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UK-based sustainability communications consultancy Futerra came to us to help them develop a pilot outreach campaign for U.S. audiences for the Compass Network, an online community designed to enable people working in sustainability communications to share best practices and exchange ideas, knowledge and experience in their profession.

Knowing that the same content and messaging does not easily resonate with both UK and U.S. audiences, Futerra hired us to develop and write stories that their target audiences here in the United States could relate to. Together with Futerra's team, we identified three demographics they wanted to reach out to, and wrote storylines for these audiences. Each story had a cliffhanger—the reader had to click through to the web site to find out what happens in the end.

We then designed an HTML email template to match, in look and feel, the Compass Network web site.The result was a series of three HTML emails sent out throughout the US; see below to view all three emails.

 

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