Case Study

Reach Out tO asia

Client: ReaCh Out tO asia

Communication tool: PRint & Online newsletteR

Frequency: QuaRteRly

Objectives: stakehOldeR ManageMent /

exteRnal COMMuniCatiOns

target audience: Business, gOveRnMent

and COMMunity

Intelligence

talktoswitch.com ~ 01 ~

A message of hope.

Overview

Reach Out To Asia (ROTA) is the brainchild of His Highness Sheikh Tamim bin Hamad Al Thani, the new Amir of Qatar; an attempt to extend Qatar’s well-run social outreach from its domestic setting into Asia. It is managed by his sister, Sheikha Al-Mayassa bint Hamad bin Khalifa Al-Thani, the most powerful woman in the art world today. To be asked to produce communications tools for them is a little daunting, but a real honour.

The Challenge

ROTA’s communications were fragmented; based on public relations and ad hoc event marketing rather than on targeted demographic research and clear content creation and delivery to its different audiences.

talktoswitch.com ~ 02 ~

Flying the flag.

The Solution

We conducted a full audit of ROTA’s multiple internal stakeholders, partners and potential audiences – from their Highnesses at the very top of the charity’s structure, through to the student volunteers they wanted to energise and the schools and grass-roots charities they wanted to help.

We proposed an all-encompassing content plan, expressed as a single newsletter, produced quarterly, in both print and digital forms, and lovingly created to project ROTA’s exceptional work through the prism of its international programmes and its national engagement.

Offering world-class content and design, the newsletter would raise ROTA’s profile in the minds of senior government figures in Qatar as a means to assist in further funding rounds, but also be a vehicle via which partners, donors, and sponsors could feel valued for their contribution to the ROTA cause through coverage of their involvement. Finally, it would directly engage Qatari youth to drive them to reach ROTA’s broadest goals.

talktoswitch.com ~ 03 ~

Putting smiles on faces.

The Result

The 16 page, dual language print edition is printed in a newspaper format and distributed through Switch’s proprietal distribution network to 5,000 people across Qatar and internationally.

The news pages are repurposed for an HTML newsletter email, linked to a state-of-the-art, mobile-responsive news site, hosting a huge variety of social media amplification tools.

The site, newsletter.reachouttoasia.org, includes:

n Image galleriesn Social media share functionalityn Videos linked from YouTube n Newsletter subscription integrated into mailchimpn Events Calendar to showcase upcoming eventsn Twitter stream (pulled from ROTA’s Twitter account)n Facebook posts (pulled from ROTA’s Facebook page)n Facebook fan images (pulled from ROTA’s Facebook page)n Graphic panels linking to main corporate site on every page

talktoswitch.com ~ 04 ~

Glowing report.

This new version of ROTA newsletter will be acknowledged by our subscribers, because our readers can look forward to more comprehensive information on subjects related to our achievements, milestones of ROTA projects, sharing of stories from beneficiaries, events calendar and valuable updates on our projects.

Essa Al Mannai – ROTA Executive Director

Testimonial

switch.ae ~ 05 ~

In Numbers

ROTAprint and online newsletter

2 lAnguAgeS

4 iSSueS A yeAR

16 pAge newSpApeR fORmAT

3,000 COpieS peR iSSue physical distribution in Qatar

+ global print and digital distribution

Always talking about you.

If you want your customers in Asia

and the Middle East to talk about you,

you need to talk to us.

talktoswitch.com

Switch Limited

1103A, Business Central TowersDubai Media City

PO Box 24173Dubai, UAE

Office: +971 4435 5711Mobile: +971 55711 8499Email: charlie@switch.ae

Switch Communications

48b Amoy StreetSingapore, 069874

Office: +65 6438 1998Mobile: +65 9005 4753

Email: owen@switchsg.sg

Switch Limited

Al Fardan Office TowerOffice 950, 9th Floor

Al Funduq 61PO Box 31316Doha, Qatar

Direct: +974 4410 1719Mobile: +974 7786 3136

Email: ridwaan@switch.qa