Flying high
High expectations are placed on annual and annual reports. In addition to providing factual information, they often also serve to cultivate a company's image. This makes sense, but is not without its pitfalls. It takes courage and a professional approach to achieve the goals set.
A bright red climbing rope amidst white medical coats, with the words "Climbing the summit" underneath. This is how the cover of the current annual report of Aarau Cantonal Hospital (KSA) presents itself. It is clear at first glance that the following pages show more than just the facts and figures of the past year.
In addition to sober information, the company's image should also be presented in a positive light. No wonder: in terms of authenticity and credibility, the annual report is superior to many communication tools.
The expectations of other companies are also high. The annual report should support the brand, build trust and arouse sympathy. It should also correspond to the company, be recognizable and yet always surprise anew.
Route planning by professionals
The obstacles on the way to the goal are numerous. This is because the high expectations are accompanied by a multitude of ideas as to how they should be fulfilled. In most cases, it therefore makes sense to entrust the route planning to professionals. For a convincing result, the KSA also trusts experienced specialists. The aim of the 2008 annual report is to present the hospital's newly developed management values. The Crafft Kommunikation agency from Zurich has developed a tailor-made concept to anchor the abstract concepts of transparency, performance, responsibility, trust and dynamism in the hospital environment. Well-known motifs from the hospital world have been alienated with the attributes of mountaineers for this purpose. In addition, short texts explain how the values of the management mission statement are understood in concrete terms at the KSA. An editorial photo gallery, insights into the various hospital areas and a clearly structured financial and data section complete the annual report.
Leaving familiar territory
The ideal route depends on the individual company and the goals set. However, certain key factors can be named which - at least - make orientation easier. On the one hand, clear responsibilities and processes are important; in the case of decentralized production, an editorial system is even useful. On the other hand, it is also important to take care: an annual report is more than the sum of its parts. But it depends on the individual elements whether that "more" is achieved or not. It is worth investing in professional image composition and a reader-friendly design, and paying attention to stringency and style in the texts.
And finally: for an annual report to be effective, it must be perceived. In very few cases is it enough to align it with the company's corporate design. To achieve ambitious goals, you need the courage to leave familiar territory.
In addition to sober information, the company's image should also be presented in a positive light. No wonder: in terms of authenticity and credibility, the annual report is superior to many communication tools.
The expectations of other companies are also high. The annual report should support the brand, build trust and arouse sympathy. It should also correspond to the company, be recognizable and yet always surprise anew.
Route planning by professionals
The obstacles on the way to the goal are numerous. This is because the high expectations are accompanied by a multitude of ideas as to how they should be fulfilled. In most cases, it therefore makes sense to entrust the route planning to professionals. For a convincing result, the KSA also trusts experienced specialists. The aim of the 2008 annual report is to present the hospital's newly developed management values. The Crafft Kommunikation agency from Zurich has developed a tailor-made concept to anchor the abstract concepts of transparency, performance, responsibility, trust and dynamism in the hospital environment. Well-known motifs from the hospital world have been alienated with the attributes of mountaineers for this purpose. In addition, short texts explain how the values of the management mission statement are understood in concrete terms at the KSA. An editorial photo gallery, insights into the various hospital areas and a clearly structured financial and data section complete the annual report.
Leaving familiar territory
The ideal route depends on the individual company and the goals set. However, certain key factors can be named which - at least - make orientation easier. On the one hand, clear responsibilities and processes are important; in the case of decentralized production, an editorial system is even useful. On the other hand, it is also important to take care: an annual report is more than the sum of its parts. But it depends on the individual elements whether that "more" is achieved or not. It is worth investing in professional image composition and a reader-friendly design, and paying attention to stringency and style in the texts.
And finally: for an annual report to be effective, it must be perceived. In very few cases is it enough to align it with the company's corporate design. To achieve ambitious goals, you need the courage to leave familiar territory.
