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Quest – Newsletter Creation – Success Story
Star Quest started out as a small 2 person communications agency specializing
in the technology industry. I was hired as their in house communications
specialist when they experienced rapid client growth and expanded to 10
employees plus numerous consultants. The partners realized that in order to
retain their current clients, expand further into other target markets, and
communicate effectively with their employees and consultants, fresh collateral
materials needed to be created.
I was tasked with developing unified corporate collateral pieces and other
external communications that would enhance brand identity, attract new
clients, and expand sales prospecting outreach. After the success of that project,
the partners felt we needed a vehicle that would communicate regularly with
current clients and could also be used as a marketing tool to engage
potential clients. Thus the idea of a quarterly newsletter was born.
My approach was 2 pronged: Discover what kind of information current clients
needed to receive from us and uncover from those clients topics for articles
they would be interested in reading. I interviewed 10 clients to receive
their input, discussed with the partners what information should be
disseminated on a quarterly basis, and asked some of my friends in other
companies for copies of their newsletters.
Working with a budget that constricted the printing to our in house laser
printer (we would be doing only 50 copies a quarter, not a huge amount) I
decided to chose a paper that would reflect “quality”. As the editor for each
issue, gathering and writing all stories and information, I planned the
“editorial calendar” for the year, and what would be the topic of each issue.
To make the workflow easy and assure that we could meet deadline I engaged
the assistance of the partners’ secretary, teaching her how to use Adobe
Pagemaker. Designing a simplified layout meant that once I had all the copy
written, she could easily lay it out in the software program and print the
Our clients thoroughly enjoyed the articles. “ComQuest is a great newsletter,
full of useful information. We especially like receiving notification of
upcoming trade shows and new services that Star Quest is offering. Great
idea.” Allen Brook, Deneba Software Solutions.
Over the course of a quarter, we printed out extra copies to give out at
trade shows, and to leave behind with potential clients. We received feedback
that the articles were right on target for our industry. Once again, the Star
Quest brand was enhanced.