2010 NonProfit PR Awards: Publications

Winner: National Beer Wholesalers Association - The Beer Route

To effectively advocate on behalf of the country’s 2,850 licensed beer distributors and the vendors that serve them, the National Beer Wholesalers Association (NBWA) created The Beer Route, a special section of its The Daily Brew e-newsletter. The NBWA staff produces The Beer Route with a strong focus on contributions from the readership. To provide an incentive for contributors, any distributor featured in a story may include company website links and additional resources.

The Beer Route archive is highlighted on the NBWA Web site and special print issues are distributed to attendees at the NBWA national convention. Nearly 3,000 people have opted in to receive The Beer Route via The Daily Brew, and metrics indicate that the features have been popular shares on social media channels. —Jessica Clegg

Honorable Mentions:

Danbury Health Systems - Vital Signs Quarterly
Vital Signs Quarterly is an employee newsletter aimed at reinforcing Danbury Health Systems' key performance measures—no story is included that doesn't clearly link to a business objective. A recent upgrade in design and more teaser-heavy cover have served to further connect to employees, with 85% now stating that they have a clear understating of organization goals and objectives.

Kaiser Permanente - HANK
Kaiser Permanente's HANK is the primary method for reaching the 120,000 frontline workers, managers and physicians who belong to KP's Labor Management Partnership. KP's annual survey of employees shows that HANK has indeed fostered employee interaction and stronger performance—80% of readers regularly discuss articles with others in their departments.

NYU Langone Medical Center - News & Views - July/August 2010
NYU Langone refreshed its News & Views employee newsletter with a focus on reaching a broader and more diverse readership of employees, parents and students. The revamped letter went from two issues per year to six, expanded distribution and features a more vibrant logo, photography and expanded content. The new letter was greeted enthusiastically by readers, and has grown to a circulation of over 35,000.

NYU Langone Medical Center - NYU Physician Spring 2010
As part of an overall campaign to elevate the Medical Center to world-class status, NYU transformed alumni magazine NYU Physician into a publication of broader interest and relevance—and with more innovative content. The letter increased frequency in fall 2009, which allowed it to reach a greater number of its target audience. The response to the newsletter has been strong and, for the second year in a row, the NYU School of Medicine has ascended in the rankings.