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CASE STUDY: Acuity Brands 2003 Annual Report
If there was an annual report that made the most of its role to build confidence among all its stakeholders, Acuity Brands' 2003 report offers an impressive example.
Acuity Brands is a company in the ideal position of having solid businesses that produce basic products with long-term demand. In 2003, despite a weak economy and increased belt tightening in the markets the company serves, its two business segments – Acuity Brands Lighting and Acuity Specialty Products – managed to post sales of over $2 billion. Leading or near-leading market positions and strong financial management have helped to increase the company's cash flow and pay down debt ahead of schedule. Still, CEO James Balloun felt that with the right plan and his team of highly competent, motivated employees, Acuity had the potential for even greater success. Balloun and Acuity leadership outlined initiatives aimed at a companywide transformation, with the ultimate goal of attaining a level of performance among the top tier of companies.
A Message of Transformation
Acuity asked see see eye to help develop a communications and visual strategy for the annual report that would deliver Balloun's message of transformation to all of its key stakeholders – employees, customers and the investment community. Our recommended theme "On Our Way" highlighted Acuity's positive momentum towards this goal and tied into the company's recently launched "Acuity Brands Way" vision.
Balloun was particularly interested in recognizing those Acuity men and women that modeled the type of performance he believes will enable the company to reach its goal of going from good to great. see see eye recommended a progressive approach to telling these 'hero stories' -- including the use of action-oriented headlines that tied into the theme, brief inspirational stories and contemporary people photography. The photography featured "movement" in each shot to liven the visuals and underscore the 'On Our Way' message.
The result was an appealing, on-point annual report that met Acuity's objective: educate all stakeholders about and build their confidence in the company's potential to accomplish spectacular results.
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With corporate and Wall Street scandals becoming a regular part of our news, why should stakeholders place any confidence in today's corporate annual report?
Annual reports for most public companies will start hitting the mail in March. Having produced over 200 print and online annual reports since 1992, see see eye clearly recognizes some trends that are shaping the direction – and impacting the communications value – of this corporate financial and marketing document.
Among them: more direct language in the CEO letter; the inclusion of Q&As to tell the company story in a more readable style; an increase in Wrap 10-Ks to, among other things, reduce costs; and more disclosure about safety, health, environment and community activities.
To find out more about our investor-stakeholder communications expertise and how we can help you create confidence, contact Don Mitchell.
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see see eye is an award-winning graphic design firm that develops stakeholder communications for Fortune 500 and other companies. The firm uses strategic creative design and effective message development to produce Web sites, magazines, annual reports, brochures and other investor, customer, employee and community communications. Additional information can be found at the company's Web site, www.seeseeeye.com.
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