Create Annual Reports that are Retained — Not Recycled
Annual Meeting — just a few weeks away — association professionals can
access a design-oriented session track that includes presentations on "Reviving
the Annual Report” and "How a Magazine Redesign Reinvented the Member
Experience.” Here are some highlights from the Dental Trade Alliance
Foundation’s upcoming talk on how to breathe new life into your annual report.
At this year’s Annual Meeting, attendees will
have the opportunity to get in touch with their creative side, thanks to the
new Design half-track. The two design-focused sessions will offer inspiration
and takeaways for association designers and editors who are looking to try
The first design session, "How a Magazine
Redesign Reinvented the Member Experience,” presented by Michael Gips (vice president
of publishing, ASIS International) and Debbie Bates-Schrott (president, Bates
Creative) will explore ASIS International’s strategy for redesigning its
monthly flagship publication while simultaneously launching a new digital
edition for members. Attendees will learn how editorial and design decisions
redefined member and staff expectations, as well as tips for taking the design
of both print and digital editions in-house following a redesign launch.
For the second design session, "Reviving the
Annual Report,” Laura Fleming Doyle (executive director,
the Dental Trade Alliance Foundation) and Mike Ryan (design director, Journey Group), take
what can often be a routine-looking, numbers-heavy product and breathe new life
into it, resulting in an engaging piece with a concise theme, appealing art,
inspiring stories, and valuable information — all in an inventive form.
Here are a few highlights/tips from Mike and
Laura’s presentation on how to make sure your brand’s annual report is retained
and not recycled.
Make it distinct. Take a survey of what
other brands in your space are publishing and create yours to stand out in the
pile. For example, use a different form factor. Your annual report doesn’t even
have to be a book. It could be a deck of cards or a microsite. If it is a book,
make it a distinct size.
Develop a theme.Your annual report
should stand apart from your own collateral, too. Take the opportunity to
customize your annual report by developing a conceptual theme. Make art and
content that visually expresses that concept. A singular theme expressed with
care and beauty will be more memorable than just another book full of
Create a valuable
leave-behind for your audience. This drives engagement with the report and
brand. The Dental Trade Alliance Foundation wanted to make its annual report
valuable by stitching in a fold-out poster that educated the reader about
DTAF’s theme: The correlation between dental health and whole-body health. The
poster was so valuable that their constituents were asking for more copies and
communicating DTAF's message effectively on their behalf.
For more tips and design inspiration, be sure
and attend the Design half-track sessions at this year’s Annual Meeting, June 15-17, at the
Ronald Reagan Building, Washington. DC. See you there!
Alessia Kirkland is creative director, Optics & Photonics News, for the Optical Society (OSA) and a member
of the AM&P Annual Meeting Committee.