Content Strategy
Reimagining SYPartners’ email newsletter as an interactive and intrinsically viral tool for growth
A shift from passive, text-based emails to more dynamic, experiential content.
SYPartners, a design consultancy and strategy firm, had been sending out an article to their email list of Fortune 100 leaders every few weeks.
The changes in content strategy I implemented transformed these emails from articles to experiences and, in some cases, sharable content that allowed the brand team to gather deeper analytics on user engagement.
Prototyping for Leaders
This email began with the simple concept that prototyping gets ideas out of your head. It’s a way of making your ideas more real at any stage of their development—so you can quickly test and share.
I created a printable tool that takes users through the process of ideating and prototyping.
By having a physical asset, the material would circulate around offices and be a point of conversation.
Leading with Optimism
This email focused on the tactics that leaders can use to stoke optimism on their teams and unlock new possibilities for the future. This tool was designed by me and purpose built to track usage and sharing.
Compared to a scrollable article, the use of progressive disclosure helped us understand overall user engagement.
Deep tracking on shareable links allowed us to measure reach within our network and the networks’ of our followers.
Check your biases at the door
I took an article about diversity and created a 9-page experience that takes users through a typical day in the office and highlights the moments when subconscious biases come up.
“Within days of joining SYPartners, Mo proved himself as an essential member of our team. With very little guidance, he successfully built relationships across the organization (including among members of our leadership team), designed countless assets that we shared with our audience of Fortune 100 leaders, and facilitated productive conversations that helped our team move forward exponentially.”
— Natalie Silverstein, Director of Brand Development at SYPartners
