The Simons Group: Simons Scoop - Creative Communications | Copywriting, Print & Web Design

Printed newsletters fill the void for workers who don’t have regular computer access

The problem: The Royal Group, a box manufacturer, wanted to communicate company news and events and recognize employees’ accomplishments, as well as provide a vehicle to unify its six plants. Sharing the information electronically would have been cost-effective, but was not realistic because most employees had limited or no computer access.

The solution: The Royal Group decided to take advantage of a valuable tool that companies tend to forget about in the rush to do all things electronic — printed newsletters. The company called on The Simons Group to launch the Group Scoop in 1996, and still publishes the quarterly newsletter today.

The story: The Group Scoop flies in the face of the notion that printed newsletters are no longer viable. In fact, for manufacturers and other businesses whose employees don’t have computers, print is the only way to reach everyone. Some might have computers at home, but expecting them to read about work on their off time is impractical.

“A lot of our employees do not have access to a computer or e-mail,” says Curt Nerenberg, executive vice president of The Royal Group. “We put a couple of computers in a reception area at our main plant for workers to use on their breaks, but there are too many employees for all of them to be able to read the newsletter that way. And our other facilities do not have break-time computers.”

In launching the Group Scoop, the company felt it was important that the newsletter reflect the firm’s corporate identity and business philosophy. The publication also needed to be fun and approachable to attract and hold employees’ interest. To reflect the company’s main line of business, The Simons Group designed a spirited template on brown flecked paper reminiscent of a corrugated box. The treatment would be impossible to recreate in an electronic format.

“There was definitely some creative thought that went into the original design, and as we have tweaked it over the years, it has gotten even better,” Nerenberg says. “We appreciate the professional touch The Simons Group brings to the look and feel of the publication.”

Much of the Group Scoop is written by volunteer writers/employees of The Royal Group. Content ranges from company news to employee success stories, updates about employees and their families, plant achievements and fun items such as puzzles and employee-generated cartoons. Sharing encouraging and inspiring news helps employees feel like they are part of a family and boosts morale and productivity, Nerenberg says.

“When our people feel like they are being heard and have the opportunity to be recognized for their achievements on and off the job, they’re happier and respond to our customers better,” he says.

The newsletter is also the most effective way to support The Royal Group’s overall corporate strategy across multiple sites, giving everyone a common platform to see what’s going on companywide. A recent Q&A with the general partner of The Royal Group’s new holding company, for example, gave important insight into how the firm manages its subsidiaries.

“Employees are more invested in succeeding when they feel comfortable with the company’s direction and understand how they fit into the picture,” Nerenberg says. “Stories like this one help reaffirm their roles within our company and reassure them that we’ll continue doing what we do best.”

Identifying a strong mix of news and features can be challenging, so The Royal Group depends on The Simons Group to stay informed about what’s happening within the company and pitch story ideas, as well as write articles from time to time.

“It can be hard digging up something fresh and interesting every quarter,” Nerenberg says. “The writers at The Simons Group care about their work; they come prepared to our planning meetings and bring in ideas of their own. The Simons Group also responds to us quickly and provides feedback when we need it.”

For more information on how The Simons Group can help you communicate with printed newsletters, contact Lee Zoldan at lzoldan@thesimonsgroup.com.