This page features examples of Scott W. Gray’s Promotions, Communications and Marketing work. For more information on any of these pieces, please contact Scott through the Fauna Corporation.
The sample below is a subscription acquisition piece crafted for Ascent Magazine. Ascent is an Utne-Award Winning independent yoga magazine, and this Free Standing Insert was delivered to subsets of like-minded consumers, readers & yoga practitioners.
The following piece was developed for Magazines Canada – the advocacy group for Canada’s magazine publishers and professionals – on understanding and developing your magazine’s market niche. This piece was based on seminars I did as Marketing Manager for Ascent Magazine, and would have been distributed to Magazines Canada’s constituents.
As Marketing Manager for Ascent Magazine, I stewarded the three facets of the Direct Mail program: the Acquisition Pieces, Fundraising Letters, and House Mailer materials to lapsed subscribers. Here are examples of these three programs:
Acquisition Letter pieces: I was responsible for strategic list selection, crafting the creative content, production management and executing the mailing on the Drop Date for Ascent’s Acquisition Mailings.
Fundraising Letters: We developed the fundraising letter to include a package of organic wildflower seeds as a premium for donors, and subsequently built a recognition program for various levels of gift-giving. After crafting the letter content, we set about branding all fundraising materials (follow up mailings, ads, web content, etc.) with the “wildflower” logo, which helped Ascent’s fundraising program meet its objectives in ensuing years.
House Mail pieces: Like all magazines, Ascent recognized that subscriber retention was far less expensive than acquisition. Below is an example of one mailing that was sent to lapsed donors who were dormant in the subscriber database. I helped identify these individuals and associations in the database, and subsequently built a layered program to bring them back onside as consistent subscribers or retail partners.
Ascent Magazine holds an unusual editorial place in the yoga market, as it focuses primarily on mental / emotional development instead of actual physical poses. External Advertising Pieces needed to show this focus on the spiritual / esoteric while also representing the spacious design of the magazine. Below are two advertising pieces we placed in competitor’s print magazines.
Note: all materials on this page remain copyright of the original owners, and may not be re-purposed, in whole or in part, without the express consent of the organizations. Please contact me for more information about any of these pieces.