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Gateways Magazine
Fueling economic hubs in Massachusetts.
Industry
- Publishing
For generations, these communities have been home to industry that historically offered residents, many of them recent immigrants, good jobs and a “gateway” to the American Dream. We built a digital version of a one-time publication to tell those cities’ stories and showcase the rebirth and innovation happening there.
the story
Why Viv?
The Gateways Magazine team worked with us on two previous projects: the MassINC website and Commonwealth Magazine. They chose Viv again because of our proven delivery of lean, budget-friendly websites for nonprofits.
We were also able to work with them on a condensed timeline, building the new website in under one month.
The Results
An Immersive Design
This website, while done on a lean budget and short timeline, provides an evergreen and immersive environment that sets the digital edition of Gateways Magazine apart from the print publication.
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Optimized for digital
The look and feel of the website relies on interpretations from the print version, with some font changes and other adaptations to optimize usability in a digital context.
The digital environment also allowed us to put some prominent calls to action across the whole site, in addition to calling out sponsors on the footer of every page.
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An immersive experience
Online environments create different opportunities from print. The Gateways Magazine team built custom-videos for the site, plus we used even more images than in the print version and a lot of call-out boxes. These opportunities make you feel like you are visiting the Gateway Cities in person.
To make the stories more immersive, we put the captions on hover, which is only possible on the web. We created the same experience on mobile, which is critical as 46% of visitors are on mobile and tablet and are looking for the same optimized and intuitive browsing experience.
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Discovery and Delight
We recreated the magazine’s index in the website’s menu. An index of a magazine invites discovery and delight, and we wanted to recreate that experience. We like to think it’s all the better in a digital environment because all it takes is one click instead of having to thumb your way to the page.
The Result
56.4% open rate and 7.7% click-to-open rate
Across a LinkedIn InMail campaign targeting domestic and international audiences
66% of program applicants
were leads generated from LinkedIn InMail
111 registrants
for a webinar hosted by the Youth Impact Lab Director Beth Goldstein
Everyone has been saying the new web site is a “home run!“
