Annual Report Samples - Solutions Marketing & Consulting

Marketing Challenge:

This organization had been producing a larger 2-color annual report every year. The senior management team had requested something different that would reflect a newer look to appeal to a variety of market segments, especially to corporate sponsors and major gifts donors.

Solution:

This new annual report was produced in 4-color for less cost than the older 2-color version. The graphic metaphor of leaves, trees and roots captured the organization’s growing family of chapters and stakeholders.

inside page of annual report for breast cancer organization

image of page in annual report: many women

cover of annual report with butterfly graphic, people and landscape image

Marketing Challenge:

This organization had been producing a larger 2-color annual report every year. It was very copy-heavy with English and French text together on each page. The graphic treatment, in black and white, made the organization appear dated.

Solution: ¢

This annual report was the second one produced with a new look for the organization. In the prior year, we moved them to a 4-color version for less cost than the older 2-color version. It took the organizational vision statement about change, and incorporated a butterfly metaphor (metamorphosis) and subsequent color bars in all marketing materials. The smaller size (5½ x 8½) was well received by the organization’s stakeholders. The new format allowed for greater reading ease with the English and French versions meeting at the center.