Premier 2.0
Setting the Stage
During 2022-2024, my role as a Content Specialist at Forward Air expanded from content writing to content design. In addition, I was the primary lead for managing projects and marketing campaigns from beginning to end. As part of a five-year digital transformation initiative, our IT team began the complex process of updating our customer’s freight management portal, Premier.
The Ask
IT needed help with communications, adoption and training for the updated technology. Working with a cross-functional team from five departments - my role as Lead Content Designer was to develop content strategy and project manage all deliverables asked of our marketing team (comms, content, and design). My contributions to the creative included content design, communications plan, and writing/editing content.
Background / Challenge
Our IT team was working on a major customer technology update for our freight management portal, Premier. Our goal was to simplify training and adoption for sales, account managers, customer service, and customers. While sales enablement would get tactical with training and support resources, I was asked to write and strategize content.
Key challenges
Premier 1.0 had not changed or been updated in over 20 years.
Customers using Premier were historically not early adopters of new technology.
The stakes were high for both Forward and our customers - including the potential for lost revenue, customers, and freight.
Capacity and resources were tight. I jumped in to help with a few design and comms deliverables to meet key objectives.
Creating a frictionless experience through training, comms, and support resources was critical.
Approach / Solution
Working with a variety of cross-functional departments, our team collaborated closely with partners across the enterprise to ensure customers were informed, educated, and equipped to begin using Premier 2.0 before day one.
Our marketing team provided
Communications plan
Multi-channel promotional campaign
Training and support content
Data/Results
Cross-functional teams knew important dates and customer communications - equipping them to share timely and relevant information.
Customers were informed and equipped with knowledge on when and how to prep for the update.
Messaging and design were consistent across all channels and mediums - providing a cohesive experience.
User journeys were well-defined to ensure content was available to customers and internal partners when needed.
User time on page (90 sec avg), click-through-rate (CTR) for LinkedIn (2.5%), and email engagement rate (37%) was above average across all platforms.
Training and adoption before launch
would be key to success.
MY CONTRIBUTIONS
Communications Plan
I collaborated with my peers in communications and sales enablement to develop a comprehensive communications plan. Our focus was ensuring teammates and customers were fully prepared for the sunset of Premier 1.0 and rollout of Premier 2.0 with proactive communication, support resources, and training opportunities.
My responsibilities
Write comms plan and refine based on stakeholder feedback.
Pre-schedule alerts on our corporate website.
Write email funnels and secure all stakeholder approvals.
Design emails following brand guidelines.
Work with automation specialist to set up email journeys.
Comms Plan
Alerts
Emails
Multichannel Promotional Content
For customer-facing content, we leveraged all our channels to reach customers and invoke excitement around the technology update. I collaborated with our graphic designer to make sure there was a consistent, on-brand, and cohesive experience across all content and channels - including the new interface of Premier 2.0.
My responsibilities
Write, proofread, and secure approvals for all content.
Add all assets to our DAM system to find or share content quickly and easily.
Plan, write, and add social media to the content calendar.
Publish social media content.
Write, design, build, and publish the Premier 2.0 landing page on our corporate website.
Flyer
Social Media
Website
Training Content
To support training, I collaborated with our technology vendor, IT, customer service, and account managers to finalize the Premier 2.0 User Guide and Quick Start Guide.
My responsibilities
UX Writing
Copy Editing
