Jun 10 2008
StudioNorth, a 30-year Chicagoland veteran in creative marketing and interactive technology solutions, announced today that it has launched the first "hybrid" annual report for its client, The Morton Arboretum, a 1,700-acre tree museum located in Lisle, Illinois.
The Arboretum approached StudioNorth to develop an innovative alternative to their traditional printed annual report that would both support and showcase their leadership role in promoting environmental stewardship. One of the key challenges beyond saving paper—and trees—was effectively communicating the Arboretum’s thought leadership in a way that would stand apart from the chorus of corporate voices touting their own “green” initiatives. Another objective was to engage and inspire their supporters with technology that could provide a richer, more intimate portrait of the Arboretum and its accomplishments.
Thus was born the web-print hybrid Perennial Report, a vehicle whose useful life could endure well beyond that of a typical annual report. “We understood immediately that web-based technology should comprise at least part of the solution,” explains Greg French, StudioNorth’s V.P. of Strategic Services. “But as we explored their audience demographics, among other factors, we also understood the need to ease the transition from print to electronic media.”
The decision was made to create an announcement mailer detailing the thought process that led to the change, with an invitation to view more information on the web. This printed Perennial Report Preview included a feature story and financial statement, along with a personalized notepad for each donor, all made from eco-friendly, recycled materials certified by the Forest Stewardship Council (FSC). The new site (perennialreport.mortonarb.org), a satellite to the Arboretum’s main website, utilizes a cutting-edge interactive interface to draw the viewer into the experience, with stories about the Arboretum’s programs and people, video testimonials and an easy-to-search list of donors and other supporters.
Jill Koski, Vice President of Development for the Arboretum, steered the initiative on the client side. With more than 15 years of non-profit and fundraising experience, primarily in Chicago’s cultural community, she understood the importance of member recognition as a key driver for the Report, along with showcasing the Arboretum’s previously understated leadership role in the green movement.
“Obviously, we’ve always been green,” says Koski. “It’s integral to our mission of creating a greener, healthier, more beautiful world. One of our objectives in creating the Perennial Report is to help our audience make that connection, and understand how their support of the Arboretum is actually helping to save the planet.”
According to Ms. Koski, initial response to the Perennial Report has been overwhelmingly positive. Moving forward, the Arboretum plans to utilize the Perennial Report website to transition its supporters from print to electronic delivery of all its member communications. “In fulfilling our role as a voice for environmental stewardship, it’s important that we set a good example,” Koski concludes.