Hollister CREATIVE

Tips for extending a print brand with an e-publication

Philadelphia Corporation for Aging has a good thing going with Milestones, its monthly print publication of "News and Possibilities for Seniors" distributed throughout Philadelphia. A Hollister Creative custom publishing client since 2001, PCA views the award-winning newspaper as an important part of its mission to improve the quality of life for older adults.

Then PCA decided to make a bold move into electronic publishing. The goal was not to replace Milestones, as the paper serves a readership that appreciates print. The goal was to extend the Milestones brand by creating a new weekly product that would both supplement the paper and attract new readers. The target audience is people in their 50s and 60s who don't identify themselves as seniors. Many are caring for aging parents and want to make the most of the present while planning for the time when they may need care themselves.

Hollister worked with the PCA communications staff to design the appearance and functionality of "Milestones e-news," which features a weekly assortment of national headlines, local features and resources for consumers on health, employment, volunteering, finances and elder care. Email subscriptions are free and you can view the current issue online at www.pcacares.org.

Tips on extending a brand:

1. Make sure the new product shares the basic values and goals of the existing brand. For example, Milestones values the experiences of mature adults and its goals are to inform, entertain and inspire them.
    
2. Be clear about the differences in your audience for each product. While you want to leverage the existing brand, you also need a design and content strategy that consistently differentiates the new product.