Pulmonary Hypertension Association
Communications Audit & Publication Redesign
The Pulmonary Hypertension Association (PHA) was looking to assess its marketing and communications efforts. They partnered with YGS for a communications audit to better understand what outreaches were working, what might need modification, and what could potentially be consolidated. The ultimate goal was to ensure the association was making the most use of time and resources.
YGS strategists met with PHA to review their materials, goals, and objectives. From there, YGS conducted a strategic analysis of PHA’s publications, event collateral, printed outreaches, email blasts, websites, and social media to assess frequency, audiences, messages, tone, design, cohesiveness, structure, and overall effectiveness of each piece.
As a result of the communications audit, PHA decided to move forward with one of the recommendations from YGS to modernize its 64-page member newsletter Pathlight into a quarterly magazine.
PHA partnered with YGS and utilized our expertise in brand strategy, design, and editorial to transform the newsletter into a compelling magazine that delivers the news and information PHA members have come to know and look forward to over the years in a fresh and exciting new way.
Editorial experts worked with PHA to develop the new content architecture for the magazine, and provided magazine production training sessions, including content and magazine architecture development, editorial calendar planning, lineup creation and maintenance, and various writing and editing processes.
Marketing Services established a brand for the publication that captured the essence of the PH community and resonated with PHA and its audience. The clean design for Pathlight showcases PHA members and supporters in a variety of departments and features throughout each issue.
In addition to the redesign, YGS set up master pages and styles for PHA’s designer to use for future issues, and also provided cover and feature designs for the launch issue.
The final product—the Summer 2015 issue of Pathlight—was a great success. PHA staff and members were thrilled with the transition from outdated newsletter to crisp, new magazine. In addition, the publication was recognized with a 2015 Excel Award for publication redesign. YGS also prints and mails each issue of Pathlight, and produces the digital edition.
“YGS provided step-by-step assistance at every stage in the process, helping us rethink the newsletter content, assisting us in creating an editorial calendar and a new process for gathering and editing our material, and providing us with a stellar new design that represents PHA and the community voice we stand for. PHA relied on YGS to be our safety net through the process, providing editorial guidance to our editor-in-chief and design feedback for our in-house designer once YGS handed over design templates for the first issue. The success of our efforts is evident in our community feedback, and we are grateful to YGS for helping to make this possible.”
—Megan Mallory, Director, Publications