Problem:
System Sensor, a manufacturer of fire- and life-safety notification and detection systems, had a monthly newsletter for each of its four divisions. The company sought to cut costs and consolidate the newsletters, while still maintaining high quality standards.
Solution:
Interline Creative Group analyzed the marketing requirements of each System Sensor division and recommended a company publication that would mail to installers, specifiers and other professionals in the fire- and life-safety industry. Based on editorial ideas from Interline copywriters, the graphic arts department mocked up a 16-page magazine with ads and editorial content to demonstrate an effective message unifying System Sensor’s divisions. The content included features, product introductions and overviews, and Ask the Expert columns. Interline suggested highlighting products that represented each division in every issue and setting a rotating schedule to give divisions a fair share of coverage. Interline, which also manages and pre-qualifies System Sensor’s sales leads, drew content ideas and sources from its contact database.
Result:
System Sensor marketing and product line management embraced the magazine concept and contracted with Interline to publish the magazine quarterly. From the first issue of Life Safety magazine, readers and System Sensor management alike deemed the magazine to be a tremendous success and asset for spreading System Sensor’s message. The first issue received an outstanding 6% response to its business reply card, and 113 people asked to be added to its mailing list. Furthermore, the magazine, which is now available in both print and electronic formats, has cost-effectively raised System Sensor’s awareness in the industry.
