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CHALLENGE
Create a Shred-it national accounts digital newsletter in order to unify and motivate a new,
large sales team; provide consistent updates, support and information during an upcoming year
of transition; increase national accounts team visibility.
INSIGHT
Internal communications can do more than inform.
It can inspire, recognize, even re-shape an organization.
ACTION
LightForce Marketing developed the concept – Insider’s Field Guide from Shred-it -- then designed, developed the editorial calendar and wrote content for 4 new issues of a digital newsletter. Included stories crafted from interviews with subject matter experts, case studies, personnel spotlight stories, and news about the upcoming acquisition.
The interactive PDF format allowed geographically-dispersed sales people to quickly access the stories they wanted to read -- and an easy way to connect with the people within the changing organization who could help them achieve their goals.
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TACTICS
Concept, interactive PDF newsletter, copywriting and story development, editing, production.
RESULTS
Outstanding feedback from the Shred-it leadership and field sales team. High readership.
After the Shred-it acquisition was complete, the Stericycle corporate communications team brought
the newsletter in-house to continue publication.
SEE NEXT CASE BRIEF
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