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).