PSD Now Newsletter
After nearly a decade, the PSD tagline “Great Happens Here” was in need of a refresh, and so was the email newsletter by the same name. Beyond redesigning the graphics, I reimaginged the newsletter not only a news source but also as a story-telling vehicle. Our team found stories of how the seemingly ordinary people of PSD can be extraordinary, a focus that was in line with our brand strategy and “everyperson” archetype. I maintained a story budget for the year and assigned stories to our team. I capitalized our video team’s PSD Now 1-minute video series to fit in more news in a shorter, bite-sized reel. I also facilitated translations and sent to families of Spanish and Arabic speakers. The bi-weekly newsletter reached 77K students, staff and community members (5,417 contact growth); had an average of 40% email open rate (14% over industry average); 4% average click rate; .45% social audience growth.
The PSD Now newsletter redesign won a 2022 Colorado School Public Relations Association award.
