Marketing
Marketing, promotion, redesign and event planning for Southeast Asia Globe magazine
Role: Marketing Manager
Responsibilities: Marketing research, analysis and strategy, digital and physical publication redesign, advertising partnerships and relations, event planning, budgeting, advertising design, corporate social responsibility campaign
Part of my responsibility when I started was to help SEA Globe identify their reader base and develop a profile. Through gathering data from social media, Google Analytics and an external research report, I identified key readership categories and behaviours in our 8 territories around Southeast Asia.
I conducted online reader surveys to understand how readers use and navigate the website. Informal interviews were conducted at industry and company events.
From the gathered data, I was able to develop a clearer profile of our readers, which impacted the direction of each department strategy, from the editorial line to sales pitches to marketing focus.
The reader survey data as well as other research revealed our target market to be well-educated, majority male, millennial and globally-minded who appreciated good design, in-depth articles and political and business stories/news.
Based on the research, new print and digital advertising templates for our different products were created. I led the creative direction for the templates. SEA Globe’s red color plays a prominent role, as well as minimalistic design displaying our investigative reporting and in-depth stories.
Email Marketing
Designed reader surveys and e-newsletters
SEA Globe Events
SEA Globe’s 10-year birthday event and Inspire ASEAN event series
For the birthday event, I designed a small gallery exhibition displaying the magazine’s milestones, photography, covers and illustrations over the decade. The party allowed our company to connect with our Cambodia readership and create an engaging and memorable experience for the community.
Alongside Brains Communications, I led event planning for Inspire ASEAN, a conference series on new innovations and trends in Southeast Asian business
Corporate Social Responsibility
CSR initiative focused on plastic waste reduction
Initiated the plastic waste reduction campaign, inspired by reader reaction to our articles on plastic pollution in Cambodia and my work with ACRA and 17 Triggers. As a media and publishing company which used large amounts of plastic during magazine distribution, eliminating plastic wraps allowed the company to be more eco-conscious and cost-effective.
An obstacle we faced is vendors not being able to sell magazines that aren’t wrapped in plastic. For instance, small shops let us know that customers often walked away with the magazine thinking it was free. (All magazines sold in Cambodia’s shops are usually wrapped with plastic.)
Prototype Test: To address the obstacle, plastic wraps were eliminated from our magazines and replaced with a paper band. The paper band wrapped around the magazine and included the price to let customers know it was not a free copy. I created the below visuals for the back and front of the band.
To introduce our “No Plastic” initiative, I worked with the editorial designers to develop a template for print advertisements. I wrote the copy and oversaw the design.
