The Challenge
Martha Stewart Living Omnimedia wanted to increase readership and build new audience for Everyday Food via a weekly video recipe newsletter.
They had the talent (editor-in-chief Sarah Carey), the recipes, and the film crew. I was brought in to help manage the production, turn it into a viable digital offering, and grow subscribership.
My Approach
I worked with Sarah Carey to plan each week’s recipes for filming. I worked with the various teams involved to create an efficient workflow — from filming to production to publishing — and managed the production process. I wrote all newsletter copy, social media posts, signup modules, and banner ads for the project. I also worked with the team to launch the Everyday Food Windows 8 app, one of the first on the platform.
My Contributions
Created an omnichannel editorial plan for a new daily recipe video newsletter, including an editorial calendar.
Curated weekly email themes for filming and distribution; worked with talent on approvals.
Established and enforced editorial processes involving multiple departments for tight turnaround.
Shepherded the video production process and oversaw video edits.
Wrote all copy, including newsletters, social media posts, signup modules, banner ads, and app copy.
A/B tested email subject lines; adjusted content and copy based on performance metrics.
The Solution
What I Built: A robust — and fast-growing — video newsletter!
The Results:
Grew viewership from 0 to to 900,000 subscribers in less than a year.
Averaged 7% increase in views & 12% subscriber growth each month.