What happens to most internal newsletters? Correct. They end up in the good old circular filing cabinet. This was the eternal problem facing Co-op Insurance: the production of an internal newsletter that would actually get read, something that was doubly important given that many of their staff worked independently and so needed to be kept abreast of developments.
Our solution involved looking at the newsletter format in a completely fresh way: treating each and every story and feature separately, with its own graphic style, to achieve maximum impact. An intriguing, quirky use of imagery, meanwhile, contributed to the overall appeal drawing the reader into each story.
The finished article exceeded all expectations, as a raincheck of cleaners at Co-op HQ swiftly confirmed. Those circular filing cabinets remained gloriously empty. Not only that but a competition buried deep inside elicited record responses, confirming once and for all that our mission had been a success.