DuBose Associates architects is an architecture firm that primarily serves the Central Connecticut Region. They are known as "Greater Hartford's Architects." They have their roots in downtown Hartford, and many of their projects are Greater Hartford landmarks. The firm is celebrating their 50th anniversary and were looking for a way to both celebrate this milestone and communicate their tenure and future direction to businesses and educational institutions in the Greater Hartford Region with whom they do most of their work. They wanted a cost-effective, quality solution.
Solution
The firm felt that the print medium would most effectively showcase its stunning architectural designs and also enable it to highlight the accomplishments of key employees within their organization. They came to New England Business Media's Custom Publishing division for its expertise in print media and its unique partnership with the business-to-business marketplace. The Hartford Business Journal's readership was the ideal target audience for DuBose Associates.
In addition, they had an extensive list of suppliers and vendors who have a vested interest in the firm's success. The New England Business Media's Custom Publishing team suggested that they could offset the expense of a high-quality publication by inviting its business partners to advertise their own services within the pages of the publication, which would be distributed to the business leaders throughout Central Connecticut within the pages of the Hartford Business Journal.
Content
The Custom Publishing team met with a team from DuBose Associates to develop the content and design of the publication. Concurrently, the principals of DuBose developed an extensive list of suppliers and vendors who would benefit from exposure to Central Connecticut business leaders while helping DuBose Associates commemorate their anniversary. The content included the history of the firm organized by decade with beautiful photography illustrating their many building designs. The format enabled them to pay tribute to the founding partners as well as focus on the individuals who are key to their current success. In addition they were able to showcase their diversification in recent years and offer commentary on their future direction.
Success
The resulting custom magazine was a stunning publication whose content literally popped off the pages. We were able to capture their 50 years as "Greater Hartford's Architects" in a 42-page publication that brought them tremendous visibility through the distribution of the Hartford Business Journal. In addition, because of their many loyal business partnerships and the strong sales effort on behalf of the custom publishing team, the net cost of production and distribution was less than 20% of the traditional pricing. They also received a significant number of publications for their own distribution, which they will use for ongoing marketing.