Joomag Case Studies - Better Business Bureau - Page 3

Challenge The BBB emphasizes community by reaching out to its members through a monthly newsletter, Torch Talk. However, it was seeking new ways to better connect with its audience in an engaging online format. Goals Interactive content creation: In order to create the best possible reading experience and better connect with its members, the BBB was looking to utilize interactive media for Torch Talk. To do so, the company needed to convert the monthly newsletter from a static email sent through Constant Contact to a fully interactive online magazine. Branding: The Better Business Bureau’s brand and logo are iconic and inspire trust in consumers. It was all the more important, then, to include them in the magazine to reinforce that trust. Analytics: The magazine would require a measurable component and pro- vide user-behavior statistics to track reader behavior and engagement rates. Customer relationship management system: Torch Talk would also need to manage 10,000+ subscribers, a growing number as more and more busi- nesses in the region become accredited. Apart from companies, the BBB’s readership also includes consumers (a demographic which the nonprofit had been focusing its marketing outreach on).