The document summarizes the transition of a company's print magazine to an electronic magazine format. Key points include: - The print magazine was 12 pages, published 4 times per year and had 1600 copies distributed. Questions were raised about readership, costs, and more innovative communication. - An e-magazine was launched in 2012, allowing for tracking of statistics, elimination of printing and mailing costs, and a more dynamic and ecological format. - Analytics showed opening rates of 35% via newsletter and increasing time spent per issue. Costs decreased by 28% with the new format. Feedback was positive about the innovative format with no content overflow. Statistics would help improve content, diffusion, sales and innovation.

1. Braine l’Alleud, 25th October 2012
From content to marketing tool
E-magazine Security Matters
Insert picture in this frame Insert picture in this frame
Frederik Van Bever
Marketing Director Securitas

2. Anno 2011
Print magazine 12 pages 4x/year
1600 copies
• is our magazine read ?
• how can we cut costs ?
• can we communicate in a more
innovative way ?
2

3. Anno 2011
Solution?
3

4. Anno 2012
E-magazine
• tracking and statistics
• no printing and postal costs
• dynamic, user-friendly,
ecological
4

5. Some figures
Statistics
• Opening rate (via newsletter)
= +/- 35%
• Average time
= 6 min (#1)-> 7 min 21 (#2)
• 11.68 pages/visit
(# 2 = only 7 pages!)
5

6. Cost-effectiveness
*
Cost evolution
* - 28%
6

7. Feedback
Feedback from customers
• Nice, innovative format
• No content overflow
Return on consumer knowledge
• View on interesting articles
• Lead generation
• View on interested customers
7

8. Evolution
Statistics =
• Better content
• Larger diffusion
• More sales
• Innovation
8

9. Contact
Frederik Van Bever
Marketing Director Securitas
Security Matters is produced by:
9