World Trade Center of Greater Philadelphia President, Linda Mysliwy Conlin, presents at the annual WTCA members\' seminar in New York City on December 13, 2011. The presentation demonstrates how annual reports can be used to market your WTC and show the value you add to the region.

1. Reporting Results
in Your Community:
Annual Reports to Communicate
WTC Mission & Success
WTCA Member Seminar
December 13, 2011
Linda Mysliwy Conlin

2. Why An Annual Report?
An Effective Marketing and Sales Tool
Grow membership
Obtain corporate sponsors
Build new partnerships and programs
Outline Your Strategic Vision
Highlight Achievements
Demonstrate Value to the Region
“Tell Your Story”

3. Focus on Content
Services
Programs
Membership Benefits
Results Figures
Testimonials
Strategic Vision
“Know Your Audience”

4. Focus on the Brand
Visual imagery
Consider font styles and layout
Include quotes
Pictures of real people
Adapt the WTCA logo guidelines to show the
consistency and strength of the WTC network
“Identify Your Voice & Personality”

5. Focus on the Brand

6. Highlighting Achievements
2010 Impact
Over 300 companies received counseling services
Conducted 23 educational events and seminars
1,334 professionals participated in programs
Organized 500 company appointments with the
Authorized International Trade Representatives
Generated incremental export sales of $147 M
Since 2002, we have helped generate over $571
million in incremental export sales, generating
over 7,400 new jobs

7. Highlighting Achievements

8. Highlighting Achievements
The Power of Statistics
Develop ways to quantify your efforts
Implement a metrics tracking process
Use surveys or forms to obtain data
The Importance of Imagery
Conveys networking, attendee numbers, etc.
Show influential business leaders

9. Distribution
Being budget‐conscious (consider page count,
paper quality, and binding method)
Reduce print quantity
electronically distribute through e‐mail
post on your web site
Determine your mailing list in advance
estimate number needed for events/programs
throughout the year

10. The Evolution

11. The Evolution

12. The Evolution

13. The Evolution

14. The Evolution

15. The Future of the Annual Report
Less focus on the past
avoid producing content that will soon be out‐of‐
date
Emphasis on current services & programs
Inclusion of member testimonials
show support for specific programs and services
exemplify target members

16. Contact Information
Linda Mysliwy Conlin
President
(215) 586‐4240 ext. 116
lconlin@wtcphila.org
www.wtcphila.org