To showcase the tremendous economic and social impact its work can make, the Mahoning County Land Bank recently released a special report on its efforts in Campbell.

The Land Bank’s first community Impact Report chronicles the extensive demolition, greening and revitalization efforts it managed in a concentrated area, where it acquired more than 100 properties and razed 97 houses and other buildings over three years, leveraging $1.2 million in state government funding.

“This report highlights what can happen when we have financial backing, key partnerships and community support,” said Debora Flora, the Land Bank’s executive director. “The Neighborhood Initiative Program [managed by the Ohio Housing Finance Agency] was an opportunity to rejuvenate residential areas after property abandonment had inflicted great damage, and we used this report as a way to communicate how we utilized these funds.”

The 4-page report, designed as a print mini-magazine, uses high-impact photos, infographics, statistics, quotes from partners and residents, news coverage clips and other design features to convey the story. The Land Bank distributed the report to its partners and other key stakeholders and showcases hard copies in its office lobby.

Developed with Pecchia Communications, the report is also posted as a downloadable PDF on the Land Bank website. A story and link to the document was included in the Land Bank’s quarterly email blast, “The Dirt.” The special report also enjoyed favorable news coverage. 

Why Publish a Special Report?

Kelli Hulea, project manager at Pecchia Communications, said special reports have become much easier to develop and distribute in recent years, largely because of improving technologies. A special report can be a key element of a communications program, especially for a government agency or nonprofit organization that wants to trumpet a big-time achievement, she said.

“Many organizations create annual reports to meet legal requirements or follow traditions, but the opportunity to spotlight one or two major achievements in a high-impact special report can be very attractive,” Hulea added. “When properly planned and distributed, a special report can have much more impact than a news announcement or mention in an annual or quarterly report.”

She offered these recommendations for organizations considering a special report.

• Focus on major accomplishments. A special report is most worthwhile when it marks a major achievement or major milestone. Without decent news value, it wouldn’t be well received and thus wouldn’t be worth the investment.

• Be timely. It’s important to publish a report before the milestone or accomplishment becomes “old news.” That means development speed is critical. 

• Think about impact. While required reports are often subject to rules about what must be included, special reports aren’t so restricted. Publishers should use that freedom to create an outline and design that will make its message impressive and memorable (while staying within budget, of course).

Think about distribution. Broad distribution of a special report is the most important factor to its success. An online edition can be shared on the publisher’s website and promoted through email, social media and search engine marketing. Hard copies can be even more impactful for a report that’s designed effectively. News media coverage can also be an asset, and the publisher’s partners and suppliers can get involved in distribution.

“There’s a clear distinction between the annual or quarterly reports an organization has to do and a special report it gets to do,” Kelli said. “An effective special report can bring an organization’s mission to life and make an impact on supporters and followers. It can also provide a nice forum to recognize people or organizations working behind the scenes. When it’s done right, a special report tells its audiences, ‘This is what we’re all about.’”

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