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| Planning for Annual Reports |
Annual report season is a lot like tax season: the report is required by law, it can be an exhaustive and tedious process, and it usually creeps up on us!
Set aside time in slower, quieter months to make general decisions
Go ahead and pick a theme and image ideas, and get your CEO to sign off early. Create your timeline and inform all the folks who supply content or numbers. It's so much more nerve wracking to have to deal with that during the holiday season and the end of the fourth quarter. Even if changes are made in December, they'll probably be made for good reasons.
Keep a file all year
Set aside a file that can serve as a sort of corporate scrapbook of the year. Stick in clippings, ideas, newsletters, photos, and of course, press releases. If you've done a press release about something positive, it should be mentioned in your annual report. And don't be afraid to continually touch base about this with your ad agency - it'll make life easier for all in the long run!
Plan ahead for photography
Get your photos shot during the prettiest seasons, when weather does not have an adverse effect on the light, on your models, or transportation. If you want a great shot of a new plant or building, schedule it when the trees, grass and sky complement its beauty. Also, find a professional or darned-good amateur to cover big events - you'll want those shots in your report! Again, if it's worth a press release, it's worth a photo.
Be creative with your format ideas
Some clients have moved to CD-ROM annual reports. One of the many reasons CD-ROM is becoming more popular is because, as with most digital media, it can be created and proofed in stages (as it will truly look). It is often more cost-effective in the long run, especially when it comes to postage and yes, handling. The interactive components add value. If you're not ready for a CD-ROM, consider many types of sizes and approaches to your annual report. Have a little fun with your ideas before you have to get down to deadline. Proactive thinking allows you room to create, coordinate and possibly enjoy the beginning of a new year.
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