Fissionary Podcast Emails
01 — Project details
NEI's external communication team developed a new nuclear energy-focused podcast with a production company. The team wanted to reach a younger audience that often listens to podcasts and advocate for nuclear energy in an accessible way.
02 — Marketing Strategy
The graphic design was nearly complete when I joined the project, and the external communications team was finishing the messaging.
I was asked to help the external communications team market the product to NEI's membership and an external audience that had previously been interested in our video series Off the Menu. The production and external communications teams concentrated on marketing on podcast platforms and social media.
I devised a plan that included a landing page, email campaign and internal messaging on monitors strategically placed around NEI's office. I also suggested that we consider ways to sign up new people for podcast alerts.
Finally, I wanted to ensure that the external communications team could maintain the landing page; write, create and distribute the emails independently; and monitor email sign-ups and analytics.
03 — Tactic Examples
Podcast Landing Page
I worked on the webpage's initial layout alongside the digital communication manager. While some changes have occurred since the page was launched, its layout has remained primarily the same.
I particularly worked on the page organization and the sign-up form for new episode alerts.
Visit nei.org/fissionary to view the full landing page.
Podcast Teaser Email
From: Mary and Jordan from NEI's Fissionary
Subject Line: Jennifer: NEI Launches New Podcast
Preheader Text: Tune into Fissionary beginning Sept. 7.
Distribution Date: Aug. 31, 2023
For the email campaign, I proposed sending an email about a week before the podcast's launch to tease the audience. It included a trailer.
I also sent the editors of our newsletters a blurb to include in their respective newsletters and a link to sign up for the emails.
We want readers and listeners to feel like they know our staff, so the email came from the co-hosts, and I introduced them in the email. I also personalized the subject line with the recipient's name.
We also encouraged them to share the information with their coworkers and on social media.
Initial Podcast Alert
From: Mary and Jordan from Fissionary
Subject Line: She's a Fissionary! Join in and Listen to Miss America Talk About Nuclear
Preheader Text: Don't miss out on this first-ever podcast of NEI's Fissionary.
Distribution Date: Sept. 7, 2023
The first podcast episode introduced the audience to Miss America 2023 Grace Stanke. Grace is a nuclear engineer with a passion for advocating for the technology.
This email set the stage for what to expect with the episode alerts. I developed the layout of the email, ensured it met ADA standards, and set up the campaign in Marketo. I also trained the external communications team on how to set up, distribute and analyze the campaign emails.