From the brand
Implenia consistently uses its semiannual report for brand management.
Semiannual reports are dry reading for investors and financial analysts! Anyone who thinks that way misses out on a major opportunity once a year. The example of Implenia shows that there’s another way: Switzerland’s largest construction services company uses its half-year report to communicate its core business, value creation, and future potential.
Brand Management in the Semiannual Report
In the 2009 Annual Report, Schneiter Meier Külling brought Implenia’s brand to life in the publishing sector. With its semi-annual report, Implenia is consistently continuing along this path. As with the annual report, the new concept developed by Schneiter Meier Külling centers on Implenia’s achievements: showcase projects illustrate the divisions’ activities and highlight key themes and services. The feature on the new NEAT trans-Alpine railway line, for example—the world’s longest tunnel—impressively demonstrates the caliber of Switzerland’s largest construction services company and recognizes the achievements of its employees.
Added Value for the Target Audiences and Implenia
The new concept changes the nature of the semiannual report—and creates added value: for current employees, whose achievements are being recognized; for potential employees, who are introduced to the company’s values; and for investors and journalists, to whom the half-year report clearly conveys Implenia’s strengths and potential. And last but not least, for the Implenia brand: Thanks to its journalistic writing styles, the half-year report takes on the character of a modern image brochure that Implenia can use throughout the year as a platform for launching current topics. As a result, what was once a dry, routine exercise in providing information to analysts becomes—alongside the annual report—the second driving force behind corporate communications and a platform for consistent brand management and agenda setting in corporate publishing.
Journalistic Approach
In implementing the new concept, Implenia—through its Corporate Communications department—and Schneiter Meier Külling consistently took a journalistic approach. This resulted in a compelling report from the container village in Sedrun. The story paints a vivid picture of the challenges of tunnel construction, the extraordinary technical, engineering, and planning achievements, and the daily life of the 500 miners from over 30 countries living together in the Sedrun container village. As a result, the semi-annual report provides journalists with ideas and background material for compelling coverage of Implenia.
Modern Journalism
In the design implementation as well, conveying information takes priority: graphics and the division of content across multiple sections create additional entry points for readers and provide intuitive navigation. Executive summaries cater to online reading habits and convey key messages quickly and accessibly. By implementing this new concept, Schneiter Meier Külling optimally tailors Implenia’s reporting to the company’s communication needs, thereby laying the foundation for a consistent publishing landscape—and the systematic cultivation and management of the brand in corporate publishing. Gregor Herbst
Brand Management in the Semiannual Report
In the 2009 Annual Report, Schneiter Meier Külling brought Implenia’s brand to life in the publishing sector. With its semi-annual report, Implenia is consistently continuing along this path. As with the annual report, the new concept developed by Schneiter Meier Külling centers on Implenia’s achievements: showcase projects illustrate the divisions’ activities and highlight key themes and services. The feature on the new NEAT trans-Alpine railway line, for example—the world’s longest tunnel—impressively demonstrates the caliber of Switzerland’s largest construction services company and recognizes the achievements of its employees.
Added Value for the Target Audiences and Implenia
The new concept changes the nature of the semiannual report—and creates added value: for current employees, whose achievements are being recognized; for potential employees, who are introduced to the company’s values; and for investors and journalists, to whom the half-year report clearly conveys Implenia’s strengths and potential. And last but not least, for the Implenia brand: Thanks to its journalistic writing styles, the half-year report takes on the character of a modern image brochure that Implenia can use throughout the year as a platform for launching current topics. As a result, what was once a dry, routine exercise in providing information to analysts becomes—alongside the annual report—the second driving force behind corporate communications and a platform for consistent brand management and agenda setting in corporate publishing.
Journalistic Approach
In implementing the new concept, Implenia—through its Corporate Communications department—and Schneiter Meier Külling consistently took a journalistic approach. This resulted in a compelling report from the container village in Sedrun. The story paints a vivid picture of the challenges of tunnel construction, the extraordinary technical, engineering, and planning achievements, and the daily life of the 500 miners from over 30 countries living together in the Sedrun container village. As a result, the semi-annual report provides journalists with ideas and background material for compelling coverage of Implenia.
Modern Journalism
In the design implementation as well, conveying information takes priority: graphics and the division of content across multiple sections create additional entry points for readers and provide intuitive navigation. Executive summaries cater to online reading habits and convey key messages quickly and accessibly. By implementing this new concept, Schneiter Meier Külling optimally tailors Implenia’s reporting to the company’s communication needs, thereby laying the foundation for a consistent publishing landscape—and the systematic cultivation and management of the brand in corporate publishing. Gregor Herbst
