Like all great businesses that value their teams, Sydney Water work to continuously improve their internal communication.
Lately this has meant using online marketing techniques to deliver the company newsletter, Water views, to around 4,000 staff. An introduction to the latest issue is emailed to each person on the payroll, with the full content accessed via a discrete Sydney Water microsite.
Developed and delivered by Art of Multimedia, this online publication features lots of video content, a photo gallery bursting with team contributions and a forum for staff to share their work experiences. Individuals can post comments about stories and even rate each piece.
As an organisation driving change in every aspect of their operation, Sydney Water are delighted with the benefits gained through the new digital format.
First, the content is rich. Information can be delivered as a vodcast, an interactive animation, a slide show or a more traditional written piece, with the whole package designed to engage all segments of a diverse readership.
It’s flexible too. Unlike traditional media that requires content to fit a fixed layout,Water views can stretch or shrink to suit the needs of each issue. In fact the inaugural online edition contained a whopping 20-plus items.
And it yields measurable results. AOM’s Third Eye software can confirm how the newsletter has been received: who has opened their email, who has accessed the full news online and who has clicked through pages to find more information. Sydney Water now understand exactly what content engages which staff, and whether their stories are hitting the mark.
“Now Sydney Water have a contemporary tool that can keep growing,” says Robin Dosoruth, from the Online Communication team at Sydney Water. “I especially enjoy the vodcast capabilities, as I believe video can be a strong addition to the range of corporate communications tools. The design looks great, and the back-end tools that map out audience usage are clear and easy to use.”
Collaboration with a single-source provider like AOM provides all this and more: Sydney Water contractors working in the field receive a printed version of Water views, produced by AOM to match the online publication.