Newsletters and magazines
Glossy corporate customer magazines, channel newsletters, e-newsletters for staff, corporate publications - we have experience in talking in many different styles, voices and formats of communications.
Case 1: The relationship-building customer newsletter
Case 1: The relationship-building customer newsletter
The challenge
A monthly newsletter for a very specific group of readers – administrators in customer organisations who deal with expenses management
The criteria
- This is a relationship-building newsletter – no attempts to up-sell or cross-sell allowed
- The customers are global – no references to Royal Weddings or summer holidays as they aren’t relevant to the whole readership
- Style – friendly but professional, and in accordance with house style for all documents
- Format – every article is no more than 150 words long
Our approach
- Sift through large amounts of documentation that marketing provides to pull out the messages that are important to this particular audience
- Take part in telephone conferences with marketing and subject experts to ensure we understand how the feature or tool under discussion words, and how it benefits the reader
- Focus on the reader benefits in every article
- Make article headings work hard to attract audience to read
- Keep sentences short and use bullets for easy reading
- Talk in first and second person – “we” and “you”
- Always explain where to go for further information online or to call customer services or talk to the relationship manager
- Carefully word a quick reader survey to encourage interaction and ask for feedback to guide the content of the newsletter
- Ensure newsletter comes back from approval process for a final round of proofreading for a truly professional communication
Case 2: The annual report
The challenge
The challenge
Create content for the annual report that explains to shareholders what and how the business has been doing over the past year.
Criteria
Accuracy is of paramount importance as well as clarity and completeness of information.
Our approach
- Set up interviews with executive management
- Write introduction, business reviews and message from the management in a professional but accessible style
- Work with marketing to achieve approval
- Deliver content to design department
Case 3: The M&A communication
The challenge
The challenge
Explain a merger between two businesses to the employees in both businesses.
Criteria
- Address the questions being asked by staff at all levels
- Maintain confidentiality until publication
- Work to a tight deadline
Our approach
Work with marketing and senior management to craft the content explaining clearly why the merger has taken place, what the benefits are, and what the effects will be for employees.
