ENTREPRENEURSHIP

As the marketing director at El Estoque, my objectives this year were to increase both profit and readership of our print magazine and online website.

ADVERTISEMENTS AND SUBSCRIPTIONS

Our main sources of revenue are the advertisements and subscriptions that we sell. Before the school year even started, I updated our advertising contract, which includes the different price options and advertisement combinations. In addition, I created a Google form businesses can fill out in place of the physical copy of the advertising contract. By making it easier for local businesses to work with El Estoque, I was able to sell seven additional advertisements through the online form. 

During the summer, I reached out to numerous potential clients, presenting the official advertising contract and providing updated statistics on the reach of our publication. More specifically, I cited the 10,000+ unique readers and 2,500 students at MVHS to highlight the benefits of advertising El Estoque. Last year alone, we sold advertisements to 14 different businesses, raising a total of $7,670. 

 

In addition to the print and online advertisements, I encouraged staff members to sell subscriptions to family members, friends and local businesses. Every time our print magazines and multimedia packages are published, I help send subscribers either a hard copy, email link or both depending on their type of subscription. Through the collective efforts of all our staff members, we sold a total of 153 subscriptions last year, allowing for an additional $4,170 in profit. Our total sales last year amounted to $11,840 by simply actively reaching out to businesses and motivating staff members to share subscriptions with those around them. 

SOCIAL MEDIA 

My second goal was to increase engagement through El Estoque’s official social media accounts. In order to draw more attention to our work and increase both print and online readership, I focused on social media promotion. 

 

El Estoque’s Facebook account currently has 1,289 followers, so I took advantage of the following by promoting links to notable online articles as well as multimedia packages on the account. By sharing articles, more students were exposed to El Estoque’s online content, as evidenced by students tagging their friends in the comment section and liking El Estoque’s posts on Facebook. 

Furthermore, I worked with the heads team to improve the quality of El Estoque’s Instagram posts in order to increase audience engagement. We began the year with a presentation on social media etiquette, providing examples of good and bad social media posts. Our emphasis this year has been uploading high quality action shots with descriptive captions. By making these improvements, we have been able to increase our follower count on Instagram by almost 300.  Last, our Instagram posts reached approximately 400 to 600 users per post. However, by noticeably improving the quality of our Instagram posts, I increased our reach to 900 to over 1,600 users per post.

Furthermore, I worked with the heads team to improve the quality of El Estoque’s Instagram posts in order to increase audience engagement. We began the year with a presentation on social media etiquette, providing examples of good and bad social media posts. Our emphasis this year has been uploading high quality action shots with descriptive captions. By making these improvements, we have been able to increase our follower count on Instagram by more than 300.  Last, our Instagram posts reached approximately 400 to 600 users per post. However, by noticeably improving the quality of our Instagram posts, I increased our reach to 900 to over 1,600 users per post.

Personally, I have been experimenting with different ways to promote El Estoque. This year, I designed animated Instagram story posts and created an El Estoque video in order to better engage with the student body. 

OTHER

One other important change that we implemented this year is that we began to make sure all of our writers sent their sources links to published stories. Often times, staff members forget to update their sources on the completion of their stories. By sending links to the published stories, we were able to increase readership even further. 

 

In regards to our print magazine, I redesigned the logo and worked on enhancing the covers of our magazines to attract more students. For example, I focused on implementing more vivid colors to ensure that they would easily catch the eye. In addition, I implemented the suggestions that we received in our focus group to include more photos in the designs. By incorporating these changes, students gave us positive feedback in regards to our print magazine. 

CONCLUSION

Over the course of my time on El Estoque, I have witnessed great growth in regard to our profit and engagement. In this sense, it is safe to say that I have accomplished my two main goals for the year. By being proactive in my role as the marketer and being open-minded towards incorporating new changes, I have helped El Estoque operate within our budget, even allowing attendance in conferences like the JEA/NSPA Spring National High School Journalism Convention, and have also allowed El Estoque to truly be a voice for students. 

 

For my marketing efforts, I was most recently awarded second place for Marketer of the Year by the National Scholastic Press Association.