Evolving Sage’s Annual Report as a strategic communications asset
Challenge
Sage approached Hailhurst with a clear objective: to elevate its award-winning Annual Report (AR) and create a document that genuinely communicates its achievements, engages diverse audiences, and reflects its strategic vision — creating an annual report that resonates with a range of audiences and justifies its significant investment in time, energy, and budget.
Our approach
At the heart of our solution was a high-impact, full-day facilitated and bespoke workshop that brought together a cross-functional group of internal stakeholders.
The aim? To collaboratively define what success should look like for Sage's next Annual Report — and how to get there.
Phase 1
Grounded in insight
We began by guiding the Sage team through a group-informed critique of their previous AR, using our Hailhurst AR framework to structure the conversation. To stimulate reflection and broaden perspectives, we presented a set of peer reports — highlighting best practices and missed opportunities. This comparative lens helped the team assess how their current report stacked up, and opened the door to more creative and strategic possibilities.
Phase 2
Reframing the purpose
With a solid understanding of past performance and external benchmarks, we encouraged the team to reimagine the AR not as a backward-looking compliance exercise with "some words up front," but as a forward-facing piece of thought leadership — “with some numbers at the back."
Phase 3
Strategic co-creation
Together, we explored what success would look like in the future — not just in terms of the document itself, but in the process, messaging, and delivery. We helped the Sage team articulate the key messages they wanted to land, the narrative arc of the year, and the vignettes that would bring it all to life.
Importantly, we grounded this vision in the reality of regulatory requirements, providing insight into the evolving landscape and preparing the team for what’s just over the horizon.
The outcome
The workshop culminated in a clear, actionable set of objectives and deliverables for Sage’s upcoming Annual Report. This strategic foundation empowered the Sage team to deliver a report that not only met compliance standards, but also continued to position Sage as a leader — telling the story of their year with clarity, confidence and impact.
How Hailhurst adds value
We don’t just help clients “do” Annual Reports — we help them use the AR as a powerful storytelling tool to connect with stakeholders, reinforce brand leadership and set the tone for future growth.
We offer:
Deep expertise in the AR process, including evolving best practices and regulatory trends
Strategic understanding of communications and audience engagement
Trusted relationships with top-tier design agencies to ensure creative excellence
A collaborative, co-creative approach that empowers internal IR and comms teams
