As an international leader in grain, oilseed and pulse marketing and handling based out of Regina, Saskatchewan – Viterra has set the standard for industry capabilities through their impressive selection of globalized trading offices as well as storage, distribution transportation and processing assets.

Wanting to make better use of their content marketing, they came to Pace Creative for a refreshed newsletter content strategy. They decided to invest in their quarterly newsletter to increase employee engagement, share important company updates, and motivate their company to continue seeking growth.


open rate


of employees submitted success stories


increase in website traffic


Viterra has grown rapidly over the past few years and lacked an internal communication strategy to communicate organization’s updates and changes. To overcome the poor internal communication with employees, suppliers and stakeholders, Viterra invested in redesigning the newsletter and encouraged employees to contribute to the content throughout the year.

  • How to redesign a quarterly newsletter to be visually engaging for the readers?
  • How to incorporate a newsletter content strategy to keep readers engaged?
  • How to make the newsletter more interactive for employees?
  • How to encourage employees to contribute to the content?


Newsletter Content Strategy Development

Based on the content provided by Viterra, our team created a content strategy to layout the topics in a way that they are easy to read, create a flow and can easily grow as needed. The newsletter is divided into the following categories:

  • Table of Contents
  • Message from the President,
  • Hard News about the Industry,
  • Employee Accomplishments, and
  • Community Investment

The newsletter is an informative 8-page read, delivering both hard news and lighter stories. It highlighted messages from the President as well as industry updates, recent employee accomplishments, and spotlighted how Viterra continues to invest in the community.

Newsletter Redesign and Branding

Pace Creative created a clean and modern newsletter layout, while maintaining logo elements and colours, and displaying it over a crispy white background. Viterra wanted to maintain the same brand colour scheme of blue and green.

Making the Newsletter Interactive

To provide a more engaging experience for their readers, Pace Creative developed an interactive newsletter format implemented with the most suitable flip book software. After performing extensive research and evaluation of several options, Viterra identified the ideal tool that fit all needs.

Call to Actions

Taking employee engagement to the next level, Pace Creative launched a series of actionable options such as submit stories and stay connected. Readers were also offered fun facts or ‘Did you know’s in order to get even more involved with their work community.


  • 95% open rate.
  • Our pragmatic newsletter content strategy included creating a convenient template for Viterra employees to use for each quarterly newsletter.
  • Over 20% of the employees submits success stories using the CTA button on the newsletter.
  • The newsletter content increases website traffic by 6% when the newsletter is released.

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