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RADLEY YELDAR ONLINE INVESTOR RELATIONS

ONLINE INVESTOR RELATIONS:

IT’S ALL IN THE DELIVERY INSIDE: FIRST PORT OF CALL / SPREADING YOUR MESSAGE / FIND YOUR WAY WITH RSS / AIMING HIGH / LINK IT ALL UP


CONTENTS

2

Yes

68%

First port of call Analysts and fund managers are increasingly turning to corporate websites for key information.

Published by Radley Yeldar 24 Charlotte Road London EC2A 3PB T +44 (0)20 7033 0700 F +44 (0)20 7033 0800

www.ry.com info@ry.com

Radley Yeldar 24 Charlotte Road London EC2A 3PB T +44 (0)20 7033 0700 F +44 (0)20 7033 0800 www.ry.com info@ry.com

We help our clients communicate both on and offline through brand identity, corporate reporting, corporate responsibility, digital media, internal communication, marketing communications, moving image and online investor relations. We’re unusual because we think consistency is as important as creativity. Because our clients know that we can be consistently creative. That we cherish the small jobs as much as the big ones. That we reliably deliver quality, value and that bit of magic. That we always go the extra mile.

i Future publications

4 8

Radley Yeldar’s publications cover all aspects of corporate communications, across all media. Look out for these and other topics to be covered in the future. To register for future copies please email d.king@ry.com How does it stack up? Spring 2008 Analysis of the latest reports from the FTSE 100 including pointers on best practice examples online and in print.

Webcast? How are you spreading your message? Webcasting has become standard practice for many companies. We look at the reasons why.

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Find your way with RSS We provide a quick guide to that strange little icon – and what it can do for your investor relations programme.

We’ve been growing steadily since the day we opened in 1986, we’re independent and profitable – and we like it that way.

Aiming high AIM companies have been bringing their websites in line with new LSE regulations.

17 Capita Transforming a corporate website

Report Leadership: Tomorrow’s reporting today? Radley Yeldar has joined forces with PricewaterhouseCoopers, the Chartered Institute of Management Accountants (CIMA) and other leading bodies to create a more coherent, accessible reporting model. This year we have focused on two areas: best practice online reporting and executive remuneration. For more information visit: www.reportleadership.com

i Investor communications seminars

We frequently hold seminars on the latest issues affecting our industry. If you are interested in receiving information about future events – or if there is an area you would like to see covered, please email info@ry.com

19 Drax Giving power to the people 21 G4S Building a family of websites

12 Link it all up How do you utilise the interactive nature of the web but still satisfy a regulatory environment used to printed communication?

23 Jetix Europe Engaging the audience 25 Liberty International Making an impact 27 3i Navigation, navigation, navigation 29 Neuropharm Communication and regulation 31 ArmorGroup Handing back control

i Contact us

If you would like to speak with us further on any of the topics covered in this brochure please contact us on +44 (0)20 7033 0700 or please email b.dunne@ry.com

33 Pearson A world of communication 35 Report Leadership Practical online reporting 37 Rolls-Royce A consistent approach

Printed by CTD printers, ISO 14001 and FSC certified.

39 Sage Showcasing the investment proposition

This brochure is printed on Era paper which is made from 50% genuine waste pulp, the balance being ECF pulp from managed/certified sustainable forests.


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Introduction

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nline investor relations has moved on significantly in recent years – from just featuring some basic data and the latest annual report to interactive investor tools and multimedia. Many companies now recognise that their websites are a key communication medium for all audiences. The next few pages detail a range of research findings from our recent surveys of investors, analysts and listed companies. These are supported by latest thoughts on topical issues relating to online investor relations‌ and how to deliver your messages. What is RSS? Should we really be webcasting? How does the online report fit with our website? The back of this book showcases some of the corporate website projects we have produced in recent months. It is, as they say, all in the delivery.

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Financial community interest

FIRST PORT OF CALL ANALYSTS AND FUND MANAGERS ARE INCREASINGLY TURNING TO CORPORATE WEBSITES FOR KEY INFORMATION.

80%

Radley Yeldar surveyed 46 fund managers and analysts in the latter part of 2007 to find how they used corporate websites relative to other information sources.

Around three-quarters of the financial community are regularly turning to corporate websites for information updates. Many of those interviewed referred to websites as‘electronic libraries’ – they are using them as electronic archives of information rather than having so much paper floating around the office. That places extra importance on keeping websites up-to-date and having alert mechanisms,such as RSS,on the site.

13%

7% ANALYSTS

sit e G in o t fo o a rm n Ca at alt io er in ll n na ve th so t i sto e I ur ve r c RO ce on /m ta ai ct n

THE RESULTS

67%

G in o t fo o a rm n Ca at alt i e in ll ve th on s rna sto e I o ti r c RO urc ve on /m e ta a i ct n

“A lot of sites don’t have a good structure and are not intuitive to use. Document storage is my biggest gripe – some companies do it really well, whereas others are appalling.” Analyst

L co ook rp a or t it at s ew eb

T

Q1: WHEN LOOKING FOR SPECIFIC INFORMATION ON A COMPANY WOULD YOU TEND TO... L co ook rp a or t it at s ew eb sit e

hree years ago, investors and analysts often shunned the web in favour of printed communication. Now, we are finding a much more balanced attitude towards the pros and cons of online information from the investment community. Indeed, many analysts and fund managers now cite corporate websites as their first port of call when researching a company. That’s no great surprise given how every other sector now uses the web – but it is quite a change from just a few years back in terms of the investment community.

28%

5% FUND MANAGERS


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Financial community interest

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“The better the site the less you need to contact the investor relations officer. The company will also be seen as more transparent by the City.” Fund manager

Q2: DOES A COMPANY’S WEBSITE PRESENCE AFFECT YOUR OVERALL VIEW OF THE QUALITY OF ITS MANAGEMENT?

Q3: ON AVERAGE, HOW MUCH INFORMATION ON A STOCK DO YOU OBTAIN FROM CORPORATE WEBSITES...

O ve r2

68%

0%

Yes

O ve r2 0 10 % -2 0% Le ss th a

n

10

%

74%

38%

n

29%

33%

Le ss th a

16%

10

0% 10 -2

No

%

32%

10% ANALYSTS

FUND MANAGERS Source: Radley Yeldar, 2008


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Webcasting

WEBCAS HOW ARE YOU SPREADING YOUR MESSAGE?

WEBCASTING HAS BECOME STANDARD PRACTICE FOR MANY COMPANIES. WE LOOK AT THE REASONS WHY.


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AST?

Webcasting

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Webcasting

WEBCASTING CONTINUED

ot so long ago,investor relations was virtually exclusively directed at professional investors and analysts.Few investor relations departments could find the time to devote information sharing with retail investors other than,perhaps,the summary annual report.Then along came the internet. Online investor relations information was one of the first big corporate online trends.Suddenly,instead of selectively disclosing all of their information to the professional community,investor relations departments could begin to share that content with the wider retail market,too. Financial regulators such as the FSA in the UK and the SEC in the States woke up to the trend and began to insist that companies shared more of their information with all shareholders.No longer could companies concentrate on closed analyst briefings to a select few – they were encouraged to make them available to everyone over the web.

N

Audio 80%

SELECTIVE DISCLOSURE Regulatory pronouncements on so-called‘selective disclosure’around the end of the 1990s – for example,Regulation Fair Disclosure – led to an explosion in investor relations webcasting in the UK and the US. While the US tended towards audio webcasts partly due to the frequency of quarterly disclosures,the UK was more inclined to experiment with video webcasting. Webcasting is now an integral part of many companies’investor relations strategies – but it is not just aimed at private investors. The professional investment community are increasingly relying on webcasts for information on the company’s financial position.It helps communicate more cost effectively with other stakeholders,too – from the media to employees.Almost all of the FTSE 100 and half of the FTSE 250 are using webcasting in some shape or form.The main adopters are the Goods (86%), Media (78%), Technology (68%) and Financial Services (64%) sectors. WHY DO IT? So why should you think about introducing webcasting into your investor relations programme if you haven’t already done so? Well, aside from the regulatory point mentioned earlier, it encourages wider stakeholder communications.Making results announcements and annual meetings available in a live and archived format on your website can really help convey the idea that you value information sharing to other audiences. It also allows you to: – Extend the reach of the company message beyond where the presentation is actually taking place; – Overcome misinformation in the market – Play to the power of the web by using multimedia; – Provide an archive of meetings; – Free up valuable time fielding calls both before and after an event. Your audiences will soon become aware that each event will be flagged in advance on your website and that they can access an archive when they need. Take a look at the webcasting tips on the right hand side to get your programme started.

Video 20%

VIDEO AND AUDIO WEBCASTING FTSE 100


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Webcasting

WEBCAST TIPS 1. Promote the event – publicise the webcast by issuing a press release through one of the newswires, use e-mail alerts and RSS, post it on the investor relations section of your website. Most companies provide notification at least a week in advance. 2. Provide detailed event information – use a dedicated presentations page to provide details of the event; the date, time and event material. 3. Gather audience information – you may want to capture the listener’s name, company and e-mail address – but this may also put people off.

-y ea rr es ul

5. Archive webcasts – providing archived webcasts for download to their iPod allows users to listenat their convenience.Archived webcasts should be available in indexed format – this allows users to quickly gain access to the sections they want to hear.

H alf

67%

ts

Fu l

l-y ea rr es ul

ts

4. Engage the audience – add colour to audio webcasts by adding synchronised powerpoint slides. Personalise the webcast player with speakers’ photographs and biographies. Consider allowing the audience to submit questions in real-time and use online polling.

6. Content in multiple formats – offer multiple ways to access the content of the webcast through MP3, vodcast and transcript formats. iew s

55%

ts re su l

rs

rte rly

AG M s

20%

Q ua

22%

Se m in a

to rd In ve s

30%

ay s

Ex ec

ut ive i

nt er v

7. Webcast non-result events – in addition to results webcasts think about all corporate events such as AGMs, analysts days, product launches and investor relations roadshows.

16% 15%

USES OF ONLINE AUDIO AND VIDEO FTSE 100

8. Use video – through access to broadband most users have the capacity to view online video on their PCs, either from work or home. Seeing as well as hearing a CEO’s energy and enthusiasm has more impact on your investors. They want to see the whites of his or her eyes. 9. Measure the effectiveness – once the webcast has been conducted and archived on the investor relations site try to measure the effectiveness and reach of the event by contacting the registered audience. 10. Choose a reliable media partner – when choosing a provider make sure it has reliable infrastructure, best of breed technology and dedicated project management and support.

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RSS

Ever wondered what that little orange icon is plastered all over your favourite websites? The one that says RSS or Newsfeeds next to it? Or maybe you already know that it’s an RSS icon and that it stands for Really Simple Syndication, but you don’t have a clue how to make it work.Well here’s a quick guide to what RSS is – and what it might mean for your website. In essence, RSS is simply a more convenient way of staying in touch with new content. In the past you may have gone to, say, the BBC website to find the latest sports news, some communications portal to read your favourite blog and, maybe, FT.com when you wanted some in-depth business analysis. All of that takes time…you have to keep on going back to different websites to check on the content and you don’t know when new content is being posted onto the website. Now one way round that is for those websites to fire off an e-mail alert to you when they add new content – you might already have something similar on your website. But soon people find they are getting inundated with e-mail alerts. RSS gets around that problem by delivering your new, favourite content via a special programme called a newsreader rather than you having to go out and get it. RSS allows you to see when websites from all over the internet have added new content.You can get the latest headlines and articles (or even audio files, photographs or video) in one place, as soon as they

are published, without having to remember to visit each website every day. It takes the hassle out of staying up-to-date, by showing you the very latest information that you are interested in. See the step-by-step guide in the separate panel in order to make the most of RSS for yourselves. WHY SHOULD I PUT IT ON MY WEBSITE? The simplest answer to this question is to make it easier for your audiences to keep up-to-date with your information.Adding an RSS feed is very simple and it gives your investors, employees and other key audiences the chance to keep up-to-date with your news as soon as it is released – without having to wait for a monthly or weekly e-mail. Tech-savvy journalists love RSS for example, as it means they can choose which organisations they follow on their desktop. It is potentially a massive threat to the newswire businesses that have thrived on electronic delivery of releases to journalists, analysts and the like. Of course, it’s not just news releases that can fall under the RSS umbrella.You might want to alert your audience to upcoming events, such as results webcasts or other key calendar dates. Similarly, there are many uses in the wider corporate communications environment, whether it is keeping customers and partners informed or posting jobs on your intranet for potential employees. It is up to the user whether or not they choose to subscribe to that feed on their own reader.

FIND YOUR WAY WITH RSS WE PROVIDE A QUICK GUIDE TO THAT STRANGE LITTLE ICON – AND WHAT IT CAN DO FOR YOUR ONLINE INVESTOR RELATIONS PROGRAMME


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RSS

WHOLE NEW WORLD From a corporate perspective there are a host of other advantages to using RSS feeds on your site, including: – Messages do not get blocked by error. RSS is opt-in only and there are no spam filters.While less than 50 % of e-mails and newsletters sent out to a list actually get delivered or opened by the recipients, RSS allows for a 100 % delivery rate. – It complements rather than replaces e-mail alerts. The same approach that many are already using for e-mail alerts can be used for RSS – give your visitors a simple form where they enter their criteria and then give them access to an RSS feed based exactly on their criteria. – Deliver audio and video content instantly.You could deliver some of your releases as video comments, interviews or statements from key employees to help you stand out from the crowd – and at low cost. – RSS feeds give corporate communications insight into what visitors find valuable: server logs can show how often the RSS feed was accessed. Do remember that, while not exactly new, RSS feeds are not fully understood by all web users.Don’t go mad and only use to the exclusion of other alerting services – your audiences are not ready for that yet. That said, bear in mind that there will be a large chunk of your audience that has come to expect RSS feeds as standard. Ignore them at your peril.

RSS IN NUMBERS 26 % of FTSE 100 companies are currently using RSS feeds across their corporate websites. Companies include BT, BAT, Cadburys Schweppes, Friends Provident, Old Mutual, Prudential,Aviva, Daily Mail, Reuters and Tesco. In contrast, 76 % of FTSE 100 companies now use e-mail alert systems. More than 95 % of RSS feeds are used through the following services – My Yahoo! Firefox browser, My MSN,Apple Safari, Google Personal Start Page, Bloglines and NewsGator, according to a recent Yahoo! / Ipsos survey. HOW DO I USE RSS? Follow these simple steps: 1. Get a newsreader – they’re free and easy to download. The most popular ones include Google reader, NewsGator, Bloglines and Yahoo. 2. Choose some RSS feeds to subscribe to – have a look through your favourite websites, you’ll soon chance across the orange icon or similar‘newsfeed’ links, such as PageFlakes. 3. Subscribe – some of the links will offer an easy one-click subscription. You click on the icon and it will pretty much do the rest for you by giving you a few clear links. Others might bring up a page of confusing looking code. If that’s the case, copy the URL – the webpage name – and then paste it into the relevant point in your newsreader – sometimes on the left hand side of the screen where it says‘Add subscription’ or something like that. 4. Start reading your news – catching up with the latest releases on your investments, watching your favourite vodcast, listening to your favourite radio show or whatever else you choose to put into your reader.

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AIM market

AIMING HIGH

AIM COMPANIES HAVE BEEN BRINGING THEIR WEBSITES IN LINE WITH NEW LSE REGULATIONS

I

t’s been a tough time of late for AIM companies that did not have their website strategies in order. The London Stock Exchange released a raft of new rules for AIM companies in 2007, including a requirement to disclose certain compliance information over the web. This was the first time that AIM companies were required to have a website – let alone be forced to disclose information over it and ensure it is kept up-to-date. Needless to say a slight panic ensued in the run up to the August 2007 deadline – with several AIM companies missing the cut-off point entirely. A year or so down the line and things have settled down somewhat. Most companies trading on AIM have met the requirements – particularly after the LSE fined nine of them a total of £95,000 for failure to comply – and are endeavouring to keep their sites up-to-date. What isn’t such a good thing is the way in which the corresponding guidance is phrased. It has led to a spate of particularly uncommunicative website pages that do the companies and their investors few favours. The rules require companies to disclose a range of things from a basic description of their business to their full annual report (see side panel for summary of rules). Unfortunately, the guidance from the LSE seems to have led companies down a particularly non-communicative path by requiring them to state that this information ‘is being disclosed for the purposes of Rule 26’.

WHAT LIES BENEATH

What that means in practice is a plethora of AIM sites that have ‘Rule 26 information’ stamped on the home page. What does that mean to most professional investors? Very little indeed. It means even less to retail investors and other groups that might come to these websites, such as employees. When we tested a Rule 26 button on a group of private investors, none of them had a clue what lay beneath. Good website communication should think of the user experience first and foremost. Sometimes that means thinking about how best to apply rules and regulations rather than blindly following the pack. There are plenty of ways to make this information more accessible to users without breaking the Rule 26 guidance in any shape or form. We suggest simply locating this in a clearly labelled investor relations section and calling the relevant information something like compliance disclosures. As long as you then state within that page that this information is designed to comply with Rule 26 then everyone’s happy. Including the people who use your site. And remember… the Quoted Companies Alliance (QCA) recommend that Rule 26 is the bare minimum that AIM companies should be disclosing online. We agree. The rule lists the following company information that must be disclosed

RULE 26

The rule lists the following company information that must be disclosed on their website: – Description of the business. – Directors’ names, biographies, responsibilities and committees. – Country of incorporation and main country of operation (highlighting any significant differences to UK shareholder rights if not based in the UK). – Current constitutional documents, eg articles of association. – Other exchanges or trading platforms on which the company is admitted or traded. – Number of AIM securities in issue (updated at least every six months). – Percentage of AIM securities not in public hands (updated at least every six months). – Identity and percentage holdings of significant shareholders (updated at least every six months). – Restrictions on the transfer of AIM securities. – Latest annual, half-yearly, and quarterly reports – or similar reports, such as interim management statements or trading updates. – Any shareholder documentation, such as notifications, prospectuses, admissions documents, circulars etc, published in the past year. – Details of the company’s advisors including its Nomad.


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AIM market

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Online reporting

LINK IT ALL UP


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Online reporting 13

HOW DO YOU UTILISE THE INTERACTIVE NATURE OF THE WEB BUT STILL SATISFY A REGULATORY ENVIRONMENT USED TO PRINTED COMMUNICATION?

sections of a company’s website. The Institute of Chartered Secretaries and Administrators (ICSA) notes in its February 2007 guidance on electronic shareholder communications:‘Care needs to be taken to distinguish carefully between audited and non-audited information on websites. To avoid the risk of sections of the website being deemed to be part of the company’s report and accounts it is currently recommended best practice not to allow any hyperlinks from the online report and accounts to any other part of your website.’ This sort of thinking is one of the main reasons why it has become popular to create‘micro-sites’ for annual reports.A micro-site allows the company to encapsulate all of the annual report content in a separate wrapper – thereby satisfying the legal requirements. It also, of course, makes it easier to introduce a different navigational approach that is more akin to the structure of the annual report, rather than being driven by the main corporate website. But this does somewhat miss the point. One of the key benefits of online communication is being able to jump quickly and easily between information. Ruling that out completely means missing out on some of the communications benefits of the web. In some ways, this is reminiscent of the early days of the web. Do you remember when you couldn’t move around a corporate website without being hit by all sorts of legal disclaimers popping up all over the place? Today, they have, by and large, disappeared. Sure, you still hit upon the odd one every now and then – particularly when dealing with information bound for the US market – but they are far less prevalent than they used to be. DISAPPEARING ACT

T

he new default to electronic shareholder communications in the Companies Act has got many communications people thinking: how can we make our content more interactive? How can we make our corporate reports – traditionally a very print-oriented medium – work harder in the online environment? One of the simplest solutions is to link from content in your annual report to related content on your corporate website. Talking about environmental issues in your report? Then surely it makes sense to provide a link to additional information on these issues on your website? Similarly, you might want to provide some back-up links to, say, investor site visits or other educational material that you’ve been providing through the year. The trouble is this type of practice can strike fear into the hearts of many a corporate lawyer and company secretary. The annual report is a legal document of record and, as such, is seen somewhat differently to other information on a company’s website. The legislation itself requires shareholders to be able to retain a copy of the document – that might be difficult if it is deemed to include information from ever-changing

Why have these disclaimers disappeared? One of the key reasons is that regulators, company secretaries, lawyers etc have become slightly more adept at dealing with the online environment. They don’t feel quite as challenged by the new medium as perhaps they once did – case law has emerged, new regulations and practices have been drawn up. We expect a similar evolution to take place in the way in which annual reports are represented online. It makes good communications sense for reports to link to additional information elsewhere – over time the legal difficulties associated with it will be overcome. Why are we so convinced? Because those hyperlinks already exist – in printed reports and increasingly online, too. Just think how many times you’ve seen a link to more information in the form of a website address in a company’s annual report. It doesn’t make sense not to make those links ‘live’ in the online environment. You can, of course, distinguish one set of information from another very clearly in an online environment. One solution is to have a separate ‘related links’ section down the side of an online report, thereby providing readers with the option but keeping this content separate to the main report content. Best practice will undoubtedly emerge on this front over the next year or so as communications people become more confident of the need to make their reports more integrated into their wider investor relations and corporate content. DRIVING FORCE Going forward, we foresee the day when annual reports are actually driven by online content rather than first being developed in print and then converted online. Certainly, some companies are experimenting with single source approaches to data and trying to work out how XBRL (eXtensible Business Reporting Language) fits into that. That’s a long way off for most companies but the idea that an online snapshot is taken and then converted into a printed document for those that still want paper no longer seems ridiculous. In fact, we think it makes good business sense.


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Case studies

INVESTOR COMMUNICATIONS RADLEY YELDAR HELPS CLIENTS COMMUNICATE WITH INVESTORS IN A RANGE OF WAYS. BELOW IS A SELECTION OF SOME OF THE INVESTOR COMMUNICATIONS SERVICES USED BY OUR CLIENTS, AND THE FOLLOWING PAGES DETAIL SOME OF OUR PROJECTS OVER THE LAST YEAR...

REPORTING PUBLICATIONS:

EMPLOYEE COMMUNICATIONS:

ANCILLARIES ANNUAL REPORTS CORPORATE RESPONSIBILITY REPORTS E-COMMUNICATIONS CAMPAIGNS HALF-YEARLY REPORTS SUPER-SUMMARY REPORTS

E-MAIL CAMPAIGNS INTRANET SHARESAVE

RESULTS ANNOUNCEMENTS: ANALYST PACKS RESULTS ADVERTISING RESULTS PRESENTATIONS WEBCASTING MULTIMEDIA: CORPORATE VIDEOS CORPORATE WEBSITES INVESTOR RELATIONS WEBSITES ONLINE ANNUAL REPORTS WEBCASTING

AGM MATERIALS: DISPLAYS POSTERS POWERPOINT PRESENTATIONS SIGNAGE VIDEO OTHER SERVICES: BID DOCUMENTS COPYWRITING CORPORATE BROCHURES FACT BOOKS TRANSLATION SUBSIDIARY ACCOUNTS

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Case studies

CAPITA

TRANSFORMING A CORPORATE WEBSITE Capita leads the market in transformational outsourcing, providing an integrated range of services across both public and private sectors. The FTSE 100 Group asked us to redevelop their corporate website to create a rich and varied experience for its users, from potential employees to the investment and financial communities, media and customers. What we did: – Strategic planning to identify target audiences and key objectives for the site – Created new information architecture and content strategy during full scoping and planning phase – Designed a new creative structure, to enable consistent extension to Capita’s business sites – Delivered a full set of HTML templates for Microsoft Sharepoint, guide documentation and technical consultancy for Capita’s technical team. What else we do for Capita: – Business websites – Corporate branding – Printed and online annual reports – Corporate responsibility report and consultancy – Marketing communications – Corporate video www.capita.com

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DRAX

GIVING POWER TO THE PEOPLE Drax Group is the owner and operator of Yorkshire-based Drax Power Station, the largest coal-fired power station in the UK. The company was looking for its corporate website to educate visitors about‘the facts’ about Drax and coal-fired generation. The website had to contain information of interest to users such as children, students and environmentalists, as well as investors and the media. What we did: – Provided a fact-based resource for a range of audiences, including investors, the media, students and environmentalists – Developed the ‘how’ feature, allowing users to navigate to areas of interest – Clear signposting drives users to relevant content – Built in Content Matter, RY’s content management system What else we do for Drax: – Printed and online annual reports – Website analytics – Hosting – Content management system

www.draxgroup.plc.uk

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Case studies

G4S G4S

BUILDING A FAMILY OF WEBSITES Group 4 Securicor was looking for some online communications advice in the wake of a merger to form the combined security services group. We created a global family of online templates and modules that provide a coherent feel over 100 public websites, various intranets and extranets, encompassing multiple languages. The designs provide a framework in which to operate, yet are flexible enough to cope with the needs of different audiences – from investors to customers. What we did: – Comprehensive system that included a series of templates and modules, together with rules that governed their use and an online style guide – Right-to-left templates for non-western languages – Provided DDA compliant-tested HTML to third-party content management system developers for integration and rollout – Ensured brand was applied correctly while allowing the sites to be tailored for particular user groups What else we do for G4S: – Multi-lingual websites – Business websites – Intranet and extranet hosting

www.g4s.com


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Case studies

JETIX EUROPE

ENGAGING THE AUDIENCE Children’s entertainment company Jetix Europe wanted its online annual report to reflect the fun, youthful elements of its brand, while clearly communicating its strategy to investors.We introduced the report with a flash video, highlighting how Jetix characters engage their audience by showing them interacting with children. The result is a report that conveys the group’s personality and highlights the strength of its content. What we did: – Conveyed the Jetix brand, while presenting the investment story – Related links provide multiple routes to the same content – Clear structure ensures information is easy to find – Online annual report and printed version produced in unison What else we do for Jetix Europe: – Printed annual report – Employee newsletter – Flash animation – Investor presentations

www.jetixeurope.com/site/investor_relations/ annual_report/2007/home.html

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LIBERTY INTERNATIONAL

MAKING AN IMPACT Property company Liberty International was looking for a corporate and investor relations website that presented a strong visual identity. Its investor relations section supports the brand and provides a wealth of information for shareholders. Interactive share price tools provide data from both the London and Johannesburg stock exchanges, while a clean design makes navigation easy. What we did: – Website design and information architecture – Increased the website’s visual impact and emphasised the nature of the business through the use of photography – Incorporated interactive share price tools from the London and Johannesburg stock exchanges – Delivered live and on-demand audio webcast of the 2007 annual results presentation What else we do for Liberty International: – Printed and online annual reports – Webcasting – Corporate responsibility report – Marketing communications – Content management system – Hosting – Website analytics

www.liberty-international.co.uk

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3i

NAVIGATION, NAVIGATION, NAVIGATION Private equity firm 3i wanted its online annual report to be as straightforward to navigate as the printed document.We developed a clear layout and hierarchy of content, structuring the Group’s divisions and associated case studies in a way that enables the user to cross-reference with ease. Links to further information and related content are provided throughout, guiding users towards relevant information. What we did: – Developed on and offline content in unison – Provided related links and content throughout to prevent dead ends – Well-structured content and clear signposting – Downloadable spreadsheets for key financials What else we do for 3i: – Printed annual report – Corporate responsibility consultancy – Investment brochure – Marketing communications

http://2007annualreport.3igroup.com


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NEUROPHARM

COMMUNICATION AND REGULATION Speciality pharmaceutical group Neuropharm is focused on developing medicines for neuro-developmental disorders such as autism.We developed a corporate website that provides all of the information its investors require, as well as serving as an information resource for patients, carers and health professionals. Equally importantly, we ensured that the website meets AIMtraded Neuropharm’s regulatory requirements. What we did: – Ensured that the website is fully compliant with AIM Rule 26 – Provided distinct signposting for different audiences – patients and carers, health professionals and investors – Developed a site with the potential to grow and expand as required – Built in Content Matter, RY’s content management system What else we do for Neuropharm: – Printed annual report – Hosting – Content management system – Intranet consultancy

www.neuropharm.co.uk


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ARMORGROUP ARMORGROUP

HANDING BACK CONTROL ArmorGroup, a leading international provider of security services, wanted a corporate and investor relations website with high levels of interactivity. The solution is a clever mix of bespoke and off-the-peg design that kept the budget under control while also allowing ArmorGroup the individual look and feel that it needed. What we did: – Audited existing site and developed new features to improve investors’ experience – Developed website built on RY’s content management system – Allows full control by company, modifying and inserting pages at any time – Created interactive maps allowing investors to view the Group’s activities in different regions What else we do for ArmorGroup: – Printed annual report – Marketing communications – Hosting – Content management system

www.armorgroup.com


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PEARSON

A WORLD OF COMMUNICATION Global media group Pearson was keen to take advantage of new opportunities to communicate with shareholders via the web. In addition to producing an HTML version of the printed annual report, the group wanted an online brochure that would tell the Pearson story to a wide audience, including investors.We created a fully interactive‘world’ that users can navigate through, viewing videos to see how Pearson’s products and services touch people at every stage of their lives. What we did: − Used digital modelling to develop an interactive 3D environment − Designed Pearsonville to reflect Pearson’s global communications approach − Produced four introductory videos and adapted existing content to create 50 further videos – ensuring subtitles are available for all video content − Developed Pearsonville so that it can be updated as and when needed What else we do for Pearson: – Printed and online annual reports – Internal communications – Corporate video – Marketing communications

www.pearson.com

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REPORT LEADERSHIP – GENERICO

PRACTICAL ONLINE REPORTING Radley Yeldar is a contributor to Report Leadership, a multi-stakeholder group that aims to challenge established thinking on corporate reporting. In 2007, the group considered practical ways for companies to communicate their performance online – and showed how these might be applied by creating an online annual report for the fictitious company Generico. What we did: – Included video and audio content, interactive charts and interactive financial statements – Produced a variety of navigation options, including a search that works like a good search engine – Introduced an easy-to-use dual-screen format so that supplementary information can be displayed alongside the text you’re reading – Developed an innovative bookmarking and rotation system What else we do for Report Leadership: – Printed annual report guidance – Report Leadership website guidance – Executive remuneration report guidance – Corporate video – Branding

www.generico.co.uk


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ROLLS-ROYCE

A CONSISTENT APPROACH As one of the world’s most well-known brands, Rolls-Royce needed website templates and online systems that would give its companies a consistent feel across the globe. It also needed a centenary website to act as an information resource to a range of audiences, including investors. What we did: – Created design guidelines and digital templates for consistency worldwide – Developed a new web-based photographic management system to manage, control and archive high-resolution photography – Bespoke online annual report produced in tandem with printed document What else we do for Rolls-Royce: – Printed annual report – Internal communications – Corporate responsibility consultancy – Marketing communications – Digital asset management – Corporate image consultancy

www.rolls-royce.com/investors/reports/2006/index.html www.rolls-royce.com/global www.100.rolls-royce.com/index.jsp


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SAGE

SHOWCASING THE INVESTMENT PROPOSITION Sage is a leading global supplier of business management software and services to small and medium-sized enterprises. The FTSE 100 group has a clearly defined investment proposition – and it wanted to present this to investors through a dedicated investor relations website. Key to the website design is a clear homepage, which ensures investors are able to find the information they need. What we did: – Produced dedicated investor relations website – Developed the website in a way that highlights Sage’s investment proposition – Homepage provides clear layout of key content – Built in Content Matter, RY’s content management system What else we do for Sage: – Printed annual report – Website analytics – Content management system – Hosting

www.investors.sage.com

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ONLINE INVESTOR RELATIONS IN THE UK IS CHANGING. THE COMPANIES ACT HAS MADE IT MUCH EASIER TO COMMUNICATE ELECTRONICALLY WITH SHAREHOLDERS. THAT, IN TURN, MEANS THERE HAS TO BE BETTER INTEGRATION OF ON AND OFFLINE COMMUNICATION. WE BELIEVE THAT THESE CHANGES PROVIDE GREATER CHOICE FOR BOTH COMPANIES AND SHAREHOLDERS. IT SHOULD LEAD TO BETTER COMMUNICATION, TOO. IF YOU ARE KEEN TO IMPROVE YOUR ONLINE INVESTOR COMMUNICATIONS OR WOULD SIMPLY LIKE TO FIND OUT MORE ABOUT HOW WE CAN HELP YOUR COMPANY COMMUNICATE, PLEASE DO NOT HESITATE TO CONTACT US. T +44 (0)20 7033 0700 www.ry.com onlineir@ry.com

i More information...

For more articles and client case studies, or to find out about Radley Yeldar and how we may be able to help you, visit our website at www.ry.com


CONTENTS

2

Yes

68%

First port of call Analysts and fund managers are increasingly turning to corporate websites for key information.

Published by Radley Yeldar 24 Charlotte Road London EC2A 3PB T +44 (0)20 7033 0700 F +44 (0)20 7033 0800

www.ry.com info@ry.com

Radley Yeldar 24 Charlotte Road London EC2A 3PB T +44 (0)20 7033 0700 F +44 (0)20 7033 0800 www.ry.com info@ry.com

We help our clients communicate both on and offline through brand identity, corporate reporting, corporate responsibility, digital media, internal communication, marketing communications, moving image and online investor relations. We’re unusual because we think consistency is as important as creativity. Because our clients know that we can be consistently creative. That we cherish the small jobs as much as the big ones. That we reliably deliver quality, value and that bit of magic. That we always go the extra mile.

i Future publications

4 8

Radley Yeldar’s publications cover all aspects of corporate communications, across all media. Look out for these and other topics to be covered in the future. To register for future copies please email d.king@ry.com How does it stack up? Spring 2008 Analysis of the latest reports from the FTSE 100 including pointers on best practice examples online and in print.

Webcast? How are you spreading your message? Webcasting has become standard practice for many companies. We look at the reasons why.

10

Find your way with RSS We provide a quick guide to that strange little icon – and what it can do for your investor relations programme.

We’ve been growing steadily since the day we opened in 1986, we’re independent and profitable – and we like it that way.

Aiming high AIM companies have been bringing their websites in line with new LSE regulations.

17 Capita Transforming a corporate website

Report Leadership: Tomorrow’s reporting today? Radley Yeldar has joined forces with PricewaterhouseCoopers, the Chartered Institute of Management Accountants (CIMA) and other leading bodies to create a more coherent, accessible reporting model. This year we have focused on two areas: best practice online reporting and executive remuneration. For more information visit: www.reportleadership.com

i Investor communications seminars

We frequently hold seminars on the latest issues affecting our industry. If you are interested in receiving information about future events – or if there is an area you would like to see covered, please email info@ry.com

19 Drax Giving power to the people 21 G4S Building a family of websites

12 Link it all up How do you utilise the interactive nature of the web but still satisfy a regulatory environment used to printed communication?

23 Jetix Europe Engaging the audience 25 Liberty International Making an impact 27 3i Navigation, navigation, navigation 29 Neuropharm Communication and regulation 31 ArmorGroup Handing back control

i Contact us

If you would like to speak with us further on any of the topics covered in this brochure please contact us on +44 (0)20 7033 0700 or please email b.dunne@ry.com

33 Pearson A world of communication 35 Report Leadership Practical online reporting 37 Rolls-Royce A consistent approach

Printed by CTD printers, ISO 14001 and FSC certified.

39 Sage Showcasing the investment proposition

This brochure is printed on Era paper which is made from 50% genuine waste pulp, the balance being ECF pulp from managed/certified sustainable forests.


RADLEY YELDAR ONLINE INVESTOR RELATIONS

ONLINE INVESTOR RELATIONS:

IT’S ALL IN THE DELIVERY INSIDE: FIRST PORT OF CALL / SPREADING YOUR MESSAGE / FIND YOUR WAY WITH RSS / AIMING HIGH / LINK IT ALL UP

It's all in the delivery  

RY Online IR Brouchure 2008

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