Welplan is the leading provider of employee benefits for companies operating in the building services industry, selling products such as life cover, disability cover, sickness benefit, healthcare, and pensions. It is employers who buy these products and who must be persuaded of their commercial value.
In addition to managing Welplan’s marketing communications and PR, my responsibilities included copywriting sales literature and newsletters. To strengthen reader appeal, the newsletter stories provided useful commercial advice, positioning Welplan as the expert in its field. This often required the explanation of complex technical subjects, such as pensions and employment law, in a simple but authoritative style.
Welplan’s newsletters were direct-mailed twice per year to clients and prospects and a further 15,000 to 20,000 copies distributed with trade journals. These publications built brand awareness for Welplan, positioned the company as the best provider of benefits solutions for businesses, and drove increased traffic to the company’s website.
An example of a Welplan newsletter can be seen here.