switch case study singapore shipping association - english
DESCRIPTION
The Singapore Shipping Association is the main industry body for one of the most important areas of Singapore's economy. Here's how content marketing agency Switch helped them engage their many stakeholders more effectively. English version.TRANSCRIPT
Case Study
Singapore Shipping aSSociation
Client: Singapore Shipping aSSoCiation
Communication tool: WaveS Magazine
Frequency: Quarterly
objectives: SaleS / loyalty / MeMberShip aCQuiSition /
MeMber engageMent
target audience: b > b
Intelligence
talktoswitch.com ~ 01 ~
Shipping is key to Singapore.
Overview
Singapore is the world’s second-busiest port by total shipping tonnage. It tranships a fifth of the world’s shipping containers, half of the world’s annual supply of crude oil, and is the world’s busiest trans-shipment port. Little wonder the tiny island state has a hugely active shipping association.
Established in January 1985, the Singapore Shipping Association (SSA) protects the interests of its 500 members, while aggressively promoting Singapore as the world’s maritime centre. The Association’s core membership includes Singapore-based ship owners and operators, ship managers, ship agents and ship brokers. It also includes the traders, lawyers and specialists that make Singapore such a vibrant maritime market.
talktoswitch.com ~ 02 ~
And SSA is key to shipping.
The Challenge
Working within a fast-paced industry and with a growing body of members, SSA needed to take its member-communications to the next level. Its existing magazine, Waves, was written and designed in-house – a time-consuming project at the best of times.
talktoswitch.com ~ 03 ~
It was time to change course.
The Solution
By bringing Switch in to manage the magazine, SSA’s team could concentrate on their core business. Switch completely changed the layout of Waves, reducing the number of sections and streamlining their navigation to make it much more accessible to readers. We proved that there is no reason an industry like shipping should appear dull; with eye-catching feature design and fantastic illustrations to match the copy.
A simple online version was introduced so that people who were not on the mailing list could still enjoy Waves content by applying online (and helping SSA to build its database). Changes were not purely cosmetic: we recommended that articles be supplied by members, with Switch editing them extensively to ensure a consistent tone of voice, helping the magazine become a far more effective marketing and engagement tool.
talktoswitch.com ~ 04 ~
Sailing to success.
The Results
Member feedback has been extremely positive, with many commenting on the dramatic improvement in the magazine. Not only does it look and read better, it is now viewed as a piece of business intelligence that actually helps members to operate more effectively.
The Switch team has also won high praise from the Singapore Shipping Association’s Chairman.
talktoswitch.com ~ 05 ~
SSAWAveS mAgAzine
4 issues a year
1,000 copies to the entire shipping industry
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
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