CHALLENGE

Create a Shred-it national accounts digital newsletter in order to unify and motivate a new,
large sales team; provide consistent updates, support and information during an upcoming year
of transition; increase national accounts team visibility.

INSIGHT

Internal communications can do more than inform.
It can inspire, recognize, even re-shape an organization.

ACTION

LightForce Marketing developed the concept – Insider’s Field Guide from Shred-it -- then designed, developed the editorial calendar and wrote content for 4 new issues of a digital newsletter. Included stories crafted from interviews with subject matter experts, case studies, personnel spotlight stories, and news about the upcoming acquisition.

The interactive PDF format allowed geographically-dispersed sales people to quickly access the stories they wanted to read -- and an easy way to connect with the people within the changing organization who could help them achieve their goals.

TACTICS

Concept, interactive PDF newsletter, copywriting and story development, editing, production.

RESULTS

Outstanding feedback from the Shred-it leadership and field sales team. High readership.
After the Shred-it acquisition was complete, the Stericycle corporate communications team brought
the newsletter in-house to continue publication.

SEE NEXT CASE BRIEF