The Boy Scouts of America tapped us to create an annual report for the Heart of America Council (HOAC). As with any annual report, the main objective was conveys information about their financial health and levels of participation in the community. But the HOAC challenged us to do it in a way that also reflects the qualities and values that make Scouting such an important activity for our youth.
Rather than spend dwindling budgets on a printed report, we encouraged the HOAC to put their performance figures on a microsite. But rather than notifying stakeholders with an email, we produced a postcard that carried a simple, yet provocative message and the URL where the annual report could be found. The postcard was printed on recycled paper with a combination of traditional and UV-sensitive inks. The traditional ink portrayed a mountainous campsite with the line, “Take me outside, see what I can do.” When recipients exposed the card to sunlight, the UV sensitive ink came to life, illuminating the campsite with a bright sunrise and the message, “The future is bright,” along with the URL, WWW.HOACANNUALREPORT.COM. The annual report microsite featured a video of the card changing in the sunlight. Using parallax web design and stunning photography of the Scouting experience, the site effectively showcased the growth in participation, community impact and donor recognition.
The client was thrilled with the results, ranking our postcard/online report higher than any of the award-winning printed reports that had been executed in the past. Stakeholders (Board of Directors, Scout leaders, employees, volunteers and donors) universally agreed. Traffic to the website exceeded expectations.