In Melcrum's report on Mastering Audience Segmentation we learn how Vodafone UK relaunched an internal magazine to appeal to employees working for its consumer business unit.

Vodafone's research revealed that 66% of the people working in this unit were aged between 26 and 40, with over 30% of contact-center employees reading celebrity gossip magazines such as heat, OK and closer.

Tabloid-style magazine launched
Vodafone UK hired a creative agency to revamp Consumer Voice based on the celebrity gossip magazines most popular with the contact-center employees. The agency conducted telephone research with 52 contact-centers, retail employees and office-based staff to gauge what they wanted from the magazine.

A new format was decided upon with tabloid headlines and small, bitesize chunks of information. Content in the magazine includes interviews with contact-center and shop floor employees as they are closest to the customer. The magazine is continuously updated to be kept fresh, and a "what's hot and what's not" column has been introduced.

The overall response from employees following the revamp was very positive, with 76% of employees giving Consumer Voice 7 or 8 marks out of 10, and 81% of employees reading the magazine for over six minutes.

The full case study appears in the Melcrum report Mastering Audience Segmentation.

And for all our Canadian-based readers, if understanding the communication needs of a younger generation in the workforce is a challenge, don't miss the keynote session at Melcrum's CommsCanada conference in Toronto in November. Jason Ryan Dorsey – otherwise known as "The Gen Y Guy" – will share the secrets to "Unlocking Gen Y's Loyalty, Creativity and Performance".

See you next week!

P.S. Signed up to attend the Strategic Communication Management Summit UK 2008 yet? Register now and take advantage of the Early Bird discount. The offer ends on Friday!

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We currently have a tug-of-war going on in regards to who "owns" the corporate values. They currently sit with HR, but HR feel the values would sit better in internal communications...join the conversation

The Source for Communicators is a free resource for corporate communicators from Melcrum Publishing.
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