Prophet
ELECTRONIC NEWSLETTER
Prophet (www.prophet.com) is a management consultancy
that helps clients achieve competitive advantage
by creating and implementing integrated business,
brand and marketing strategies. It works with companies
from strategy to execution to develop, operationalize,
grow, and protect one of their most valuable assets:
their brand. This global firm bases its own marketing
initiatives around the expertise and thought-leadership
it brings to client engagements. Much of its focus
is largely oriented toward media relations strategies
combined with public speaking at various industry
venues.
The need
As part of a revamp of its periodic direct e-mail
pieces sent to clients and prospects, Prophet
wanted to update the format and the look of its
electronic missives into a more formal e-newsletter
structure. Hodge Schindler was asked
in early 2005 to begin working on concepts and
templates that would retain the look and feel of
Prophet’s heavily trafficked Web site while
establishing its own identity as a new avenue for
spreading the consultancy’s message and thought
leadership.
Our approach
Hodge Schindler recommended that Prophet handle
all of the internal management of the e-newsletter
(inserting copy in template, distribution, etc.)
while our designers and editorial experts managed
the development of the project: template design,
story lineup, and writing articles (under Prophet’s
direction and with its input).
We delivered several
proposed templates that met the established criteria
and Prophet selected the one that best fit with
its image materials and on its Web site, where
the e-newsletter would be housed. (Hodge Schindler
had suggested that one of the more efficient ways
to distribute the e-newsletter was to host the
entire newsletter on the Web, but send a teaser
version to targeted recipients via e-mail.)
The outcomes
Distribution of the Prophet e-newsletter was
smooth and the reaction to the revamped electronic
message was overwhelmingly positive. Prophet consistently
receives a substantial number of sign-ups and
incoming queries quarterly through the Web site
in the weeks that follow delivery of the each
issue. Additionally, the number and pace of article
downloads from its Web site (articles being a
key business development tool) has also accelerated
with each newsletter issue. It has proven another
easy and widely used business development tool
for Prophet’s consultants.
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