SUMMARY: Although Wild Birds Unlimited's corporate headquarters had been
publishing an email newsletter with some success since 1996, when
Director of Communications Marty Bird tried to interest the
Company's 292 local franchise owners in doing their own
newsletters, he did not have much luck at first.
(We will bet a lot of marketing consultants and ad agencies have the
same problem with their clients.)
This Case Study details the methods Bird used to convert franchise
owners into email publishers. Three brief success stories on the
local level, and samples of the letters are also included.