In this issue of CPR, we take an inside look at some of True North’s value-added services through the eyes of a small-town Ohio hospital’s communication production specialist and some our publishing and marketing experts who work to exceed our clients’ expectations every day.
Memorial Hospital of Union County is a 107-bed acute and primary care facility located in Marysville, Ohio, a town northwest of Columbus. The hospital—which offers more than 30 service lines—serves its namesake county and five others in the surrounding area. One of the facility’s primary marketing initiatives is Well Aware, a custom magazine distributed quarterly to households in the hospital’s service area.
When Memorial Hospital Communication Production Specialist Jason Hollback became the point man for the publication in 2007, he knew his publishing program was in good hands. Memorial Hospital’s strategic partnership with True North had a 6-year proven track record. What he didn’t know, however, was how perfectly the company’s value-added services would supplement his team’s capabilities when it came to the magazine.
“My team is small, and we’re very limited in terms of how much time we can devote to a single project,” Jason says. “It’s much easier from a time perspective for us to put the bulk of the work on True North, and it’s a huge load off my mind to know that I have a whole other group of “team members” at True North who are working to bring our vision for the magazine to life.”
You’ve read what a True North client thinks about its services; read on for a department-by-department look at the added value of partnering with America’s leading custom publisher.
The Art of Design
You’d be hard-pressed to find a hipper group of individuals at True North than the members of the Design Department, who are always pushing the envelope in order to bring fresh ideas to the table.
“We can direct photo shoots for custom photography or provide shot lists so clients can take the photos,” says Carrie Dierks, creative director. “When a custom photo shoot is not required, we visit our vast library and select images for each magazine based on our clients’ strategy, style, and personality.”
The Excellence of Editorial
A lot of work goes into creating a custom publication, but in the end, it’s all about the message that you want to send, and that’s where the True North Editorial Department comes in. The copywriters and managing editors of the department provide services that most marketers don’t have time to do themselves, from factchecking to providing fresh, relevant ideas for articles.
“Every client’s magazine is strategized, branded, and produced specifically for that client,” says Rachel Nall, senior managing editor. “Everything we do—from factchecking to creating unique style sheets for copy—is geared toward personalization.”
The Coordination Crew
The Publishing Department serves as the single point of contact to True North’s multiple services, and each publisher serves as the main point of contact for the client. Publishers coordinate meetings, provide information on other marketing initiatives clients may wish to pursue with True North, and ultimately make sure magazines are delivered on time. Reliability and impeccable customer service are hallmarks of the department, and clients are truly encouraged to think of their publisher as their strategic marketing partner.
“Our goal in the Publishing Department is to be one solid voice from True North,” says Beth Hamilton, publisher. “Our clients’ time is important, and we don’t want them to have to follow up with multiple people in our company.”
The Cycle of Circulation
True North performs other services to help ease clients’ burden of working with the U.S. Postal Service. We purchase lists on clients’ behalf of addresses that may be targets for a publication, or we can convert lists clients send us and remove any duplications. If a client is interested in including a survey response card in a magazine, we can compile the results of the cards and provide them to the client in an easy-to-read report.
And at True North, we don’t just help marketers develop their magazines—we help them determine their audience as well.
“Many clients may already have a target audience in mind, so we’ll ensure that reaching that audience meets their budget,” says Mitzi Brock, circulation and fulfillment manager. “If they’re a bit over budget, we work with them to refine their target market to allow them to reach the people they want to reach in the most cost-effective way possible.”
For more information on the services that True North provides, check out the upcoming issue of CPR magazine or contact Jason Skinner, vice president of marketing development at (800) 624-7496.