WSP on behalf of Central Texas Regional Mobility Authority
Sylvia Shelton
Communications Manager
Central Texas Regional Mobility Authority
AUSTIN
Texas
Annual Report
Keeping You Connected to All the Places You Live, Work, and Play
Central Texas Regional Mobility Authority
Sylvia Shelton
Jori Liu, Assistant Director of Communications
Dee Anne Heath, Director of Government Relations and Communications
The Annual Report & Financial Statements are produced annually, per the requirements of the Texas Administrative Code. It serves as a yearly review of the agency and its performance against the Strategic Plan. The Annual Report goes beyond a required milestone and serves as a dynamic resource, featuring progress accomplished on agency projects and initiatives. It demonstrates the agency’s commitment to transparency, fiscal responsibility, dependability, dedication to public service, and visionary leadership. Each annual report features a key theme that all activities, successes, and milestones tie back to and doubles as a piece of marketing collateral.
The target audience is investors with a financial stake in the performance of the agency. Secondary audiences include elected officials, media, industry thought leaders, partners agencies and other transportation entities, customers of our roadways, key stakeholder groups, and the general public.
The 2019 Annual Report theme was “Keeping You Connected to all the Places You Live, Work, and Play,” with the key message that the Mobility Authority’s roadways improve quality of life by providing enhanced mobility options for the diverse needs of residents throughout the region. It also effectively communicates to our investors and financial audience the fiscal performance of the agency during FY20. Elected officials and other stakeholders have shared with us that this publication is a one-stop-shop for a high-level view of the agency’s financial health and accomplishments throughout the year.
The Annual Report was written with attention-grabbing headlines and infographics in an engaging, and digestible manner. The theme was weaved throughout, beginning by setting the stage that the Central Texas region is a desirable place to live, population and real estate costs are rising, and mobility solutions are needed to preserve quality of life. To help humanize the agency and add value and staying power to what could otherwise be a dry publication, personalized letters from the executive director and chairman are featured, as well as a staff photo and quote spread, infusing the personality of the agency’s local staff.
The Mobility Authority Communications Department has evolved the annual report from a required publication to a dynamic, engaging resource. While transportation is a complex topic, they distill it into a clear and concise format and make it visually appealing and digestible in order to accommodate both technical and lay audiences.