RDW Creative

Case Study

Internal and external newsletters can be
a Trojan Horse for brand messaging

Screenshot of Mitsubishi Chemical and Micropore digital newsletters. 
Newsletters can be powerful marketing tools for targeting a whole range of internal and external stakeholders: - prospects, customers, staff, suppliers and third party influencers – a highly controlled content channel that can be used for smuggling in subtle ‘Trojan Horse’ messaging. Digital e-newsletters are inexpensive and readership is easy to track. But, in today’s digital world of overfull emailboxes, getting the format right is critical. Because of their added reach (in terms of multiple readership), greater potential impact and longer shelf life, traditional printed magazines can still offer an excellent return on investment.

A high quality company magazine can be used to position your business in the minds of your stakeholders
RDW took the strain out of researching, writing, designing, publishing and distributing a global high quality glossy full colour customer magazine for Mitsubishi Chemicals and then converted a traditional magazine format to a new more dynamic online news platform:
  • creating a rich reservoir of legacy newsletter content into an ever-growing online searchable database of articles, to improve SEO and drive traffic to Mitsubishi Chemical website.

  • allowing for continuous real-time publishing of news and removing the need for cross-platform duplication of news publishing.
 
Ensuring your e-newsletter actually gets read
With today’s overfull mailboxes, getting customers and prospects to open and read yet another e-newsletter can be a challenge. 2024 audiences not only have very short attention spans, but they become increasingly acclimatised to recognising and ignoring ‘clickbait’ headlines. 
Strong visual elements – pictures and graphics, are essential, but as 60% of content is now read on hand held devices, the immediate screen impact is limited. In a comprehensive study on the science of email, Hubspot found that when surveyed, up to 65% of respondents preferred emails comprised mostly of images. However, opening statistics show that click through rates actually decline as the number of images increased, so knowing your target audience and achieving an optimum balance is key. It’s crucial for the essential parts of an email newsletter to appear “above the fold” - the portion of the email that captures a user’s attention without scrolling. For e-newsletters this includes the all-important subject line.
Achieving a 56% click through rate for Micropore
Using an engaging image/short ingress format, RDW have been able to achieve an impressive 56% click through rate for Micropore Technologies’ online newsletter Droplet, with a resulting trackable increase in website traffic of 186%!
Digital and printed newsletters for Mitsubishi Chemical and Micropore Technologies.
View Other Case Studies
Tracerco Branding

Brand Application

Development of a range of prestigious corporate literature in line with established Johnson Matthey global identity standards for Tracerco

Mitsubishi Branded Merchandise

Branded Merchandise

Developing communication materials and branded merchandise to support internal change programmes for Mitsubishi Chemicals

Inovyn Animation & Video

Animation & Video

Writing, design & production of instruction videos and cost-efficient explainer animations; and photo-realistic CGI product presentations for Micropore Technologies.

Inovyn Sustainability Report

Interactive Reports

Writing and designing a Sustainability Report for INOVYN ChlorVinyls (part of the INEOS Group) in the format of a freestanding interactive PDF document, featuring integrated browser style navigation and content search. 

Lowe & Simpson Product Photography

Photography

On-site photography and video of bespoke fitted staircases and cabinetry for high-end custom built staircase installer Lowe & Simpson

Millbry Hill Branded Catalogue

Literature

Designing a seasonal brand consumer catalogue and letter, along with fulfilment and posting to customer database for the Millbry Hill Group.

Tees Valley Combined Authority Values Posters

Internal Branding

Developing a campaign of impactful motivational communications for Tees Valley Combined Authority to support their internal culture programme

Mitsubishi Chemical Methacrylates Eureka Cafe

Concept Development

Designing a unique identity concept for an engaging online learning/collaboration portal, together with supporting branded merchandise, conveying a helpful, relaxed and stimulating atmosphere for Mitsubishi Chemical employees.

Mitsubishi Chemical Methacrylates Website

Web Design

Designing and developing three custom-built, responsive websites with CMS integration, SEO Optimisation and ongoing support for Mitsubishi Chemical.

Global Exhibition Design

Design of showpiece international biotech exhibition stand for FUJIFILM Diosynth Biotechnology

DIGITAL

Website Design & Build, Social Media, Video & Animation, Content Marketing

Sitting neatly between the world of specialists wanting to over-engineer unaffordable solutions for you that are far more sophisticated than you need and the DIY platforms that may be cheap but in practice just offer you blank pages to fill yourself, RDW are able to harness the digital tools and provide the support that will add real value to your internal and external digital marketing at a realistic cost.

From inexpensive initial web development packages or short low cost videos/animations for new businesses up to sophisticated world-class online marketing platforms taking advantage of state-of-the art technologies; social media strategies and support services; pay per click campaigns (PPC); search engine optimisation (SEO) and text/SMS marketing.

DISPLAY

Exhibitions, Point of Sale, Packaging

At RDW we are specialists in combining innovative design work with large format digital print to produce unique and cost-effective display materials.  Large format digital print has the major advantage of giving you complete flexibility over choice of materials and production quantities. There are no minimum print run constraints and everything can be personalised to suit your exact budget and requirements. So, whether it’s a single roll-up banner, the fascia sign for your building, some innovative product packaging or a spectacular stand for an international exhibition, our design solutions will give you that extra impact you are looking for at the budget you can afford.

BRANDING

Brand strategies, Identity development, Corporate Culture, Reputation Management

All organisations have an identity, whether they choose to manage it or not. But some organisations literally go around in circles undermining their products and services on a daily basis through the inconsistent way they communicate to the outside world or by the way their employees choose to behave.  Our role is to help you to understand your brand and carefully nurture and manage it both internally and externally.

With many years of branding experience, whether it’s researching your market; developing your internal culture; generating business or product names or designing corporate identities, we have the knowledge and all of the requisite skills to develop your brand and harness its potential to help your organisation to thrive and grow.    

Our brand development services include: name generation; logo and visual identity design; brand strategy and positioning; employee cultural development and SHE programmes; design toolkits and tone of voice guidelines.

PRINT

Leaflets, Brochures, Direct Mail, Newsletters & Reports, Advertising, Branded merchandise.

With over 30 years of experience of producing impactful materials for our clients, from a simple A5 flyers and novelty keyrings up to a 200-page, full colour, technical brochures our complete in-house print team, includes not just designers but also marketing experts, copywriters, print buyers and even our own in-house photographer. 

So, we can not only make any brochure, catalogue, sales flyer, direct mail piece, newsletter, annual report, piece of branded merchandise, outstanding; we’ll do it effortlessly and cost effectively for you.

Marketing & Communications Agency Teesside | RDW Creative
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