Building The Story
Methodology and Detailed Inputs
Farm to School dedicates a hefty portion of the report to framing the analysis and outlining methodology. Four of the nine sections (Economic Impact Assessments, Current Research, Methods, and Survey Findings) explore issues with past reports, idiosyncrasies of the study areas and industries, and recognized research—all of which shape the assumptions and inputs which the study brings to the model. The inputs are then presented within the introductory text to the results tables allowing the reader to compare what went into the model and what came out.
Upping the Production Value
The study starts from square one with the reader, progressing from a glossary and introduction (in that order) in the beginning before taking the reader through the latest research and then the results. This arrangement, if followed as prescribed, guides readers through the layers of research that went into creating the report in a way that doesn’t leave those who are unfamiliar with economic jargon behind. It also creates a climactic build up to the results section with great dramatic effect.
Storytelling by Design
Farm to School opted for a PDF format for the report which performs as well online as it does in printed or booklet form. The navigational aids built into the report include full-page photos as section breaks (which make section divisions easy to spot when quickly scrolling online) and color-coded sections and call-outs. The use of color is restrained and consistent. Orange emphasizes key terms or numbers. New thoughts or results are signaled by green headings or frames.