Transforming a College Magazine Into a Strategic Communications Tool

The Challenge

The College of Agriculture and Life Sciences (CALS) at NC State University was spending over $60,000 on a bi-annual college magazine in which administrators, alumni, and key stakeholders had no editorial input or insights into audience readership and favorability, and were questioning the publications usefullness and its future.

Our Approach

Market&Message senior collaborators Patty Mercer, Amy Burtch, Alice Manning Touchette, and Richard Campbell, working with the CALS communications team, solicited input from college leaders, alumni, and key stakeholders on the type of college publication they want and the impact they need from the investment. With that information, we completely reimagined and reworked every aspect of the publication and created a crown-jewel strategic communications tool

What We Did

Launched a comprehensive stakeholder survey to determine readership levels, content, and design preferences, and possible enhancements that would improve their likelihood to read and share the magazine with others.



Renamed the publication to better promote the college, modernized the design and layout, providing greater space for content and imagery to stand out and tell stories of impact, while aligning the publication with university brand guidelines.



Created a forward-looking editorial calendar and review system with college leadership and key stakeholders, allowing content ideation and planning of three issues in advance, with a focus on thematic issues that incorporate stories and timely updates centered on key initiatives or priorities.



Opened up content ideation and production to include multimedia producers, designers, and social media specialists to help shape content experiences beyond the printed word, streamline the process, and improve timelines.



Reviewed the distribution list and made adjustments to reduce waste and improve strategic reach to state lawmakers, county commissioners, municipal and industry leaders.

Designed and developed a new story-driven college magazine website that allowed unique digital content opportunities that helped enhance a reader's overall experience.

The Impact

The first issue of CALS magazine addressed the top concern of stakeholders: access to a CALS education for rural North Carolina students. The entire issue addressed the various pathways the college offered to students interested in earning a CALS degree, and reiterated our commitment to rural access.

This was the first magazine that the college dean had ever received feedback on, and after publication, stakeholder comments about this concern dropped significantly.



CALS Magazine became a strategic engagement tool for state leaders, alumni, donors, and stakeholders, receiving routine praise and positive feedback from all.



In addition, streamlining processes and planning, paring down the print distribution list and improving a digital version of the magazine, reduced annual costs by nearly 47%.

Why It Worked

Our research indicated that stakeholders wanted to hear more from the college and receive a print publication, but not the one they were currently receiving. Half of the battle was already won; we had an open invitation to reimagine and breathe life into an existing publication. With collaboration from leadership, alumni, and stakeholders, we were able to produce an award-winning publication that invited our community into a deeper relationship with the college to tell the amazing stories of CALS.