In a nutshell
Internal and external communications for the ’empower platform’ for Enterprise Inns including weekly emails and monthly newspaper and magazine for Publicans.

The brand and the brief
Enterprise Inns is one of the largest PubCos in the UK. I originally assisted in a full rebrand of the company which helped to change some of the perceptions against Enterprise. We created a communications platform, ’empower’, operating across digital and traditional media to focus more closely on empowering the ‘Great British Publican’. This platform created a place where Publicans could receive all the news, deals and tips to increase their trade without feeling patronised. The communications included a monthly newspaper and deals magazine supplement, a weekly email, a regular text message service, and a fortnightly staff email. 

The devil is in the detail
After the initial design was created I took over the planning and production of the platform. I also led the direction of a large scale photoshoot to update all the photography of pubs for the brand and publications. This required a large amount of planning including directing the first few shoots myself and creating an ongoing system and direction for photography (and a rather large shot list).

I created all the assets and assisted in the production of the email communications. I took part in the strategic content planning for the comms and mapped the newspaper and magazine layout. Once the articles had been written I produced the newspaper and magazine. This process involved regular changes to content and layout, editing copy and titles and editing the content to fit the sections as well as developing a keen eye for detail in proof reading and general proofing of the publications which I went on to oversee as well as create myself.

Part of this project included creating a large set of brand guidelines specifically for this sub-brand of Enterprise Inns. This was one of the most detailed set of guidelines I have created with strict guides to sizing and spacing.

Overall, the printed and digital communications were sent out to more than 5,000 Publicans increasing the impressions by over 50%.