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AWB launched a strategic — and timely — newsletter program to connect Washington state employers and manufacturers with critical policy updates and growth opportunities.
The challenge: AWB serves as both Washington state’s chamber of commerce and its manufacturing association. The org needed a better — and less time-intensive — way to engage its communities. They were trying to embrace the Smart Brevity style, but newsletter production was still “a very grueling process.” Their next communication solution needed to be:
- Easy to use: Before HQ, their writing process was in Word. The design was manual HTML. Editing spanned both systems. Sending happened in yet another. And producing one newsletter took an entire day. They needed to streamline and simplify.
- Collaborative: Folks needed to be able to write, edit, and make adjustments in one system — safeguarded by roles and permissions — to speed up production time.
- Engaging and attractive: Readers are busy. The quality of communication needed to be high, and the presentation needed to be clean, modern, and engaging.
The solution: AWB switched its multi-newsletter communication strategy to Axios HQ. It offered the speed, collaboration, clean design, and Smart Brevity Guidance no other tool could bring into one space — and “the consistently high open rates, self sign-ups, and reader engagement coming out of it shows we are providing relevant information and resources to our target audience,” said Jacqueline Allison, Communications Specialist.
- “Fast Facts” is a weekly newsletter to help AWB members stay informed about how legislation impacts their business, state-level and national economic news, and AWB events and services.
- “Making WA” is a monthly newsletter that provides industry news to leaders and employees of manufacturing companies across Washington state and how they can get involved with AWB.
- “What’s Next” is a weekly newsletter that focuses on upcoming AWB events and opportunities for connecting with other employers and business resources.
- “Grassroots Alliance News” is a monthly newsletter that provides resources to leaders of local chambers of commerce, empowering them to get involved with legislative advocacy. Sent to a small-but-engaged audience of 200 people, this newsletter has open rates between 50-60%.
How it worked: The team monitors industry news, legislative developments, and member activities throughout the month. Smart Brevity helps translate complex policy into actionable updates that busy leaders can quickly digest and act on.
- At the end of each week, AWB’s communications team asks each department for suggestions on topics for the following Monday’s “Fast Facts.”
- In Axios HQ, a writer puts together the edition — working closely with the graphics and video staffers to create engaging visuals — then delivers a test send of the first and second drafts to all departments for feedback.
- Collaborators make edits and comments directly in the Axios HQ or by email, and after several rounds of edits, the final edition is sent.
Axios HQ led Smart Brevity and software trainings for AWB’s communications team when they first adopted the platform. The comms staffers were then equipped to show other departments how to use Axios HQ, too. “I personally have taken part in several HQ Smart Brevity workshops to learn how to craft better communications, which has helped us continue to strengthen our newsletters.”
📊 Key comms and business results:
- Membership signups spiked. “We have had 50+ self-signups for the Making Washington newsletter in the first six months since adopting Axios HQ.”
- Member feedback is strong. “People are reading our communications, asking us about them, forwarding them to others, and finding them relevant. Getting new members is always important. But keeping members and ensuring they’re informed and engaged is critical, too.”
- Employees are saving time. “Not having to do HTML has freed up a team member from a day’s worth of work, also allowing collaborators to make edits directly to the edition. The team also uses HQ’s AI features — such as the headline generator — to save time.”
💭 Jacqueline Allison, Communications Specialist: “Employers are busy and can't track all the legislation moving through Olympia. We break down how bills impact their business and how they can voice their opinion to legislators. Axios HQ is how we get information to them quickly — with high quality.”
AWB earned Axios HQ's 2025 Best-in-Class award for Community Engagement. See our other award winners:
- 2025 Best-in-Class All Staff
- 2025 Best-in-Class Change Management Communications
- 2025 Best-in-Class Culture Creator
- 2025 Best-in-Class Communications Team of the Year
- 2025 Smart Brevity Champion
