Towards the end of 2012, photographer Luke Copping decided that it was time to make some big updates to his marketing plan. Our first order of business was to update his e-promos.
The template we’d designed two years before to accompany his print promos was feeling a bit tired — there was only room to feature one story and we’d been noticing a trend towards digest-style promos which allowed for multiple stories and a lot more reader engagement.
After working together for three solid years, Luke and I tend to be on the same wavelength — we nailed this design on the first try and since it’s a template, Luke can easily change out the content each month to share his latest project highlights.
About the new promos, Luke noted on his blog that, “This sort of format just makes sense to me. It is easy to quickly read and understand, gets the point across without being overly obtrusive, features a range of current projects that recipients may find relevant, and gives them a choice of which stories they want to engage with and explore further.”
When it comes to e-promos, it doesn’t matter how good they look, they still need to perform. I was excited to receive a recap of the stats after Luke sent out this new format and at this point, it appears to be our most successful digital promotion yet!
In the weeks since, we’ve started digging into a few more small updates to Luke’s branding including his Facebook header, which is also a template that he can change out as often as he likes.
We’ve got quite a few more projects coming up and I’m looking forward to seeing where this year takes Luke — he’s got a lot of ideas up his sleeve for both his branding and photography.
View some of my previous collaborations with Luke Copping here: