Trendline Communications - Building sales relationships

MagazineScrip is a new division of a 10-year old magazine distributor. They needed a complete marketing program to launch the division and attract affinity marketing customers.

Trendline began by developing a look and feel for the division including a corporate color pallette and logo design. The project included developing a web site that would promote services and manage customers, sales brochures for their direct marketing effort, and a regular e-newsletter to build customer loyalty and increase activity.

Clients

E-Newsletter Strengthens Loyalty, Increases Activity
To further develop the launch of its flagship product, MSC decided on a regular e-newsletter that would be mailed to all of its existing customers.

The objective of the email newsletter is three-fold:


		Build Brand Loyalty By Helping Customers Succeed

		Increase Customer Contact

		Promote Products and Services

The newsletter consists of high-quality, original and 3rd-party articles that help MSC's customers improve their operations. It is published quarterly and covers topics ranging from customer service to increasing sales to financial issues. Because the newsletter contains great content from respected sources in a high-quality format under the MSC brand, the newsletter is ideal for building the MSC image and fostering brand loyalty.

In addition the newsletter provides an excellent vehicle for increased customer contact and product promotion. The fact that the newsletter contains helpful advice from trusted sources means that open and response rates are much higher than a typical email product-promotion campaign. In effect, MSC is helping its customers succeed and improving brand loyalty while at the same time delivering a more effective product promotion campaign.

MagazineScrip Sales Collateral: Effective, Cost-efficient, Professional Design
To round out its launch program MagazineScrip needed sales collateral that delivered effective sales messaging in a high-quality package but at a reasonable price. Trendline, leveraging its design and copy expertise, delivered a high-impact sales package that included a full-color brochure with inserts, posters, and additional materials.

Trendline began by thoroughly understanding our client's product and positioning. We worked closely with MagazineScrip to identify the key brand attributes and product features that best supported their sales efforts. In addition Trendline's design team created an integrated image that leveraged our work on MSC's web site and e-newsletter.

The end result was a cost-efficient, effective, and integrated sales package with consistent design and messaging across communications channels.