CrossTalk GoodNews! Newsletter
2006 ReBrand 100 Winners > meritIndustry: Public Sector/Non-Profit - Below: Before Image, Rebrand Images, Summary, Credits Summary: GoodNews is the monthly newsletter of CrossTalk, a community for after-school Christian ecumenical education in Lebanon. Children of all ages and religious backgrounds participate. CrossTalk is free. Volunteer, collaborative teams of parents write, compile, layout, print, and distribute GoodNews every month on their own time. GoodNews reaches at least 250 tri-lingual children and their families. CrossTalk is growing and needs to fundraise. GoodNews is the primary component for rebranding. Challenge - Legibility. To legibly present the community’s monthly achievements and activities. Low Cost. To maintain low costs and volunteer contributions. Readership. To increase readership and loyalty to the newsletter and the community. Strategy - Continuity. We restructured the content so that the same editorial sections appear in each issue, to increase reader familiarity and anticipation, and to increase reader contribution and participation. Feasibility. We use PowerPoint to ensure low costs and low learning curves. We print on a home printer and volunteers fold and staple. Delight. Overall design consistency allows for increased legibility and flexibility in the language, imagery, and titles when necessary. Variety ensures small episodes of delight in each issue. Result - Increased readership. Based on CrossTalk’s statistics, GoodNews has increased the number of readers. After reading GoodNews, several children decided to join CrossTalk. Increased credibility. The redesigned GoodNews has garnered positive reactions from leaders of other communities and increased CrossTalk’s ability to attract contributors. Increased turnaround. The restructuring and consistency has increased CrossTalk’s ability to generate the newsletter much faster and with more volunteers adding content. Credits: Client: CrossTalk Creative Firm: Apicabia Writers: Ranya Nasrallah, Rula Asfour, Joumana Yeretzian Design and Editing: Hani Asfour, Apicabia [back] |
