Rachael Bell of the New Jersey Society of CPAs presents how she's using HighRoad Solution's Newsletter Xpress + tool to automate her society's newsletters.

2. Modern eMessaging for
Organizations
Rachael Bell, NJSCPA
Suzanne Carawan, HighRoad Solution

5. Reality of Mass Market

6. Reality of Mass Market

14. Omni-Channel
www.highroadsolution.c

17. What discount
happens today?
Do relationships go
on sale?

21. Modern Method: Be There
Your
brand
Your
brand
Your
brand
Your
brand

22. Use Data & Digital

23. To Achieve Business Objectives

24. Rise of Martech

25. U Time

26. http://blog.truelens.com/the-next-stage-of-marketing-evolution/

27. Segmentation
• What are the right slices?
• What data do we
combine?
• Behavioral Data
• What data don’t we have
now that we really need?

28. Move from Segment to Persona
Process:
Take each segment and:
1) Name it
2) Describe it
3) Write the “day in the life” and benefit statement to
clarify the business purpose of this segment to the
organization

29. Persona:
“Content
Colleen”

30. User’s Journey Map
4
5
6
1
2
3
4
5
7
6
8

31. Shift to CIA Method
• Consolidate
• Integrate
• Automate
-Newsletter Comms
-Inbound Marketing
-Event Marketing &
Management

32. Sending Members What They Want
The NJSCPA’s quest for a
customized e-newsletter
Rachael Bell | Digital Communications Manager
New Jersey Society of Certified Public Accountants

33. The Problem
• 15,000 individual members
• 1,800,000 emails per year
• 6 e-newsletters; dozens of stand-alone emails
• Emails were not responsive
• No brand continuity
• TOO MANY EMAILS!

34. The Solution
• Rebrand
• Consolidate several e-newsletters
• Deliver customized content in a single
e-newsletter based on each member’s
demographics and interests

35. On the Chopping Block
• E-NEWS – bi-weekly e-newsletter for all
members
• E-YoungCPA – monthly e-newsletter for
members and subscribers age 35 and under
• Tomorrow’s CPA – monthly e-newsletter for
student members and nonmember accounting
students

38. The Process
• Design
• Taxonomy
• Content repository
– Sitefinity, Aptify
• Data sharing
• Naming the publication – Oy!

39. Readiness for Integration & Automation

40. The Result
• Launched May 8th
• Sent to 15,200 people
– 25% open rate. No complaints!
• Flexible platform
• Dual purpose
– Recruitment tool

42. Looking Ahead
• Phase 2
– Test chapter content
• Phase 3
– Eliminate CPE Connection and
chapter e-newsletters
– Increase frequency to weekly

43. Keys to Success:
Designing Digital Ecosystems
• Platform Openness
• Cross-Functional Team with Unified Goal
(Marketing, Tech, Graphic Design, Programs)
• Knowledge of Member Data & Target Groups
• Purpose of Data Capture & Reporting

44. Keys to Success:
Repurpose What U Have

45. Keys to Success:
Hyper-Personalization

46. Questions & Contact Info
Rachael Bell
Digital Communications
Manager
New Jersey Society of CPAs
rbell@njscpa.org
973-226-4494 x220
@rachaelbell
Suzanne Carawan, CMO
scarawan@highroadsolution.com
703.297.8480
@suzannecarawan