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Sweet marketing music

Tanner Montague came to town from Seattle having never owned his own music venue before. He’s a musician himself, so he has a pretty good sense of good music, but he also wandered into a crowded music scene filled with concert venues large and small.But the owner of Green Room thinks he found a void in the market. It’s lacking, he says, in places serving between 200 and 500 people, a sweet spot he thinks could be a draw for both some national acts not quite big enough yet for arena gigs and local acts looking for a launching pad.“I felt that size would do well in the city to offer more options,” he says. “My goal was to A, bring another option for national acts but then, B, have a great spot for local bands to start.”Right or wrong, something seems to be working, he says. He’s got a full calendar of concerts booked out several months. How did he, as a newcomer to the market in an industry filled with competition, get the attention of the local concertgoer?

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by Diana Lillicrap
December 2011

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When reporting to stakeholders, slimmer is better

In some cases, this trend is out of necessity-making every marketing dollar stretch further is not only good business, it’s also a requirement in a down economy. In other cases, companies are realizing that key audiences have less time and shorter attention spans. The fact is that company communications need to work harder and be smarter than ever before.

Responding to this trend for concise, quick-read and information-rich communications can be seen in the increasingly slender, fact-packed annual report. Since 2009, the Securities and Exchange Commission no longer requires a paper version to be distributed to shareholders. Now, all that bulky financial content can live on the web.

However, the message of “who we are, what we do, and why it is important” remains a priority for organizations to communicate. And updating it on a yearly basis is a terrific way to evaluate where you’ve been and refine your goals for the future.

Traditionally, the purpose of an annual report was to provide stakeholders and potential investors with an accurate view of the previous year’s performance along with an outlook of the anticipated growth of the future. Now, that purpose needs to be even broader. Stakeholders want to know that you are not only financially sound, but that your vision is strategic, your organization is nimble enough to adjust to the ever-evolving marketplace, and your leadership is effective and fiscally responsible.

Making your annual report lean and concise is a perfect way to respond to these needs. Your message will be more effective and your resources will be used more wisely-making it a win-win for you and your readers.

To get to a slimmer annual report, here are our top 10 tips.

1. Cut the narrative. Your stakeholders know your back  story or can find it online in a flash. Reserve your annual report for quick details about the past year and specific plans for the coming year. A well edited report will result in fewer pages and a stronger, more concise story that is more likely to be read.

2. Paint a picture. The SEC may not require in-depth financials, but stakeholders still want a quick look at the financial details. Consider using charts, factoids, or even infographics to tell a complex story in a small space.

3. Use more than words. Remember that sometimes a picture can tell a thousand words. Typical readers will spend more time engaging with high-quality photos and illustrations without feeling pressured to read every sentence. Be sure to choose images wisely so they convey multiple messages about your organization and the specific topic at hand.

4. Put the reader first. Focus on the wants and needs of your audience. Determine what readers expect to learn from your report and then organize the content and layout around that. Remember to answer key questions such as: What’s our vision, how are we unique, and why should others care?

5. Think in layers. If you want to draw in readers, think about your report like a magazine. Start with a “cover” mentality to pique interest, then explain key points in subheads and callouts, and finally provide details for the fully engaged reader with succinct body copy.

6. Provide microcontent. Today’s reader is a scanner. Make sure your key messages can be absorbed even if the audience only spends a few minutes quickly flipping through the report. Key copy such as headlines, intro sentences and callouts should provide usable information in bite-sized, quick-read sentences.

7. Dump the marketese. Speak your reader’s language, not your own internal “brand speak.” Remember that plain, concise words convey trust and are also what people use to search, meaning when you put your report online, you’ll rate higher on search engines if you keep it simple.

8. Utilize the vehicle. Take advantage of the fact that printed communications are less common today. Get more bang for your buck by using unique sizes, paper textures, printing techniques, or even a hand-applied stamp to create something special for this important company touchpoint.

9. Hand-pick your audience. Annuals of the past were mailed to thousands, mostly because the SEC required it. Today’s annual report can be targeted to your most important stakeholders-and cutting your quantity will save trees and dollars.

10. Supplement the tool. A slimmed down report doesn’t have to be the end-all-be-all communication it needed to be in the past. Encourage readers to visit your site for the most up-to-date financials. Consider sending postcards to audiences that no longer get a printed version, directing them to the web for a pdf. Or provide an online presentation of additional details that you decided to leave out.

Organizations big and small have seen the value in a trimmed down annual report. “Ten years ago, our annual report was 100 pages. Today it’s a six-page, self-mailer,” explains Tim Hanrahan, communications director for The McKnight Foundation. “As a tax-privileged foundation, accountable to the communities we support, we depend on creative approaches to demonstrate responsibility without sacrificing quality.”

Annual reports have turned into workhorse communications that need to clearly represent the spirit of the brand and details of the company. They are intended to show stability and consistency, but especially in a down economy, these key communications need to reflect prudence and precision to investors and stakeholders.

“We wanted to bring clarity to who we are and what we are about,” says Kimberly Daniel, communications associate for The Fund for Theological Education. “Our annual report seemed like the perfect place to do just that. The new approach allows us to have an image and voice that is fresh, concise and compelling to all our audiences.”

In the end, by taking time to carefully evaluate your audience, your messages, and the way you are delivering your content, the result will be a slimmer report that is more effective and a better investment.

Diana Lillicrap,
5 by 5 Design:
952.233.3735
diana@5by5design.com
www.5by5design.com