1100 CHURCH LANE, EASTON, PA 18044 (610) 253-6271 WWW.CRAYOLA.

COM

Strategic Brief: Newsletter

Prepared by Mikayla Ickes

Client Bio
Since 1903, Crayola has inspired children to unleash their artistic creativity. It strives to provide
parents and educators with various art tools, crafting activities and creative toys that give
children the power to express themselves. Crayola also commits to local and global stewardship
by incorporating social and environmental practices into its brand, products and relationships.

Purpose
To create a newsletter feature article that provides external shareholders with an overview of
Crayola’s 120th anniversary celebration of its first crayon box

• Strengths
o Globally recognized, personal and academic purpose, numerous products
• Weaknesses
o Geographical location, limit of product development

Style:
• The external newsletter will be informative but casual in nature to give readers a first-
hand and relatable experience of the event

Target Audience
• Company shareholders involved with Crayola
o Shareholders in attendance
o Shareholders not in attendance

Distribution Plan
• Social Media
Posts on the following platforms with links to the newsletter housed on the website:
o Facebook
o Twitter
o Instagram
• Website
o Home Page
o Company Blog

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 Strategic Brief pg. 2 of 2

• Include article in weekly external email newsletter

Evaluation Plan
• Track number of likes, shares, and comments for social media posts regarding the
newsletter and post-event content
o Likes: Facebook – 1,000; Twitter – 100; Instagram – 5,000
o Share: Facebook – 500; Twitter – 25; Instagram – 1,000
o Comments: Facebook – 100; Twitter – 25; Instagram – 150
• Garner 1,000 clicks on newsletter link from website homepage
• Garner 500 clicks on newsletter link from weekly email newsletter

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