Ford Motor Company’s digital magazine weaves multimedia into a stunning print design
Content appeals to a large, diverse workforce while staying true to CEO’s forward-thinking agenda.
The impetus for transforming a print employee magazine to an online publication came when new CEO Mark Fields took the reins of Ford Motor Company
The online publication needed to reflect Field’s vision for innovation
and convey his goals of growing the car manufacturer by introducing more
new vehicle designs in a single year than ever before. The success of
the effort has earned Ford first place in the “Electronic Magazine”
category of Ragan’s 2016 Employee Communications Awards.
Fields was intent on finding new ways to tell the Ford story. After
reviewing Fields’ ambitious, forward-looking agenda, the communications
team determined that the time had come to transform the internal print
magazine, which had been around since the 1920s, into an online
publication that would be accessible to employees anywhere, any time.
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The team wanted a publication that would encourage dialogue among
employees and appeal to a diverse workforce that included retirees,
dealers, unionized hourly workers, salaried employees and the full
spectrum of demographics. The @Ford
digital magazine meets all the criteria, transcending internal boundaries and sharing stories with interested audiences.
From video on the front cover and photo galleries throughout to
interactive design, @Ford shares stories that reinforce key messages
while highlighting the work of employees from across Ford’s vast, global
operations. Employees are able to share individual stories in their
social networks, making @Ford an advocacy tool as well.
For a single issue of the quarterly magazine, @Ford
8,500 “read more” clicks and over 16,000 video plays, among other