Stronger social media presence and one beautifully-executed magazine: Justwords teams up with Adani Natural Resources

On the Social Media front

Direct communication channels were set up with field teams and site heads for faster flow of communication. This ensured that ground level news and updates on every project was covered properly on social media, and the magazine. Interesting creative visuals in various formats were used to create an engaging dialogue on social media. A separate Twitter channel was created for MUBSS, the women’s cooperative at Surguja, which focussed on their work and life stories. Designs and content campaigns played an important part to uphold these stories. Several visual formats from carousels, to videos to infographics were used to capture the various stories.

We followed up the content plan with a solid marketing plan for the company’s LinkedIn profile since that is where the company’s core audience lay. We used a combination of paid and organic to improve the number of followers to the company page as well as the rate of engagement per post. Good content and visuals played an important role in the whole Linkedin marketing strategy.

On the brand magazine front

The brand magazine that was handed to us had two main challenges - First was bad design and layout, and the second was boring content that lacked the power to hold attention.

We worked with a two-pronged strategy - revamp the content structure, and redo the whole design of the magazine.

We started with redesigning the magazine layout from scratch and giving it a fresh look, while retaining its essential voice and style. Focus was paid on incorporating good-quality real images from the site, which were sourced with the help of the site teams. Colour and other elements were added to present the content in a visually appealing form. There was a complete rehaul done to achieve a powerful look, which was a combination of classic, modern and minimalist design.

Keeping in mind the brand’s value, new sections were added with relevant news that was lively, focussed, and refreshing. Content production was tough since the content had to be sourced from various places, with last minute changes to whole content sections. We started by making changes to the magazine sections, adding newer sections that were devoted to the people of the community that stayed around the mines, and were positively impacted by all the CSR activities. The editorial team started planning almost 2 months in advance, sourcing content from the ground, interviews with concerned company personnel, and the company reports. New cover stories were planned, where we often captured grassroots-level stories of men and women whose lives had been impacted positively.

This was followed up by emailers, and other marketing collaterals that would encourage employee participation and promote readership.