Custom PublishingOutsourcing Success

Michael L. PerrySVP, Brand ResponseStory WorldwideMichael.Perry@Storyworldwide.com@mlperryny

3 years ago•RCI’s marketing department had very little input, if any, in the editorial content of Endless Vacation

At times, the magazine’s content ran in complete contradiction to inventory available to its members

And, it was the marketing department’s

largest budget line item

THE DECISION TO OUTSOURCE

MET FIERCE INTERNAL OPPOSITION

1. Legal concerns

2. Business concerns

3. Quality concerns

4. Company knowledge concerns

5. Expense concerns

THE STATED GOALS WERE THESE…

Improve the quality of the publication

And, make the publication work better for the business

THE PUBLICATION HAS BEEN WELL RECEIVED

• RCI members have been complimentary

• The custom publishing industry has noticed

• And, RCI has a publication that works for the business

WE TRUST YOU’LL WALK AWAY WITH THE FOLLOWING FROM

TODAY’S MEETINGS

How was this accomplished? • Leveraging scale of Story Worldwide meant RCI could receive

investment benefits by reducing FTE

• Leveraging production expertise lead to additional savings

• Creating robust feedback loops so that member wants and needs were addressed

• Setting formal strategy kick-off lead by RCI marketing, followed by formal editorial kick-off lead by the Story Editorial Department

THE BONUS

Reduced the “all in” investment in Endless Vacation by more than $4 Million in the first 12 months

The Take-Away

Association members deserve robust, engaging content, it helps build community, drives loyalty and creates sales.

If publishing or content creation isn’t your core competency, then find a partner that does this for a living.