eNewsletter Program—Budweiser, Bud Light, Michelob Ultra
Deliver three eNewsletters per month with a content strategy tailored to the Budweiser, Bud Light and Michelob Ultra audiences. Every eNewsletter contains actionable information, ideas, resources and personal help that speaks to the mindset, goals and concerns of each brands’ customers.
Each email contains teasers for three to six articles of original content as well as promotion and initiative-based tie-ins. The eNewsletters drive new traffic to each brand’s website by linking to the full articles hosted on new pages designed to fit within each site’s template. By cross-promoting the content on Facebook once or twice a week, we can grow website traffic even more and gain new subscribers for the eNewsletter.
Building a searchable content archive on each site also increases time spent, as each article offers links and suggestions for web visitors to read more. More time spent and more articles read means more engagement with the brand and more loyalty and sales.
The Invested Life—TD Ameritrade
Partnered with MSN.com and leveraged content to drive traffic to TD Ameritrade website and acquire new customers through stories and real life investors who fit into various customer categories. Appearing as the “spotlight” story on the MSN home page helped drive traffic to the site and have people register for the weekly updates from the client.
A short quiz helped people self-identify regarding their own investment profile, so they could better navigate the content offered on the site. Using topics like “smarter investing,” “family finances and college,” and “small business,” among others, we were able to target groups of investors with particular interests, and develop content that addressed their most immediate needs, while supporting the services offered by TD Ameritrade.
Blog posts, videos, investment tools and on site investment coaches augmented the weekly articles with additional information or the opportunity to discuss it further within the community.
The Invested Life won one of the top prizes at the Custom Content Council’s 2011 Pearl Awards, specifically the Gold Award for the Best Editorial Web Feature.
By developing engaging digital content, we help deepen the relationship between Panera Bread and its most loyal customers.
Each month, over 9 million of Panera Bread’s best customers receive the Panera Bread Journal (eNewsletter) driving them to the CRM hub, MyPanera.com. The articles on the site showcase Panera Bread’s food and baking expertise, bread heritage and passion, commitment to its local community, and new product news; which drives word-of-mouth and increases transactions and frequency.
The MyPanera.com members are highly food-engaged and love everything about food. They serve as a source for family and friends. New and unique flavors are key drivers for this audience. Each month we develop inventive, healthy and tasty recipes, most incorporating Panera Bread items, that fulfills members’ baking and cooking passions. Recipes are featured both in the eNewsletter and website.
In 2011, at the Custom Council’s Pearl Awards, MyPanera.com won a Silver Award for Best Web Feature or Article.
Whole Foods Market Magazine—Whole Foods Market North Atlantic Region
Dimensionalizing Whole Foods Market’s Mission: “Whole Foods, Whole People, Whole Planet” is the objective of the Whole Foods Market Magazine.
Whole Foods Market Magazine was developed to inspire consumer’s taste for healthy eating. This publication, through its dedicated content, serves to enhance customers’ commitment to a healthy lifestyle for themselves and the planet.
A bi-annual publication, each issue provides easy, affordable seasonal eating and entertaining pointers from WFM’s passionate team members and local suppliers. We integrate real customers as a way to tell the WFM stories through the customer’s lens. The magazine places Whole Foods Market’s differentiators (emphasis on fresh, natural and organic products) directly in their customer’s hands.
The Whole Foods Market Magazine launched in Spring 2010 in the North Atlantic region and will be extending to other regions in 2012.
At the Custom Council’s Pearl Awards in 2010, Whole Foods Market Magazine won a Gold Award for Best New Magazine and a Gold Award for Best Achievement of Corporate Objectives. In 2011, also at the Pearl Awards, the magazine won Silver prizes for Best Opening Spread, Best Use of Photography and Best Achievement of Corporate Objectives.
Smart Moves—Vimovo, AstraZeneca
AstraZeneca: Building a content platform to introduce a brand, influence behavior and encourage compliance.
By developing magazine, online content, downloadable e-guides, social media content and blogs, we helped AstraZeneca launch a new osteoarthritis drug in an entirely new way, without using the standard network television commercials.
The magazine reached patients through field representatives who serve doctors and other healthcare practitioners. In addition, the VIMOVO website introduced downloadable plans, including the 21-Day Getting Started Smart Moves program to encourage activity and keep patients motivated to achieve success, and targeted guides to help patients with specific needs regarding their OA.
We also created the Smart Moves for You online community, where we tracked the journeys of four women who were addressing their specific OA conditions and posting their activity in online journals. We also engaged several experts who could weigh in with feedback for the women and help them assess their progress, make good choices and encourage their efforts. This kind of outreach through blog posts, feedback and community-building was unprecedented in the pharmaceutical industry and although “live” commentary was limited, it generated traffic and return visits from members of the OA community looking for help and solutions online.