Case Study: Digital Growth & Audience Engagement FOR Sass Magazine
Sass Magazine needed to strengthen its digital presence to match its high-quality print aesthetic. The goal was to transform their weekly e-newsletter and social media channels into high-performing assets that drove consistent traffic, supported local advertisers, and expanded their brand reach beyond the local Maryland market.
The Challenge
The primary objective was to modernize the digital "touchpoints" for subscribers while identifying untapped growth opportunities on visual discovery platforms. This involved:'
Standardizing the weekly newsletter delivery.
Integrating diverse content types (sponsored, editorial, and local spotlights).
Scaling the Pinterest account to transition from a local following to a national authority.
The Strategy: Content-Led Optimization
Newsletter Optimization: Redesigned the e-newsletter layout for mobile-first readability. Co-developed a content calendar that balanced weekly editorial articles with high-value sponsored posts and local business spotlights, along with optimized subject lines.
Social Media Connection: Created a cohesive visual identity across platforms to promote Maryland-based events and community stories, fostering a sense of "local pride" that encouraged sharing.
The Pinterest Pivot: Implemented a high-volume, SEO-driven Pinterest strategy. By focusing on trending lifestyle keywords, high-quality vertical imagery, keyword-focused pin boards, and consistent pinning schedules, the account moved from passive curation to an active traffic driver.
The Results
By combining consistent, high-quality community engagement (Newsletter/Social) with aggressive, platform-specific growth tactics (Pinterest), Sass Magazine was able to increase its digital footprint by over 70,000% on its most visual platform while maintaining a dedicated local core.
Audience Scaling: Built and maintained a loyal community of 4,000+ active subscribers and followers.
Viral Growth: Orchestrated a massive scaling of the Pinterest platform, growing monthly views/reach from 2,000 to over 1.5 million.
Revenue Support: Successfully integrated sponsored content and advertiser spotlights, providing measurable value to the magazine’s commercial partners.
Photo Credit: Sass Magazine