Balancing complexity and clarity
Allianz Global Investors (AllianzGI) publish an annual sustainability report to communicate its sustainability approach and progress with a broad range of over twelve audience groups. The report is also used to satisfy the UK Stewardship Code. Our key objectives for this year were based on stakeholder research and centred on a sharper, more directed content strategy. It was clear that given the multiple audiences groups and regulatory requirements that the reporting needed to address; we ran the risk of potentially trying to say everything to everyone and ending up saying very little to anyone.
Focusing messaging through collaboration
Getting the content strategy right required a tight focus on key messaging. We ran an interactive workshop with ten key stakeholders from AllianzGI utilising a collaborative online platform to identify audience prioritisation. We explored their profiles and communication needs, and established the key messaging that would resonate with each group. As part of this - during the content development phase - we introduced interviews with lead content owners to further flesh out these key messages alongside content updates. We also designed bespoke infographics to further streamline and enhance content.
Streamlined design, enhanced engagement
By combining the outcomes of the workshop together with the outputs from interviews with our writing team we established the foundation for a more focused and engaging report. It had 30% less content, but 100% more focus on the key messages for those prioritised audiences. We repurposed content, streamlined design, and introduced infographics all to land the messages more purposefully. The feedback was overwhelmingly positive and AllianzGI and RY will continue to work together to produce the next Sustainability and Stewardship Code report, building on this success.
