Plant Club Magazine

Every quarter Patch send out a brochure in customer orders and as direct mail. In its previous incarnation, the brochure was updated to introduce new product lines and refresh old photography, but was otherwise the same from issue to issue. 

I thought there was a real opportunity to add some editorial content to the brochure, to tell the stories of the amazing growers and inspire customers with styling advice and plant care Q&As. This is something we found success with at Farmdrop. By calling it a magazine, rather than a brochure, it could also be used to increase sign-ups. 

The brochure has recently transformed into Patch’s ‘Plant Club Magazine’. It still has all the product information from the old brochure, but with the addition of 16 pages of editorial - interviews, quizzes, etc - to make it a more engaging read. I gave it a more magazine-y cover (is that a word? Sure) and introduced a serif typeface called ‘Untitled’ to compliment the main font, Moderat. 

After only two issues Patch saw a 20% uplift in direct mail opt-ins. There’s been some nice engagement on social too, so people are definitely reading it. 

The September 2020 Magazine went out to 80,000 customers and the November 2020 Magazine went out to over 90,000 customers.