Case Study

Case Study - Basketball Australia online Annual Report

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Client brief

The client wanted their 2007 Annual Report to:
• Engage with their target audience
• Be read by a wider cross section of stakeholders
• Celebrate recent on-court successes, as well as the behind-the-scenes activities that make it all possible
• Provide the final product in several formats:
• For use as a full presentation
• Divided into chapters and be able to be housed on the BA website
• Reproduceable in CD Rom format.

Several levels of multimedia were requested:
• Direct to camera (DTC) video recording of key individuals
• Video footage of games/individuals
• A consistent voiceover linking all chapters and introducing vision and text where required
• PDF printable documents
• Photographs and text

Creative process

We used our successful ’50 years of women in basketball’ multimedia presentation to determine the creative direction for the project. A major focus was to improve the clarity of messages from key stakeholders by incorporating video messages. We also wanted to include images of international success by the Australian representative teams.

Working with the client, the content was divided into 7 sections, with each section having 3 levels of communication:

1. Main message – utilise multimedia (narration, interviews, footage, and images on the top area of the interface) to create the highest level of impact
2. Highlights – use static text on screen to summarise each section (with more detail appearing below)
3. Detailed information – extensive information on each topic to be made available as printable PDF documents

Time frame from brief to delivery: 10 weeks

Client benefits

Cost effective: no print costs. Environmentally friendly: no trees were harmed in the making of this annual report. Audience reach: BA was able to reach a wider audience by publishing the report online, as there were no constraints arising from:
- Print run
- Distribution costs
- Location of recipient
Interactive: the multimedia format opened the possibility for the inclusion of games & event footage, interviews and radio ads, making the annual report a dynamic and engaging document. Reusable: the report was constructed with the objective of providing a simple method of updating the report the following year, thus reducing the investment required for subsequent reports. In addition, these files can be adapted for other purposes such as information briefings, staff inductions and strategic updates.