Our appointment coincided with a new CEO joining and a new strategy launch, and so it was vital to ensure the report did an outstanding job of introducing both to the markets.
We also needed to help the business brush up on a few reporting fundamentals, streamlining unnecessary content and introducing a strong business model description.
A new strategy section crisply explains both the new strategic objectives and the rationale for same.
The strategy section is supplemented by a fair and balanced Q&A with the new CEO.
Case studies are highly visual and tell a compelling story about some of James Cropper’s most innovative projects.
Given the relative complexity of the business, and the differences between the divisions, a completely revamped business model description offers readers meaningful insight into what James Cropper does, how it makes money, and what sets it apart.
The document is remarkably concise versus the typical FTSE annual report, and also features far more forward-looking information than is usually found in the Small Cap space. The business model description is a particular standout, with this level of detail being very uncommon indeed.
The report was also printed on James Cropper’s own paper stock, multiple varieties of which were used to create an unusual, premium feel.
The report was very well-liked internally, impressing both the CEO and the Board.