RESULTS: TopNews, a full-color email newsletter, went beyond increasing sales, which was its original purpose. It also generated positive media coverage, solidified relationships with the members’ executives, and increased employee participation. It was a major factor in Topco’s Retailer of the Year Award from Private Label magazine.
PROBLEM: Topco Associates is an multibillion dollar food industry cooperative. It provides private label food, merchandise and equipment to regional supermarkets, food service companies and wholesalers. The operating committee, Topco’s governing group, wanted the company to create and distribute an electronic newsletter to promote and expand sales.
SOLUTION: Topco hired me. I interviewed the members of the operating committee to make sure I included their expectations. I developed, named, directed the design and created ever-expanding distribution lists. I managed the project from start to email distribution every week, including gathering news and images and writing the newsletter. The distribution lists included the members’ senior executives and their employees, industry media and Topco employees.
I’m an old hand at creating, writing, editing and distributing online and print newsletters. My clients include KN Energy, Mountain Bell, Colorado Association of School-Based Health Care, ICOM, Chaparral Energy and many others. In a half-day class I developed and taught, each adult student created an individual electronic newsletter using Constant Contact. I won an award from the Advertising Federation for The Noodle, the employee newsletter my colleague Karen Valliant and I created for NDL/Polk.