Whether you’re undertaking your first marketing project, or your one-hundred-and-first, it can be an overwhelming task. The right first steps can make the process smooth, and the outcome successful. I initially compiled this list with annual reports in mind, but these tips can help you plan any project, from a presentation to a rebrand. Answering these seven questions will ensure a strong start:
1. What is your main message? Can you sum up the year in just a few words? This will guide the choices you make about content, and influence the format and design. It’s not essential to have a theme for your report, but if a clear one emerges, it’s helpful.
2. What is the purpose of this piece? Does it need to garner stakeholder support, encourage donations, educate a new audience, or function as your primary marketing vehicle?
3. Who is your audience? What do they want, and need, to know? If they’re longtime stakeholders, they may be most interested in new developments, and if they’re new, they’d probably appreciate an introduction to your organization. Thinking about who you’re talking to is just as important as what you say to them.
4. How will the piece be structured? Organizing content by program, service or product is common, as is a chronological layout of the past year’s activities and future plans. Consider more unique options too, such as “A Day in the Life,” or a focus on people – profiling select clients, staff, and donors.
5. How will project management be handled? Most projects have multiple moving parts – assigning and gathering content and photos; managing approvals and timelines; coordinating production. A collaborative effort usually works best, and the earlier in the process you can identify who will be responsible for every detail, and what those details are, the better.
6. What trends will you adopt? In addition to industry-specific trends you’ll want to consider, these general trends are applicable for everyone:
- Creating multiple formats These may include a printed piece, interactive publication, microsite and/or video to appeal to all audiences.
- Incorporating infographics They’re not new, but are still a popular and effective way to present data points.
- Choosing sustainability Use recycled paper, limit the number of print copies and utilize digital formats when it makes sense.
7. What format will work best? While a printed, 8.5″ x 11″ format has long been the norm for collateral, it’s not always the best option. Will your report be mailed, handed out, or distributed electronically? All of the above? Your story may be best told in a small booklet, a poster or infographic, or possibly a microsite or animated digital publication.
Bonus: How can a professional help? Answering the preceding questions will lay the groundwork for a successful project, and collaborating with professionals will make it happen. Their familiarity with the process will ensure that production goes smoothly and your stress level stays low. An experienced firm (like E. Strategic Design) will seamlessly weave your narrative and data points, turning a dry, stat-filled report into an engaging form of communication.
Have you heard the news? The Pantone Color of the Year is 
