Co2 Counter Case Studies

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Understanding the Carbon Footprint of your Advertising Spend

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Co2 Counter Case Studies

  1. 1. Understanding the carbon footprint of your advertising spend March 2009 © The Gaia Partnership Commercial in confidence
  2. 2. If you are promoting your business, products or services as ‘Green’ you need to take responsibility for the additional carbon emissions caused by advertising.
  3. 3. Until now the carbon emission impact from marketing was calculated on the total amount of marketing spend. This greatly overstates the CO2 being generated regardless of the media channel being used. This meant the only way to reduce emissions was to cut your marketing budget
  4. 4. The CO2counter allows marketers to measure the emissions from each of the individual media channels. This allows CO2 to be used as another factor in the buying decision process
  5. 5. Case study One <ul><li>Company: Major international Company. FMCG </li></ul><ul><li>Issue: This Company was claiming to have measured then offset all the carbon emissions in the production and distribution of a new ‘Green’ product. </li></ul><ul><li>Challenging Problem: Under the watchful eye of the ACCC (Australia’s consumer watchdog) there was a need to ensure all aspects of the product had been measured including the advertising. </li></ul><ul><li>Gaia Solution: We were able to assist by using their cost effective measurement and assessment methodology and calculators to supply carbon emissions readings in all marketing channels. </li></ul><ul><li>Process: We carried out a review of the media and production buy and applied the appropriate carbon readings and reports. An independent auditor who was helping the client comply with strict guidelines oversaw this. </li></ul><ul><li>Timeline: The carbon assessments for both the production and media buy where completed within 48 hours. </li></ul><ul><li>Result and feedback: Gaia ’s unique carbon measurement system enabled the client to be able to comply with the legislative requirements in a cost effective and timely manner. </li></ul><ul><li>  </li></ul>
  6. 6. Case study Two <ul><li>Company : Local Council. Government </li></ul><ul><li>Issue: Environmental Legislation was demanding that all departments fully understand their carbon emissions. This included the marketing spend </li></ul><ul><li>Challenging Problem: With all other business divisions being able to measure their carbon footprint marketing were required to gain an understanding of their external advertising spend. </li></ul><ul><li>Gaia Solution: We were able to assist marketing by using our cost effective measurement and assessment methodology and calculators to supply carbon emissions in all marketing channels. </li></ul><ul><li>Process: We carried out a year’s review of the media buy and applied the appropriate carbon readings and reports. </li></ul><ul><li>Timeline: The carbon assessments where completed for each separate market campaign within 5 days. </li></ul><ul><li>Result and feedback: This was only the first part of the process. The historic carbon benchmark now enables marketing to set carbon reduction targets for the future years. Gaia is working with both the internal marketing department and their media and agency partners to understand and then adjust the carbon footprint while at the same time not adversely affecting the business strategy . </li></ul>
  7. 7. Case study Three <ul><li>Company: Major delivery service. Transport </li></ul><ul><li>Issue: This company has an environmental efficient delivery system. Unfortunately the materials they carry, i.e. paper, are viewed as not being as environmentally friendly. Gaia were asked to conduct a comparison measurement between their various methods of advertising to their customers. </li></ul><ul><li>Challenging Problem: How to demonstrate that using targeted direct marketing via this company is not only a cost effective way to market but is also an environmentally sound one as well. </li></ul><ul><li>Gaia Solution: We were able to assist by using their cost effective measurement and assessment methodology and calculators to supply carbon emissions readings in their various marketing channels. </li></ul><ul><li>Process: We applied the appropriate carbon readings for both their commercial printing items and mainstream trade advertising. </li></ul><ul><li>Timeline: The carbon assessments where completed within 48 hours. </li></ul><ul><li>Result and feedback: Gaia ’s unique independent carbon measurement system has given the client conformation and validation that their offering stacks up with from an environmental standing </li></ul><ul><li>  </li></ul>
  8. 8. Types of reporting
  9. 9. Tracking against spend
  10. 10. Total CO2 Breakdown by channel
  11. 11. Breakdown of CO2 by channel as %
  12. 12. Progress tracking against previous measurement
  13. 13. Offset cost at local current rate
  14. 14. Comparison report <ul><li>Variance, hence the amount you save, in CO2 calculation compared with Life Cycle Analysis auditors averaging system. </li></ul>
  15. 15. <ul><li>The CO2counter enables both historic and predictive measurement to be supplied in a cost effective way. This allows carbon to be used as another decision driver in the planning process of marketing communications. </li></ul><ul><li>This knowledge will lead to carbon reduction planning. </li></ul><ul><li>Reductions in carbon in marketing spending are lock-in-step with waste reduction. </li></ul><ul><li>That means better-targeted messages to the right audience. </li></ul><ul><li>“ I know that half of my advertising budget is wasted, </li></ul><ul><li>but I’m not sure which half.” </li></ul><ul><ul><ul><ul><ul><li>Attributed to John Wanamaker </li></ul></ul></ul></ul></ul><ul><li>By focusing on the environmental aspects of advertising you will improve this percentage. </li></ul><ul><li>There are specialists that deliver well-planned strategies to deliver the cost effective ROI for business. </li></ul><ul><li>CO2counter independent carbon measurement system allows both cost and carbon reduction strategies to be implemented in a consistent and effective manner. </li></ul>
  16. 16. Why Gaia? <ul><li>Over 30 years experience in all operational areas of advertising in Europe, Asia and Australia. </li></ul><ul><li>Well researched methodology. Working with RMIT university in Melbourne and Carbon Trust in London to develop common standards based on current methodology. </li></ul><ul><li>Methodology audited by independent auditing companies and is in line with formulas and methods recommended by I nternational GHG Protocol Corporate Accounting and Reporting Standards and the CO2counter is compliant with ISO 14040 </li></ul><ul><li>Currently only independent source of credible information that is not clouded by vested industry groups. </li></ul><ul><li>Works closely with marketers on their environmental requirements </li></ul>© The Gaia Partnership Commercial in confidence

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