CHALLENGE
TBANJ's annual magazine was in need of a fresh design redirection to excite both current subscribers and to entice new subscribers. There was also a desire to create the magazine in a way that would be easy to distribute both physically and digitally.
SOLUTION
Redesigned annual magazine for both print and online viewing. The magazine content was refocused to include articles that appeal to a younger, more informed member base while still including propriety breeder listings and statistics. New audiences were engaged through enhanced print advertising, online advertising campaigns and search engine marketing.
OUTCOME
In a 3 year period, new member enrollment has increased by 65% while retaining approximately 95% of long-time members. Year to year, Thoroughbred Breeders’ Association of NJ received a 335% increase in web traffic from new visitors.