Food for Thought
an internal learning and development-centered email newsletter for Hilton’s marketing team
In response to routine employee surveys, many of our team members reported they were aware of key marketing and design topics at a surface level only. They expressed a desire to learn more but lamented a lack of time to seek out best resources.
Despite this, attempts to implement in-person lunch-and-learns had low attendance.
I proposed and implemented the creation of an internal email series to deliver curated topic-specific information and training resources that could be accessed on the recipients’ schedule.
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DATE
October - December 2020
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ROLE
Content Strategist
Copywriter
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DELIVERABLES
Emails
Survey
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PLATFORMS & TOOLS
Google docs
Microsoft Outlook
Microsoft Powerpoint
Survey Monkey
PRODUCTION TASKS
Selected a relevant topic from list of requests, researched, and narrowed topic down if needed.
Reached out to subject matter experts within the Hilton ecosystem to gain enterprise specific info and resources to share.
Created a Google Doc with all of my notes and links that I wanted to include.
Wrote and edited the newsletter copy within Outlook and adjusted the layout as needed for optimal display.
Added Bitly links to track click-throughs.
FOLLOW-UP TASKS
Reviewed link metrics in Bitly (approximately a week following each newsletter send out) and emailed an overview of results to my team.
Utilized Survey Monkey to create a brief 5 question survey to get feedback and determine value-add.
Reviewed survey results and general feedback.
Created a PowerPoint presentation showcasing results of first batch of emails and recommendations for going forward.
What survey respondents had to say
“I like that they cover a wide range of topics. I actually like learning from those and hope to see more in the future.”
“They're snackable and easy to navigate. I like the extra resources/training opportunities as well.”
“I like that the emails themselves are brief but they provide links to dive deeper into the learning topics.”
RESULTS
Each email contained an average of 8 resource links that recipients could check out and garnered an average of 10.3 clicks per link and 80 link engagements per email. 90% of respondents found Food for Thought emails to be a valuable learning resource. 12+ topics for future emails were surfaced.