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Showcasing My Work at DC Thomson: Engaging Audiences for The Scots Magazine and The People's Friend

A Guide on Scottish Wildflowers

Wonderful Scottish wildflowers and where to find them! Whether you’re at home or from abroad Scotland’s outdoors calls to us all. This article will help you navigate the vast fields of Scotland’s wildflowers by giving you the best destinations and places to see! Don’t dawdle or you will have to wait until next year to see them!

Pink Aran Cable Knit Sweater

Intermediate | Pink Aran Cable Knit Sweater Keep cozy! This blush pink Aran cable knit jumper is the perfect addition to your collection! Use The Peoples Friend’s soft and comfortable yarn suggestion to recreate this today. Get knitting and have this piece in your wardrobe by the winter

Writing Prompt | Cherries

You can bake cherries into a pie, or put them in a cake, but did you know you can also bake them into a creative short story? Of course, you did! Use this collection of writing prompts help you jumpstart your imagination and improve your writing skills. Now that really is the cherry on top!

Ship in a Bottle | Writing Prompts

An unwritten story is like a ship in a bottle: beautiful, elaborate, and complex. Use this writing prompt to help you break that writing block, so you can get back to sailing upon an ocean of inspiration … or will that story just remain a decorative thought on the mantle of your mind?

Mustard Ribbed Sweater

Intermediate | Mustard Ribbed Sweater If you’re looking for a simple stitch pattern that really cuts the mustard, this is the tutorial for you! This deep yellow is a perfect shade for any Autumn walk in the woods. A beautiful statement piece that will be sure to brighten up your closet even on the dreariest of days! Remember to keep a tally of those rows!

Audience Development & Customer Insights

While in the Audience Development team, I played a role in coordinating social media for The People’s Friend and The Scots Magazine on their Pinterest boards, contributing to their growth and visibility across various platforms.  I created visually appealing Pinterest thumbnails and crafted compelling copy through keyword research to boost traffic and secure top search rankings. 

My role also included optimising posts for SEO through keyword research to enhance discoverability, and ensuring that content was posted at high online traffic times.  By combining audience insights with SEO-driven strategies, I successfully increased visibility and engagement

Specifically while working on the MR X project I worked closely with the newsroom team to ensure the best content schedule across social channels to maximise engagement. 

During my work on the Hunting Mr. X podcast, a true crime series at DC Thomson, where I played a key role in its marketing and promotional efforts.  I conducted detailed audience research to analyse listener habits and preferences.  These findings not only guided the direction of the Hunting Mr. X  podcast but were also repurposed to inform future podcast campaigns - (Vanished - The Arlene Fraser Murder).

I developed compelling social media copy designed to drive traffic and engagement, ensuring the content resonated with the target audience. My contributions played a key role in boosting both audience reach and overall engagement for the series.

Marketing Desk Research & Insights

 I conducted marketing desk research across various projects, including Puzzler magazine, Perth City Council, and the State of the Nation study.

For Puzzler, I analysed audience behaviour and competitor trends to provide actionable insights that informed advertising and content strategies. Working with Perth City Council, I focused on identifying local  preferences, helping support decisions and community objectives. Additionally, the State of the Nation research involved evaluating public sentiment to guide strategic marketing campaigns.

 I undertook a self-directed study exploring the use of QR codes in magazines, analysing their effectiveness as engagement tools and proposing innovative ways to integrate them into print media to enhance reader interaction.