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Volume 4 | November 2007 Issue | |
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In this issue, we offer tips to create an annual report that can be used beyond the typical one-year expiration date and serves as a valuable marketing tool. Be sure to view our award-winning samples and keep us in mind when developing your next annual report. CG&A wishes you a safe and joyous holiday season! |
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Annual Reports: Moving Beyond Financial Highlights Companies and organizations alike spend large sums of money to create beautiful annual reports that expire after only one year. If you’re going to spend money and time developing an annual report, look beyond the past year’s financial performance and into the future. Annual reports have the ability to encourage investors, inspire employees and highlight a company’s or organization’s presence in the community. When designed effectively, an annual report can be a very powerful marketing tool that can be used for years to come. Below are a few things to keep in mind when creating an annual report. Look Ahead, Not Behind Determine how the annual report should serve your company or organization. Decide what the reader should do as a result of reading the report – invest, partner, buy or support. Highlight results, activities and stories from the past year in ways that support the direction you’re heading in the future. Focus Content to Deliver Key Messages An annual report can fully capture and tell your story and deliver key messages to many different audiences – stakeholders, customers, employees, media, etc. Most readers will spend no more than 10 minutes reading your report, so be sure to get your messages across in a clear, concise and effective manner. Resist the temptation to write about everything. Print a Financials-Free Version Get more mileage out of your investment by printing a financials-free version of your annual report. Considering that your organization’s story is 2/3 of the annual report, take out the financials and you have a comprehensive marketing brochure. Carolyn Grisko & Associates Inc. has experience developing annual reports with targeted messages that have impact. See samples of our work for the Illinois Equal Justice Foundation and the Chicago Department of Aviation.  |
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