Turning an annual report into a year-round communications asset
Since 2021, The Square has been partnering with the Advanced Bioenergy Association (ABA).
THE CHALLENGE
The ambition went beyond documenting another year of activity. The challenge was to turn technical information, industry data and member achievements into a clear and compelling narrative — one that could strengthen ABA’s voice and relevance in the conversation around Portugal’s energy transition.
At the same time, we saw an opportunity to extend the value of the report beyond its publication date, using its insights as a foundation for a broader communications strategy.
OUR APPROACH
The Square led the full editorial development and design of the report, from structuring and refining the information to building the overarching narrative and adapting the content to the final format.
Our team also oversaw graphic production and printing, ensuring editorial consistency and quality throughout every stage of the process.
But the report was designed to do more than communicate what ABA had achieved. From the outset, we approached it as a strategic content platform capable of generating multiple stories, formats and communications opportunities.
FROM ONE REPORT TO MULTIPLE STORIES
Building on the report’s content, we developed an integrated activation plan combining media relations and digital communications.
We identified the data points, trends and messages with the strongest potential to resonate with journalists, industry stakeholders and ABA’s wider audiences, and translated them into targeted communications opportunities.
For the media launch, we developed and distributed a press release, conducted targeted outreach to key journalists and specialist publications, and identified editorial angles that could generate further coverage from the report’s findings.
Across digital channels, we deconstructed the report into standalone pieces of content, adapting its most relevant insights to different formats and moments. Infographics, key figures and editorial content made complex information more accessible, engaging and easier to share.
THE IMPACT
By combining robust data, credible industry expertise and more dynamic visual storytelling, the strategy helped reinforce ABA’s authority while making its knowledge more accessible to broader audiences.
Most importantly, a single editorial asset became the foundation for multiple communications opportunities across earned and owned channels — maximising the value of the work produced and extending the report’s relevance well beyond its publication date.
