PCA eNewsletters: Reaching a new audience
Created in the 1970s, PCA, the Philadelphia Corporation for Aging is an Agency that provides needed education, and services to improve the quality of life for 55+ plus Philadelphians.
The main media to inform its consumer was a traditional print newspaper. As more and more "seniors" grew accustomed to digital information, alternate delivery systems were needed.
PCA, as a service agency grounded in research and planning, with its vast data, aging network knowledge, and resources, the goal was to introduce two newsletters to engage the service consumer and the professional user audiences.
PCA News Bulletin: Information sharing
My role as WebSite & Graphic Design Manager was to troubleshoot HTML or CSS issues in the templates and train the Research Department staff and Librarian who gathered and vetted the articles on MailChimp template editing and campaign creation.
I acted as a Master Administrator and a resource identifying posting issues and analyzing email analytic reports as needed.
I acted as a Master Administrator and a resource identifying posting issues and analyzing email analytic reports as needed.
Milestones e-News: Part of the cross-channel strategy
The second newsletter was the Milestones e-News, which was an electronic version of PCA's tabloid newspaper, Milestones.
While engaging the users with the content, another key goal of Milestones e-News was to increase the traffic to the PCACares.org website using links to services, contacts, and resources embedded as links in the article.
Consumers could read the traditional print or digital version. Overall, website traffic increased by 10% with improved engagement.
More Ad Space for Vendors and Program Information
The additional ad space connected Milestones print advertisers with digital outlets and increased revenue. Sending the email newsletter daily allowed PCA to
I also visually refreshed the Milestones e-News banners and designed ads (See Gala ad below) as needed for the 1600 subscriber email newsletter.