The University of South Alabama, known as the flagship of the Gulf Coast, is experiencing growth — in enrollment, academic program expansion, stronger community ties and school spirit — that’s permeating the campus and local community. And when you step on campus, you can feel it.
The revamped magazine educates alumni and the Gulf Coast community about what South is today.
Editorial strategies for the front and back of the book drive audiences to different sections, ensuring that everyone finds something of interest. Using various storytelling techniques, from short Q&As to annotated photos, the front of book celebrates campus with a mix of content: faculty/student research, athletics, student life, campus traditions, and more. The back of book focuses on alumni and community impact, with the last spread visually connecting South to the Gulf Coast.
Challenges
- Expand content and readership to include more audiences.
- Upgrade the editorial and visuals to give the magazine a newsstand-quality feel.
- Convey a campus culture that’s bubbling with school pride.
- Spotlight the university as an economic engine of the region.
- Emphasize regional and national impact of faculty and student research.
Results
FLEXIBLE TEMPLATE
A clearly defined template system makes editorial planning a breeze. And signature editorial devices provide a strategic framework for every issue — and build familiarity with readers.
AWARD-WINNING
South Magazine won a gold CASE Circle of Excellence Award for publishing improvement in magazines and an honorable mention from UCDA.
ELEVATED CONTENT & DESIGN
Award judges described the magazine redesign as a “beautiful piece that captures attention and showcases excellent design skills.”
What Zehno did
- Audit and strategic recommendations.
- Editorial consulting to map out story types.
- Mood boards.
- Prototype and templates.
- Consulting on first issue.
Tips for your team
- Establish a few repeat editorial signatures that build your magazine’s personality. This both helps guide the reader’s expectations and helps focus your planning.
- Shake up the format. Write in the way that tells each story best – from Q&As to archival photo essays to eyewitness narratives.
- Look for ways to draw in your campus’ unique culture — even if the rest of the world might not always get it.
Does your magazine matter?
Next time budget slashers descend on your office, be prepared to answer what it actually accomplishes.