Simple, target group-oriented and cost-optimized
Combined offline-online strategies open up immense possibilities for integrated communication.
Publications in corporate communications often grow incoherently. This costs companies money unnecessarily. Yet integrated offline-online concepts have the potential to increase efficiency and save costs. And the target groups thank you with attention - because they receive exactly the information that interests them.
Efficient and precise information
Successful publications bring a brand to life, create trust, speak the language of the target group and meet their interests. What sounds simple often leads to overloaded publications in practice. The wishes and requirements of the various target groups in terms of approach, prior knowledge and user preferences are usually not sufficiently taken into account. Successful corporate communication, on the other hand, provides information efficiently and precisely. This saves companies money and customers time. Innovations in online communication offer immense potential to make things as easy as possible for customers.
Prime example annual report
This is also where the Swiss energy company Axpo comes in. The publicly owned company with a socially relevant task is subject to great public interest and the demands for comprehensive and transparent financial communication are high. In addition to the cantons as owners, customers, employees and the financial community, Axpo also wants to address the general public. However, experience has shown that the public disdains traditional business reporting. So it's time for an integrated offline-online concept.
Integrated offline-online concept
In order to meet the needs of the different target groups, Axpo has added a magazine to the annual report as the heart of its financial communications. In it, Axpo conveys the core topics in interesting stories that are prepared according to journalistic criteria. Background information is told using vivid examples, attractively illustrated and divided into reader-friendly snacks. Axpo also relies on an innovative online edition that offers added value to financial journalists and analysts: Instead of a page-turning PDF, the annual report is prepared as an online working tool. The targeted reduction to the core content and the link to downloadable and editable Excel tables create an additional benefit. This allows Axpo to communicate precisely and in a target group-oriented manner via several channels. The target groups receive the information they want, optimally prepared, and reward this with attention, interest and trust.
Dynamic further development
The integrated concept leaves scope for dynamic further development. For example, it is conceivable that the online edition could be enhanced with video and audio formats and, thanks to multimedia communication, a more intensive brand experience. Cost savings are also possible by giving more weight to the online edition and reducing the print circulation. By increasing efficiency in addressing target groups and reducing costs, an integrated offline-online concept pays off twice over.
Gregor Herbst
Efficient and precise information
Successful publications bring a brand to life, create trust, speak the language of the target group and meet their interests. What sounds simple often leads to overloaded publications in practice. The wishes and requirements of the various target groups in terms of approach, prior knowledge and user preferences are usually not sufficiently taken into account. Successful corporate communication, on the other hand, provides information efficiently and precisely. This saves companies money and customers time. Innovations in online communication offer immense potential to make things as easy as possible for customers.
Prime example annual report
This is also where the Swiss energy company Axpo comes in. The publicly owned company with a socially relevant task is subject to great public interest and the demands for comprehensive and transparent financial communication are high. In addition to the cantons as owners, customers, employees and the financial community, Axpo also wants to address the general public. However, experience has shown that the public disdains traditional business reporting. So it's time for an integrated offline-online concept.
Integrated offline-online concept
In order to meet the needs of the different target groups, Axpo has added a magazine to the annual report as the heart of its financial communications. In it, Axpo conveys the core topics in interesting stories that are prepared according to journalistic criteria. Background information is told using vivid examples, attractively illustrated and divided into reader-friendly snacks. Axpo also relies on an innovative online edition that offers added value to financial journalists and analysts: Instead of a page-turning PDF, the annual report is prepared as an online working tool. The targeted reduction to the core content and the link to downloadable and editable Excel tables create an additional benefit. This allows Axpo to communicate precisely and in a target group-oriented manner via several channels. The target groups receive the information they want, optimally prepared, and reward this with attention, interest and trust.
Dynamic further development
The integrated concept leaves scope for dynamic further development. For example, it is conceivable that the online edition could be enhanced with video and audio formats and, thanks to multimedia communication, a more intensive brand experience. Cost savings are also possible by giving more weight to the online edition and reducing the print circulation. By increasing efficiency in addressing target groups and reducing costs, an integrated offline-online concept pays off twice over.
Gregor Herbst
Online implementation as a working tool for financial analyses.
