Objective:

Tax News Highlights (TNH) is the flagship marketing communications platform of the tax business unit at Crowe. With its long history and more than 12,000 subscribers, it’s also one of the main touchpoints of the the firm’s brand. However, the design for the email newsletter was outdated, was not optimized for mobile, and hadn’t been changed in several years. We sought to refresh the design and generate more opt-ins to build broader, richer brand awareness. Success was measured by the number of opt-ins to the weekly email newsletter, overall clicks from TNH, the number of article page views, clicks on related topics from article pages, and impressions from search and social.

Solution:

In order to meet the key performance indicators, we knew we needed to better showcase the firm’s tax expertise and give TNH a more premium, polished, and contemporary experience to garner more attention and clicks on their thought leadership articles. Working closely with the copywriter and creative director, I proposed and implemented a refreshed design for Tax News Highlights to transform it into a more mobile-friendly, polished, and sophisticated look. I redesigned the header area of the email and worked closely with our marketing automation manager for implementation. I also curated a new pool of imagery and designed all additional promos and touchpoints across the website and on social media for a more cohesive story throughout. And I chose and prepped the imagery for the featured articles that went out in TNH each week.