Employee Publication Reinvention

Since 2016, we have partnered with CoolSys during its exciting transition into a national refrigeration and HVAC services brand. Seamless collaboration—serving as an integrated extension of the in-house team—is at the core of our work with CoolSys and other clients. A great example of this is our collaboration on a project to modernize the company’s primary employee communication vehicle, making it more timely and relevant to a rapidly growing and increasingly diverse audience.

When we joined the project, the newsletter was being produced in-house, printed then distributed to only a segment of the company’s employees, due to technical and logistical constraints. CoolSys tasked us with elevating the look and content of the publication. In response, we developed a digital PDF format for the newsletter as the next phase of its evolution.

Realizing this was an intermediate step toward our ultimate goal, we asked ourselves what we could do to keep the publication digital but make it easier to access and more interactive. The result was CoolTimes, a monthly email digest with links that enable employees to view the full text of articles in a designated section of the CoolSys website. Delivering the digest via MailChimp enables us to track engagement, interact with our audience and segment by operating brands in order to evaluate the effectiveness of our content among categories of employees. We continue to collaborate with the CoolSys team to develop, write, distribute and track metrics for each monthly issue.


  • Strategy
  • Ideation
  • Content Development (Copywriting and Design)
  • List Segmentation and Reporting
  • Analytic Reporting


Since CoolSys launched CoolTimes as a monthly email digest in February 2019, response to the publication has consistently exceeded benchmarks, with opens and clicks performing better than most internal newsletters.

CoolTimes 2019 engagement:

  • 62% average opens (benchmark: 58%)
  • 27% average clicks (benchmark: 14%)
  • 2,453 total page views

Client Kudos

“I would be lost without Cindy and the rest of the Incricia team! My job is split across a number of responsibilities, so having a partner like Incricia to help with CoolTimes is invaluable. The team is extremely responsive to concerns and questions, and since I don’t have a background in communication, it has been wonderful to have such an innovative partner to help with the planning and writing process. Thanks to the expertise of the Incricia team, I am always confident we’re providing the best possible publication for our employees.” — Jessica Smith, Employee Engagement Specialist, CoolSys

About CoolSys

CoolSys is a market-leading refrigeration and HVAC services company, specializing in a full spectrum of best-in-class service experiences and solutions for customers in the retail, foodservice, commercial and industrial market segments. CoolSys and its operating businesses cover every stage of mission-critical systems through engineering and design, installation, service and maintenance, and energy optimization. Headquartered in Southern California, CoolSys has more than 1,400 highly trained, field-based service and installation experts serving the daily needs of more than 4,000 customers across North America. For additional information, please visit https://coolsys.com/.