A customer magazine with impact

Print products often have a hard time of it in the digital era, with many companies increasingly focusing on online channels. But ISS Schweiz recognised the value of a publication in hard copy – and dared to take a step backwards.

ISS Schweiz stopped producing a printed customer magazine several years ago. The goal going forward was to reach the relevant audiences via the online topic portal. But this purely digital solution didn’t achieve the desired result. They soon missed the print channel’s ability to function as a teaser and a means of reaching less online-savvy audiences. Reflecting on how to remedy this situation, ISS decided to revive the printed customer magazine.

Communications only have an optimum effect if they’re based on an appropriate strategy and plan. What are the objectives? What target groups are to be reached? What are the communication needs? These fundamental questions were tackled in a joint workshop. This served as the basis for developing a content strategy that in combination with storytelling geared to the relevant audiences would add substantial value to the ISS brand. The strategy revolved around credibility, authenticity and making a lasting impact. At the same time, a visual design was developed reflecting the company’s values and enabling readers to find their way around the magazine. Particular attention was paid to ISS Schweiz’s high quality standards.

A print product like the customer magazine deliberately geared to the relevant audiences strengthens ISS Schweiz’s market positioning. Addressing readers directly with credible, authentic content in line with a well-thought-out storytelling approach creates lasting customer loyalty and engagement. Embedded in a publication strategy encompassing and connecting the entire range of channels, including digital, it helps create the optimum public image. The magazine also fulfils an integrative function within the organisation, as employees are involved both actively and passively in the process of creating and publishing it.

With around 14,200 employees, ISS Schweiz is the leader in workplace experiences and facility management. The company develops workplace solutions that contribute to better business performance and make life easier, more productive and more pleasant. The goal of ISS Schweiz is to add value for customers, employees and the environment as a whole.