A seamless transition

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For us, the best client relationship is a long-term relationship. Over the past 10 years, we have supported EBRD with its corporate reporting, particularly the Transition Report. Our aim is to make it more accessible to a wider, more varied audience, and more user-friendly by enhancing its interactive online content.

Brief

The EBRD has always been keen to push boundaries and promote their flagship Transition Report. The brief hasn’t really changed since our first collaboration. Take the core themes and findings of the report and create something relevant, insightful and visually engaging.

Solution

We were keen to show the benefits of using a blend of communication channels to promote EBRD’s stories and share their data effectively with audiences around the world. Our first website for the Bank was a test case and they immediately saw the benefits. We have been providing online reports ever since, engaging with new audiences and sharing key findings across Europe and internationally.

Our use of Highcharts, the industry-standard interactive charting software, means we were able to maintain the integrity of the Bank’s data while making it more accessible. EBRD can reproduce mathematically accurate charts tailored by each user to show the information they want.

The impressive results are testament to the EBRD’s confidence in Blackwood, which gave us the flexibility to pursue new ideas and break new ground.

Clare Ritchie
Client Services Director, Blackwood

Recent Transition Reports have been fully integrated print and digital campaigns including websites in English and previously Russian, optimised for viewing on mobile devices. Interactive data charts and maps bring the online content to life while the bookmarking functionality enables users to navigate their way around the site and come back to particular areas of interest. Promotional animations, an increasingly cost-effective and popular option with clients, together with tailored social media campaigns offer a more rounded user experience.

Our work is innovative and practical. Animations have replaced the traditional printed digest and these continue to prove a popular way to launch the main report, enrich the website and offer increased visibility across social media.

Impact

Our approach to the EBRD’s Transition Report demonstrates how we can enhance a client’s communications strategy and brand. Moving away from a reliance on printed publications has reduced the cost per reader by 64% and a total project cost reduction of nearly 10%. Greater access to the online space has led to a global audience gain of 160%.

This has only been possible due to the trusting relationship that Blackwood has developed with the EBRD, helping us to understand their needs, appetites and ambitions and the Bank to better communicate, challenge and cooperate with European and global stakeholders on economic development.

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