HFA Internal Newsletter Zweig Group Submittal

ZWEIG GROUP 2019 MARKETING EXCELLENCE AWARDS INTERNAL NEWSLETTER

Z W E I G G R O U P 2 0 1 9 M A R K E T I N G E XC E L L E N C E AWA R D ENTRY COMPANY HEADQUARTERS FIRM SIZE FIRM TYPE CONTACT NAME TITLE EMAIL PHONE ADDRESS

INTERNAL NEWSLETTER HFA BENTONVILLE, AR 230 ARCHITECTURE + ENGINEERING LARRY LOTT, AIA PRESIDENT / CIO LARRY.LOTT@HFA-AE.COM 479.273.7780 1705 S. WALTON BOULEVARD, SUITE 3 BENTONVILLE, AR 72712

DESCRIPTION The Orange Peel is a multi-media internal newsletter published monthly to staff with a link. The newsletter includes using video, text animation, and still photos in an engaging and exciting way. The goal is to increase transparency, enlighten all members of the firm, in all locations to the culture, resources, and people of HFA. The newsletter is unique by incorporating multiple communication media and utilizes the HFA V-Cube for video production. The newsletter was created as a progressive web app (PWA) which makes it available on multiple platforms (website, downloadable app, or offline). All the content in the newsletter is cumulative, so the staff can review previous content with ease.

We reviewed on-line newsletters from other non-A+E firms for interactive style and design. An example would be:

Z W E I G G R O U P 2 0 1 9 M A R K E T I N G E XC E L L E N C E AWA R D ORGANIZERS

LARRY LOTT | PRESIDENT/CHIEF INNOVATIONS OFFICER LOU ALLEVATO | VICE PRESIDENT DARYL WHITMER | MARKETING PROGRAM MANAGER BRITTANY CHASE | MARKETING COORDINATOR KALEIGH EVANS | MARKETING COORDINATOR This team worked within a committee (C3) comprised of representatives from all offices and various departments within the firm. This committee determined the organizational content needed and the goals and objectives the newsletter should achieve.

Michelle Paige- People and Culture Meghan Vincent – Architect, Boston Cesar Villarreal– Director of Operations, Mexico City Craig Hale- Associate Principal, Fort Worth Amy Barton – Senior Permit Administrator Allen Hart- Director of Technology Steve Frank- Recruiting Jennifer Brown- Office Manager

Z W E I G G R O U P 2 0 1 9 M A R K E T I N G E XC E L L E N C E AWA R D GOALS

Stay informed and up to date on what’s happening Expand the mission of HFA and to get the brand out to those not involved in the

day-to-day operations Share news between all teams and offices, highlight cross office/team collaboration Publish the newsletter consistently on a predetermined schedule monthly and

do so on the same day and time of each month Focus on the important news Tone of newsletter should be engaging and empowering to staff Reinforce transparency as a mindset Make it accessible for those who travel or after hours Create an image brand

TARGET AUDIENCE

The target audience was the HFA staff.

Total: 242 Bentonville: 190 Boston: 21 Fort Worth: 25 Mexico: 6 The monthly newsletter is available as a progressive web app and can be accessed via website or downloaded on your phone or desktop. Each issue is sent out through email to the staff.

Z W E I G G R O U P 2 0 1 9 M A R K E T I N G E XC E L L E N C E AWA R D MESSAGING

The content was arranged in four catagories consistent with the HFA-AE website.

HEADING GOALS OF SECTION LEARN What we know Share company knowledge News Announcements• Training Opportunities for growth PEOPLE Who we are Meet the staff Encourage interoffice connections WORK What we do Share project-specific knowledge The newsletter is produced Technology/IT

BUDGET

in-house by marketing and admin staff. No Budget was established.

JOIN US What we care about Community giving opportunities Fundraising Actual Cost: Social events

$360 for web services

The newsletter utilizes Video Interviews, Animations, Written Narrative, Voice-Over to create a dynamic communication tool. Past issues are accumulated with each issue for review or “catching-up” if someone misses a release.

Z W E I G G R O U P 2 0 1 9 M A R K E T I N G E XC E L L E N C E AWA R D

HOW WE DID IT

INTERNAL NEWSLETTER S TAT I S T I C S

FEBRUARY 1:30 624 205 90 RELEASE

page views

sessions

launches

DECEMBER 2:00 598 351 157

REMINDER

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LAUNCHES

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103

86 194 602 people

7.0

sessions

average page views per session

19.5%

launches

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N/A reminder

pages

2.25

increase in launches over january

TIME SPENT ON THE APP

average times per day app oppened

3.80

average page views per session

2.23

TIME SPENT ON THE APP

average times per day app oppened

The traff ic for each newsletter is tracked at two different times.

We t r a c k t h e s t a t i s t i c s for release day (shown on the left) and for the four weeks after release (shown on the right).

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C O M PA R I S O N O F R E L E A S E D AY R E S U LT S

C O M PA R I S O N O F O V E R A L L R E S U LT S *Each issue is tracked for 4 weeks. Note that April’s issue is not included because it’s results will not be available until May 16th.

INTERNAL NEWSLETTER DISTRIBUTION

Each issue is distributed on the 2 n d We d n e s d a y of the month via email (shown on left).

Tw o w e e k s a f t e r release, a reminder email is sent out highlighting a few articles in that month’s issue (shown on right).

INTERNAL NEWSLETTER APP DESIGN

APP ICON

I-PHONE VERSION

DESKTOP ICON

INTERNAL NEWSLETTER PLANNING

An editorial calendar is used to assign ar ticles to different employees and to keep track of the progress of the overall issue.

INTERNAL NEWSLETTER C O N C E PT D E S I G N

t h e o ran g e pe el FONT + COLORS montserrant

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