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CASE STUDY 5: Communications Strategy

Challenge

Create a strategy to track and improve readership of monthly newsletters and frequent news alerts of need-to-know information.

Solution

Implement better ways to deliver and track communications; make content more relevant; and redesign communications to improve readability.

 
     
 

Newsletters

  1. Hired a new writer with a background in journalism. I wanted to move from articles written from the corporate perspective to real
    world success stories from the field.
  2. Coached the writer to find and report on newsworthy stories. Instead of theoretical how-to articles, the new version is full of human interest stories with real-world tactics.
  3. Added 4 quarterly review issues to highlight initiatives launched or completed by
    headquarters.
  4. Redesigned the newsletter to look like a fullcolor magazine, instead of a basic word document, and trained the writer to produce
    and manage the newsletter.
  5. Developed a tracking system. Now, dynamic html emails are sent each month with a link to the new issue. This allows us to track who opens
    the newsletter and who doesn’t.

Results

Readership has steadily increased to 80% since the redesign. One franchisee called to say the newsletter “makes him feel like he is truly part of a cutting-edge professional company”. More franchisees try the tactics since the tips come from successful peers in the field.

 

Bulletins

  1. Created an “eweekly” newsletter. Previously, 4 bulletins were sent out a week on average! Franchisees felt like it was information overload. I developed a new strategy to collect information throughout the week and send out
    one communication on Fridays.
  2. Developed a process for submitting information. A request form for headquarters staff was created. This process has made collecting information more effi cient and the content more consistent.
  3. Developed a tracking system. The eweekly is delivered and tracked using the same methods as the newsletter.
  4. Made previous content accessible and searchable. Now, all older content is archived in an online news center. Everything on the site is searchable by keyword, category, and date.

Developed a tracking system. Now, dynamic html emails are sent each month with a link to the new issue. This allows us to track who opens the newsletter and who doesn’t.

Results

Franchisees now know to set aside time every week at the same time to catch up on the news. They have commented that the content is more manageable to get through. And when headquarters occasionally sends stand-alone critical emails, they are noticed immediately.