The YGS Group

Jordan Kell

Brenda Harris

Art Hurst

Success Stories

Water Environment Federation

Operation of Municipal Wastewater Treatment Plants Campaign

THE STRATEGY

The Water Environment Federation aimed to develop an integrated marketing campaign to promote sales of the new edition of “Operation of Water Resource Recovery Facilities”.

THE RESULTS

Based on The YGS Group’s successful partnership with WEF on previous and ongoing marketing initiatives, and our existing wealth of knowledge regarding WEF including its mission, products, services and audience segments, WEF partnered with YGS to launch the new edition of “Operation of Water Resource Recovery Facilities”, often referred to as the industry bible

As the leader in the industry, WEF is charged with keeping industry language current, along with formulating and sharing ideas about the industry to continuously position WEF and water treatment as essential. By doing so, they hope to convey to industry members that they are valuable, and that together, they can get the job done effectively as well as enhance the perception of water treatment. 

Through the discovery process conducted by YGS, several value propositions were gleaned to inform optimal positioning of the book and campaign elements, most importantly communicating the idea that members of the industry aren’t treating pollution, they are recovering valuable resources like water, nutrients and energy. 

Based on that notion, and additional value propositions established, YGS created the ResourceFULL campaign, which specifically refers to both the book and the valuable resources target audiences recover. Through targeted messaging, and the campaign tagline, Reference the Best for Unparalleled Success,  we highlighted how the book specifically helps readers do their jobs, keep their facilities current, advance their careers and contribute to their communities. Campaign design specifically ties to, how through referencing the information in the book, readers and their facilities can effectively recover valuable resources, nutrients, and energy that directly impact the community.

Success Stories

Worldwide ERC®

Mobility: A Publication Total Solution

THE STRATEGY
Under new leadership, Worldwide ERC® sought to redesign its association publication, Mobility, to ensure that the look and feel of the magazine properly reflected the energy of the members and sophistication of the industry.

THE EXECUTION
Marketing Services, Editorial, and Media Sales provided a refreshed, inviting Total Solutions product. With crisp content delivery and engaging new visuals, Marketing Services breathed new life into the old design. Editorial reimagined the departments and content architecture, adding icons that enable readers to identify multinational perspectives in the book.

THE RESULTS
The redesign of Mobility elevated the industry presence of the publication, delighted the membership, and earned it a Summit Creative Award. Enhanced content engaged a worldwide audience, and streamlined processes afforded the Worldwide ERC® staff opportunities to focus on core business and member engagement.

In 2014, Mobility magazine recognized a 23 percent increase in new advertiser revenue along with the largest single issue in Worldwide ERC®’s history.

According to Kristin White, director, communications & marketing at Worldwide ERC®, “We view The YGS Group as integral partners with our internal team. With a range of expertise, attention to detail, top-notch customer service, and fresh ideas, they deliver creative and appealing communications and outstanding results.”

Success Stories

Association of Proposal Management Professionals

APMP Journal: A Publication Total Solution

THE STRATEGY
The Association of Proposal Management Professionals was analyzing the current production process and costs for the biannual publication, APMP Journal. The association was seeking assistance with editorial and visual themes as well as editorial production scheduling.

THE EXECUTION
The YGS Group transitioned the magazine into a full-color, digital product from their previous two-color print version. Editorial reorganized content architecture into stages and industry-specific feature themes and utilized strategic entry points. With the design overhaul, YGS developed a new masthead for The Journal. The intent was clean and striking, using bold typography to pull the reader in. The same typography and palette were then carried throughout the publication, and were complemented by simple, yet compelling imagery. The design of the entire journal was optimized to enhance a digital experience through the use of buttons, which direct readers to any specific section.

THE RESULTS
The Journal received an EXCEL award from the Association of Media and Publishing for Best Redesign of an Association Journal.

Success Stories

American Moving and Storage Association

Association Solution

THE STRATEGY
The American Moving and Storage Association (AMSA) sought a publishing partner for its industry publication, Direction, that could provide a straightforward profit model, a simple workflow strategy, and supply all publishing solutions under one roof.

THE EXECUTION
YGS offered a complete total solutions package to AMSA: media sales, design, editorial, and print services. In addition to maintaining the existing advertising base, media sales grew new advertising revenue. Editorial services implemented creative copy development, content architecture, and production schedule management. Design exceeded expectations by altering the design and layout while providing economical, streamlined service.

THE RESULTS
Direction earned a 2014 APEX Award of Excellence for overall excellence and a 2014 Excel Award for feature writing. In addition, streamlined processes afforded AMSA staff more time to advocate for their members. With the YGS sales team, new advertiser growth year over year has increased 28% in 2014. Digital sales have also dramatically increased since the launch.

Success Stories

Tax Executives Institute, Inc.

Tax Executive: A Publication Total Solution

THE STRATEGY
Tax Executives Institute, Inc. (TEI) consulted The YGS Group for a makeover of its bimonthly publication, Tax Executive. The institute wanted to offer readers newsier content with a focus on member activity and industry trends.

THE EXECUTION
Our editorial team worked closely with the Institute to develop editorial departments, including member profiles, chapter news, and roundtable discussions. Along with the comprehensive feature well, the publication retained the technical submissions section to maintain member involvement.

Our marketing design team established a clean, modern layout through the use of contemporary fonts, white space, and multiple entry points for reader engagement. The design incorporated simple geometric indicators and a consistent format for departments, columns, and technical submissions, which helps readers easily identify the different sections and enhances the overall reader experience. Custom cover illustrations highlight the content in a unique way, and give the publication a more personable look and feel.

THE RESULTS
In the words of TEI’s Executive Director Eli Dicker, “The style, creativity, balance, and overall freshness of the product are terrific. I have already received several comments from longstanding members expressing how pleased they are with the magazine’s new design elements, crisp writing style, and overall appearance. Bravo!”

Now that the redesign is complete and the microsite has launched, YGS continues to provide TEI with a publication Total Solution offering, which includes content development and editing, design, printing, and mailing services for the bimonthly publication, along with the development and management of the publication’s microsite, taxexecutive.org.

Success Stories

National Association for College Admission Counseling

The Journal of College Admission: A Publication Redesign

THE STRATEGY
The National Association for College Admission Counseling (NACAC) wanted to transition its publication, The Journal of College Admission, from research-oriented to a cleaner and more contemporary style.

THE EXECUTION
The YGS Group partnered with NACAC editorial staff to provide editorial, design, and printing consulting services for The Journal. Editorial Services provided guidelines for producing more digestible content, and eliminated the bibliographical stylization. Editorial introduced the concept of departments within the publication, creating different sections for the varied reader demographics.

After editorial laid out the content architecture of the publication, Marketing Services redesigned The Journal cover to cover. Modern shapes and cleaner lines now complement the similarly streamlined content. Easily recognizable icons guide the reader through the newly designed sections.

THE RESULTS
NACAC created a YouTube video showcasing the publication’s new features and encouraged readers to share impressions of the new content and design using the Twitter hashtag #nacacJCA. NACAC is continuing their relationship with YGS to further develop their social media strategy and focus on becoming the voice of the college admission counseling industry.

Success Stories

AICC - The Independent Packaging Association

BoxScore: A Publication Total Solution

THE STRATEGY
The Independent Packaging Association—AICC was looking for a publishing partner to assist in the production of its bimonthly magazine, BoxScore. AICC was interested in a creative and editorial overhaul, and sought print and digital solutions. The YGS Group was able to meet all of these requests.

THE EXECUTION
Editorial reimagined the content architecture to include industry-specific features, reorganized columns, and strategic entry points throughout the magazine to draw readers. Marketing Services utilized best practices regarding white space, consistent heading treatments, and streamlined font styles.

YGS also designed and developed the BoxScore microsite and digital newsletter, inBox, borrowing the refreshed elements from the magazine.

THE RESULTS
By choosing The YGS Group and letting the experts do what they do best, AICC has been able to expand its outreach to members, keep costs down, and do more than ever.

According to Taryn Pyle, director of communications with AICC, “After many strategy meetings, [YGS] presented us with a plan that included everything I wanted for less than I had been paying before. I got more than I had before, all under one roof.

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