The new owners of Flavor & The Menu, a B2B menu trends magazine catering to tastemakers across foodservice industries, needed to redesign an outdated website, boost the brand’s online presence and enable more interesting advertising opportunities to clients. 

I was hired as the publication’s first full-time digital editor to oversee all online content, site copy, email newsletter content and design, advertising, and social marketing strategy. Out of the gate, I worked with the new owner and her graphic designer to rebrand the website as GetFlavor.com after migrating, reformatting and cleaning content from a legacy hard-coded ASP site into a new WordPress CMS. The new site offered more accurate analytics reporting via Google and a variety of banner advertising opportunities. I also developed a social media tactical plan and set up the social media channels on Hootsuite, making them easier to manage. 

Research showed Flavor‘s unique audience preferred longer content. So, we gave it to them. We reformatted the weekly newsletter to fit a longer single article, list or recipe while providing larger food photography. Traffic and open rates doubled.  

To further position the brand ahead of the digital curve, we produced a dynamic digital edition on mag+ that allowed for embedded videos, slideshows and more. The platform leveraged Adobe InDesign files, making  creation a snap for our designer, while offering another engagement channel to our audience and advertisers.  

We then thoroughly redesigned the website, shifting from an issue-driven to content-driven model, incorporating recipes, sponsored content, blogs, videos and more.