September 2016 - current

Editorial Planning, Financial Services, Journalism
About This Project

Date: September 2016 – current


The challenge

Liberty Corporate needed to find a way to connect with the 10 000 employers signed up for its Employee Benefits programme. There are plenty of brochures about the Liberty products employers can include as part of their remuneration packages for employees — including short-term insurance, disability benefits, retirement annuities and medical aid — but nothing to put these financial products in context.


The solution

Content Candy produces and designs a quarterly publication for Liberty Corporate: 40 pages packed with features and investigative pieces to capture the imagination of CEOs, CFOs, managing directors and middle management working in HR and finance.

Called Libertas, the publication’s editorial pillars touch on modern, global, forward-thinking themes in business, entrepreneurship, leadership, employee value proposition and employee wellness.


The outcome

The first issue had a print run of 5 000 copies and was distributed to attendees of the annual Liberty Employee Benefits Symposium. The magazine was well received not only by symposium guests but also Liberty staff. It was subsequently used as a flagship publication on display at the 2016 South African Rewards Association conference of which Liberty was the main sponsor.

Subsequent issues have been published digitally, making for easy reading in the workplace and sharing to other interested parties, which has increased its reach.


“Thanks to your skills to communicate with clients, your dedication and attention to detail, our company has managed with your help to produce great marketing content in a very short space of time.” Tshepo Matseba, marketing divisional director, Employee Benefits, Liberty Corporate


Added value

Content Candy also produces a monthly newsletter to accompany the magazine, highlighting the ‘hero’ articles from each publication, and giving Liberty Corporate a more direct line of communication with its Employee Benefits clients.

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