Case Study: American Songwriter Magazine

“We hired 12South to re-design our website in 2015 and what we thought was going to be a single project has evolved into an ongoing partnership. Michael and his marketing and development team work together to deliver not just excellent web design but a unique understanding of how design affects marketing and vice versa.”

-Albie Del Favero, Publisher, American Songwriter Magazine

Covering the Craft of Songwriting since 1984

American Songwriter has been telling the stories of legendary songwriters and the business in which they live and work for over 30 years.

A lot can change in 30 years, and in a desire to grow and change with their audience, American Songwriter approached us to help give their fantastic content the much needed tech and marketing upgrade it deserved.

S.M.A.R.T. Goals

(Specific, Measurable, Attainable, Relevant, Time-bound)

Update AmericanSongwriter.com to be Fully Responsive and Mobile Friendly
Visually standardize the brand across Print and Digital
Develop a deeper understanding of and engagement with their Digital Audience
Increase on-site user engagement by 10%

How We Did It:

Branding, Design, Web Development

Brand Identity Update
Custom WordPress Website with Mobile Specific Optimizations
Continuous Website Feature Additions via Growth-Driven Design

Marketing Strategy

Persona Building
Comprehensive Inbound Marketing Blueprint
Integration with the Hubspot Marketing Platform
Email Marketing Automation
Development of a Free Online Membership to more deeply engage their top online customers

The Results

14% Increase in average session duration
Multi-Page increase in SEO Position due to Mobile Optimization
Creation of a direct conduit to top American Songwriter readers through the Free Online Membership