How to convey your brand through digital investor relations? BT

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Communicate Magazine

Presentation made by Jon Cox of BT at the Evolution of the Annual Report on 30 September 2015.

Investor Relations

© British Telecommunications plc
Context
• We have one of the largest share
registers in the UK, with many
retail shareholders, who are also
our customers
• The Annual Report is much more
than a compliance document…
• … It’s an opportunity for us to
communicate better
• Balancing the needs of retail
shareholders with analysts and
institutional investors
• Just one element in a suite of
communication tools

© British Telecommunications plc
Looking back 3-4 years
• Introduction of richer media
– e.g. video messages from the
Chairman, CEO and CFO
• Introduction of theme-based
‘case-studies’
– (see timeline)
• Html version of the full printed
document dropped in favour of a
‘slimmed down’ summary version
Looking ahead
• More of the same …
• … but we'll keep listening to
audience feedback
• More video and animation
(if/when appropriate)
• More social media?
• No 'app' for the time being
2015201420132012
Timeline
Our strategy 2012 Olympics Our purpose InnovationTheme:
Latest
• ‘Mobile first‘
• Integrated report prompts
interactive business model
• More videos and animations

© British Telecommunications plc
Lessons learnt
• Know your audience
• Trust your designers and your
production team
• If it ain’t broke, don’t fix it
• Act on feedback and analytics
• Re-use assets to maximise value
and ensure consistency of
messaging/disclosure
2010 2011 2012 2013 2014 2015
BT ARA 2015 Innovation brochure
• Having an iconic landmark in
your property portfolio can be
very handy when it comes to
cover photography…

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