Propelling communications: Top tips on redesigning a newsletter that will take flight!
DM&C supports the development of a fresh communications strategy for the Air Cadet League of Canada’s Ontario Provincial Committee
- DM&C
Illustration of a glider plane like those used by the Air Cadet League of Ontario
Our team is often asked to weigh in on how to make content effectively fly off the page. Over the past 25 years, we’ve provided tailored media and communications support for a variety of sectors. We’re pleased when our clients are happy with their content, so we’ve gathered recommendations to support those looking to create impactful stories for their audiences.
Collaborating with clients on the runway
In the summer of 2023, DAYO Media & Communications Inc. (DM&C) was approached by the Air Cadet League of Canada, Ontario Provincial Committee (OPC). The Air Cadet League is a national organization with provincial chapters that provide programming for youth that focuses on inspiring a love of aviation and instilling a strong sense of citizenship.
In this case, the OPC Executive Director was new to her role and wanted to connect with her stakeholders by showcasing a newsletter with a fresh look and feel.
In collaborating with leaders, we find they often want their newsletters to hit three key targets:
- Communications are clear and easy to understand.
- The most relevant and important information is shared with their primary and secondary audiences.
- The design is easily recognizable, cohesive, and helps to enhance your brand.
Many organizations use newsletters to share important information with their stakeholders. In fact, research shows that 87% of brands say that email marketing is critical to their business success (Litmus, 2023).
Connecting with the company culture
Given our journalistic approach, we enjoy going deep into the research. For the OPC, we looked back at previous newsletters to learn more about what their audience has come to expect. We studied their current use of software, resources and strategies. We also expanded our inquiry by asking a list of deeper questions, including:
- Who is the intended audience of this communication strategy?
- Is this means of communication accessible?
- What communication channels are currently being utilized?
- How do your stakeholders communicate with you?
- What is working with the current communications strategy?
- What are some of the stories that people should know about your organization?
We didn’t just work behind the scenes on newsletter innovations. We really wanted to learn the organization from the inside out, and had the opportunity to discover more about the OPC by attending its first Annual General Meeting since the COVID-19 pandemic. We met the many dedicated volunteers who continue to contribute to the longevity of the Air Cadet program and enjoyed learning about the organization’s goals and traditions. Not only did we have a great time, but it also allowed us to gain a deeper sense of how to tailor communications for their audience!
Video event recap of OPC’s Annual General Meeting – January 27, 2024
Photos from the OPC's 82nd annual AGM and Gala
Charting a new flight path
Once we had a strong understanding of the OPC and their goals, we worked closely with their team to develop a new look for their newsletters to enhance their audience’s ability to review the information efficiently.
OPC brand colours and motifs were specially selected to ensure the newsletters were instantly recognizable to everyone who opened their inbox. Incorporating themes of the sky, flying and airplanes was a fun way to stay on brand.
We leaned into our knowledge and expertise in user experience (UX) and user interface (UI) by creating easy-to-use email newsletter templates to work with the OPC’s current email distribution platform.
Updates included:
- Text hierarchy among the headings
- A table of contents for improved scanability
- Increased opportunities for images, collages and video
- Section separators and icons
- Improved integration of brand colours
Content’s ‘Gonna fly now!’
In the classic movie Rocky, there’s an iconic image of the protagonist jumping victoriously with his hands in the air after finally reaching the top of a large flight of stairs. For OPC, we worked on getting them to a similar peak. We developed our final communications strategy by reviewing archives and social media content, interviewing the Executive Director and connecting with Air Cadet parents for insights, and provided a guide to build OPC newsletters for future audiences.
A holistic approach to research like ours can help you develop a clear understanding of your media and communications goals — whether you’re revamping it for your own organization or supporting a client with their work. Creating templates, graphics and standards for delivering relevant and timely content will help to facilitate a consistent and sustainable content strategy that can help you better connect with your audiences, build your brand reputation and profile, and share your organization’s stories in memorable ways.
We hope these tips and tricks help your newsletter strategy take off! If you need support from us, we’re happy to help get you off the runway. Until then, enjoy your content writing experience!