Strathclyde gave us a fairly open brief to look at an alumni publication and suggest ways of improving its design and effectiveness.
An on-line magazine was later developed to boost the university's credentials as a digital leader and to reach out to an even wider audience.
Our approach was to research alumni marketing techniques, drawing on our own experience in magazines, relationship marketing and higher education. We also carefully researched the university and its plans for rebranding.
We recommended a 32-page publication that would fill a new role as the magazine of the university - appealing to staff, students, business and research partners, as well as the core audience of 100,000 alumni. This tied in well with the rebranding, giving the magazine a key role in promoting the university's work.
The digital version, published twice a year and ideal for iPad users, targeted new readers, bringing the magazine to life with animated and interactive content.
Editorially, we created a magazine that was genuinely interesting and thought-provoking, prompting reader interaction in both formats. Our aim was to encourage alumni and other stakeholders to give something back to the university - be it their time, expertise or financial support. Importantly, the copy was complemented by innovative design that raised the bar for university publications.
Strathclyde People is the only higher education magazine to be commended in the Scottish Magazine Awards (three years running).
The digital magazine was nominated in the Best Digital Magazine category in 2012 alongside two other White Light Media publications in a field of four.
More importantly, it has significantly enhanced the university's alumni marketing strategy. Has it paid its way? You bet. It has generated many donations but one article in the magazine directly led to a seven-figure sum from a Strathclyde alumni. How's that for a result?