Norfolk Edge – Bi-Monthly e-Newsletter
June Edition: https://mailchi.mp/norfolkcounty/norfolkedge-june2024
Norfolk County Economic Development department embarked on rebranding and relaunching its digitally distributed business e-newsletter in February 2024. The new title – Norfolk Edge – and fresh approach reflect the department’s commitment to staying at the forefront of economic innovation and growth in Norfolk County. A significant departure from the previous iteration of the newsletter (which had been on hiatus for almost a year), the revamp was a signal for the County’s new era of strategic advancement and opportunity, aligning with the launch of the ambitious Economic Development Strategy for 2024-2027. The feedback received for the refreshed newsletter was overwhelming positive, with many commenting on the fresh, clean design, the conciseness and readability, and the new name/logo.
Leveraging the legacy platform (Emma by Marigold) and distribution list, we were pleased to see less than a 1% unsubscribe rate from the over 6,000 recipients. And, just 24 hours after pressing the send button, the email already had a 41.4% open rate – with over 100 downloads of the new economic development strategy, almost 100 clicks through on our transit story, and close to 70 each for two other stories. (This crushed any concerns we had about engagement perhaps suffering as a result of the prolonged hiatus of the newsletter.)
The newsletter was subsequently moved to the Mailchimp platform, taking advantage of the more robust options and measurement tools offered there. Sending the next 2 editions through MailChimp, Norfolk’s economic development team continues to be thrilled with the engagement and response rate from these campaigns.
June Edition: https://mailchi.mp/norfolkcounty/norfolkedge-june2024
Overall, the newsletter has handily met its objectives as part of the strategy, including:
Attraction of Investment and Talent: Norfolk Edge showcases the attractiveness of the region for potential investors, entrepreneurs, and skilled workers. By spotlighting business-friendly initiatives, infrastructure developments, and economic opportunities, the newsletter helps position Norfolk as a vibrant and desirable place to invest in or relocate to.
Information Sharing and Transparency: The newsletter provides a centralized platform for sharing important economic data, updates on development projects, and policy changes. It fosters transparency and keeps stakeholders—including residents, businesses, policymakers, and investors—informed about the economic health and future opportunities in the community.
Community Engagement and Participation: The Norfolk Edge encourages community engagement by inviting feedback, participation in surveys, and attendance at public meetings or events related to economic growth. We hope this involvement will lead to a more inclusive decision-making processes and initiatives that better reflect the needs and aspirations of the community.
Education and Awareness: Beyond promoting local businesses and initiatives, Norfolk Edge educates readers about economic trends, workforce development programs, educational opportunities, and industry insights. This knowledge empowers our community members to make informed decisions about their careers, investments, and local involvement.
Measurement and Evaluation: By taking advantage of the tools in the Mailchimp email platform, Norfolk Edge taps into metrics and analytics for engagement, open rates, click-through rates, and other relevant data. These insights help our department assess the effectiveness of our strategies and refine our communication efforts to better serve Norfolk.
It has proven beneficial in fostering growth, engagement, and community awareness while being a highly effective promotional and educational tool.