The Communications Group began by conducting a comprehensive audit of the annual report's production and distribution process. We identified inefficiencies and opportunities to enhance both cost-effectiveness and audience engagement. The report's content was streamlined to focus on actionable insights, supported by visually engaging elements that highlighted key research and its impact on Arkansas soybean producers. Recognizing the limitations of a print-only approach, we created a digital version of the report and distributed it across multiple channels, including ASPB's website, e-newsletters, and social media platforms.

To maximize the impact of physical copies, we prioritized distribution to high-value recipients—soybean producers managing 100 acres or more—ensuring that the most influential audience received tailored content. By reducing the print quantity to just 500 copies, we significantly cut costs without sacrificing reach. The savings from printing and postage were reallocated to enhance digital outreach efforts, allowing ASPB to extend their message to secondary audiences while eliminating waste. This strategy created a seamless blend of traditional and digital approaches, resulting in a more impactful and efficient way to share ASPB’s research and accomplishments.