The Challenge

Eve Communications was tasked with undertaking a total overhaul of the Red Tractor newsletter – a publication that gets posted to every member periodically, and is also available online.

Criticism of its original format was that it was too long and technical, which negatively impacts readability.

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What we did

This was not just about a graphic redesign – Red Tractor needed its newsletters to move in a new direction which required planning and strategy to not only improve the look and feel of the communication, but to make the content more relevant.

We changed the way technical information was shared by reformatting the old design and including topical cases studies to bring learnings to life. The new format also shone a spotlight on the behind-the-scenes work Red Tractor undertakes such as marketing to consumers, analysing consumer insights, and engaging with manufacturing and food service sectors.

A digital e-shot also now accompanies the printed newsletter for convenience. The design also reflects the branding used on all Red Tractor’s other external communications, such as this video.

The Results

Red Tractor’s newsletter is now better looking, easier to read and distributed across a range of channels demanded by the modern farmer.

Its engaging format presents key information in digestible chunks and effectively balances in-depth technical requirements alongside documenting the breath of work the assurance body undertakes on behalf of its members.

The change from printed newsletters to digital distribution has increased user engagement and interactivity as well as providing management analytics to measure and improve newsletter performance. A recent edition was sent to tens of thousands of farmers and had an open rate of 33% with a click-through rate of 20%.

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