Transforming Technical Reports into Engaging Visual Content

NERC, the North American Electric Reliability Corporation, is a nonprofit entity responsible for monitoring, measuring, and reporting on the power grid across the U.S. and parts of Canada. NERC plays a vital role in educating power grid operators on the reliability, sustainability, and vulnerabilities in the power supply across North America. Historically, NERC’s reports were text-heavy and highly technical, resulting in lower engagement from their audience. Recognizing the need to improve the effectiveness of their communication, NERC partnered with Marsden Marketing to make their reports more visual and accessible.

Marsden Marketing conducted a thorough analysis of NERC’s existing reports and identified key areas for visual enhancement. They leveraged these insights to create updated report designs, incorporating charts, graphics, and other visual aids to improve their readability and storytelling capabilities. Marsden then produced a series of teaser videos that broke down complex information into easily digestible segments to succinctly explain the reports’ findings. A multi-channel distribution strategy was implemented to share the reports and videos via email campaigns, website integration, and social media promotions to ensure broad reach, engagement, and report downloads.

The results were overwhelmingly positive. All regions reported that the new, more visual reports were significantly more helpful and engaging. Constituents provided such positive feedback that NERC decided to expand this format of reporting to cover more areas. The enhanced visual approach not only improved engagement but also elevated the overall quality and perception of NERC’s communications.

An anonymous testimonial from NERC highlights the success of this partnership: "Since engaging Marsden, NERC has received significant, unsolicited, positive feedback from both internal and external audiences. There is no doubt that Marsden’s level of engagement and creativity has enhanced the quality of our communications materials and elevated our profile among our North American stakeholders."

Through this strategic content development, Marsden Marketing successfully transformed NERC’s reporting approach, demonstrating the power of visual content in improving communication and engagement within the B2B sector.