Before I joined Wray Ward, I spent eight years on the corporate marketing team at Novant Health, a large, integrated health system based in North Carolina. In addition to reaching physicians and patients with traditional and digital marketing tactics, I developed internal communications for the system’s nearly 30,000 employees spread across 13 hospitals and hundreds of physician practices and outpatient centers. I edited the print medical journal, wrote flyer copy and penned speeches for hospital presidents — anything that could help us reach the thousands of staff without regular access to company email.

Figuring out how to communicate with employees who rarely or never open Microsoft Outlook is a common challenge in health care, but it isn’t unique to that industry. From Wray Ward’s clients in the home and building category that include a manufacturing division or installer network, to our clients at Caiman Energy whose Blue Racer Midstream asset gathers natural gas produced in Ohio and West Virginia, many companies employ factory and field workers whose daily lives look nothing like a desk job.

That’s one of the principal reasons why Caiman Energy and Blue Racer turned to Wray Ward for help. Since 2018, we’ve written, designed and produced Pipeline, the company newsletter printed in magazine form three times per year. Within Pipeline’s pages, we’ve covered everything from financial reports and cryogenic plant expansions to custom earplugs for field workers and staff racing together on the ATV circuit.