The document outlines a case study on Reach Out to Asia (ROTA), highlighting a strategic initiative led by Sheikha Al-Mayassa to enhance its communications through a comprehensive quarterly print and online newsletter. The newsletter, aimed at various stakeholders, showcases ROTA's impactful projects and engages the Qatari youth while improving visibility among government figures and potential donors. The initiative resulted in a 16-page, dual-language publication distributed to 5,000 recipients in Qatar and internationally, supported by an interactive digital platform for further audience engagement.

1. Case
Study
Reach Out To Asia

2. Intelligence
Client:
Reach Out To Asia
Communication Tool:
Print & Online Newsletter
Frequency: Quarterly
Objectives: Stakeholder Management /
External Communications
Target Audience:
Business, government
and community
talktoswitch.com
~ 01 ~

3. A message
of hope.

4. Overview
Reach Out To Asia (ROTA) is the
brainchild of His Highness Sheikh
Tamim bin Hamad Al Thani, the new
Amir of Qatar; an attempt to extend
Qatar’s well-run social outreach
from its domestic setting into Asia.
It is managed by his sister, Sheikha
Al-Mayassa bint Hamad bin Khalifa
Al-Thani, the most powerful woman
in the art world today. To be asked
to produce communications tools for
them is a little daunting, but a real
honour.
The Challenge
ROTA’s communications were
fragmented; based on public
relations and ad hoc event marketing
rather than on targeted demographic
research and clear content creation
and delivery to its different audiences.
talktoswitch.com
~ 02 ~

5. Flying the flag.

6. The Solution
We conducted a full audit of ROTA’s multiple internal
stakeholders, partners and potential audiences –
from their Highnesses at the very top of the charity’s
structure, through to the student volunteers they
wanted to energise and the schools and grass-roots
charities they wanted to help.
We proposed an all-encompassing content plan,
expressed as a single newsletter, produced quarterly,
in both print and digital forms, and lovingly created
to project ROTA’s exceptional work through the
prism of its international programmes and its national
engagement.
Offering world-class content and design, the
newsletter would raise ROTA’s profile in the minds
of senior government figures in Qatar as a means
to assist in further funding rounds, but also be a
vehicle via which partners, donors, and sponsors
could feel valued for their contribution to the ROTA
cause through coverage of their involvement. Finally,
it would directly engage Qatari youth to drive them to
reach ROTA’s broadest goals.
talktoswitch.com
~ 03 ~

7. Putting smiles
on faces.

8. The Result
The 16 page, dual language print edition is printed in a
newspaper format and distributed through Switch’s proprietal
distribution network to 5,000 people across Qatar and
internationally.
The news pages are repurposed for an HTML newsletter email,
linked to a state-of-the-art, mobile-responsive news site, hosting
a huge variety of social media amplification tools.
The site, newsletter.reachouttoasia.org, includes:
n
Image galleries
Social media share functionality
n Videos linked from YouTube
n Newsletter subscription integrated into mailchimp
n Events Calendar to showcase upcoming events
n Twitter stream (pulled from ROTA’s Twitter account)
n Facebook posts (pulled from ROTA’s Facebook page)
n Facebook fan images (pulled from ROTA’s Facebook page)
n Graphic panels linking to main corporate site on every page
n
talktoswitch.com
~ 04 ~

9. Glowing report.

10. Testimonial
This new version of ROTA newsletter
will be acknowledged by our
subscribers, because our readers can
look forward to more comprehensive
information on subjects related to our
achievements, milestones of ROTA
projects, sharing of stories from
beneficiaries, events calendar and
valuable updates on our projects.
Essa Al Mannai – ROTA Executive Director
switch.ae
~ 05 ~

12. In Numbers

13. ROTA
print and online newsletter
2 languages
4 issues a year
16 page newspaper format
3,000 copies per issue
physical distribution in Qatar
+ global print and digital distribution

14. Always talking about you.
If you want your customers in Asia
and the Middle East to talk about you,
you need to talk to us.
talktoswitch.com
Switch Limited
Switch Communications
Switch Limited
1103A, Business Central Towers
Dubai Media City
PO Box 24173
Dubai, UAE
48b Amoy Street
Singapore, 069874
Al Fardan Office Tower
Office 950, 9th Floor
Al Funduq 61
PO Box 31316
Doha, Qatar
Office: +971 4435 5711
Mobile: +971 55711 8499
Email: charlie@switch.ae
Office: +65 6438 1998
Mobile: +65 9005 4753
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Direct: +974 4410 1719
Mobile: +974 7786 3136
Email: ridwaan@switch.qa