Our client, Franke Tobey Jones (FTJ), recently won a Silver Award for Excellence in Sales and Marketing/Digital Marketing from LeadingAge Washington for their online newsletter, which IlluminAge designs and distributes for them.
FTJ’s goal was to produce a branded, friendly, informative monthly e-newsletter to tell their story to a wide range of contacts who would be interested in a variety of senior related topics as well as information about what’s happening at Franke Tobey Jones. They wanted to use the e-newsletter to build community, build brand awareness and reach people with both useful information and heartfelt stories.
They enlisted our help in creating a branded, well-designed newsletter template and in supporting them with distribution. Each month, FTJ sends us the copy for the articles and we post these to their blog. Then we compile these articles into a monthly, designed online newsletter and distribute it to their email list. We also post the blog stories on Facebook. The email template design includes:
- A colorful and engaging design within FTJ’s brand framework, showcasing large photos of active residents at the top and bottom of each e-newsletter
- Easy navigation so people can quickly find the articles they’re interested in
- A photo or icon with each article
- All articles written in a short version, then link to a more in-depth version which readers can click on to learn more
- A sidebar with upcoming events and community highlights that links back to their website and social media pages
Through their e-newsletter, FTJ has been able to build community and brand awareness to tell their story on a consistent basis. It has been positively received, as evidenced by both comments and their statistics: their open rate for the newsletter is 40% with the national average in this industry being 25%, and the click rate is 28% with the national average in this industry being 10%.
“We so appreciate IlluminAge’s assistance with our e-newsletter,” said Christine Hall, FTJ’s Director of Marketing and PR. “Their expertise is invaluable to us and their creativity and knowledge helped us win this award.”