Situation:
Baker Hughes modified its annual report distribution in order to leverage the new  “notice and access” guidelines from the SEC. The Investor Relations website was also in need of an update – the existing IR site did not utilize current technologies nor did it match the updated brand of the corporate website.

Solution:
Approaching the situation as a campaign enabled Savage to manage the process and promote brand consistency among all elements. A collaborative planning phase allowed for the team to determine formats and overall messaging, as well how these messages could be best delivered using different channels. The chosen theme for the campaign was global growth: Baker Hughes is investing in growth through its people, technology and infrastructure and operating in several high-growth markets. The statement, “Global Growth. Local Performance.” emphasizes Baker Hughes’ success, both globally and in key international markets.

To better integrate Baker Hughes’ investor communications efforts, an online annual report was created in addition to the printed version. The use of the online annual enabled Baker Hughes to provide more robust information online and entice investors to visit the Investor Relations site more often.

Printed Annual Report: In keeping with the theme, the narrative highlights key international markets and communicates the company’s activities in each. With large photos from around the world, the printed report takes full advantage of the medium, showcasing Baker Hughes’ successes in its four operating regions. The cover emphasizes the global scale using a world map that contains pictures of Baker Hughes employees. The fold-out map is leveraged to further explains specific operational examples.

Interactive Annual Report: Using interactive flash-based technology, the online annual report incorporates animated diagrams, chart and graphs for emphasis. Additionally, the navigation allows for non-linear access to key information so that visitors can quickly find their areas of interest. The online report was also built to drive traffic back to the Investor Relations site. Hyperlinks to the management team and areas of operation, for example, link visitors back to the site for more detailed information.

Investor Relations Site: A complete overhaul of the Baker Hughes’ Investor Relations site provided not only a more modern look, but is also a more dynamic presentation of the information. Improvements in the download and search areas make relevant documents and information easier to find. The site also keeps track of updates since your last visit, presenting all this new information in a convenient “what’s new” page.
The new site is both engaging and efficient, allowing visitors to see timely information, with relevant details for context only a click away. As a portal for Baker Hughes’ popular interactive rig counts as well, the investor site is a key component to the overall investor relations campaign.

Additional collateral and presentation graphics were also created using the thematic visuals, to coordinate quarterly investor events with the overall campaign.