HRCG - Compliance Newsletter Campaign Task List

Learn how to build the collateral piece, emails, and landing page for HRCG's compliance newsletters

In this article, you will learn how to create the HRCG compliance newsletters by:

• Drafting the compliance newsletter collateral
• Creating the emails
• Building the landing page

Drafting the Compliance Newsletter Collateral

Typically, HRCG will email us a document of all the content to be used in a compliance newsletter. Once you receive the document, you'll want to create a new folder in the drive and add the documents to it.

Create a folder titled "<month><year>" using this folder path for HRCG's compliance newsletters: Marketing > Partners > HRCG > HRCG - Collateral Growth Funnels > Compliance Newsletters

It's best practice to rename the downloaded document with "(Original)" somewhere in the name.

Now that you have the documents saved to the new folder, you can begin working on drafting the newsletter collateral.

Step 1: Clone an Existing Document

You'll want to look back at the other compliance newsletters we've done in the previous months, open one of them, and clone it. Here's how to do so:

1. Open the folder from the previous month
2. Open the compliance newsletter document (not the original) titled "Compliance Newsletter - <month> <year>"
3. Within the doc, click File and Make a Copy, and title the new document with the month and year you are preparing this for
4. Select the Folder that you just created and click Make a Copy (be sure to close out the original newsletter you copied to ensure you are working on the one you copied)
   

Step 2: Writing the Copy

Generally, most of the copy for the compliance newsletter is already provided to you in the original document that was emailed over, excluding any changes to the month and year from the copied newsletter.

However, oftentimes you will come across structure, formatting, and non-inclusive information issues when putting the newsletter collateral together. It's essential to use your best judgment on whether or not the information you'll be copying over needs to be edited or needs more information from other, credible sources.

NOTE: If you need guidance on this, refer back to the previous compliance newsletters to get a better understanding of how to structure them.

Generally, you'll want to do the following:

1. Change the header of the compliance newsletter to the month and year you are currently working on
2. Begin copying over the information from the original document to the new one
   1. Keep in mind that we arrange the state headers alphabetically as opposed to how they are organized in the original document. This also applies if there is a "Federal" section, meaning it still should be placed alphabetically instead of at the top.
3. Make the necessary changes to the section. Here are several details you should look out for:
   1. Subheadings should be action-oriented, clear, and concise (think of them like a newspaper headline)
   2. Avoid large blocks of text; Use bullets if possible to make the newsletter easy to read (Ex: Key requirements include: ...<bulleted list>)
   3. We always bold the key information for each subtopic, which may include:
      1. Dates when laws are in effect
      2. Laws that target specific groups or have unique specifications (Ex: ..., for employers with 500+ employees)
      3. Important callouts or reminders regarding the subtopic
   4. For each topic you include, do quick research online to make sure all information about the compliance updates is included
      1. Check by using state or federal websites and articles OR use reputable resources such as JD Supra
4. Review the final layout of the newsletter, including the footer section at the bottom. If there's a lot of extra space at the bottom, fill in the space with an image.
5. Once the document is reviewed and finalized, click File in the top menu, select Download, and then select PDF Document. Once the download is complete, you will want to move the PDF document into the Compliance Newsletter Folder you created in the Drive (make sure the PDF file is named the same as the document file)

Now that the newsletter is all set and downloaded as a PDF, you then need to transfer the files into HubSpot.

Step 3: Upload Newsletter and Cover Images to HubSpot

Before building the newsletter Landing Page and Emails, we need to have the newsletter in HubSpot.

NOTE: You must also have the cover images for the newsletter to continue the process. You may ask a graphic design team member or any team member with access to Photoshop to create the cover images for you. Otherwise, if you have Photoshop, read this article to learn how to create cover images: Creating Collateral Cover Images Using the Simple Stroke Method

1. In a new tab, open up HubSpot, and in the left-hand side menu, you'll want to open up Files to add the newsletter files.
   
   From there, you'll be greeted with every file uploaded into HubSpot.
2. Search for a folder named Colateral Growth Funnels and click into it
   
3. You'll now want to create a folder within the Collateral Growth Funnel Folder and call it "Compliance Newsletter - <month> <year>"
   
4. Click into the new folder you just created and select upload files
   Reminder: The files you want to upload include the newsletter PDF and the cover images. These should be in the drive under this file path: Marketing > Partners > HRCG > HRCG - Collateral Growth Funnels > Compliance Newsletters
   
5. Before concluding this step, leave this tab open with the folder active, as it will be easier to revisit when making the landing page

Step 4: Creating the Landing Page

Next, we'll want to make a landing page for the newsletter. These landing pages are made and will only be used for prospects. When putting together the emails in the next step, you'll want to include a link to this page for only the prospect emails.

First, we want to open a new, separate tab to HubSpot, and on the left-hand side menu, click on Landing Pages.

From there, you will be greeted with every landing page published and drafted on HRCG's website.

You'll then want to search through the list of landing pages, find the last Compliance Newsletter landing page we put together, and clone it.

Within the dialogue box, type in the internal name for the landing page, which should be: "<Month> <Year> Compliance Newsletter LP"

From there, you'll have a page that looks like this:

Now that we have the page, here's what you need to do:

1. Change the copy on the page to the year and month of the compliance newsletter being worked on (In this example, the newsletter being prepared is for August 2025)
2. Now, click into the form on the right-hand side of the page, and on the left-hand side, a menu will pop up. It will look like this:
   
   Unlike growth funnel landing pages, we DO NOT clone the compliance newsletter form. However, we still need to change the Thank You response to include the link to the newsletter you created.
   
   On the left-hand side menu, scroll down to the Thank You and click on it. Since you cloned the landing page, the selection should already be on Redirect to Another Page with a link to the collateral occupied in the Redirect Link dropdown.
   
   
   
3. Go back to the HubSpot tab that has Files open and click the PDF file of the newsletter. In the right-hand pop-up menu, click Copy URL.
   
4. Now, go back to the tab with the Landing Page and navigate back to the Thank You tab in the right-hand side menu. Click on the Redirect Link dropdown and select + Add External Link.
   
   In the pop-up menu, copy the link to the PDF and click Add
5. The last thing to change on the page itself is the cover image. Simply click on the cover image and select the Replace Image icon. Then, find and select the 300px Cover Image of the newsletter.
   
   
   
6. All that's left is to change the settings of the landing page. You'll want to swap out the month and year of the newsletter to the one you're currently working on in the following properties:
   
   1. Page Title
   2. Page URL
   3. Image Alt Text
      
      
   You'll also want to change the Featured Image of the landing page to the cover image of the newsletter (NOT the 300px one, the standard cover image). You can find it by clicking Browse Images and searching for the folder you made in HubSpot
   

Now that the landing page is built, Publish the page and move on to the next step.

Step 5: Cloning the Emails

Like with the landing page, the emails have already been created before and don't change much. You'll simply want to clone the emails like we did the landing page and make tweaks.

Begin by going to the left-hand menu and selecting Email

From there, you'll be greeted with every email we send out for HRCG.

Next, you'll want to find the last set of Compliance Newsletter emails we sent out and clone them. They should include:

• isolved Clients email
• HRI Clients email
• Prospects email

1. To clone an email, you'll want to hover over the email you're cloning and click Clone
2. In the pop-up menu on the right-hand side, rename the email with the month and year of the newsletter you're working on (make sure to delete the "(Clone)" at the end of the Email Name). Then click Regular for email type, then click Clone. Repeat this process for all 3 emails (isolved, HRI, prospects).
   

NOTE: The reason we clone the emails BEFORE we make the necessary edits is to retain the correct send lists for each email

Step 6: Editing the Email Content

Each email has its own differences in the copy included. HOWEVER, the changes we have to make will be made to ALL 3 emails, excluding a different step for only the Prospects email.

For this example, we will be editing the Prospects email.

1. Open your cloned email and change the header section to the month and year of the Newsletter you're working on.
   
2. We'll next want to swap the link for the "Compliance Alert Newsletter" text. Click on the text and click the Edit Link icon.
   1. FOR PROSPECT EMAIL: Set the link to the landing page you created
      
   2. FOR CLIENT EMAILS: Set the link as the PDF file URL
      
3. Next, you'll want to update the Quick Overview section. Update it to include the states included in the newsletter in alphabetical order. For federal updates, they are included AFTER the states and use summarized headlines of the laws. It should look something like this
   
4. The last part of the content to update is the newsletter download section. Start by changing the heading to the month and year of the newsletter you're working on
5. Next, click the cover image. On the left-hand side menu, click Replace and select the 300px cover image.
   
   NOTE: Make sure your Alt Text is titled "<Month> <Year> Compliance Newsletter Cover Image" and that the Height is 300px
   
   We also add the Optional Link to the image:
   
   1. FOR PROSPECT EMAIL: Set the link to the landing page you created
   2. FOR CLIENT EMAILS: Set the link as the PDF file URL
      
      
6. Lastly, you'll want to change the link of the CTA below the newsletter cover image. Same as you would to swap a link...
   1. FOR PROSPECT EMAIL: Set the link to the landing page you created
      
   2. FOR CLIENT EMAILS: Set the link as the PDF file URL
      
7. Lastly, you'll want to change the Subject Line of the email. On the top menu, select Inbox and type in the newsletter subject line with the month and year of the newsletter you're working on.
   
8. Repeat this process for EACH email

Afterwards, the last step is to test and schedule the emails.

Step 7: Test & Schedule Emails

For the final part of the process, we set up the date and time of when the email will be sent out, send test emails to the team and the partner contacts for HRCG, and lastly, schedule the emails to send out.

1. First, the emails need to be scheduled for a date and time in the future. In the top menu, click Schedule
   
2. Next, click Schedule for later and select the Date and Time it will be sent out
   1. Best Practice: Emails are generally best sent early in the day (morning between 8 am - 10 am) and are also best sent out in the middle of the week (Tuesdays are optimal). Depending on the month of the compliance newsletter and if there are limited days left in the calendar, sometimes it's best to send them out early in the morning, the following weekday
      
3. Repeat this process for EACH email
4. Next is to send test emails out to the MAD team and the HRCG partner contacts.
   1. To learn the process of sending out test emails, read this article: Email Campaign Test Process
5. Once the EACH email is tested and reviewed, you may now click Review and Schedule to review the settings of the emails. If all looks good, click the Schedule button.
   

You have now completed you're first Compliance Newsletter campaign for HRCG.