Reconnecting with customers offline through a magazine refresh.
The Insight
Our customer magazine was being produced and sent out twice a year to over 200 customers in print. Historically, the magazine featured information about project sites we were working on presented in an outdated, uninspiring layout. Furthermore, with it being exclusively print, it was difficult to gauge customer engagement with the magazine content.
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The Idea
With the amount of time and effort going into the magazine, I was keen to see results and measure views and engagement.
As part of our business strategy and sustainability commitment, it was important to reduce our print spend and reap the benefits of digital data. After researching suitable platforms, I suggested we move our content to Issuu - an online content hosting platform with built-in insights.
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Furthermore, the design had to change. With digital functionality offering more flexibility, I wanted to include elements that would encourage interactivity and push our customers further into the journey, ultimately driving more traffic to our site.
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Captivating headlines, vibrant images and insightful content set the tone and standard for our new, refreshed customer magazine.
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The Impact
With increased visibility of who was looking at our content, we were able to see which stories were getting the most interest and average read time.
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Content was more diverse and added value, including thought-leadership pieces and videos such as explainer videos.
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We saw a clear increase in engagement and views.
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