Case Studies
Content Curation
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month's topic.
Note: All case studies are in PDF format.
REI GPS Goes Online
Recreational Equipment Incorporated (REI)
After noticing readership of its eight-page bimonthly employee newsletter, REI GPS, was on the decline, outdoor retailer REI began publishing the printed newsletter exclusively online. The organization's strategy for the development of its online newsletter focused around three main areas: involving employees, updating the medium and delivery, and creating compelling content. REI involved employees in the development of the newsletter through the use of polls and featuring employee-submitted content in the publication. To better reach their mobile employees, content was easy to read, delivered quickly and offered in a mobile-friendly version.
Army Strong Stories
Weber Shandwick/U.S. Army
Army Strong Stories is a U.S. Army program that brings together soldiers—along with cadets, veterans and civilians—from various Army backgrounds to share their candid stories about military life through blog entries, photos and videos. Weber Shandwick and the U.S. Army created the blogging program as an opportunity for soldiers to connect and interact with fellow soldiers, family, friends, future soldiers and others interested in Army service. Army Strong Stories is home to more than 80 soldier bloggers and has attracted nearly 450,000 site visits.
Awards are scheduled to be presented to the winners of the 2011 Gold Quill Awards at IABC's World Conference, 12-15 June in San Diego, California. View the 2011 winners.
The 2010 Gold Quill Award case studies are now available in IABC's new online library, Discovery.
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