C-TRAN - Annual Report

Target Audience: C-TRAN's annual report is published in January and serves as a review of the previous year's initiatives and significant events. It also paints a picture of the overall "health" of the agency, covering topics such as budget and major projects. The report has three distinct audiences: transit customers; agency stakeholders (politicians, business owners, other government agencies); and the Clark County taxpayers who may not ride our buses but help fund our services. The report, therefore, needs to provide information ' and prove engaging ' to each.

Strategy Objective:C-TRAN printed 500 copies of the report, which staff distributed at public outreach events, monthly board meetings and our "bus booth" at the Clark County Fair. Copies were also mailed directly to elected leaders, city offices and other public buildings in the jurisdictions we serve within Clark County. The report received kudos from the public and stakeholders alike.

Situation Challenge: Every year, our marketing team sets out to make the annual report fresh and inventive. To that end, C-TRAN's graphic designer came up with a booklet-style design for the 2017; the cover is a stylized cutout of the agency's logo. Each of the nine topics covered ' including an introductory letter from the chairman of the Board of Directors ' has its own page, with 100 to 250 words of narrative and corresponding art elements.

Results Impact: C-TRAN's annual report was well-received by members of the public and local leaders. We believe it created increased awareness of several initiatives from the previous year, including a some key projects that introduced new concepts to our region: Bus On Shoulder, the Hop Fastpass electronic fare system, and the initial planning of C-TRAN's second bus rapid transit line. Each required considerable public outreach, and the annual report helped us reach a larger, sometimes targeted audience with our other communication tools.

Why Submit: C-TRAN is submitting our annual report because we feel it is important to always look for new ways to present pro forma documents. This novel way of telling our agency's story is worthy of an AdWheel Award because it is anything but dry or formulaic.