Project Description

The Client

The Gemmological Association of Great Britain (Gem-A)


The Brief

To edit and produce the historic Association’s membership magazine, Gems&Jewellery, while contributing on a weekly basis to copywriting, marketing, PR and social media projects. To support the Gem-A marketing and communications team with events, press materials and branded brochures that explains its USP to a global audience.

Key Deliverables

  • To devise and write the editorial for a quarterly member magazine with the support of the wider Gem-A team.
  • To implement a digital content strategy utilising the company’s existing web capabilities.
  • To introduce Gem-A to new social media channels and to consider fresh approaches to social media engagement and audience building.
  • General marketing, PR and copywriting support, including the creation of a revised media pack, branded brochures, lookbooks and event support.

The Results

The William Agency works with Gem-A on an on-going basis to create its quarterly magazine, write website copy and improve its social media outreach. A decision was made to reduce the Association’s print publication, Gems&Jewellery, from six issues to four issues in 2017, while also increasing the pagination and refreshing the design, content and strategic aims of the title. This was also combined with a digital content marketing push, transferring the Association’s skills and expertise into an online format.

The William Agency continues to assist Gem-A with its social media marketing and other communications-related assets and materials.

Magazine Production – The William Agency

Do you have a membership magazine or in-house publication in need of a lift? Are you considering the marketing benefits of a printed publication? Speak to The William Agency to find out more.

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