Enriching engagement through stakeholder comms
The challenge
We pride ourselves on helping clients stay out in front and engage internal audiences by turning complex into compelling. Chief among these is the annual reporting suite for insurer Royal London. We understand the regulatory landscape. But we know that serious can be boring, and boring doesn’t get noticed.
We needed compelling supporting collateral to persuade the mutual’s members to read its annual report. The goal was to engage a reluctant audience with a complicated business.
Industry
Financial services
Services
Design, Stakeholder comms, Copywriting, Print, Digital
Our fearless approach
We are consultative but also push our clients, a philosophy we know produces better annual reports and comms. Year on year we advised on and delivered new end of year engagement channels for Royal London’s audience. Taking a concertina approach to content, we crafted a comms programme which speaks directly to stakeholders. It needed to demystify finance and bring to life the business’s culture, purpose and values to enrich engagement.
As well as the annual reports, we created a member year-end pack and AGM voting forms. This direct mail creative was developed to ensure it spoke to all members. It was complemented by additional online content, delivered in a portal built by our studio.
The microsite offered audiences segmented content about results, insight around personal finance and multimedia creative. From video to animation to quarterly competitions, our strategy focused on the personal and relatable to maximise member engagement.
The impact
Multi-awarding-winning, our end of year comms programme has enriched engagement. Ever-growing numbers of members connect with the brand’s content and vote at the AGM. Pre-launch of our engagement strategy, digital comms reached 1.44 per cent of all members – rising to 29 per cent after the first year. Feedback from Royal London has praised us for our depth of insight and experience, helping the brand to stay ahead of the curve and engage so many different stakeholders with a complex business.
Annual reports are complex. And Royal London is complex. But we know we can lean on Wardour to take the complexity and make it accessible for our audiences
Our awards with this client
Digital Impact Awards 2018
Bronze – Best use of digital by sector - financial services
IoIC Awards 2018
Award of excellence – Channel for members/stakeholders
LACP Vision Awards 2017
Silver – Annual report
Ready to be fearless?
Get in touch.
