How to convey your brand through digital investor relations? BT

Jon CoxInvestor Relations, BT

Evolution of the Annual Report30 September 2015

© 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


Our approach

• Combined Annual Report and Form 20-F• Multi-format

• online, PDF, smart PDF, print, plus accessible options

• one content source file

• An integrated Annual Report but with a separate, ‘Delivering our purpose’ report

• Strong alignment with corporate brand and website

• Willing to be challenged by the designers• Willing to act upon feedback/analytics


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


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…