2009 SINCLAIR360 REDESIGN CAMPAIGN

SITUATION ANALYSIS/RESEARCH In 2009, Sinclair Community College realigned several functions into a new Advancement Division including the alumni affairs office. Previously, the alumni affairs office published The Source magazine, mailed to nearly 43,000 Sinclair alumni and Foundation donors. On average, the magazine received three mail-in comment cards, published only sporadically, cost about $67,000 per issue and had no online component. The College Communications Office was asked to review the viability of a college magazine to create a more relevant piece. College Communications did some informal research in the form of:

A telephone survey with 200 college alumni to determine how The Source was perceived

One-on-one conversations with all of the executive leadership team

The research proved the following theories:

The magazine did not publish often enough and was very promotional and marketing-driven

The target audience needed to be redefined

The cost of the single issue was way beyond the means of the college

PROJECT OBJECTIVES & BUDGET The management, creation and implementation of a newly designed and repurposed magazine would publish its first issue in February of 2009. The objectives were:

To have a one percent response rate on each of the four issues in 2009

To redesign and complete distribution on four issues in 2009 within a budget of $67,000

Sinclair360 would provide readers a full view of campus happenings, partnerships with area employers, the varied nature of our diverse student population and our community connections. IMPLEMENTATION & DESIGN ELEMENTS The communication staff redefined the look and feel of the magazine. A creative brief was developed and an RFP and agency review process was completed. Through this work, the look of the magazine, new logo and a new name were chosen. Sinclair360 would provide readers a full view of the college. Audience Definition A revised mailing list included legislators, community leaders, donors, friends of Sinclair, clients of the college’s conference center and workforce development division, all college employees, potential donors, area K12 superintendents and guidance counselors and alumni association members. Online Component Sinclair360.com has stand-alone content that draws in readers and allows for feedback and interaction. The communications staff also maintains a Twitter account for the magazine. RESULTS Sinclair360 has received praise from all of the target audience groups. On average, 1-2 percent of the readers respond in some fashion. The magazine was produced on time with an average cost per print issue at $15,000. The online-only issue was also well received and has generated steady traffic on the site. Because of the success, Sinclair360 has expanded to a 20-page publication and $4,000 in print advertising was sold for each 2010 issue.