Annual report design as a marketing tool

Posted by Jane Toohey on 26 August 2011 | 0 Comments

Tags: annual report design

Annual Reports can do more than fulfil a requirement to report financial information.

In our current economic times the trend seems to be to cut budgets on the Annual Reporting process. However, this may well be a false type of economy. For many corporations the Annual Report can be one of the most important marketing documents of the year.

Some of the opportunities to use the annual report for marketing purposes include:

• Sending a copy to the top 100 clients in the business
• Sending applications for grants
• Chasing funds from sponsors and donations
• Seeking business partners and strategic alliances
• Looking for coverage in the media, or supplying background information to the media to show what the organisation or group has been doing
• Approaching or introducing the company to local councils or politicians
• Sending an information pack; trying to attract new members onto the board or committee; or to take up key positions in your company
• An effective annual report communicates your accomplishments, vision and values. Key clients are impressed and assured by this.

A theme driven annual report presents the positioning and key messages to the target audience in an engaging way that tells the story of the year that was. The development of a theme is also an opportunity to set the focus and tone for all marketing materials for the year ahead and to create consistency across the marketing communications, which builds brand equity in the marketplace.

When developing your annual report with the intention of using it as marketing tool you need to consider 3 aspects:

1. Be proactive.
Don’t wait until the end of the financial year to begin working on your annual report. Collect your thoughts and ideas throughout the year; involve key decision makers in the organisation to contribute and decide how best to represent the company’s achievements.

2. Decide on an engaging theme for the report.
Determine what you want your readers to be left with. Use the theme consistently throughout the document and make sure it is reflected in the copy, tone, imagery and design of the annual report.

3. Consider the audience.
Consider the complete range of target markets and include elements that will appeal to all readers. Then produce a quality document for print and web, allow your audience to decide how they want to view it. Some organisations have the front section of their annual report reprinted as a corporate profile or brochure so it can be used even more extensively as a marketing tool.

The annual report can be the best public relations tool any public listed company can have. Progressive companies recognise this and so allocate a substantial budget to producing a quality annual report that will impress its readers. The annual report should be a marketing tool that helps to sell the company's products and services and helps the reader to remember the brand.

If you and your organisation have gone to the time, trouble and expense of compiling an annual report, it makes sense to use it for marketing purposes. Investing in a great one will ensure your Annual Report works for you all year long.

See some of Lumino’s annual report designs here.