Giving audiences the power to build a better life
We were tasked with reimagining Direct Axis’ internal communications and creating collaborative content with a newly defined purpose – engaging staff members through useful content and vital strategic business information.
Our aim was to instil pride and trust in the brand as well as educate and empower Direct Axis employees.
Directions is a content solution with the carefully applied filter of betterment. The articles are underpinned by three core editorial pillars – enhancing colleagues’ work lives; celebrating life beyond the workspace and encouraging collaboration.
This modern, aspirational staff magazine is hand-delivered to employees three times a year by the marketing team to foster a more personal experience.
With Direct Axis undergoing a rebrand, the magazine played a pivotal role in helping to cement the refreshed identity and instil a renewed pride and trust in the brand. By providing a balance of information-led and inspirational content, the magazine appeals to and engages with a disparate audience with varying taste levels.
Bringing substance to the content through our extensive journalistic and design experience, and with voluntary reader participation, Directions now serves to link individual performance to the collective betterment in the company. The inclusion of added value content, including giveaways and reader surveys, also ensures that the marketing team delivers a return on investment to the rest of the business.
‘Cedar South Africa is very responsive to our requests and is focused on delivering an exceptional product on time, every time.’
To get new audiences to identify with DirectAxis, we needed to be able to interact with them in their own environments and most importantly talk about topics to which they could personally relate. Coupled with the insight that the majority of people applying for loans are looking for home renovations and/or maintenance, we focused on home-related content for social media, web and mobile sites which were then supported by a wider media campaign.
The content was created in a combination of different formats including infographics, videos, articles and galleries and included real-life, everyday views and journalistic interviews on each topic.
After just three issues the magazine has been inundated with stories and participation has increased by over 500%.
The title has been very well received – a reader survey revealed 85% of staff indicated that they see the magazine as a benefit offered by the company, and 94% of staff also share the magazine with their friends and family.
The magazine won for its fresh approach to the usual dry internal company information, presented in a modern design with an inspirational feel.
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