With over 17,000 members, the Royal Highland Agricultural Society of Scotland is an engaged membership organisation that is committed to connecting with its members across Scotland.
Delivering influence and impact across the agricultural sector, the Society understands its strength comes from having a membership base that has a deep understanding of the organisation’s aim and objectives.
Social media plays an important role in the day to day engagement with members, however with an older-membership base, a written magazine has its place within the overall stakeholder communication plan.
RHASS tasked Represent with producing a magazine that communicated effectively the role of the Society and showcased, through well-considered content, how the Society continues to promote and protect the interests of rural Scotland.
The magazine, entitled Society, was also to become a platform for opinion on the topics that matter to the membership base and to give a voice to other partner organisations working within the sector.
Knowing the reader: Represent held a number of workshops to determine the audience profile. From this a number of audience personas were developed.
Understanding what’s of interest: By researching the sector, Represent developed a number of content themes that echoed the values of the Society namely innovation and collaboration. Following this, Represent crafted an editorial policy which was agreed with the client.
Creating an inspiring design: Working with our in-house designer, we developed a series of designs in line with the Society’s brand look and feel.
Remaining relevant: Written three times a year, the agency work with the client on the flat plans to ensure the content is up-to-date and relevant in order to add value to the members.
Three times a year, Represent handle the management, planning and production of Society Magazine, by:
- Producing a flat plan with story concepts
- Drafting briefs for copy
- Drafting page copy
- Arranging photography requirements
- Briefing the designers
- Briefing the printers
- Liaising with the distribution company
- Managing budgets
- 3 Society Magazines produced each year on time and on budget
- Positive feedback from members
- Positive feedback from the client