Digital media strategy project stories
Learn from the project stories of Penmaen media clients.
Penmaen Media creates practical digital media and marketing strategies for traditional media organisations making the digital transition and professional services firms that want to use digital content to attract new customers. Here are a selection of digital media client project stories.
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Launching a B2B media digital business
A publisher with an idea for a new b2b magazine launch wanted advice on designing their website. We created the structure and sections of the site from scratch, based on best practice in b2b media, advised on selecting an agency, and then briefed the agency team in detail on the design and functionality of the website. We agreed with the publisher the content strategy for free/social, registered and subscription content, and also how to incorporate commercially sponsored content. We interviewed several end users on the beta site and included their feedback in the final version. The site launched in December 2016 and so far has been well received by the market.
Developing digital advertising revenue
A print controlled circulation B2B publisher with an outdated website needed to provide a wider range of digital marketing solutions to its advertisers. We interviewed the key members of staff, and advised on a replacement web platform. We designed and ran a workshop session on best practice in digital advertising, and then created a series of project teams for the main action points. The publisher is now considering how to balance content across their print and digital channels. They are also keen to grow two live events that provide additional opportunities for advertisers to reach their audience.
Disposing of specialist consumer titles
A consumer publisher had identified a number of titles for disposal. We interviewed the individual publishers and reviewed statistics and wrote a tailored information memorandum for each title that emphasised their respective strategic value. With the MD, we created a list of prospective buyers and contacted them individually and confidentially, checking that there was a good strategic fit before sharing information and answering questions. The client received some credible offers and transactions are now in progress.
Creating a registration wall for a b2b publisher
An established niche b2b publisher had always operated a completely free website, but wanted to develop a registration wall (and ultimately a paid digital subscription proposition). We ran a series of workshops for their editorial and marketing teams to examine what content would justify registration. They successfully tested the new registration wall, and in the first month the level of new email sign ups exceeded the figures from the full year prior to the registration wall.
Creating a content plan for a new web platform
The publishing arm of a professional membership organisation had just established a new mobile friendly web platform. They wanted to encourage their print editorial and marketing teams across several titles to produce appropriate content for free web users and for paid subscribers, and rethink how subscriber content was planned across the print magazines and the subscription pages on the new websites. We designed and facilitated a series of five workshops to explore what content works well in digital, and how the editorial teams could develop their planning and commissioning to derive the greatest value from the new platform. The sessions were occasionally challenging but using plenty of interactive exercises, we helped to spark the imagination of the editorial teams and change how content was planned across print and digital.
Forecasting the future of global media measurement
For an international media measurement association we interviewed client and agency thought leaders worldwide and collated published statistics to document global trends in media and advertising. We then interviewed a dozen media measurement organisations to assess how they were adapting their operations to meet future trends. We presented recommendations to an international conference and were invited back two years later to update the report.
Bringing a digital data product to market
A professional association wanted to convert a print product used as a reference to a mobile friendly, regularly updated, digital subscription product. Carolyn joined as Interim Product Owner just as the beta version was made available to customers. We set up a user group, prioritised new features, and liaised with the India-based developers, and internal tech, sales and marketing teams within an agile development process. We created a roadmap for the future development of the product and handed over to a permanent Product Owner after three months.
Analysing best practice in data and intelligence products
We interviewed a dozen b2b media organisations who had successfully launched or grown premium subscription data products, to identify best practice. From these interviews we wrote a detailed report. The project was sponsored by a data management company, who have found the report an excellent way to generate leads. It worked so well they asked us to research a second report the following year.
Creating a digital strategy in a consumer specialist market
This specialist publisher had ten print magazines with strong subs base but limited web presence. Working with the MD and team over a period of 18 months, we ran strategic workshops, initiated a reader survey, helped design a web template and set up a content and social strategy, and supported marketing of new digital editions. The social content drove new readers, the email database grew, and the web template was rolled out to other titles in the portfolio. They have since launched an e-commerce business in their specialist field. We facilitated monthly project meetings and provided flexible support to the digital project manager by phone and email.
Reshaping a print magazine portfolio for digital future
We worked with the MD of this niche consumer publisher to assess the strategic value of each market and title, and, through 1-1 interviews with key staff, identified the key challenges and digital opportunities. We established a set of KPIs to monitor progress towards strategic goals, and facilitated management meetings to create an action plan.
Digital marketing strategy for professional training business
Advanced Management Skills provides training for consultants that leads to professional qualifications. They had seen a decline in course bookings, and asked Penmaen Media to refresh their digital marketing strategy. We analysed feedback from course participants, reviewed the competition, and developed a clear proposition for the business. We reviewed the structure of their website, developed a strategy for creating an email newsletter, and also set up a blog to provide useful resources to visitors to the site and those who had attended courses. AM Skills have seen an upturn in course bookings, and are keen to involve us in the next stage of their marketing campaign.
Web relaunch strategy for a specialist magazine publisher
This publisher wanted to move their existing site onto a new technical platform. They asked Penmaen Media to provide advice on how best to relaunch the site and fully integrate it with their print activity. We reviewed the functionality of the site, and ran a strategic workshop with the publishing, marketing, commercial and editorial team to agree the launch strategy, share best practice and create a launch action plan. The site launch was successful, and exceeded traffic expectations.
Project management of multiple web launches for a large media business
Carolyn Morgan directed a large-scale project rolling out seven websites on a new technology platform for Emap’s specialist markets. This involved creating propositions that were complementary to their magazine businesses, building business plans, and managing the process of content creation and technical implementation, followed by the organisational and cultural issues of integrating the new web businesses into the magazine teams. All the sites beat their traffic projections, and contributed over £2m in revenue within the first year.
Paid content options for a large consumer publisher
We researched opportunities to develop specialist paid online content, for this large consumer publisher, and developed a plan to launch a readers club.
Commercial revenue options for a specialist consumer publisher
We evaluated options to grow the commercial revenues from their website, from sponsorship, directories and ad networks. They now have a clearer plan to grow their advertising revenues.
New service development for a supplier to the media industry
This organisation already had a wide range of media clients, and wanted to broaden its range of services into consultancy. We facilitated a workshop with the team to explore the requirements of their clients, the services that could be provided, and the barriers to implementation. We focussed this down into a small group of products which they are now implementing.
Growing members and engagement for a niche professional networking business
This business had launched recently and had ambitious plans for growth. We reviewed their current recruitment and engagement activity, ran a workshop reviewing analogous businesses and developed a plan to accelerate recruitment, grow online activity and increase attendance at events.
Online marketing strategy for specialist supplier of training products
This small business provided high quality training DVDs to a niche market. We helped them rethink their marketing strategy, and design the structure of their website, with a strong focus on search optimisation and using professional articles to drive traffic.