Client: AAA and VIA Magazine
Role: Marketing lead on AAA product ads appearing in VIA magazine and Developer of new process
background
VIA is a quarterly magazine that AAA mails to its 1M+ customers. Included within the multiple versions of the magazine are 6-8 audience-specific advertisements that AAA relies on to communicate its product offerings. Despite a published production calendar, the ads were consistently submitted late due to missing information, too many creative rounds and miscommunication, which incurred rush charges and late fees for the company and added an extra level of stress to an already busy team.
“Mel is a get-things-done person, one who dives into new projects with a great attitude and gently coerces results from even the most difficult partners. She’s also a fun, smiling spirit in the office, smart and ethical and calm under pressure.”
tactics
· Identified the sources of breakdown in the production of the ads that caused missed deadlines.
· Streamlined and simplified the information-gathering process and put checks in place to ensure that all details are submitted before work starts on an ad.
· Initiated recurring planning sessions with product teams to forecast and gain consensus on future needs so as to decrease last minute changes.
· Created a system for stakeholders that visually outlines past, present and future ads as well as clear deadlines for milestones.
· Developed a system for production teams that clearly communicates the ads for each audience and reduces potential layout mishaps.
· Identified efficiencies in Insertion Order system and revised.
results
· Consistent 100% on-time delivery of ad artwork. (First time ever!)
· Less manpower and time being spent on creation of ads.
· Reduction in review cycles by upper management due to increased level of communication.
· Realized cost savings due to early identification of incorrect layouts.