The YGS Group

Brenda Harris

Art Hurst

Success Stories

National Association of Federal Credit Unions

The Federal Credit Union: A Publication Total Solution

THE STRATEGY
The National Association of Federal Credit Unions (NAFCU) sought an all-inclusive publishing partner to serve the needs of its publication, The Federal Credit Union. In an effort to enhance the production process and expand the association’s reach, NAFCU found The YGS Group provided all the necessary components for success.

THE EXECUTION
Marketing Services improved the rubric design, opened up the page layout with increased margins and various entry points, and opted for a fresh color palette. They also developed an online Nxtbook version of the publication. Editorial collaborated with NAFCU to update the content architecture, manage the production calendar, and stay on top of current industry trends. YGS also delivered quality printing and on-time mailing services for the publication.

THE RESULTS
The Federal Credit Union has strong support from NAFCU’s membership. Members often express their satisfaction with the magazine’s quality, as did Joyce A. Keehan, Hudson Valley FCU compliance officer: “I always enjoy reading TFCU online. There are many articles that I find interesting each month. Also, the content of each article provides just enough, making you feel like you’ve walked away with some valuable information. … The articles don’t bog you down with information overload.”

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

Direction: A Publication Total 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.

Success Stories

Electronic Retailing Association

ER Magazine: A Publication Total Solution

THE STRATEGY
The Electronic Retailing Association (ERA) was looking for a publishing partner to breathe new life into its industry magazine, ER, and produce fresh digital offerings, including a bimonthly electronic newsletter and magazine microsite. As a total solutions client, ERA found the solution to all of their editorial, design, interactive services, media sales, and printing and mailing needs under one roof.

THE EXECUTION
The YGS Group performed a total overhaul of the magazine. Editorial developed catchy section headings, restructured columns, and industry-relevant features. Marketing Services revamped the masthead, increased margins, and created compelling designs, giving the magazine a modern feel. Media Sales launched a more robust digital offering through website, microsite, e-newsletter, and online member directory ad sales.

YGS also designed and developed the ER microsite, an online showcase of the print magazine. Additional elements were included to engage visitors: web exclusive articles, user commenting abilities, and a Twitter feed.

The YGS Group also redesigned ERA's bimonthly newsletter, ER Online, which features association and member news and events, web exclusives, and magazine highlights.

THE RESULTS
Feedback on the new magazine was, and still is overwhelmingly positive. The leader of the ERA Editorial Advisory Board commented: "This is the best the magazine has looked in over 10 years."

In addition, Media Sales secured 39 percent new advertisers, more than 10 percent above average.

In less than a year since its launch, the microsite grew to an average of 1,300 unique visitors a month, and the number continues to climb.

ER Online's open rate has increased, ad sales have remained consistent, and a brand new "advertorial" section of the newsletter has been well received.

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