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GFD Newsletter:
Before & After

Client: Johnson & Johnson Vision

Project Description: This internal marketing newsletter goes out to nearly 500 global recipients across the Johnson & Johnson enterprise, including senior leadership. The newsletter acts as a key vehicle for sharing the most important updates from the Global Franchise Development team to a wide audience.

Challenges: The existing platform for the newsletter was an outdated internal tool that forced all “stories” into the exact same layout, with a single tiny image to accompany them. It did not support multimedia, and resolutions were so restricted that the newsletter felt low-quality. As a result, open rates and engagement were down, and teams started to duplicate communications in hopes of increasing their team’s visibility.

My Role: Building a content calendar and messaging strategy to equally represent the broad activities across the department. Content Editor. Graphic coordinator. Newsletter template design and layout. Delivery and logistics maintenance.

Results: Between the new, more visual layout, the tightly-edited content that reduced overall length for each story, and the new consistency expectation set by regular monthly delivery, open rates and engagement jumped considerably. Open rates climbed from 22% 15 months ago to a new high of 67% open rate last month. In the most recent issue, 46% of readers clicked through to view the video embedded in the lede story, blowing the previous benchmark of 15% engagement out of the water.

Oh, and the senior leaders really, really love it. Might not be an official metric, but it’s definitely not bad news.

BEFORE:  Tiny images, long blocks of text, inflexible layout, cold

BEFORE: Tiny images, long blocks of text, inflexible layout, cold

After:  High impact visuals, tightly edited stories, interactive layouts and embedded media links. Warm and inviting imagery that focuses on the people on the team. 

After: High impact visuals, tightly edited stories, interactive layouts and embedded media links. Warm and inviting imagery that focuses on the people on the team. 

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