CONNECTING THE DOTS:
Journey to Launching
CMSI Connect Newsletter
as a Graduate Assistant
CLIENT
TIMELINE
Center for Marketing & Sales Innovation (CMSI)
Muma College of Business, University of South Florida
August 2021 - December 2022
MY ROLE
ideation, interviews, content synthesis, copywriting, style guide, illustrations, UI/UX design, publishing
SOFTWARE EMPLOYED
Adobe InDesign, Adobe Illustrator, HubSpot CRM,
Wireframe.cc, Figma
PROJECT SUMMARY
I worked with the Director of USF's Center for Marketing and Sales Innovation (CMSI) to bring his conceptualized newsletter to life. I was honored to have been given full creative control over the project and the task of managing its publication process. The newsletter, titled "CMSI Connect," was a success in helping CMSI achieve its goals of increasing engagement and keeping the community connected.
PROBLEM
the department lacked a platform to share its work and keep its community updated with the latest news.
Communication strategy was limited to email announcements and social media updates. While effective methods, they did not provide a comprehensive overview of the CMSI's activities, events, and achievements. The Director believed there was a need for a hub to showcase the center's work, keep the community informed, and inspire students through alumni success stories.
GOALS
primary
fostering a sense of community and engagement within the department
secondary
guiding and inspiring students through alumni success stories and achievements
ROLES & RESPONSIBILITIES
brief overview of my responsibilities in this solo project:
1
Collaborating with the director to conceptualize the project and identify its purpose, target audiences, and content strategies
2
Using his vision as a guide to create a unique design, establish brand, and develop a new style guide for the newsletter
3
Interviewing and synthesizing the insights into articles that would be of interest to target users
4
Developing stories on recent events, latest research, and other news from around the center
5
Creating original artwork and illustrations as supporting elements
6
Implementing key UI/UX design principles to enhance readability and appeal
7
Creating email lists, publishing the final product through HubSpot CRM
8
Maintaining a transition folder to guide future editors and achieve overall consistency
SOLUTION
a departmental newsletter to 'connect' the community, aptly named “CMSI Connect”
This newsletter would be published every term, distributed through email, and would provide comprehensive coverage of the department's activities, events, and achievements. To achieve our defined goals, we designed the newsletter to include the following elements:
1
news from the department
The newsletter included the most recent updates from CMSI, covering faculty and alumni achievements, research updates, and upcoming events. It served as a platform for sharing the latest departmental news and fostering a sense of community.
Volume 2 | Issue 1
Volume 1 | Issue 2
2
alumni stories to inspire students
We recognized alumni in the sales and marketing career paths, who provided guidance and inspiration for current students. This section served as a platform for highlighting alumni for their stories and achievements, inspiring current students to achieve their goals.
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Volume 1 | Issue 1
Volume 1 | Issue 2
3
recognizing faculty achievements
We highlighted faculty and their contributions to both the fields as well as to the department. This section served as a platform for recognizing faculty excellence and to inspire students.
Volume 2 | Issue 1
Volume 1 | Issue 2
4
highlighting research at the center
The most recent work from the researchers at center's Customer Experiece Lab (CXL) was summarized in each edition, providing an overview of the research and links to the complete articles.
Volume 2 | Issue 1
Volume 1 | Issue 2
5
publicizing CMSI's various events
Volume 2 | Issue 1
Volume 2 | Issue 1
Volume 1 | Issue 2
We featured CMSI's diverse range of events, such as networking events, competitions, and workshops for the next semester in the events calender at the end of each issue. This allowed subscribers to plan ahead, increasing event attendance.
Additionally, we provided detailed recaps and summaries of competitions, workshops, and other events in the newsletter. This allowed readers to stay informed about past events they may have missed and to gain a deeper understanding of the activities happening at the center. The recaps and summaries also served as a way to highlight the achievements and successes of the department, while further promoting community engagement and participation in future events.
DESIGN PROCESS
empathize
user personas
and research
define
goals and
objectives
ideate
branding and wireframing
prototype
visual design and
content integration
test
testing and improvements
USER PERSONAS
4 profiles were created to help define target audiences.
The research covered demographics (who will be reading the newsletter), environment (when and where are they viewing, and on what device), motivations (their broader desired outcome), challenges (specific issues they may face), and needs (problems to be solved).
John
student
Age: 20
Location: Tampa, FL
Education: BSc. in Marketing con. Sales, Junior, USF
Job Title: Intern
Environment: usually student housing or on campus, during their time checking emails, on his laptop or mobile device.
Motivations: for highlights of sales competitions he has participated in, to find events on campus to attend, and to get inspiration or guidance on his chosen career in sales.
Challenges: with his packed schedule as a student and intern, he finds it difficult to keep up with all the emails coming in every week from student organizations.
Needs: a source containing the information he desires that is distributed at a given time, so he knows when to expect it, and it is easier for him to stay updated.
Allie
alumni
Age: 27
Location: Clearwater, FL
Education: BSc. in Marketing con. Sales, USF 2021
Job Title: Sales Representative
Environment: in her office, usually on a desktop computer, but also on her mobile device during her work commute.
Motivations: to stay updated with news from her department at her alma matter, keep updated with events geared towards alumni, and to see former classmates and where they are now.
Challenges: she has a very busy schedule and finds it challenging to keep up with the multiple groupchats and social media pages for alumni, she ends up missing events in her area.
Needs: the information on events to be delievered to her long ahead of time so she can plan ahead and attend them, and a single source for the important updates for sales alumni.
Oliver
business partner
Age: 32
Location: St. Pete, FL
Education: MSc. in Business Administration, FSU 2012
Job Title: Partnership Manager
Environment: in his office on a desktop computer, or while at home checking work emails on his laptop or mobile device.
Motivations: to stay updated with news from a partnering organization, and to note mentions of their company and to read about events they have participated in or partnered on.
Challenges: his work heavily involves staying up-to-date with all partnering organizations, therefore he is required to go through several articles in a week.
Needs: information to be concise and properly titled, making it easier on him to skim through material that may be irrelevant to him.
Dr. Rick
faculty
Age: 32
Location: St. Pete, FL
Education: MSc. in Business Administration, FSU 2012
Job Title: Partnership Manager
Environment: in his office on a desktop computer, or while at home checking work emails on his laptop or mobile device.
Motivations: to stay updated with news from a partnering organization, and to note mentions of their company and to read about events they have participated in or partnered on.
Challenges: his work heavily involves staying up-to-date with all partnering organizations, therefore he is required to go through several articles in a week.
Needs: information to be concise and properly titled, making it easier on him to skim through material that may be irrelevant to him.
Creating user personas helped us better understand the motivations each could have to view the final product and what they could expect to gain from it. This also helped narrow down topics to include, and make sure the overall tone of the project is appropriate to all viewers. Lastly, it was useful in helping get into their minds and make sure we create something they want to view. Doing so would ensure our final product meets our expectations of increased engagement with CMSI’s people and investors.
WHITE PAPER RESEARCH
research findings on creating a succesful newsletter:
After researching target audience and their preferences, I began to draw from articles highlighting the most effective content strategies when creating an email newsletter. Additionally, I looked at existing newsletters in the industry, which helped gain insight on design elements and strategies which resonate most with our target users.
1
knowing your audience
Understanding their interests, preferences, and communication habits will help tailor the content and distribution strategy to our audience. This can result in increased engagement and ensure that the newsletter is relevant and useful to subscribers.
2
focusing on quality content
Prioritizing quality content is important in keeping subscribers engaged. This translates to focusing on topics that are relevant and interesting to our audience, while presenting the information in a clear and engaging way.
3
keeping consistent
Consistency is a key factor in creating a successful newsletter. By establishing a regular publishing schedule and sticking to it, we can build trust and reliability with the subscribers. This also helps to ensure that the newsletter remains at the top-of-mind and does not get lost in a sea of other emails.
4
keeping it brief and scannable
Most subscribers are faced with an influx of content in their inboxes. Using short paragraphs, subheadings, and bullet points to break up content and make it easier to digest, as well as including links to additional information, can help to provide details without overwhelming subscribers.
5
using eye-catching visuals
Visual elements such as images, graphs, and charts can help break up text-heavy content and make it more visually appealing. A good practice is to use high-quality visuals that are relevant to the content and add value to the message.
6
measuring success
Tracking metrics and measuring success is crucial in improving the newsletter over time. This may include open rates, click-through rates, and engagement metrics. Using this data to refine content strategy and distribution tactics can improve the effectiveness of the newsletter.
INTERVIEW METHODOLOGY
To ensure that the newsletter included relevant and compelling content, I conducted interviews with various CMSI stakeholders— alumni, faculty, and researchers. Below are the key aspects of my methodology:
identifying interviewees
preparing questions
conducting interviews
transcribing
and analyzing
incorporating
into final design
The Director of CMSI developed a list of interviewees actively engaged in the field of sales and marketing and had interesting perspectives, stories, or work to share.
Each semester would feature a fresh list of interviewees, and each of them would get their own spotlight article.
To guide the interviews,
I developed a set of open-ended questions designed to elicit candid and in-depth responses from the interviewees.
The questions were tailored to the expertise and background of each interviewee. Topics covered included their career trajectory, current research or projects, and any advice for current students.
I conducted interviews over the phone, over video chat, via email, or in person, depending on the preferences and availability of each interviewee.
During the interviews, I listened carefully to the responses and asked follow-up questions to clarify or expand on
key points.
After the interviews were completed, I reviewed my notes and the recordings to ensure all of the relevant information had been captured accurately.
I then transcribed the recordings and notes, analyzing the responses attentively to identify key themes
and insights.
Based on the information gathered from the interviews, I developed content for the newsletter that highlighted the perspectives and experiences of the interviewees.
This included profiles of alumni, faculty, and researchers, as well as feature articles that explored current trends, issues, and research in the field of marketing and sales.
IDEATION PHASE
1
determining a strong and easily recognizable brand identity :
-
conducting research on the best practices in branding
-
analyzing branding strategies of successful newsletters in the education sector
-
reviewing the University of South Florida's branding guidelines to create a design which aligned
Based on the research, I was able to develop a branding concept that matched some of the best branding practices and aligned with the university's overall brand identity, while also being unique and memorable.
2
developing a comprehensive style guide to ensure professionalism and consistency across all content:
A thorough review of the USF branding guidelines helped ensure a cohesive and visually appealing design. The goal was to create a design that aligned with the university's visual identity while having own brand personality.
Color Scheme
-
a combination from the USF color palette was chosen to reflect our brand as well as that of the university
-
selected dark blue as the main color for our newsletter, as it represents stability and trustworthiness
-
accent colors such as bright green and white were incorporated to create contrast
Typography
-
a sans-serif font for the main text, such as headlines and body copy, as it is easy to read and modern.
-
a secondary font for emphasis, such as quotes or call-to-action buttons, to add variety and visual interest
Voice
-
the overall tone for the newsletter was decided to be friendly, informative, and professional
-
our goal regarding the voice was to reflect the university's commitment to academic excellence and community engagement while also being approachable and easy to read
3
the logo concept devlopment phase:
I began by brainstorming ideas to represent the center and its location. Various visual elements were explored, such as the building's distinctive architecture, its location in Florida, and the center's research lab. We wanted the logo illustration to be a simple concept and easily recognizable.
4
using wireframing to create mockups of the design, including content section and image placement:
To plan and visualize the layout of the newsletter, I created wireframes during the ideation phase. Below are my mockups for the coverpages of different editions of the newsletter:
Volume 1 | Issue 1
Volume 1 | Issue 2
Volume 2 | Issue 1
PROTOTYPING
refining the style guide
The style guide had been polished by incorporating feedback and suggestions from the Muma College of Business leadership team. The final style guide was approved by the college's Director of Communications and Marketing.
Color Scheme
primary colors
rich black
#04313a
deep space sparkle
#3b5f68
cadet grey
#8da6af
secondary colors
june bud
#a9d254
sea glass
#80b0a6
silver
#cad2d8
adopted from USF
USF gold
#cfc493
USF green
#006747
slate
#466069
Typography
headings
body
alternate
finalizing and illustrating the logo
During the prototyping phase, we also finalized the logo and illustration for the newsletter. We decided an illustration of the Muma College of Business building, home to the CMSI, would be an appropriate fit for the newsletter's logo. The unique architecture of the building makes it easily recognizable, and the building hosts majority of CMSI's events and competitions. I applied my knowledge of graphic design to create the illustration below for the newsletter's logo.
visual design - the protoype
This included the layout of the newsletter, the selection of images and graphics, and the formatting of text to create visual designs that aligned with the brand identity and style guide we developed during the ideation phase. I used various digital design tools to create mockups of the newsletter, incorporating ideas from the ideation phase wireframes and feedback from the Director of CMSI, as well as the college's Marketing and Communications team.
Figma File
USER JOURNEY - THE AIDA MODEL
Using the AIDA model to guide development, I was able to create a newsletter that is more effective at capturing the our subscribers' attention, building their interest and desire to engage with the content, ultimately driving them to take action and become more engaged with the newsletter.
TESTING & IMPROVEMENTS
After the initial launch of the CMSI Connect Newsletter, we conducted several rounds of testing and analysis to identify areas for improvement and optimize the user experience. We used analytical tools to track engagement metrics such as open and click-through rates, as well as survey data and user feedback to identify pain points and opportunities for improvement. Based on the data, we implemented several changes, including:
-
refining the layout and design to improve readability and clarity
-
personalizing content based on user interests and behavior
-
streamlining the subscription process and improving mobile accessibility
FINAL PRODUCT
Volume 2 | Issue 1
The entire archive of the CMSI Connect newsletter can be accessed on the official website of the Muma College of Business, here.
RESULTS + CONCLUSION
... a success!
The CMSI Connect newsletter was launched in January 2022 and received positive feedback from the department's community. It achieved a high open rate of 41.5%, and a click-through rate of 25% per issue. In May 2022, CMSI Connect was relaunched with its second edition, and it quickly gained traction among its audience.
In conclusion, the newsletters were deemed successful in achieving the objectives of building a sense of community and engagement while showcasing the department's culture, values, and work.
Positive feedback was received from readers, and the newsletters helped build relationships with stakeholders while increasing visibility and credibility.
LESSONS LEARNED & SOME SELF REFLECTION
1. it's like a souffle.
Crafting a newsletter requires strategic planning and attention to detail. Just like a well-made soufflé, it takes time and effort to ensure that all the ingredients are carefully measured and combined to create a cohesive, enjoyable experience for the reader.
2. keep the audience's interests in mind when creating content.
Aiming to provide a balance of valuable, informative information along with entertaining and engaging content can go a long way in keeping readers interested and coming back for more.
3. don't be afraid to experiement.
I was fortunate to have been given full creative control of this project. It was a little daunting at first, but my supervisor, the Director of CMSI, encouraged me to unleash my creative potential and take the wheel according to what I deemed the best strategies. Over time, the quality of the newsletters I created had drastically improved, and the results reflected.
For any inqueries, or to grab coffee ☕️
please shoot me an email at rubaba.hassan@outlook.com.
Thank you so much for reading, and I'm looking forward to hearing from you!
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