E-newsletter strategy
Fuller Landau’s smart, collaborative communications team always poses interesting strategic communications challenges and provides the information and latitude I need to help define the problem and find creative solutions.
On our most recent project I helped to conceive a client e-newsletter that gives Fuller Landau a direct line of communication with their target audiences, and the opportunity to demonstrate their key brand characteristics and commitment to their client’s success. I began with the fun process of competitor and comparative research to demonstrate the range of possibilities and illustrate best practices. I then defined the e-newsletter’s objectives and developed the communications strategy required to meet the needs of the organization and its target audiences. I developed the newsletter’s name, tagline, calls to action, structure, and content types to deliver on the objectives.
Brand messaging framework
The Michael Garron Hospital Research Institute focuses on the immediate and pragmatic to make a difference in the community nearby and well beyond. They’re a great client for an agency like Field Trip & Co, which is passionate about creating great work for mission-driven organizations.
In this project I co-led two-hour information-gathering workshops for doctors, researchers, and other members of the Michael Garron hospital community with Alison Garnett of Field Trip & Co. Building on the great insights and ideas we heard during the workshops, I created a brand messaging framework for the Michael Garron Hospital Research Institute – consisting of brand positioning, brand attributes, and brand pillars – to serve as a foundation to support their internal and external communications efforts.
Credits:
Alison Garnett
Founder & Creative Director,
Field Trip & Co.
Messaging strategies
I collaborated with The Ontario Institute for Studies in Education, Continuing and Professional Learning (OISE CPL) for several years to create the division’s messaging framework, develop strategic content planning for customized programs, understand the division’s ecosystem and propose message strategies that cross-pollinate, and to write web content.
The OISE CPL team is entrepreneurial, innovative, and always interested in trying new things. We shifted their Annual Review from a PDF to a web format and featured a thematic editorial approach to content. The new Annual Review, which is both a review of the past year and a tool for raising awareness, built on the same theme. I worked with the marketing manager, associate directors, and executive director to develop content, which included interviews and writing.