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Electronic Communication
Electronic Newsletters
Award of Excellence Shelley Beeler, Kevin Hakert, Michelle Weakley and Melinda Wilson Allstate Southwest Agency and Employee Roundup Allstate Insurance Company
In early 2006, Allstate Insurance Company's Phoenix-based Southwest Region transitioned from a quarterly print publication aimed at both agents and employees to two distinct electronic newsletters, delivered to each audience separately. Southwest Agency Roundup, a bi-weekly publication, and Southwest Employee Roundup, a monthly publication, were created to quickly appeal to each distinct audience with a more intense focus, develop immediate credibility and deliver timelier communication. Delivered via e-mail, the newsletters include an array of article titles and brief descriptions in a creative layout that link readers to the agent and employee intranet sites, respectively, where articles can be accessed in their entirety. Prior to the electronic newsletters, employee and agent audiences received one print publication that garnered a 26% employee read rate and a 17% agent read rate. In 2006, Southwest Employee Roundup posted an 86% read rate and Southwest Agency Roundup contained articles that received 46,488 intranet hits and an average ranking score of 3.34 out of a possible 4 from readers.
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