Some companies show off only their best work. This is our usual work; these are just a few samples of newsletters pulled at random from our
files, stretching back to the mid-80s. (Move your cursor over them). In each
case, we worked with management of the organizations
—presidents, vice-presidents of marketing, publication directors and the like—and worked out the marketing goals of the organization and how they would best
be achieved with the newsletter or magazine. Everything about the publication,
from the look and feel to the headlines, was focused on appealing to people who
made the
‘buying decision’ for our client’s products or point of view.
For example, Nicola Financial Strategies aims to reach wealthy individuals; the Nature Trust’s Natural Legacy focuses on increasing the level of donations, McDonald’s The Quarterly Pounder—a great name for a newsletter—made sure restaurant managers across the country were up on the corporation’s latest community-relations projects, and Chevron’s Neighbourhood News was aimed at improving community relations around a refinery.
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