Connecting Southeast: Strengthening Economic Momentum Through Strategic Communication

In early 2024, the Southeast Regional Service Commission – Economic Development (SERSC-ED) undertook a full redesign of its regional newsletter. The goal: to transform a basic communication tool into a strategic platform that connects thirteen diverse jurisdictions across Southeast New Brunswick—including cities, towns, villages, and a rural district.

Our region is fully bilingual and culturally rich, encompassing urban centres like Moncton and Dieppe, tourism destinations like Shediac and Cap-Acadie, and rural communities like Fundy Albert and Maple Hills. Amid rapid economic development, there was a need to unify regional partners around shared momentum, highlight opportunities, and reinforce our collective identity.

The newsletter needed to evolve to reflect the ambition, diversity, and resilience of the region it represents.

We reimagined the newsletter with three objectives:

1. Celebrate the Whole Region – Feature success stories and opportunities from all communities.
2. Drive Engagement – Promote programs, events, and funding in clear, actionable ways.
3. Enhance Design & Accessibility – Use mobile-friendly formatting, stronger visuals, concise copy, and full bilingual delivery.

We used Mailchimp analytics and UTM tracking to guide iterative improvements. Content blocks were shortened, calls-to-action clarified, and imagery strengthened. We introduced issue themes to create cohesion, and every edition now highlights milestones, showcases entrepreneurs, and shares upcoming events to turn passive readers into active stakeholders.

We also focused on sustainability—using 100% digital delivery to minimize environmental impact and investing in internal documentation so the process remains replicable and adaptable over time.

The impact has been significant and measurable:

• Subscriber Growth: An increase of 43% from 700 to over 1,000 within 12 months.
• Engagement: Average open rate of 55%, far exceeding industry benchmarks.
• Action: The newsletter generated direct sign-ups for the Connector Program and helped boost attendance at regional economic development events.
• Representation: Every issue includes stories from across all municipalities and the rural district, reinforcing equity and inclusion.
• Resilience: The newsletter now reinforces regional pride, economic literacy, and a shared sense of direction.

Feedback from partners confirms the newsletter’s value: it’s seen as a trusted, relevant, and energizing source of information. It offers a clear view of how local actions connect to regional progress.

Above all, this isn’t just a communication product—it’s a tool for alignment. It supports regional cohesion, elevates local voices, and helps residents and partners see themselves as part of something larger: a dynamic, future-focused Southeast New Brunswick.