Target Audience
The one thing readers of Paradigm People magazine have in common is that they all live in homes owned or managed by housing association Paradigm Housing Group.
The magazine is delivered to 11,500 addresses across the south east of England, from inner city dwellings to ‘new town’ residences.
Most of the properties are rented but some have been purchased under affordable shared ownership schemes.
Around 56 per cent of residents receive housing or disability benefits..
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Creative Challenge
We wanted the magazine’s arrival on the doormat to be welcomed by residents as a gift, not seen as yet another piece of junk mail. The concept for the design is, therefore, more lifestyle than corporate newsletter.
It has to appeal to a diverse readership, communicate a great deal of information and look attractive and interesting even though not all the stories have photographs and some photos are more happy snap than high quality.
Design details like colour panels and boxes, and noticeboard-style pages with ‘Post-it Notes’ promoting activities, enable a lot of stories to be fitted in without overwhelming the reader. The overall result is a modern, lively magazine that is easy to read.
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Customer Engagement
The magazine is an important channel for Paradigm to inform residents of service changes, invite them to get involved with the company and take advantage of prize draws and grants for good tenants offered through the Premier Service Club.
To grab the reader’s attention when their brand new copy lands on the mat, the cover is lively with intriguing cover lines, which are repeated on a bright cover sheet just in case the magazine lands upside down on the mat!
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Business Result
As a measure of success, the inclusion of an entry card for prize draws has dramatically increased the number of entries received, compared with previous issues where residents had to cut out an entry form.
A further measure of success have been requests we have received from residents to increase the frequency of Paradigm People magazine when we held meetings with them to discuss the new look. As one reader put it: “I find Paradigm People magazine very interesting. Keep up the good work.”
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