Adobe Customer Story
The World Trade Organization, engaging stakeholders with annual report app. World trade body extends reach and engagement through richly interactive tool.
“We want to tune ourselves to the needs of our audiences and provide information in the formats they are looking for. Adobe Digital Publishing Suite gives us the opportunity to create tailored apps to better serve these audiences.� Anthony Martin, publications and Internet manager, World Trade Organization SOLUTION
RESULTS
Adobe Digital Publishing Suite and Adobe Creative Cloud
IN PARTNERSHIP WITH
ENGAGEMENT Engage stakeholders and expand reach with app version of annual report
GLOBAL EXPANSION Extend global reach and increase user satisfaction
COMPELLING EXPERIENCES Bring organization to life with immersive interactivity, including video and interactive maps
MORE APPS Review scope for further apps to keep audiences engaged with organization
Adobe Customer Story
World Trade Organization Established in 1995 Membership: 160 countries Geneva, Switzerland www.wto.org
Zephyr www.wearezephyr.com Download the app WTO iTunes WTO Google Play
Expanding audiences worldwide CHALLENGES • Share the latest activities of the WTO with a wider audience • Engage global stakeholders with interactive content • Gain insight into audience interests
The World Trade Organization (WTO) is the world’s arbiter of rules that help trade flow freely among nations. The WTO’s flagship publication for communicating information about its activities is its annual report—one of the the most downloaded WTO publications. Through the report, the organization displays its accountability to stakeholders, from governments to non-governmental organizations. Traditionally, the WTO has published its report both in print and PDF to share information about the past year and future plans. Every year, more than 100,000 stakeholders worldwide download the PDF version. As more people around the world adopt digital methods for consuming and sharing information, the WTO saw an opportunity to broaden its reach and engage more deeply with stakeholders worldwide by developing an app version of its annual report. By publishing its annual report app for tablet devices, the WTO seeks to drive engagement with stakeholders, from senior business executives to younger, mobile-savvy analysts. “We saw a great opportunity in app publishing,” says Anthony Martin, publications and Internet manager for the WTO. “We wanted to encourage active participation by those involved with international trade by disseminating the latest information about the WTO in an app format that would be easily available on tablets. With a large readership, our detailed annual report represented the best opportunity to deepen engagement with our stakeholders.”
Adobe Customer Story
Digital publishing for the future For recommendations about digital publishing options, the WTO turned to brand communications specialists Zephyr, the same agency that produces the print and PDF versions of the organization’s annual report. After evaluating the options based on the organization’s goals, Zephyr strongly recommended Adobe Digital Publishing Suite. “We worked with the WTO to understand its goals and evaluated app publishing solutions,” says Matt Collins, director and founder of Zephyr. “Adobe Digital Publishing Suite came out on top due to its flexibility, speed of publishing, and support for rich interactivity. The design-based solution was also more affordable because it didn’t require costly custom development.”
Continuously improving Zephyr has now created two successive annual reports for the WTO using Digital Publishing Suite. Throughout the process, the agency has been able to work quickly and meet deadlines by leveraging print layouts created in Adobe InDesign CC, available through Adobe Creative Cloud.
“Adobe Digital Publishing Suite came out on top due to its flexibility, speed of publishing, and support for rich interactivity.” Matt Collins, director and founder, Zephyr
The 2013 annual report app included a wealth of interactivity, as well as photo galleries and links to videos and audio files. The variety of content enabled stakeholders to more deeply engage with the WTO’s mission and initiatives. For the 2014 annual report app, the WTO and Zephyr worked together to further optimize the user experience. Metrics from 2013—such as overall downloads, downloads by country, engagement, and time spent with specific areas and content pieces within the app—drove a variety of enhancements including creating an in-app survey with Adobe FormsCentral to build WTO audience profiles, improving navigational guidance, incorporating easier scrolling, and adding a more feature-rich menu. The 2014 annual report app, which can be freely downloaded, offers additional interactivity and richer content to draw stakeholders into a greater understanding and engagement with the work of the WTO. The app includes the full text of the print and PDF annual report, plus videos, photo galleries, audio, and other features. The 2014 version also has been expanded to include enhanced charts, and interactive maps that help audiences gain a better grasp of the WTO’s activities. “Built-in analytics in Adobe Digital Publishing Suite are allowing us to improve how we present information with each iteration of our app,” says Martin. “For example, we saw that users appreciated access to video and audio so we expanded the range of material provided in those formats. These user insights are crucial to helping us understand and broaden our international audience.”
Adobe Customer Story
SOLUTION AT A GLANCE
Increasing popularity
• Adobe Digital Publishing Suite. Capabilities used include:
The 2014 annual report app, promoted through email marketing, social networks, and other channels, has experienced a steady flow of downloads in the first few months of availability. The organization announced the new app to more than 200,000 potential readers by email and through social media campaigns that targeted the WTO’s Twitter accounts, with over 90,000 followers, and Facebook accounts, with over 80,000 followers. A video presentation of the app, posted on the WTO’s social media platforms, has achieved over 1,000 views.
• Integration with Adobe InDesign CC • Integrated analytics • Multiplatform publishing • Push notifications • Adobe Creative Cloud. Components used include: • Adobe InDesign CC • Adobe FormsCentral
“Through the exercise of building an app, the WTO is learning more about fostering closer, more continuous relationships with its global stakeholders,” says Collins. “The WTO knows that audiences are rapidly changing and increasingly expect two-way exchanges through experiences like social media and interactive apps.”
Positive reviews, future plans The WTO has achieved very positive feedback to its latest app. In the coming months, the WTO will review possibilities for expanding its digital publishing efforts including creating a range of apps that would enable the WTO to communicate more effectively with its various audiences and to keep them engaged with the organization. “We are a very complex organization that covers a huge number of subjects in great detail,” says Martin. “We want to tune ourselves to the needs of our audiences and provide information in the formats they are looking for. Adobe Digital Publishing Suite gives us the opportunity to create tailored apps to better serve these audiences.”
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