Chris Barth, Strategist, Contagious

UNITED STATES ARMY

NATIONAL GUARDKeith Kawasaki, VP of Client

Services, iostudio

IF YOU’RE A 350,000-STAFF ORGANIZATION …

DIVIDED INTO 54OWNER-OPERATED FRANCHISES …

With the entire franchise staff spread out across 3,500 communitiesnationwide …

How do you retain your

brand integrity and your

brand vision?

How do you retain a highly motivated,

engaged and skilled staff—with all of

them

in step with your brand vision?

YOU CREATE A MAGNETIC EXPERIENCE.

WHERE YOU GO FROM THIS …

TO THIS …

With a singular brand vision, strengthened by the diversity of your staff.

The United States Army National Guard brought this

challenge to iostudio.

• Wars in Iraq and Afghanistan

• Wars in Iraq and Afghanistan

• Recruiting at an all-time low

• Wars in Iraq and Afghanistan

• Recruiting at an all-time low

• Brand crisis

• Wars in Iraq and Afghanistan

• Recruiting at an all-time low

• Brand crisis

• Entire force in transition

- operationally

- geographically

- technologically

IOSTUDIO CREATED GX.

3 CORE COMPONENTS TO CREATE A MAGNETIC EXPERIENCE:

Audience/Client

Research

3 CORE COMPONENTS TO CREATE A MAGNETIC EXPERIENCE:

Audience

Involvement

3 CORE COMPONENTS TO CREATE A MAGNETIC EXPERIENCE:

Audience/Client

Research

Audience

Empowerment

3 CORE COMPONENTS TO CREATE A MAGNETIC EXPERIENCE:

Audience/Client

Research

Audience

Involvement

Audience research spans across the United States.

AUDIENCE INVOLVEMENT

AUDIENCE EMPOWERMENT REQUIRES FUNCTIONAL CONTENT.

FUNCTIONAL CONTENT

FUNCTIONAL CONTENT • Creating content that readers

“do something with”

FUNCTIONAL CONTENT • Creating content that readers

“do something with”

• Serves as a life coach

FUNCTIONAL CONTENT • Creating content that readers

“do something with”

• Serves as a life coach

• Compels readers to share it

12 YEARS LATER …

GX has positioned the Guard as an operational force with skills as varied as a Swiss army knife.

GX is the only consistent print record of the Guard’s most courageous service since WWII.

We have chronicled thousands of personal legacies,

while integrating all of them into one tremendous Guard story.

GX is the only consistent print record of the Guard’s most courageous service since WWII.

MORE THAN 90% OF

READERS FEEL IT IS A

VALUABLE

RECRUITING

AND RETENTION TOOL.

90%

MORE THAN 80% OF

READERS SHARE

THE MAGAZINE WITH

FRIENDS AND FAMILY.

80%90%

MORE THAN 90% OF

READERS FEEL IT IS A

VALUABLE

RECRUITING

AND RETENTION TOOL.

GX READERS TAKE OWNERSHIP IN THE MAGAZINE.

WAS CREATED BY:

• Audience/client research

OWNERSHIP

WAS CREATED BY:

• Audience/client research

• Audience involvement

OWNERSHIP

WAS CREATED BY:

• Audience/client research

• Audience involvement

• Audience empowerment

OWNERSHIP

= MAGNETIC EXPERIENCE

+ +

Audience

Empowerment

Audience/Client

Research

Audience

Involvement

Check out iostudio.com

And follow me on Twitter: @keith_kawasaki

ONE ON ONE WITH TWITTER

ONE ON ONE WITH TWITTER

Ann Shoket

@annshoketAly Baer

@baer_naked

BUILDING A CONTENT EMPIRE

BUILDING A CONTENT EMPIRE

Lori Greene

@LoriP1025

Pat Connolly

@connollypat

Mary C. Hickey

@AARP

Ann Rubin

@IBM

Melissa Goidel

@mgoidel

Sterling Proffer

Head of Digital, VICE Media

MEMBERS-ONLY

RESEARCH WORKSHOP

MEMBERS-ONLY RESEARCH

WORKSHOP

Keith Sedlak

CMO,

McMURRY/TMG

Ryan Petersen

Senior Manager, Content

Marketing, CDW

John Von Brachel

Senior Vice President – Director of

Content Marketing and Integration,

Bank of America Global Wealth &

Investment Management

Georgia

Galanoudis

Managing Director,

Imprint

Jacquie Loch

VP & Group

Publisher,

TC Media

Jaci Ponzoni

SVP of Custom

Content, Pace

Andy Seibert

Managing Partner,

Imprint

Joe Stella

VP of New

Business, GLC

MEMBERS-ONLY RESEARCH

WORKSHOP