This second option of Buzzwords’ 5-star PR packages is dubbed ‘The Credibility Builder’. That’s because the valuable raw material of corporate information used in case study copywriting can be applied in a highly effective way to annual report copywriting.
The content can also of course be edited to create extra website content, mailshots and sales aids – so it makes marketing and financial sense to use it for annual report copywriting too! This is especially true when specific case studies are used to illustrate a particular success that was part of an organisation’s mainstream activities in that particular year.
Depending on the nature of the case studies, their use in annual reports can either be as major full-page items that add personal or commercial credibility. Or they can be used as a series of cameos, or shortened versions, to highlight widely applied or accepted skills or achievements. Whichever approach is used, the testimonial value of third party endorsement is priceless.
What is also important is recognising the value of this goldmine of information under your nose which should neither be overlooked nor wasted. That’s why you should adopt a case study ‘strategy’ to identify both the information and its potential as an inexpensive and often ignored marketing tool.
(See Buzzwords’ main website for details: buzzwords.ltd.uk/pr_packages.htm)