case study: Reporting Point
Southwest Airlines Pilots' Association
Need: To help improve the image of Southwest Airlines Pilots' Association, President John Kramer outsourced the Reporting Point to Stewart Publications with the aim of influencing lobbyists, Congressmen, and executives at Southwest Airlines through the pages of the 20-page monthly.
Solution:
• A distinguished logo sets the tone for a new design that seeks to appeal to pilots as well as to politicians and executives. Click here for a before-and-after comparison.
• To generate reader interest and help readers find stories quickly, the front page includes references to at least nine stories. Three major stories (two news pieces and a feature) begin on page one and a "checklist" summarizes five or more stories inside.
• To create more visual interest, a blue ink and yellow ink are employed that produce a taupe when mixed. The content is reformatted and reoganized with easy-to-read depertment headings.
• Readers are led to important messages by ample headlines, subheads, graphs, lead-ins, teasers, and callouts.
• A feature story is added to generate interest and to promote association programs. Click here to see one such story.
Results: "We began receiving positive comments after the first edition," said John Kramer, president of the association. Lobbyists and congressmen - as well as officials at Southwest Airlines - immediately noticed the "more professional" image. "By improving the writing, design, and layout," Kramer said, "members felt our communications effort had also become more efficient."