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Merseyside Police distributes its internal newsletter, ‘Merseybeat’, to 6,000 front line police and support staff every four to six weeks. It has become an important channel to keep in touch with employees and provides a platform through which they can learn more about the organisation and their colleagues.

However, the cost of printing and distributing a full colour, broadsheet newspaper is expensive. Limiting the circulation list helps to reduce costs but means that many staff are unable to access a copy. Furthermore, each copy has a finite lifespan and news items can often be out of date by the time Merseybeat goes into circulation.

With police authorities across the UK under pressure to reduce overheads, Merseyside Police is no exception. With this in mind, Merseyside Police’s marketing and communications team needed a better alternative to the cost of repetitive print runs.

Amatica’s solution is an online magazine, supported by a dynamic content management system - Proximity - to give greater flexibility than an email newsletter, yet is easier to manage and significantly reduces Merseyside Police’s costs. Proximity’s easy to use interface enables Merseyside Police’s marketing team to create, edit and publish features and news items quickly and easily.

Merseybeat Online category features include ‘in the hot seat’; ‘my last job’; ‘my hobby’; ‘a day in the life’; which are contributed by all officers and staff from across the authority. It also incorporates links to social media channels including YouTube and Twitter.

An archive of previously published articles, features and videos extends the life of content and increases circulation.

© Amatica 29/09/2011