On Wednesday, March 4, the Center for Career and Professional Development hosted a presentation, co-sponsored by The Writer’s House, the Student Employment Office, Epilogue, F&M Women in Business, and your own College Reporter. The presentation was given by Cara Cherry and Carly Machoqui, two team members at Fig Industries.
Fig is an advertisement magazine that promotes local businesses, but it isn’t your average ad paper. The company encourages unique advertisements, presenting them more as an editorial than a flier. What started in 2005 as a direct-to-mail piece has blossomed into a strong community-building presence, both in print and online. The company officially franchised in 2022. Now, they cover four different cities in the US: Lancaster and Lehigh Valley in PA, and Columbia and Charleston in SC. Fig publishes four times a year – one issue per season.
Machoqui and Cherry shared the ten phases that the magazine must go through in order to launch each issue. The concept starts with a moodboard. The team makes collages, or “moodies,” with images to create a cohesive theme. Cherry explained that the magazine focuses on one topic for each season. Fall typically highlights the city’s art and culture, winter is for retail, summer focuses on food/restaurants, and spring varies from issue to issue.
Once they’ve set the mood, the team moves on to the sales phase. They search the index of local businesses for companies that fit the issue. They create a base layout that usually includes a fun page. This Spring Issue even includes a tear-out sticker sheet! They sometimes partner with businesses that they’ve previously partnered with. The team, according to Cara Cherry, asks the question, “How can we highlight the same businesses in a new way?”
Fig then makes some phone calls. They come up with new concepts for new ads that are new and creative. For example, Fig once did a photoshoot for an optometrist with a dog wearing eyeglasses. They then go into the actual production, conducting interviews, doing photoshoots, and actually writing the issue. After editing and reviewing, the magazine goes to print. Fig proudly uses sustainable paper, printed by a local press in Lititz, PA.
Then, Fig plans their launch. As Content Coordinator, Carly Machoqui teases the issue on the magazine’s social media platforms. Team members plan their launch party. All of the businesses featured in the issue are invited, and the party is hosted at a local (usually up-and-coming) venue. The party not only builds excitement around the issue, but it gives a thank you to the businesses that help to make Fig, and Lancaster, what it is.
Finally, the issue launches on a Thursday. The website is updated with the digital issue. An email blast is sent out to subscribers, and physical copies are placed at spots all around the community. Cherry explains that distribution targets high-traffic locations like hotels, cafes, doctor’s offices, and select targeted households. And so, the party begins.
Machoqui and Cherry opened up the presentation to questions, mostly about careers in creative industries. They suggested shadowing and interning. Go in person, if possible, to local businesses to shadow their work. Get behind the scenes. Build a portfolio by saying “yes” to opportunities, even if they are surprising.
Carly Machoqui, the self-proclaimed “Queen of Networking,” shared her tips on making connections in the industry. She urged students to use digital platforms like LinkedIn or Facebook. When asked about networking events, she said to “make at least 3-5 connections” at each one.” She acknowledged the awkwardness of introducing oneself, but stressed the importance of those connections.
On behalf of The College Reporter, thank you to Fig for visiting and sharing their amazing insights!
For more information on Fig, visit figmagazine.com or figindustries.com. To read the newest issue, visit figlancaster.com.
Freshman Sarah Henches is the Features/Investigative Editor. Her email is shenches@fandm.edu.