1. How to campaign your report
Inside:
Make the most of your content,
reach broader audiences and
demonstrate impact through
reporting.

2. 21
C.
THEWORLDBroader society
and communities
A.
THECOMPANYThe business and
its brands
B.
THEAUDIENCESThe people you are
trying to reach and
influence
CAMPAIGNABLE REPORTING: THE BIG BANG SALTERBAXTER
UNLEASHINGYOURCONTENT
THROUGHCAMPAIGNABLEREPORTING
DEFININGIMPACT
ANDHOWTOMEASUREIT
The challenge is that while there’s a need to communicate
more directly and make the most of digital channels, reporting
requirements continue to become more complex with
frameworks and indices driving ever deeper disclosure,
comparability and integration.
So while progress is being made, companies need to find new
ways of making the most of their reporting efforts and turn
them into effective engagement assets.
We think a campaignable reporting mindset – aligning target
audience, content, channel and impact – can deliver far more
value from the hard work of reporting and ensure its content
reaches way beyond the experts.
The opportunity
A ‘campaign’ is dynamic, with a clear audience, message
and purpose at its heart. A campaignable report should
provide the foundation for wider amplification and
influence by focusing on the following:
Ensuring cohesion through a clear purpose and plan.
It is critical when creating campaignable content to build
a simple and connected narrative and align this to clear
communications goals.
Targeting and reaching wider audiences.
Identify specific stakeholder and influencer groups, and
then design content and formats to appeal to them. Inviting
content from others also greatly enhances your network
for sharing.
Making more of existing content.
Create content to be intriguing and intelligible to
non-experts and make it available in bite-size formats
to increase the opportunity for re-use and sharing.
Connecting content to the digital ecosystem.
Be discoverable, create content that is ready to embed into
social platforms. Meeting audiences where they are, rather
than expecting (or hoping) they come to you.
Allowing others to advocate, share and talk for you.
Encourage peer-to-peer perspectives and a willingness
to share and debate to encourage others to open up and
enhance credibility.
Measuring and optimising your impact.
Set measurable goals. Track and respond to these throughout
the course of the activity to maximise your impact.
Last year, over 6,000 non-financial reports
were published globally,1
driven largely by
regulation and increasing stakeholder
expectation. In addition, audiences are
broadening and expectations are aligning
between consumers and other stakeholders.
With these new pressures, companies need
to think differently and reach beyond the
ghetto of sustainability experts.
We think a
campaignable
reporting mindset
can deliver far more
value from the hard
work of reporting.
“
Over the following pages
we outline the key elements
of a campaignable reporting
approach and show how
some of our clients have
successfully adopted
different tactics to engage
with wider audiences.
Measuring impact
Few clients set targets or outline goals for the reporting
project itself. Even fewer set measurable ones. This hangover,
stemming from its ‘disclosure’ origins and the print-only era,
has dampened any expectation for return on investment.
But it’s now time to grasp the opportunity offered by digital
communications and make robust, transparent measurement
a reality for reporting. Defining the parameters for measuring
success typically involves two sides:
2 Direct performance – measuring the success of the
report itself: The extent to which the report itself is used,
shared and repurposed. Typical metrics would include:
Activity: number of reports printed, downloads, supporting
launch events
Reach: number of site visitors, event attendees
Engagement: duration on site, number of pages visited,
number of content interactions and shares
Advocacy: mentions of the report online, proportion of
influencer support
Useful for: informing whether your report is reaching intended
audiences and influencers, building genuine engagement and
presenting content in the right ways.
1 Indirect performance – measuring the wider impact
of your report: The extent to which a report and the content
it contains can support overall business and communications
priorities.
Useful for: informing how you design and structure your report to
directly support your business goals rather than the straightjacket
of reporting conventions. (Right diagram)
Establishing a baseline
for performance
Once performance parameters have been agreed, previous
year activity, historical data and current conversations can be
analysed to set a baseline for performance and determine KPIs.
Whether building leadership for particular issues, enhancing
overall reputation or growing engagement, access to this kind
of rich, quantitative and qualitative data should make a big
difference to how you communicate, who you are able to reach
and how you demonstrate a return on your reporting investment.
Critically, it means that you can then concentrate on making
sure that the content and communications strategy deployed
works to achieve these outcomes and can support how you
evolve your approach over time.
A. Example indicators:
Awareness of your
purpose; sustainability
rankings; commercial
partnerships; investment
opportunities
B. Example indicators:
Employee sentiment;
stakeholder
endorsement; peer
recognition; customer
sentiment; reputation
trackers; influencer
engagement
C. Example indicators:
Share of voice, size
of conversation and
sentiment towards
material issues and
key messages
Indirect performance
Measuring the wider impact of your report:
1
According to the GRI Sustainability Disclosure Database

3. 43
Downloads
Twitter chat
Twitter
Twitter
YouTube
YouTube
LinkedIn Pulse
LinkedIn Pulse
Media channels
Blogs
Blogs
Facebook
Instagram Snapchat
Intranet
Internal Comms
In-store
Media channels
CONTENT
TYPE
CONTENT
FORMAT
CHANNEL
CONTENT
FOCUS
Approac
h
Im
pact
Stories
Callto
ac
tions
Teasers
V
ideo
Video
Infographic
Opinion piece
Infographic
Datadashboard
Third-partycontent
YOUR
REPORT
Highlights
Data
Key
initiatives and
collaborations
Case studies
and features
User
generated
stories
Leadership
voice
Strategic
focus
Macro
issues
ACAMPAIGNABLE
REPORTINGECOSYSTEM
For a report to be campaignable, it requires a systematic audience
and channel plan, with core content carefully tailored to each.
As this graphic illustrates, it should start with your own channels
and those of your people and partners, but should also ripple out
to ‘earned’ channels through relevance and resonance.
Being mindful of:
– the networks and communities you want to target;
– the channels within which they can be found;
– the content formats they may use; and
– the messages you want to convey
all helps define an approach to content that can
live and reach far beyond the originating report.
Storytelling
Bring to life unique
stories and actions by
blending fact with
visually rich and emotive
media to capture
imaginations.
Data
Make data accessible
and easier to share
with infographics and
design-led highlights
that are optimised for
social media.
Innovation
Hero your areas of
leadership or innovation,
and connect these with
peers and stakeholders
who also care about
the topic.
Partnerships and
third parties
Broaden your reach
and legitimacy by
inviting key partners to
contribute to content,
highlight collaborations
to their social networks or
participate in events.
User-generated content
Whether curating existing
content or creating
new, injecting audience
perspectives and content
will intrinsically increase
relevancy and visibility.
This is true for all audiences
from experts to consumers.
Think, Instagram galleries
and guest features.
Employees as advocates
External audiences can be
more trusting of employees
than the corporate voice, so
ensure they have the right
tools, content and motivation
to share the message.
Issue/sector specific
Build dialogue with
issue-specific communities
and stakeholders through
tailored content that engages
them on and offline.
Build conversation
Connecting your key messages
to ‘hot’ newsworthy topics, makes
it easier for wider organic PR.
Or design content as subsequent
tools for customer-facing teams.
DESIGNINGCONTENT
WITHABANG
There are many ways to create
compelling content that can live
beyond your report. By deploying
these tactics, both reach and
depth of engagement can be
dramatically improved.
CAMPAIGNABLE REPORTING: THE BIG BANG SALTERBAXTER

4. INPRACTICE:
65
2020 Global
Sustainability
Framework
The Premier League’s end-of-season
review covers their economic and
community contribution but has
struggled to connect with key audiences
or issue-specific influencer groups.
Building on the launch of the new brand,
we transformed the content and
approach to deliver a highly active and
campaignable mobile-first report.
This report hero’s the Inspiring Stories
of the people that make the League a
success. An inclusive first-person
perspective is supported by simple
and lively infographics and bespoke
functionality that allows users to share
individual graphics, infographics, videos
or text snippets across multiple platforms.
The report also acted as a hub for
engaging user-generated content,
such as the call for ‘Selfies of the Season’,
driving active traffic from the broader
football family.
CA, the international fashion retailer,
produced its first ever Group-wide
sustainability report to help establish
a new global strategy and highlight its
contribution to global issues in a highly
scrutinised sector. We developed a
digital-first report, supported by
high-quality video content and quick
summary PDFs, to help amplify the
content to broader audiences.
The site takes a storytelling approach
using unique outputs from CA’s
partnership with the National Geographic
channel. Original film material presented
an objective view of the cotton industry,
focusing on modern-day challenges
and innovations. The content has a clear
appeal to sustainability stakeholders and
consumers, and reached wide audiences
through social channels, event promotion
and on-air teasers.
The report website remains current
by incorporating sustainability news
updates, so it can be kept fresh and
repromoted as necessary.
Coca-Cola Enterprises (now part of
Coca-Cola European Partners) built a
campaignable communications approach
over several years. It has systematically
transformed content and the format of its
report to ensure it can be used and
repurposed by the business and its
stakeholders as easily as possible.
Visually unique and multifaceted
infographics have always been at the
heart of the report’s success and were
developed to include interactive, animated
elements for targeted use on social media.
The report was designed from the outset
to support wider communications plans
and be customisable for different
stakeholders, local markets and channels.
This resulted in stronger resonance and
wider amplification of key content and
performance highlights.
OUR IMPACT
– During the launch fortnight, 33,836
people accessed the site, leading to
73,688 page views (up 244% and
403% respectively compared to
previous years).
– The user-generated and dynamic
content encouraged 62%
of visitors to return, compared to 26%
previously.
OUR IMPACT
– As a first report it has set clear
benchmarks for reach and engagement
that CA can build on for the future.
– The shareability of graphics and
stories has also allowed CA to
produce ongoing communications.
OUR IMPACT
The focus on delivering activity that can
live beyond the confines of a traditional
report has contributed towards the
winning or shortlisting of an impressive
11 Corporate Register Reporting Awards
(CRRA) from 2012–2016 for Creativity
and Communications, Innovation in
Reporting and Best Report, amongst
many others.
CAMPAIGNABLE REPORTING: THE BIG BANG SALTERBAXTER

5. STARTWITHACAMPAIGN,
NOTJUSTAREPORT
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About Salterbaxter
We are a leading international sustainability
strategy and communications consultancy.
We help companies and brands Step Up to
the challenge of the changing relationship
between business and society.
We combine smart strategy, savvy insights
and sharp creativity to help business build
purpose, deliver performance and drive
transformation.
Our innovative SBTribe service provides
social media insight, influence and impact.
It helps clients capture and respond to
influencer and issue trends impacting their
business and reputation online.
Campaignable reporting cannot be an
afterthought – developing a communications
strategy and campaign approach should be
fundamental to the initial brief. It is a great
opportunity to define what success should
look like, and measure it.
Salterbaxter’s unique blend of skills means we can help define
and lead compelling campaigns, develop great reporting
content, identify key influencers, manage your digital outreach
and ultimately build more meaningful stakeholder dialogue.
LONDON
82 Baker Street
London
W1U 6AE
Tel +44 (0)20 7229 5720
www.salterbaxter.com
@salterbaxterMSL
By combining our subject matter expertise in reporting,
sustainability, communications, digital know-how
and social media insight, we can identify:
– Clear messaging, stories and campaign ‘hooks’
– The influencers and stakeholders that you need
to engage with
– The best way of engaging them
– The issues, type of content and activities to which they
will respond
– How to measure the impact of your report and outreach,
through both your own website and a wider spread
of digital channels
NEW YORK CITY
375 Hudson Street
14th Floor
NY 10014
USA
Tel +1 646 500 7906
Get in touch to find out more:
Suzanne Blake – suzanne.blake@salterbaxter.com