Division B - Printed Tools of Public Relations
Category 2 - Annual Report
OPEN BOOKS. OPEN DOORS.
Michelle Kessinger, Jeanne Ladd, Costa DeVault
Golden Image Award
Research/Situation Analysis:
One out of every five Central Florida adults reads at or below the
5th-grade level. For those individuals, the Adult Literacy League (ALL)
offers hope for a better life. Serving more than 4000 clients annually,
ALL tutors and provides scholarships for adult learners; trains tutors;
provides continuing education; and helps to generate public awareness.
Historically, ALL had summarized yearly activity in the form of a
nondescript, 3-page laser-printed report, which had little impact and
could not be used as a marketing tool. In 2002, as part of a pro bono
image campaign donated to ALL, Costa DeVault (CD) upgraded the annual
report, creating a practical, attention-grabbing piece that fit in a
#10 envelope for easy mailing. Well-received by ALL and its
stakeholders, the annual report was “cloned” for the next several years
to save time and money and redesigned as a small, 4x6 booklet in 2005.
Although that provided a different look, response from ALL and its
Board indicated that the #10 size was, ultimately, more practical and
cost-effective. So, last year, they asked CD to return to the original
format. The dilemma? How to make the “same old, same old” stand out
from previous pieces. One additional challenge: As in years past, there
was still no budget for this critical PR tool.
Objectives: To: 1) communicate the message that,
while ‘05 was a good year for ALL, the problem of illiteracy is
growing, and the organization still faces considerable challenges; 2)
create a “new look” for the report, while returning to the previous #10
format; 3) produce a piece that was flexible enough to double as a
marketing tool to help recruit adult learners and volunteers, attract
more tutors and increase public awareness; 4) present ALL’s story
through the eyes of volunteers and adult learners who are vital to the
organization’s success; 5) deliver maximum impact on a minimum budget,
creating a piece that didn’t look “too expensive.”
Implementation: Addressing budget issues first,
we secured pro bono support from a local printer. That – coupled with
our own donation of writing and design – put the annual report
immediately “in the black.” We themed the annual report “Open Books.
Open Doors.” – which literally and figuratively addressed a key issue:
that reading opens doors of opportunity. To ensure that the piece could
be used for multiple purposes, we created a modular system consisting
of: the main annual report, which addressed ALL’s accomplishments and
financial status in fiscal 2005; a separate mini-folder, which could
house a variety of pieces, including ALL’s marketing brochure; and 4
inserts designed as flash cards, featuring powerful testimonials from
adult-learner “success stories,” who credit ALL for changing their
lives. The back of the card included a photo and brief bio, while the
front of the card showcased key words (“growth,” “hope,” “success” and
“opportunity”), which symbolized what ALL means to its learners. To
create an attention-grabbing piece that didn’t look “too expensive,” CD
used a simple two-color palette (black and yellow); designed the piece
to fit into a #10 envelope; and relied on simple but powerful
typography to “carry the day.” Interspersed throughout the piece were
messages from tutors and students – adding a vital “human touch” and
taking the piece beyond assets and liabilities and straight to the
heart of the organization. The annual report was distributed to ALL
constituents, including volunteers, board members, staff and community
leaders.
Evaluation: Cost-effective, practical and
commanding, the annual report met all objectives – providing ALL with a
highly versatile communication tool. According to Joyce Whidden, ALL’s
executive director, it was an integral part of an awareness effort that
generated a 15% increase in the number of students served, a 24%
increase in the number of English language literacy students, a 25%
increase in the number of hours of instruction provided and a 7%
increase in revenue. According to Whidden: “The annual report is so
beautiful, we were all blown away!” The piece garnered attention from
the Vice President of ProLiteracy Worldwide, who said the piece was
“professional without being slick; combines warm fuzzies with facts;
and is easy and interesting to read.” Similar accolades came in from
other literacy coalitions (“beautiful, powerful and inspiring”) and
board members (“it’s absolutely stunning, with a theme that’s strong,
clear and moving – and a visual presentation that’s absolutely
beautiful”).
Budget: ALL had no budget dollars allocated for
the annual report. With donated writing, design, photography and
printing valued at nearly $15,000, the piece proved to be an enormous
value and a highly successful PR tool.