MODALINA Magazine
SCENARIO: MODALINA Magazine was an award-winning luxury lifestyle and culture publication devoted to the 'defining moments'. While showcasing products from their partner, RAFFI Jewellers, they selected our team at Cober to produce a print publication on a semi-annual basis that aligned with fashion and jewellery trends.
TASK: During my time at Cober, we brought 3 issues to life which featured Iris Apfel, Sarah Gadon, and Matthew McConaughey. Within our in-house print, distribution, and creative teams we tackled 3 photoshoots with 5 photography teams, partnered with +30 advertisers, coordinated with +50 editorial contributors, facilitated with 12 distributors, and designed +150 spreads.
Agency: Cober Solutions
Client: MODALINA Magazine
Industry: Fashion and Jewellery
Personal Responsibilities: Strategy, Creative Production Management, Website Design & Development Management, Print Production, Fulfillment & Distribution, Photography Coordination, and Social Media Management
Publisher: Marina Kaakahdjian-Garabetian
Editor: Mark Hacking
Creative Director: Zak Hannah
Additional Credits: Jill Clark, Cynthia Rose, and Krista Bozoian
APPROACH
QUALITY FIRST
From high quality stocks, finishes, and speciality print processes, to captivating designs and layouts, our top priority was to produce a publication that would hold a strong presence on coffee tables, news stands, and store fronts. To turn heads, we identified public figures that deserved the spotlight and help us tell stories that were worth bringing to print.
We ensured that the same story-worthy moments within the publication enticed target subscribers online to sign up, while also working side-by-side to map out the ideal journeys for prospective advertisers to have an opportunity to be a part of our distribution.
Partnering with Canada Post, our national distribution partner, we targeted affluent households by leveraging their 'Wealthy Canadian List' to identify potential subscribers across Southern Ontario who exhibited exclusive lifestyle habits. We also explored additional distribution channels such as targeted Private Transportation Services, Membership Basis Organizations, Personal Services, discerning Hotels & Other Lodging Establishments, and the Globe and Mail, a Canadian newspaper printed in five cities in western and central Canada.
OUTCOME
MORE MOMENTS TO CELEBRATE
During the infancy of the publication, the website recorded a 9:1 New/Returning visitors ratio and a 200% increase in timed sessions over a six month comparison. Our social media strategy worked in synergy with the editorial plan in order to identify topical content that would increase brand awareness for MODALINA and build brand equity across our target audiences. Measured over a 12 month period, MODALINA’s social media following increased +72% month-over-month all of which laddered up to our +100,000 distribution volume across 3 issues.