YOUR MAGAZINE OUR EXPERTISE
Scan Client Publishing is a leading specialist content marketing agency We are passionate about storytelling, and our expertise lies in creating customer magazines in print and online. We have eight years’ experience of client publishing, having worked with countless iconic brands on the creation of quality content that helps them connect with their customers and stakeholders. As a specialist customer publisher, we are experts at helping brands communicate sometimes complex information in a clear and engaging way. From printed newsletters to digital magazines, our team of skilled writers and designers knows how to make content work for you.
Your own magazine All our magazines are made up of content you want to share with your customers, put together in a way only corporate storytelling experts can. Our graphic designers are leaders in their field, ensuring that your publishing product is both on-brand and attractive in terms of layout.
Tina Awtani, Managing Editor
Your magazine package always includes: - Interview with management team - Proof and approval of copy and design - Delivery and publishing via issuu - PDF of magazine - Embedded reader. We embed your publication on the web in a beautiful digital reader. We can place it on your website, newsletter or blog with a few simple lines of code.
SEVEN REASONS WHY YOU SHOULD HAVE A CLIENT MAGAZINE
1
Communicating brand values All brands have a number of key messages, often complex in nature, which they want to communicate to their customers. As a specialist customer publisher, we are experts at taking these brand messages and creating customer publications that embody them, making sure that they make sense to consumers and help strengthen your brand.
2
Engaging to encourage loyalty The non-invasive soft-sell approach of customer publishing makes for a pleasant way for consumers to engage with your brand. Few other forms of marketing are as effective in building trust and a long-term affinity between consumer and brand, allowing for the brand to integrate into the customer’s lifestyle. Through editorialisation, customer publications appeal to readers by allowing them to recognise that what they get is branded communication but remain in control of how and to what extent they engage with it, consequently avoiding that feeling of being sold to. Instead, the time and effort put into something entertaining and beneficial to the customer often has a positive effect with dramatic impacts on customer loyalty.
3
Tailored and targeted Customer publishers are experts at taking information about consumers, be it where they live, what they’ve purchased or what they respond to, and tailoring the content of publications to suit them. As one of the most targeted forms of marketing, customer publishing presents your brand values to your target audience through the design and content that will appeal to them. The magazine, you could say, becomes an incarnation of your brand values, packaged in such a way that your target audience can relate to them.
4
Measurability Without measurability, marketing is a shot in the dark. Customer publishing, luckily, offers high levels of measurability, often with great news of a very favourable ROI. Digital magazines offer the chance to see who the magazine reached, which consumers engaged with it, who responded positively to the content and what parts of the content they chose to engage with.
5
Content that informs Of the marketing objectives appearing at the top of the list of reasons why brands choose to produce customer magazines, we’ve already covered number one above: boosting loyalty. Providing information is a close second. The key here is for the parent brand to really own the editorial content, choosing the range of topics covered to make sure that the publication can be produced with the interests of the target audience in mind. The result is a magazine title that not only informs and entertains the reader but also fully epitomises the brand.
6
Tangibility and timing Most consumers find the tangibility of a magazine very appealing, but the physical nature of a printed product comes with plenty more benefits. Most importantly, it removes the need for perfect timing as it allows the consumer to put the magazine down and pick it up again as and when they feel like it, controlling how much of it they consume and at what moment. Combine the appeal of the product itself with the fact that it can hang around and wait for that perfect moment when the consumer really is open to engaging with your message, and you’ve got a winning concept. A highquality, well-designed magazine with informing, entertaining content becomes so much more than a piece of marketing material.
7
Entertainment value And speaking of entertaining content – a customer magazine’s ability to build rapport with readers through an offering far more enjoyable and useful than straight-forward advertising has been proven immensely effective in making customers trust the brand. Whether online or offline, the soft-sell approach, marrying product information with interviews, recipes, imagery and more, is quickly evolving to become one of the most valuable ways to build and strengthen brand image.
SEVEN REASONS WHY SCAN CLIENT PUBLISHING IS YOUR PERFECT CLIENT PUBLISHING PARTNER
1 Track record of success We have more than nine years’ experience of creating content for over 2,000 businesses, including countless iconic brands whose content reaches customers globally.
2 Publishers with a background in journalism Everybody knows that content is king, and every content agency on the planet is talking about storytelling. But we come at it from a different perspective, bringing a bagful of journalistic expertise to the table. Our approach to storytelling and communication is different, built on longstanding relationships with clients who trust our experienced journalists to tell their story better than they can themselves. It is our in-house team of skilled writers, creating world-class content, that forms the backbone of our client strategies.
3 Creators of outstanding design Not only do we have a team of highly skilled designers – we have experience of working with countless style guides and adapting to endless requests from brands big and small, so you know that your publication will both look great and feel like part and parcel of your brand.
4 Project management excellence From day one, we have worked in collaboration with our clients all the way from the early briefs and interviews to layout, design and final delivery. Our account executives and creatives have adapted to the processes and protocols of start-ups as well as big, international brands and worked with everyone from London city CEOs to solo entrepreneurs north of the Arctic Circle. Over more than nine years, we have fine-tuned our approach to publishing to include a smoothrunning, flexible production cycle that always delivers.
5 An extensive writers network Our in-house team may be brilliant, but a wide range of very different clients needs a wide range of very different talents. That’s why we work with an extensive network of outstanding, experienced writers with expertise in different markets and industries. As such, we’re more than a publishing company, bringing to the table the skilled experience of a pool of writers from all over the world – just to make sure that we can offer every brand the right fit.
6 We understand loyalty Our experience tells us that engaging with customers over the long-term is key to building brand loyalty. We also know that our long-standing clients appreciate the consistency and expertise we bring to the table in helping them with their regular communication with their customer base as they strengthen their bond with customers and increase trust in their brand. Storytelling and dialogue are powerful tools with considerable impact on customer loyalty – and we know how to make your story come alive.
7 Flexibility in style, language and budget Every consumer publication is created with your brand values firmly at heart – and poor execution, therefore, can have a negative impact on your brand. This is why we start every single content brief with an analysis of your goals and desired outcomes, making sure that the message remains coherent throughout. But this has added benefits: the agreed strategy will always put your needs first, so every penny will go towards something truly considered and needed, and by the time we get to the execution stage, we will know your brand so well that we can write in your brand tone of voice – yes, even in a different language. With experienced account managers, outstanding designers and writers from all corners of the globe, there is no limit to how flexible we can be to get your publishing project right.
Our promise We work in collaboration with our customers all the way from the early briefs and interviews to layout, design and final delivery of the content. Our experienced and highly-skilled writers are specialists in the field of brand journalism. In a format you can publish across all your channels, we deliver beautiful magazines that you can share with ease through social media, your website and newsletters, making engaging with your target audience easy, enjoyable and effective. Managing Editor Tina Awtani
Senior Publishing Manager Sophie Blecha Sophie.Blecha@scanclientpublishing.com Creative Director Mads Petersen Mads.petersen@scanclientpublishing.com Managing Director Thomas Winther Thomas.winther@scanclientpublishing.com Main Switchboard Tel: 0870 933 0423 Fax: 0870 933 0421 Scan Group – Head Office 15B Bell Yard Mews, Bermondsey Street, London SE1 3TY, United Kingdom
With over 15 years of experience in publishing and international marketing, our bi-lingual executive editor Tina Awtani is spearheading each project from start to finish, ensuring a perfect bespoke product in print and digital format.
Scan Group – Southend Office 9 Lion House, 36 Clarence Street, Southend-OnSea, Essex SS1 1BD, United Kingdom
Tina.awtani@scanclientpublishing.com
Registered in England and Wales No. 06579237
www.scanclientpublishing.com