seems to know each other or be just one degree separated. And growing any business is about who you know.

WHAT IS YOUR FAVORITE PAST TIME? 

That’s a though one. I really enjoy creative projects. Depending on the time of year, you can find me doing anything from costuming to photography to podcasting. On the less-creative side, I enjoy playing Xbox with my friends online.

DO YOU READ, WATCH MOVIES OR TV, AND IF SO WHAT ARE YOUR FAVORITES?

Fantasy: The Lord of the Rings
Fiction: The Shadow of the Wind
Non-Fiction: Good Strategy / Bad Strategy: The difference and why it matters
Movies: Star Wars, Lord of the Rings, and Brick
TV: Arrested Development, The Office, Parks & Rec, Better Call Saul, Top Gear, and The Grand Tour

AMA Knoxville Presents 31st Annual Honors Celebrating Mary Ellen Brewington

AMA Knoxville Presents 31st Annual Honors Celebrating Mary Ellen Brewington

The American Marketing Association Knoxville (AMA Knoxville) held its 31st Annual Honors Ceremony on Thursday, March 7 from 6 – 8 p.m. at the Foundry on the Fair Site. Mary Ellen Brewington of Est8te Boutique was recognized as AMA Knoxville’s 2019 Outstanding Marketing Professional.

Eddie Mannis, owner of Prestige Cleaners/Tuxedo and Knoxville mayoral candidate presents 2019 Outstanding Marketing Professional Mary Ellen Brewington of Est8te Boutique with her award.

The Outstanding Marketing Professional is a lifetime achievement award presented to an individual who has made meaningful and innovative contributions to the community and in the field of marketing. Past recipients include Alan Carmichael, Jeff Lee, Jim Clayton, James A. Haslam, II, Townes Lavidge Osborn and Pat Summitt.

Attendees enjoyed dinner and drinks as AMA Knoxville celebrated Mary Ellen Brewington, recognized this past year’s AMA marketing scholarship recipients and honored AMA Knoxville’s chapter leaders with the Locander Award, Volunteer of the Year Award and STAR Award.

In addition to honoring an outstanding professional and AMA Knoxville’s chapter leaders, the annual Honors event raises funds to provide scholarships for exceptional students majoring in marketing at the University of Tennessee. This program, the Eagle Endowment for Marketing Education, has provided over $100,000 in scholarship money in an effort to preserve and grow the marketing industry.

2019 Outstanding Marketing Professional Mary Ellen Brewington presents University of Tennessee student Selin Anitsal with an AMA Marketing Scholarship.

At this year’s event, the Brewington family generously agreed to match all donations made up to $5,000. The East Tennessee Foundation, which manages the endowment, kicked-off the fundraising with a surprise $1,000 donation. Thanks to their efforts, the 2019 Honors event raised more than $10,000 for student scholarships.

2019 Outstanding Marketing Professional Mary Ellen Brewington, AMA Knoxville President Erica Coffey, and Founding AMA Member/ Former President and Outstanding Marketing Professional Townes Lavidge Osborn with a check for $1,000 from the East Tennessee Foundation for the AMA Knoxville Eagle Endowment for Marketing Education.

“Mary Ellen Brewington is so deserving of this recognition. Her dedication to marketing and to the community at large is inspirational. AMA Knoxville is grateful for all that she does, and especially for the Brewington family’s gift,” said chapter president, Erica Coffey. “The funds raised at this event ensure that we are able to continue to support the students that are the next generation of marketers.”

2019 Award Winners:

  • 2019 Outstanding Marketing Professional: Mary Ellen Brewington, Est8te Boutique

  • AMA Knoxville STAR Award: Jonathan Halley, Big Slate Media

  • AMA Knoxville President’s Award: Bethany Yandell, UT Medial Center

  • AMA Knoxville Locander Award: Susan Napier-Sewell, TapRoot | System Improvements

  • AMA Knoxville Scholarship Recipients: Selin Anitsal and Katherine Tatum

*All photos courtesy of Colby’s Photography*

Volunteer Spotlight: Jeff Bales

Volunteer Spotlight: Jeff Bales

NAME: Jeff Bales

COMPANY: 2:45Tech

TITLE: Director of Sales

WEBSITE & SOCIAL MEDIA: 2:45Tech, FacebookLinkedIn

HOW LONG HAVE YOU BEEN IN YOUR PRESENT JOB?

I started working at 2:45Tech in May 2017.

HOW LONG HAVE YOU BEEN AROUND AMAK? 

I was told one of the requirements of my job was to join AMAK, so I joined in June 2017.

WHAT DO YOU DO AS A VOLUNTEER WITH AMAK?

I volunteered to assist with the annual AMAK conference in November. My role was small, but it was awesome to see how collaborative planning can lead to something special. Everyone on the conference committee did their part to make Wonder a fantastic event. I encourage anyone who missed it to make plans to attend the 2019 conference. There were numerous opportunities to learn from talented presenters, share ideas during roundtable discussions, and begin using these tips at our own businesses.

WHAT DO YOU LIKE MOST ABOUT VOLUNTEERING WITH AMAK?

I think it’s important to give back to any organization where I see value. It’s one thing to read the weekly emails and online resources, but that’s only part of what the AMA is all about. Attending the luncheons and special events allow me to network, learn from other professionals in the area, and implement new ideas right away. The speakers and food are worth the price of admission.

WHAT IS YOUR FAVORITE PAST TIME?

I love attending live sporting events as way to escape my day to day responsibilities while spending time with friends and family. There are so many storylines that happen through team sports that can be compared to our own journey in life. How well did the team prepare for the moment? How did they handle success or adversity? Did they meet their end of season goals? These are some of the same questions I use to evaluate my own job performance.

DO YOU READ, WATCH MOVIES, OR TV AND IF SO WHAT ARE YOUR FAVORITES?

It’s kinda funny, I can remember specific plays, stats, etc when it comes to sporting events years after it happened and can forget the plot of a movie 10 minutes after I watch it. The problem is I typically fall asleep if the movie doesn’t capture my attention within the first few minutes. That’s okay though, I probably need the sleep anyway.

 

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