A Newsletter Coated in Rich, High-quality Content
Tnemec Company, Inc., has been a leading manufacturer of coatings and coating systems for exterior and interior environments for decades, so we helped create an e-newsletter that would capture the quality and innovation of the Tnemec name.
Insights
Research and experience showed that Tnemec’s messaging needed to hit professionals across a wide range of industries. So the company created the quarterly Tnemec E-Newsletter as part of its aggressive effort to inform architects, engineers, owners, contractors, steel fabricators and specifiers about emerging high-performance coating technologies. Primary research and experience also helped guide the content in each edition. It is based on ongoing communication with customers, technical service representatives and a national network of independent manufacturer representatives.
Execution
Our public relations team met with Tnemec’s vice president of marketing and the marketing communications manager to plan the newsletter content. This was based on timely topics such as corrosion prevention, environmental considerations, new coatings technology and architectural restoration. During that meeting, a timeline for editorial direction, photography and video was outlined and specific articles were assigned.
Articles were written to be informative and educational, with significant involvement from industry experts, the company’s independent representatives, and technical specialists. Headlines and copy focused primarily on themes like sustainability issues, historical preservation, new technology, aesthetics and unique architectural or industrial projects. Body copy included direct links to project profiles and technical information that resides on Tnemec’s website. And the articles were accompanied by professional photography that illustrated the theme or featured project.
Since the first issue, our public relations team has met quarterly to discuss and map out each new issue. The newsletter format was recently updated to be even more user-friendly on desktop and mobile-devices, as well as more closely aligned with Tnemec’s brand guidelines. The format provides a printer-friendly version of each article for reader convenience, as well as relevant videos and links to articles from the previous newsletter. Articles also are posted as content on the company website.
Results
In the first year, the newsletter’s distribution list quickly grew to more than 3,600 recipients nationally and continues to grow each quarter. The overall quality of content and photography has contributed to several e-newsletter articles being placed in trade publications serving the coatings and construction industries. Newsletter articles also contributed toward winning entries in Durability + Design (D+D) magazine’s 2017 Elevation Awards and the Society for Protective Coatings (SSPC) Structure Awards William Johnson Award, as well as many other awards and placements.
