Annual Reports Need Marketing Too
Sometimes your financial information needs to be put into context
Sometimes your financial information needs to be put into context
CHALLENGE
Publicly traded educational software company Lightspan needed to properly position itself to investors and potential investors. Beyond the financial data that is a part of every annual report, we needed to properly position the company, highlight the mission, and explain the opportunity.
SOLUTION
I researched and wrote success stories from current clients, and interviewed executive team members to document the company's plans for the future. Working with the graphics team, we selected images of happy kids and teachers using the product, and created a branded piece that spoke to Lightspan's important mission.
OUTCOME
An attractive and readable intro section to the company's annual report, engaging potential investors and positioning Lightspan as a company that makes a positive difference, besides being a strong investment.
Publicly traded educational software company Lightspan needed to properly position itself to investors and potential investors. Beyond the financial data that is a part of every annual report, we needed to properly position the company, highlight the mission, and explain the opportunity.
SOLUTION
I researched and wrote success stories from current clients, and interviewed executive team members to document the company's plans for the future. Working with the graphics team, we selected images of happy kids and teachers using the product, and created a branded piece that spoke to Lightspan's important mission.
OUTCOME
An attractive and readable intro section to the company's annual report, engaging potential investors and positioning Lightspan as a company that makes a positive difference, besides being a strong investment.
Presenting social proof is one of the best ways to engage your prospects, and Lightspan had plenty of success stories to share. I constructed short vignettes on successful implementations -- showing potential investors that the Lightspan had a compelling value proposition.
The education system is like the weather -- everyone has an opinion, but no one can really do anything about it. Lightspan was the exception to that rule, with data that showed the product worked, and anecdotal evidence from teachers and administrators.
