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Produce a print and online publication summarizing the 2014 accomplishments of the New York Power Authority (NYPA) in an engaging, simple and user-friendly format. The Annual Report serves many audiences, including elected officials, customers, employees, industry professionals, media and the financial community.
In 2014, NYPA introduced a new mission statement and strategic plan to set the course for increasing its role in the future of the electric energy industry. To communicate how NYPA is progressing on those fronts, the Annual Report utilized a jargon-free letter to all New Yorkers from NYPA’s president and chief executive officer. The letter stresses the key influence that NYPA has on economic development in New York State, infrastructure modernization, sustainability and energy efficiency.
Each facet of the mission statement was represented with its own spread featuring a clean, streamlined layout incorporating photos and graphics to highlight 2014 accomplishments. Hyperlinks to supplemental, in-depth information were noted in the print edition and embedded in the online version.
The Annual Report also includes a financial section covering a broad range of topics on which NYPA is legislatively mandated to report. Including this information also allows NYPA to be more transparent with a wider audience.
Positive feedback on the Annual Report was received from many audiences. An indication of the impact of the piece is seen in the online response to the document. There were 702 total visits from April 7, when it was posted to the NYPA website (nypa.gov), through August 2. The average visit duration was 5.63 minutes.