Before the pandemic hit, TBHC’s employee and department newsletters (which Maryellen designed) were traditionally printed. Once the pandemic hit, we discussed with the hospital’s marketing department the benefits of going entirely digital. In addition to eliminating the printing cost, it freed up all layout and page constraints. Each newsletter is now designed as a scroll of varying lengths to accommodate content, which can include links (and QR codes). These newsletters are distributed through the hospital’s intranet.
Pandemic. What’s to say. All hands on deck to help TBHC during this difficult time. Maryellen prepared posters and banners relaying how the hospital is adapting its policies, as well as stay-safe tips. TBHC also launched a weekly TBHC Reaches Out: Coronavirus Concerns e-newsletter (shown here) that Maryellen prepares in Mailchimp. Not surprisingly, the e-newsletter gets a high percentage of opens and so far no subscriber has opted out.
Maryellen Lazzaro designed the premiere issue of Philanthropy in Motion, a bi-monthly e-newsletter that Burke Rehabilitation Hospital sends to its Burke Ambassadors; she will continue as its designer for future editions. This audience consists of board trustees and top administrators and physicians, as well as other key staff. The publication is designed to guide Burke leaders on how to collaborate with Burke’s development team to build relationships with donors and would-be donors. The newsletter also keeps its readers informed of special events and activities.
Maryellen designed the clean, attractive piece with the client’s branding in mind and it has received excellent feedback.
> If you need help creating a newsletter that speaks to your community, give Lazzaro Designs a call or shoot us an email.
Five years ago, Lazzaro Designs was retained to create a quarterly e-newsletter for Healthcare Leaders of New York (HLNY), the New York Metropolitan chapter of the American College of Healthcare Executives, an international professional society of more than 40,000 healthcare executives. And for five years, we have been writing, designing and project-managing this popular communication tool that is released to the chapter’s 1,800+ members.
For the most recent issue, the client and we decided it was time to refresh the look of the piece especially in light of the organization’s launch of a new website. Here’s specifically what we did:
Voice: Editorially, the basic elements of the original e-newsletter remain, including messages from key leaders, links to upcoming events, member profiles, and useful advice for healthcare executives from the early careerist to the seasoned pro. We continue to interview the profiled members, write fresh copy, and provide editorial support for the organization’s leaders as they craft their messages.
Vision: Before she tackled how the piece would look, Maryellen recommended that HLNY consider using a template in Mailchimp (the organization’s mail delivery system). This eliminated a previously outsourced html coding step, making the redesigned e-newsletter more efficient to produce.
The new look features banners for each section, which were created using a combination of photos of HLNY members, images from their website along with stock icons. The new design complements the look of their website and translates well on any device.
Getting it Done: As they have for the past five years, Lazzaro Designs continues to project-manage the quarterly ongoing project, keeping the editorial calendar, triggering conference calls to brainstorm content, and ensuring that the e-newsletter gets delivered in a timely fashion.
> If you need help creating an e-newsletter with value-added content, give Lazzaro Designs a call or shoot us an email.
