Investor Communications: Annual Reports:
Bank Annual Reports
For Coastal Banking Company Inc.’s (OTCBB: CBCO) 2009 annual report, management wanted to highlight the company’s accomplishments during the year, while also acknowledging the difficulty it had in dealing with the impact the recession had on its income and earnings. To walk this fine line, MarshComm developed an approach that recognized the poor state of the banking industry, yet also highlighted the company’s accomplishments of increasing core operating earnings, improving its balance sheet by reducing nonperforming assets, and its ability to continue serving its local communities through increased lending.
MarshComm planned, project managed, wrote and designed the 2009 annual report. The narrative theme was based on the concept that, given the doom and gloom news that blankets the banking industry, it is easy to lose perspective when analyzing the prospects of a community bank. The negative headlines focus on the very visible tip of overall financial performance, and lose sight of factors at play below the surface that strongly impact the potential for long-term health and profitability. MarshComm designed the report to give it a more understated feel than previous year's reports, while also projecting quality and strength.
Coastal Banking Company 2009 Annual Report (PDF)
Coastal Banking Company Inc. (OTCBB: CBCO), in its 2008 annual
report, wanted to forthrightly discuss what had been “one of
the most difficult banking markets in a generation” in 2008 and
candidly lay out the challenges that lay ahead. Yet, the company
also sought to honestly express its optimism about the future,
based on a number of positive fundamental developments.
MarshComm planned, project managed, wrote and designed the 2008
annual report. The theme we chose, “Prepared for Opportunity,”
conveyed the company’s positive fundamentals – continued
strong capital ratios and ample liquidity, the consolidation
of its separate bank charters, and the ongoing strong performance
of its wholesale lending division – and the ongoing desirability
of its coastal markets in the context of the company’s ability
to overcome market difficulties and take advantage of the eventual
economic recovery.
Coastal Banking
Company 2008 Annual Report (PDF)
Coastal Banking Company Inc. (OTCBB: CBCO) sought to highlight in its 2007 annual report the convergence of a number of strategic initiatives since its two subsidiary banks merged. 2007 was a defining year for Coastal: With its integration completed, the company continued to assemble the specific strategic elements necessary to build itself into an income-generating financial services company.
MarshComm planned, project managed, wrote and designed the 2007 annual report. The theme, "Putting the Pieces Together," was a metaphorical nod to the strategic elements assembled during the year. We illuminated that theme through narrative discussions of Coastal's strengthened executive management team, retail and lending expansion, and reaffirmation of its coastal growth strategy -- the interlocking pieces of its future success.
Coastal Banking Company 2007 Annual Report (PDF)
Colonial BancGroup Inc. (NYSE: CNB) hired national annual report firm Curran & Connors (C&C) to produce its 2007 AR. C&C turned to Marsh Communications to
provide strategic communications consulting, plan the narrative text approach, research and write the annual report.
As a $24 billion-asset mid-sized industry stalwart with a long history of strong growth, Colonial wanted to differentiate itself from peers that were suffering greatly from sub-prime, real estate market and off-balance-sheet woes. MarshComm suggested the theme "Proven Strength" to demonstrate that Colonial continues to "do business the right way." We offered as proof points narrative sections on the company's "proven strategy" for growth, which in turn yields "proven results."
Colonial BancGroup 2007 Annual Report (external link)
Appalachian Bancshares Inc. (Nasdaq: APAB) wanted to focus its 2006 annual report on the geographic growth of its franchise, having added a number of new locations, as well as a new thrift charter, during the year. The theme "Expanding Our Footprint" was chosen to highlight this growth, with the sub-theme "People First" added to reflect the company's emphasis on building its franchise around high-quality bankers in the markets it entered.
Marsh Communications, the Ellijay, Ga.-based company's Investor Relations and PR firm since 2004, was again tapped to handle its annual report, having done so the previous two years as well.
MarshComm planned, wrote and designed the 2006 annual report, introducing and explaining the theme and underlying approach in the Shareholder's Letter. We then brought the theme and sub-theme to life through profiles of each new Appalachian Bancshares market, including brief personal stories of the new market executives and the bank's involvement in its new communities.
Appalachian Bancshares 2006 Annual Report (PDF).
Appalachian Bancshares wanted to utilize its 2005 annual report to highlight the tremendous growth the company had experienced during the year -- not just its financial growth, but also its growth in stature. In 2005, the company was listed on Nasdaq, raised significant capital through a successful stock offering and constructed a new headquarters building, positioning the company for even greater future growth.
MarshComm planned, project managed, wrote and designed the 2005 annual report, centered on the theme of "Reaching New Heights," an apt metaphor for the ongoing growth of the company. The main letters from the CEO and COO were written to convey the company's strong growth profile and continued outstanding prospects, within the context of its service-oriented approach to community banking. A market overview piece highlighted APAB's markets in the fast-growing economic region of North Georgia and the influence of the nearby economic powerhouse of the Atlanta MSA.
Appalachian Bancshares 2005 Annual Report (PDF).
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