This non-arts case study demonstrates how to make effective use of an annual report. We learn how a charitable organisation, The Scotland Yard Adventure Centre (known as ‘The Yard’), with the help of Tayburn (brand and reputation agency), overhauled their annual report with incredible results. The Yard is a purpose built indoor and outdoor adventure play service for children with disabilities (perhaps you saw them on BBC Children in Need and DIY SOS: The Big Build). Given their small marketing budget, the annual report is their key communications tool. Tayburn helped The Yard to successfully tell their story from two perspectives – that of the children who go there and the support structure that makes that happen. The results speak for themselves – support from the corporate sector increased by over 100%.
Strategic thinking
To roll out The Yard across Scotland and raise its profile nationally The Yard recognised that it would need to:
- Gain national coverage without investing in expensive advertising channels.
- Get MP’s and MSP’s through the door in order to meet families with children with complex needs and to convince them of a national need for specialist play and youth work services.
- Invest more in communications, both in print and online.