Brand awareness for a raging startup: Starting a company newsletter
Methods
Cross-Platform Attribution Modeling
A/B Testing
User research and Data Analysis
Personalization and Dynamic Content
Stakeholders
Organic Content Writers
Customer Success Team
Marketing team
Senior Leadership
Year
2023
Client
MathCo
Service
Commercial
Location
India
Why?
Context
Positive brand recall is critical for any emerging startup to build upon its credibility and business value. Good press is something that is of prime importance when you're trying to create a brand and the lack of it can significantly impact growth.A leading research firm while talking about a list of emerging data analytics service providers mentioned TheMathCompany in their presentation, but they got the name wrong. It was referred to as 'TheMath'.
What?
Outlining the Problem
I. While the organization was growing at an unprecedented rate, yet there existed a major gap in terms of brand recall and awareness.
II. It would be detrimental to the company's credibility if a client or a partner spotted the name being incorrectly presented.
End goal
Objective
To create an asset that adds to the company's brand awareness and also interacts with the clients on a recurring basis to build rapport.
The solutioning journey
Propositions
A. An organic social media campaign
B. A performance marketing campaign on LinkedIn
C. A recurring monthly newsletter
The updated objective
Agenda
To create an informative, value adding newsletter for the company's clientele with the primary purpose of building brand recall and awareness.
Defining responsibilities
Our role
As a content strategist, creating the newsletter end-to-end fell under my responsibilities, beginning from curating and writing the newsletter to analyzing its performance every month.
The Impact
Key observations
All KPIs marked a steady increase.
Great teamwork and collaboration was observed.
The timeline was keenly followed.
No direct communication was reciprocated.
Fun news and conversation starters could not be included in an executive-only newsletter.
Only a limited amount of growth could be expected as the newsletter catered to a small audience pool.
The inputs
Feedback Loop
A LinkedIn newsletter was launched parallelly to counter the capped growth potential of an email newsletter.
To build more credibility and drive engagement, two new sections including leadership hires and upcoming events were added.
Greater flexibility when it comes to experimenting with design elements was encouraged.
Text length is to be standardized at 300 words to maintain uniformity.
The road ahead
Way forward
Thematic newsletters underlining trending industry topics like Connected Systems, Generative AI, etc.
Focus on highlighting parallel initiatives within TheMathCompany like AI Executive Council.
Showcasing steady growth, the newsletter subscriber pool is projected to triple by the end of 2024.
