Emerald Cultural Institute’s newsletter redesign increases social sharing
About: Emerald Cultural Institute is an English language school for students and professionals, providing language courses, as well as professional development and cultural programs to groups and individuals of all ages, and has students from over 60 countries worldwide.
Challenge: Scarlett O’Hara, Marketing Manager, says the Institute needed to update their newsletter design following a general re-branding of their online and offline marketing tools and materials. The Institute also wanted to broaden their social network presence by implementing social sharing into their template. Another goal was to give their main call to action, the contact us form, better visibility in the design. They also wanted to create a flyer template to be used for one-message mailings to compliment their regularly published newsletter.
Solution:The Newsweaver design team worked with the Institute’s requests, designing layouts that incorporated the new branding guidelines, cleaner navigation and a scannable user-friendly layout. Social sharing was embedded in the template, including features such as Skype links, as well as Facebook and Twitter. The calls to action such as the contact form were placed prominently in the design to promote engagement.
Results: Scarlett says they have received great feedback from many of their business partners around the world regarding the new-look newsletter and flyer. Scarlett says adding social links into the redesign has really improved their social marketng presence and effectiveness. The newsletter has always had a B2B target audience, but Scarlett says as a direct result of including social networks in the template, there has been an increase in the number of agencies, who work directly with the students, liking the Institute's Facebook page. "This is a real boost to our presence because if an agency in a given country likes your Facebook page, students from that country will immediately take your offering and school more seriously. The social media tools on the newsletter are allowing this type of interaction to take place.“
“The Newsweaver design team were very helpful, making suggestions on how best to implement our requirements - assisting us with every detail of the new design.” - Scarlett O’Hara, Emerald Cultural Institute