Vodafone: pioneering digital-first reporting - Black Sun Global

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Vodafone

Pioneering digital-first reporting

A communications brief fit for the future

Vodafone have a bold new vision for reporting – one that combines best practice content with a truly digital first approach to delivery. Having attended a number of Black Sun’s seminars and workshops on financial, sustainability and digital communications, Vodafone identified Black Sun as having the right mix of skills and experience to realise this vision and to help the business take a significant step forward in stakeholder communications. 


Strategically driven & stakeholder focused

The first step was to conduct a deep dive into Vodafone’s key audiences to understand what and how they want to consume information.

This was conducted through desk research, drawing upon Black Sun’s network of partners across regulators, think tanks and the investment community, and direct engagement with key Vodafone stakeholders – both within and outside the business.

Through understanding audience personas, we jointly mapped Vodafone’s current reporting suite against stakeholder requirements. The outcome was that the majority of reports were consumed through pdf and that readers wanted quicker access to core content and richer storytelling online.

Reinventing reporting with digital at the heart

We conducted joint Vodafone/Black Sun workshops on both primary and emerging communications themes from business model and strategy, to ESG disclosure and TCFD, with each focused on what to disclose and how best to tell the story online. Vodafone’s new reporting strategy was delivered through various channels including;

  • A simplified Annual Report – A stripped back and considered creative approach designed to promote accessibility of information. Key reporting concepts where linked throughout the report with prominent use of hyperlinks and QR codes to drive users online for related content, video and storytelling.

  • 20F and AGM materials – Through new editing technologies, the approach to 20F and AGM materials editing, printing and mailing was streamlined within a digitally native solution.

Reinventing reporting with digital at the heart

We conducted joint Vodafone/Black Sun workshops on both primary and emerging communications themes from business model and strategy, to ESG disclosure and TCFD, with each focused on what to disclose and how best to tell the story online. Vodafone’s new reporting strategy was delivered through various channels including;

  • A simplified Annual Report – A stripped back and considered creative approach designed to promote accessibility of information. Key reporting concepts where linked throughout the report with prominent use of hyperlinks and QR codes to drive users online for related content, video and storytelling.

  • 20F and AGM materials – Through new editing technologies, the approach to 20F and AGM materials editing, printing and mailing was streamlined within a digitally native solution.

  • ESG addendum and data book – Replacing the previous pdf based ESG Addendum, core ESG data is presented in excel format not only to meet disclosure requirements but for raters and rankers to access quickly. Supporting sustainability story-telling is moved online where users can more intuitively access engaging content.

  • Standalone TCFD report – For the first time, Vodafone published a standalone and comprehensive TCFD report to evidence commitment to managing climate-related risk.

  • Digital strategy, sitemap restructure, wireframing and content mapping – Working with Vodafone’s internal team and partner agencies, we helped to restructure the sitemaps across the corporate and IR sites to aid user journeys, avoid duplication and migrate reporting content online. This included a video strategy for leaders to communicate key messages ‘in-person’ and a detailed look at purpose and sustainability. A key development was a new, digital-first approach to SASB disclosure.
  • ESG addendum and data book – Replacing the previous pdf based ESG Addendum, core ESG data is presented in excel format not only to meet disclosure requirements but for raters and rankers to access quickly. Supporting sustainability story-telling is moved online where users can more intuitively access engaging content.

  • Standalone TCFD report – For the first time, Vodafone published a standalone and comprehensive TCFD report to evidence commitment to managing climate-related risk.

  • Digital strategy, sitemap restructure, wireframing and content mapping – Working with Vodafone’s internal team and partner agencies, we helped to restructure the sitemaps across the corporate and IR sites to aid user journeys, avoid duplication and migrate reporting content online. This included a video strategy for leaders to communicate key messages ‘in-person’ and a detailed look at purpose and sustainability. A key development was a new, digital-first approach to SASB disclosure.

 

 

Delivering in a remote and digital world

Vodafone used Black Sun’s PrintConnect publishing platform for content updates across the reporting suite which revolutionised their approach, having previously used a common industry alternative. Utilising new digital tools ensured teams were connected, content was managed holistically, and the digital experience was integrated from the outset.



 

 

Delivering in a remote and digital world

Vodafone used Black Sun’s PrintConnect publishing platform for content updates across the reporting suite which revolutionised their approach, having previously used a common industry alternative. Utilising new digital tools ensured teams were connected, content was managed holistically, and the digital experience was integrated from the outset.



A model for the future of reporting

Vodafone’s purpose is to connect for a better future by enabling inclusive and sustainable digital societies. Following the changes made in 2021, the Investor Relations team is exemplifying a digital-first approach to reporting communications, ultimately reflecting how Vodafone operates as a business.

Vodafone’s 2021 reporting suite is just one step forward on the journey towards digital first reporting communications but it is a particularly significant one. Huge progress has been made and it is a great example of where vision, ambition and the right partnerships can take you.

A model for the future of reporting

Vodafone’s purpose is to connect for a better future by enabling inclusive and sustainable digital societies. Following the changes made in 2021, the Investor Relations team is exemplifying a digital-first approach to reporting communications, ultimately reflecting how Vodafone operates as a business.

Vodafone’s 2021 reporting suite is just one step forward on the journey towards digital first reporting communications but it is a particularly significant one. Huge progress has been made and it is a great example of where vision, ambition and the right partnerships can take you.