CASE STUDIES - EAA

Client:   EAA - European Aluminium Association - www.eaa.net Sector:   European Association Media Used in Case Studies:   Branding, Print Work   Click here to review the entire EAA portfolio.

Their Communication Need
European Aluminium Association communicates with their stakeholders in many ways including lengthy printed periodic reports. While these were effective, the EAA wanted to strengthen its communications by:

1. broadening the audience base
2. deepening the readers' knowledge of the material

Put another way, they wanted to have more people read the documents and remember the content for longer.

The Business Communication Solution
Working together, the EAA and Morris & Chapman agreed that while the media was appropriate and the information useful, the packaging of the message inherently limited it to a specialised, technical audience. Therefore, while the content remained essentially the same, the presentation of the message was transformed from "technical & informative" into "informative & inclusive".

In this partnership, Morris & Chapman's primary role was to craft the presentation style that would immediately grab the reader and compel them to go through the entire document. This updated style had to respect the present, technically-oriented reader base while actively attracting the new broader, non-technical group.

Results
The goals have been achieved - stakeholders now read in greater number and in greater depths. The Periodic Report, for example, has increased its readership by 250%. EAA is confident that the average recipient is reading more and recalls more. Even though no formal analysis has been performed in this area, the EAA could easily identify a change in stakeholders' knowledge including the increase in quality press and an increase in the complexity of questions asked to the organisation.

Client Comment
"At EAA we looked for a creative partner that could raise the profile of our communication tools in order to properly reflect the image of aluminium. Morris and Chapman more than lived up to our expectations and have become a reliable partner."

- Jan te Bos, Director Public Affairs and Communication, European Aluminium Association

The Work

• Life Cycle Analysis Brochure - 2002

Other Client Work
Conference Material for Extrusion Conference - 2002
Aluminium for Future Generations Consultation document - 2003

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