Smithsonian Institution Online Annual Report
Web Strategy & Development


Headquartered in the nation’s capital, the Smithsonian Institution is the world’s largest museum, education, and research institute, comprised of 19 museums, galleries, archives, and the National Zoo. Each year the Smithsonian’s printed annual report plays a major role in relaying the stories of research, discovery, and educational advancement that help donors and constituents understand the museum’s impact. In 2016, the institute sought to accompany their printed report with their first interactive online annual report. The inaugural effort challenged the Institute to determine how an online piece could offer a more immersive experience for viewers, encourage participation in the community, and support email signup and general donations.


Working with the Smithsonian Institution, idfive designed and developed a mobile responsive, interactive online annual report that complimented the print report and supported the Institute’s advancement efforts. We worked closely with the Institute’s team of marketing strategists, copywriters, and designers to find a digital solution for each section of the print piece, while incorporating new features such as sound bites and video clips that enhance the user experience. With a custom donation page and strategically placed email sign up and donation calls to action, readers of the report are encouraged to engage with and support the Institute as they read through 2016’s most compelling stories. The online report dramatically expands the Institute’s reach, with articles that can be shared on social media, incorporated into email campaigns, and integrated into future online fundraising efforts. For idfive, creating the online annual report was a prideful moment that allowed us to support the Smithsonian Institute’s unparalleled educational mission.

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