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GET YOUR DM GREENER,  USING THE DM CARBON METER <ul><li>Baudouin Meunier, Member of the Executive Committee De Post  La Po...
2009: The paradox about paper as a media <ul><ul><li>About 85% of Belgians prefer paper to electronic for getting bills, p...
2009: The paradox about paper as a media <ul><ul><li>About 85% of Belgians prefer paper to electronic for getting bills, p...
Paper has an ecological impact but  does not deserve its poor environmental reputation <ul><ul><li>It is far from being th...
Paper has an ecological impact but  does not deserve its poor environmental reputation <ul><ul><li>It is far from being th...
Paper has an ecological impact but  does not deserve its poor environmental reputation <ul><ul><li>It is far from being th...
De Post makes steady progress towards  -35% C02 by 2012 <ul><li>Buildings </li></ul><ul><ul><li>100% purchased  green elec...
De Post has started initiatives with expert partners <ul><ul><li>Help us reach our 35% CO2 reduction </li></ul></ul><ul><u...
Picture by NASA Adam Nieman  /  Science PhotoLibrary
Our CO2 impact visualized Picture by Adam Nieman ®
What about C02 emissions in Belgium? 1 Belgian citizen = volume of 3 Atomium spheres = 14,3 tons C02
What about C02 emissions in Belgium? Belgium = volume of 30 Million Atomium spheres X 10 000 000
Copenhagen: reduce by 2050  our global CO2 emissions to 15% of the year 2000 level Source: Intergovernmental Panel on Clim...
“ This is a list of topics some people say they feel concerned.  In which way you personaly feel concerned too?” National ...
 
First “open” partnership through the whole value chain and life cycle of DM
GET YOUR DM GREENER  USING THE DM CARBON METER <ul><li>The life cycle of a direct mail </li></ul><ul><li>DM Carbon Meter  ...
The life Cycle of a  DM
DM Carbon Meter <ul><li>Purpose </li></ul><ul><ul><li>Calculate carbon (CO2-equivalent) emissions of  a standard mailing <...
How does it work ?  <ul><li>One sheet only to fill-in </li></ul><ul><li>Inputs in  6 steps  following the usual DM process...
A DM campaign in 6 steps
Nestle Baby Food Direct Mail
Nestle Baby Food Direct Mail
Nestle Baby Food Direct Mail
Nestle Baby Food Direct Mail
Nestle Baby Food Direct Mail
Nestle Baby Food Direct Mail
Nestle Baby Food DM Campaign
Nestle Baby Food DM Campaign
Nestle Baby Food DM Campaign 1/3 Atomium sphere
How Nestle Baby Food decided to go to low-carbon ? <ul><li>Recycled paper </li></ul><ul><li>From FSC to 50% Post-consumer ...
Which communication impact  from changing ink?
Which communication impact  from changing ink?
Which communication impact  from changing ink?
From 227 to 135 g CO2 per mail.  Gain 41% !
Learning 1:  postal distribution is far from being the predominant C02 source  Distribution = 7,7%
Learning 2:  DM Carbon Meter is easy to use and implement [email_address]
Learning 3:  no impact on communication effectiveness
Learning (4) to come soon by post-testing  the impact of your sustainable strategy on your brand equity La réalisation et ...
Learning 5:  easy changes reduce C02 significantly  1 mailing x  12 months = 7 t  decrease CO2 reduction for  Nestle Baby ...
Sign up your business at www.wwf.be/earthhour 27th March 2010 Turn out lights  from 8:30 pm till 9:30 pm
THANK YOU.
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The Post : get your DM greener

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The Post Greenloop : green direct marketing

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The Post : get your DM greener

  1. 1. GET YOUR DM GREENER, USING THE DM CARBON METER <ul><li>Baudouin Meunier, Member of the Executive Committee De Post La Poste </li></ul><ul><li>Gaëtan Dartevelle, Co-Director Greenloop </li></ul>Picture by Chris Gierszewski, Gingko leaves , Creative Commons License, 2005
  2. 2. 2009: The paradox about paper as a media <ul><ul><li>About 85% of Belgians prefer paper to electronic for getting bills, publicity or even personal messages </li></ul></ul><ul><ul><li>DM sells: 78% read addressed publicity, ROI of DM is high </li></ul></ul>There is a social and economic demand for distribution of physical messages Paper is what most people want to get
  3. 3. 2009: The paradox about paper as a media <ul><ul><li>About 85% of Belgians prefer paper to electronic for getting bills, publicity or even personal messages </li></ul></ul><ul><ul><li>DM sells: 78% read addressed publicity, ROI of DM is high </li></ul></ul>There is a social and economic demand for distribution of physical messages <ul><ul><li>55% consider non-addressed as “polluting” </li></ul></ul><ul><ul><li>48% consider addressed DM as “polluting” </li></ul></ul><ul><ul><li>90% of companies surveyed consider paper as less ecological than other media </li></ul></ul>People perceive paper as negative for the environment There is a perception issue about the true environmental impact of paper Paper is what most people want to get
  4. 4. Paper has an ecological impact but does not deserve its poor environmental reputation <ul><ul><li>It is far from being the main cause of deforestation </li></ul></ul>
  5. 5. Paper has an ecological impact but does not deserve its poor environmental reputation <ul><ul><li>It is far from being the main cause of deforestation </li></ul></ul><ul><ul><li>As a media, it does stand the “environmental” comparison with electronic alternatives </li></ul></ul>
  6. 6. Paper has an ecological impact but does not deserve its poor environmental reputation <ul><ul><li>It is far from being the main cause of deforestation </li></ul></ul><ul><ul><li>It is by essence a “natural” and “renewable” resource if managed in a responsible way </li></ul></ul><ul><ul><li>As a media, it does stand the “environmental” comparison with electronic alternatives </li></ul></ul>
  7. 7. De Post makes steady progress towards -35% C02 by 2012 <ul><li>Buildings </li></ul><ul><ul><li>100% purchased green electricity </li></ul></ul><ul><ul><li>ISO 14001 certificates for 5 sorting centers </li></ul></ul><ul><ul><li>Energy audit actions implemented for top energy consuming buildings </li></ul></ul><ul><ul><li>Solar panels on sorting platforms </li></ul></ul><ul><ul><li>Fleet </li></ul></ul><ul><ul><li>Eco-driving course for 2.300 drivers </li></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Dedicated Energy Management team </li></ul></ul><ul><ul><li>Awareness & activation program </li></ul></ul><ul><ul><li>New CO2 friendly company car policy </li></ul></ul>End 2009: already -26% CO2
  8. 8. De Post has started initiatives with expert partners <ul><ul><li>Help us reach our 35% CO2 reduction </li></ul></ul><ul><ul><li>Help us inform, educate and mobilize our employees </li></ul></ul><ul><ul><li>Help us convince our clients to partner towards more sustainable strategies </li></ul></ul>
  9. 9. Picture by NASA Adam Nieman / Science PhotoLibrary
  10. 10. Our CO2 impact visualized Picture by Adam Nieman ®
  11. 11. What about C02 emissions in Belgium? 1 Belgian citizen = volume of 3 Atomium spheres = 14,3 tons C02
  12. 12. What about C02 emissions in Belgium? Belgium = volume of 30 Million Atomium spheres X 10 000 000
  13. 13. Copenhagen: reduce by 2050 our global CO2 emissions to 15% of the year 2000 level Source: Intergovernmental Panel on Climate Change, 2007. Fourth Assessment Report. Climate Change 2007 : Synthesis Report. Summary for Policymakers, Table SPM.6. ipcc.ch Scenario CO2 concentration at stabilization (2005=379 ppm) Peaking Year Emissions for CO2 Decrease in CO2 emissions in 2050 % of 2000 emissions Global average temperature increase Global average sea level rise in metres (only thermal effect) I 350 - 400 2000 - 2015 50 to 85% 2,0 to 2,4 0,4 - 1,4 II 400 - 440 2000 - 2020 50 to 85% 2,4 to 2,8 0,5 -1,7 III 440 - 485 2010 - 2030 50 to 85% 2,8 to 3,2 0,6 - 1,9
  14. 14. “ This is a list of topics some people say they feel concerned. In which way you personaly feel concerned too?” National public survey, March-June 2009, 1485 PAPI interviews Belgian Federal Public Service Environement,
  15. 16. First “open” partnership through the whole value chain and life cycle of DM
  16. 17. GET YOUR DM GREENER USING THE DM CARBON METER <ul><li>The life cycle of a direct mail </li></ul><ul><li>DM Carbon Meter </li></ul><ul><li>Nestlé Baby Food DM </li></ul><ul><li>How Nestlé Baby DM goes low-carbon ? </li></ul>
  17. 18. The life Cycle of a DM
  18. 19. DM Carbon Meter <ul><li>Purpose </li></ul><ul><ul><li>Calculate carbon (CO2-equivalent) emissions of a standard mailing </li></ul></ul><ul><ul><li>Propose low-carbon alternatives </li></ul></ul><ul><ul><li>Collect easy comparative benchmarks </li></ul></ul><ul><ul><li>Enable continuous improvement </li></ul></ul>
  19. 20. How does it work ? <ul><li>One sheet only to fill-in </li></ul><ul><li>Inputs in 6 steps following the usual DM process </li></ul><ul><li>Standard data by default for each step </li></ul><ul><li>Users fill information at the time when they have operational control on the life cycle of the mail piece </li></ul><ul><li>Designed to eco- optimize mailings without compromising R.O.I </li></ul>
  20. 21. A DM campaign in 6 steps
  21. 22. Nestle Baby Food Direct Mail
  22. 23. Nestle Baby Food Direct Mail
  23. 24. Nestle Baby Food Direct Mail
  24. 25. Nestle Baby Food Direct Mail
  25. 26. Nestle Baby Food Direct Mail
  26. 27. Nestle Baby Food Direct Mail
  27. 28. Nestle Baby Food DM Campaign
  28. 29. Nestle Baby Food DM Campaign
  29. 30. Nestle Baby Food DM Campaign 1/3 Atomium sphere
  30. 31. How Nestle Baby Food decided to go to low-carbon ? <ul><li>Recycled paper </li></ul><ul><li>From FSC to 50% Post-consumer </li></ul><ul><li>Weight of paper </li></ul><ul><li>From 170 g/m² to 115 g/m² </li></ul><ul><li>Type of envelope </li></ul><ul><li>From no label to FSC </li></ul><ul><li>Surface covered by ink </li></ul><ul><li>From 80% to 50% </li></ul>
  31. 32. Which communication impact from changing ink?
  32. 33. Which communication impact from changing ink?
  33. 34. Which communication impact from changing ink?
  34. 35. From 227 to 135 g CO2 per mail. Gain 41% !
  35. 36. Learning 1: postal distribution is far from being the predominant C02 source Distribution = 7,7%
  36. 37. Learning 2: DM Carbon Meter is easy to use and implement [email_address]
  37. 38. Learning 3: no impact on communication effectiveness
  38. 39. Learning (4) to come soon by post-testing the impact of your sustainable strategy on your brand equity La réalisation et distribution de ce courrier bénéficie d'un impact C0 2 réduit de 41%. Le papier est une ressource durable 100% recyclable. Confiez ce courrier après usage au tri sélectif.
  39. 40. Learning 5: easy changes reduce C02 significantly 1 mailing x 12 months = 7 t decrease CO2 reduction for Nestle Baby Food 1 year direct mail
  40. 41. Sign up your business at www.wwf.be/earthhour 27th March 2010 Turn out lights from 8:30 pm till 9:30 pm
  41. 42. THANK YOU.

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