The Situation:
Tocquigny, ranked as the number two interactive advertising agency in the nation by BtoB magazine, was seeking another medium to promote the its expertise in digital marketing. The agency also wanted to create a continuous dialogue with current and prospective clients. With the help of its PR firm, Diverge Communications, Toquigny decided to create an external newsletter. Primarily, the newsletter would showcase Tocquigny’s creative side while enhancing the agency’s “Measured Approach.”

The Challenge:
In order to be of value in a variety of different client contexts, the format of this newsletter needed to be flexible enough to support numerous types of content.  The first newsletter draft was developed using the email marketing provider Constant Contact.  Ultimately, the limitations of the “off the shelf” system did not allow enough customization and the style did not fit the Tocquigny brand image.  The second draft was formatted like the firm’s home page with centerpiece content and sidebars.  This format separated the press content from the knowledge content, and it appeared cluttered and unattractive.  The third version combined the press and knowledge into a “New at Tocquigny” section, and graphic icons were added to illustrate the featured articles.  This design was attractive, and the call to action offer was easier to find and more visually appealing.

Our Solution:
Instead of creating completely new content for each newsletter, Diverge and Tocquigny utilize the best already-created content to make constructing each newsletter more time-efficient.  The newsletter was sent to customers and contacts in Tocquigny’s existing database, and there was a direct response feature in every issue to obtain additional names for database purposes.  The newsletter highlights the strengths of the agency through original and updated site content that is built on a leading-edge web application platform. It includes whitepapers, successful case studies and articles in industry publications to boast Tocquigny’s knowledge assets.  In addition, readers also view B2B articles interactively. 

The Results:

The Tocquigny Newsletter has significantly increased the Tocquigny.com website traffic, garnering above average open and click-through rates. The newsletter also won awards for its look and feel. The Interactive Media Council recognized it with its Outstanding Achievement award in the category of E-Zine/Newsletter.