MS&L Eco Network


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  • MS&L Eco Network

    2. 2. A Seismic Shift… <ul><li>“Green” is increasingly a factor in consumer-buying decisions, according to an April survey by Consumer Reports </li></ul><ul><li>The lines between Environment and Energy are gone </li></ul><ul><li>Consumer Drivers </li></ul><ul><ul><li>“I care about the Earth” </li></ul></ul><ul><ul><li>“I want to save money” </li></ul></ul><ul><ul><li>“I want to be fashionable” </li></ul></ul><ul><li>Policy and Corporate Drivers </li></ul><ul><ul><li>Energy Independence (National Security) </li></ul></ul><ul><ul><li>Global Warming </li></ul></ul><ul><ul><li>Economic Security </li></ul></ul>
    3. 3. Our POV <ul><li>It’s no longer a matter of corporate citizenship or even sustainability </li></ul><ul><li>It’s about driving business value </li></ul><ul><ul><li>Increasing Sales – Reaching New Audiences, Producing New Products </li></ul></ul><ul><ul><li>Sustaining Sales - Maintaining Consumer Acceptance & Trust </li></ul></ul><ul><ul><li>Holding on to Critical Distribution Channels/Retail Partners (Wal-Mart) </li></ul></ul><ul><ul><li>Reducing Energy and Waste Costs </li></ul></ul><ul><ul><li>Building Reputation to Drive the Intangibles (employee recruitment, innovation, stakeholder trust, etc.) </li></ul></ul><ul><ul><li>Keeping Up With and Helping to Establish Global Standards </li></ul></ul>
    4. 4. <ul><li>Corporate social responsibility has always been about more than writing a check </li></ul><ul><ul><li>It is about philanthropy </li></ul></ul><ul><ul><li>It is about governance </li></ul></ul><ul><ul><li>It is about disclosure </li></ul></ul><ul><li>At its heart, corporate responsibility is about values and behavior </li></ul><ul><li>We help you demonstrate this behavior through: </li></ul><ul><ul><li>Responsible corporate actions </li></ul></ul><ul><ul><li>Cause related marketing </li></ul></ul><ul><ul><li>Environmental sustainability </li></ul></ul><ul><ul><li>Community relations </li></ul></ul>Corporate Responsibility
    5. 5. MS&L ECO NETWORK Case Studies
    6. 6. MS&L ECO Network Experience
    7. 7. Philips Live Earth <ul><li>MS&L London and Philips secured exclusive, primary global sponsorship for the world’s biggest concert, Live Earth – 07.07.07 </li></ul><ul><li>Delivered Philips sustainability messaging directly to the 7-continent, 24-hour music event, which had an estimated audience of 2 billion people </li></ul><ul><li>Supporting the concert, MS&L and Philips launched the b2c energy saving Web site,, an intensive consumer press office campaign, Live Earth ticket give-aways, event promotions, and a celebrity photo shoot with The Pussy Cat Dolls </li></ul><ul><li>High profile, cross-media coverage generated. Media hits included The Sunday Times,,, Shiny Shiny, Daily Mirror, ES Magazine and </li></ul>
    8. 8. Marathon Pipeline & Refinery Expansion Project <ul><li>Marathon is embarking on a refinery and pipeline expansion project in southeast Michigan that will create jobs and produce a more stable supply of petroleum products for Michigan motorists </li></ul><ul><li>MS&L Detroit is helping Marathon to minimize objections and maximize support for the project by informing the local communities, public officials and media </li></ul><ul><li>The results to date include the creation of a DHOUP Web site ( ) which serves as a running communication medium for all audiences providing constant updates on project developments. MS&L Detroit hosted local Open Houses in key communities to provide an opportunity to learn more about the Detroit refinery and pipeline expansion projects, ask questions and meet face-to-face with members of the Marathon team </li></ul><ul><li>The project gained support from various key officials, community influencers and media including the Governor’s office, Michigan Economic Development Corporation, Detroit City Council, The Detroit News, Detroit Free Press editorial boards and local radio news commentator Paul W. Smith, and secured neutral/positive coverage in more than 100 articles from 25 different media outlets </li></ul>
    9. 9. Master of Energy in the Middle Market <ul><li>Challenge </li></ul><ul><li>Position CIT as the leading banker of choice to mid-size companies in the Energy industry </li></ul><ul><li>Actions </li></ul><ul><li>Develop differentiating message platform for CIT Energy leader Brooks Klimley to communicate to upstream, downstream, and alternative energy markets </li></ul><ul><li>Create strategic thought leadership program to educate the national and local media in key markets such as Houston </li></ul><ul><li>Conduct media briefings in Houston to promote CIT’s presence in that market </li></ul><ul><li>Begin to build credibility with third-party experts, such as universities, associations and consultants </li></ul><ul><li>Leverage case studies and customer testimonials to “tell” the CIT Energy story </li></ul><ul><li>Results </li></ul><ul><li>Generating coverage and byline articles in major industry trade and national media, and local outlets in Houston </li></ul>
    10. 10. Consumers United for Rail Equity: Building the Case for Rail Reform <ul><li>After 20 years of de-regulation and consolidation, the nation’s four major railroads have been exploiting their monopolistic control of freight routes – driving prices up and failing to deliver critical commodities to the electric, chemical, forest, cement and manufacturing industries. </li></ul><ul><li>With targeted media relations, grassroots support and consumer-focused messaging MS&L turned an arcane regulatory issue into a legislative energy priority in less than a year, delivering more than 265 million media impressions, wide bipartisan support and four standing-room only hearings that have set the stage for Congressional action to remove the railroads’ anti-trust exemption. </li></ul>
    11. 11. Econcern <ul><li>In 2007 MS&L started working with Econcern, the Dutch renewable energy company with ambitions to become a global player in the environmental market </li></ul><ul><li>Led by a team in the Netherlands, MS&L commenced media relations for the first time on behalf of Econcern in six European markets including the UK, Germany, the Netherlands, France, Italy and Spain. Econcern has established relationships with core target media in each market and recently undertook its first international press trip, inviting over 10 media outlets to visit Econcern’s Q7 wind farm off the coast of the Netherlands </li></ul><ul><li>Since working with MS&L and its network, Econcern has generated wide-spread media coverage across Europe and is already gaining a reputation within the European industry as its launch point to build a global brand </li></ul>
    12. 12. <ul><li>Over the past few years, the cause of environmental stewardship has grown in importance to Americans and consumers around the world. For most people, global warming is something they hear scientists talk about or see in films or on television. To bring the message home, photographer Susannah Sayler and others founded The Canary Project, an effort to gather images of the results of global warming to help them understand the impact of today’s “modern” life </li></ul><ul><li>To extend the message of The Canary Project beyond consumers who would be able to experience the exhibit at the Denver Museum of Contemporary Art, MS&L developed a companion Web site, Once the site was up and running, the agency initiated a social media campaign to get influencers of all types and in all areas to illustrate the seriousness of the issue </li></ul><ul><li>Within weeks of initiating the campaign, 67 blogs were posted and in the first week alone, traffic at increased from 20 unique daily visitors to more than 5,000. Traffic to the Web site continues to be strong </li></ul>The Canary Project
    13. 13. Philips Lighting <ul><li>Energy-efficiency, environmental responsibility and sustainability have long been guiding principles behind Philips. As global warming and energy conservation continue to be a growing concern in both today’s business climate and among U.S. consumers, Philips Lighting looked to implement a unique and aggressive program that would demonstrate their commitment to developing innovative solutions and products that create positive impacts on the environment for generations to come. </li></ul><ul><li>MS&L organized a press conference for Philips at the National Press Club in Washington D.C. where influential congressional leaders and environmentalists together announced the formation of The Lighting Efficiency Coalition. The Philips-led coalition announced a legislative call-to-action for the adoption of more energy-efficient lighting in North America among businesses and consumers. Additionally, Philips pledged to seek a phase-out of inefficient incandescent light bulbs by 2016 – becoming the first North American lighting manufacturer to take such actions. </li></ul><ul><li>MS&L helped Philips garner coverage in more than 88 national media outlets, including an exclusive with The New York Times, and coverage with “ABC World News Tonight,” “CBS Evening News,” “TODAY,” and the Christian Science Monitor . Since the announcement, awareness levels of energy efficiency issues and the impact that compact fluorescent lights (CFLs) can deliver have dramatically increased. Sales of Philips CFLs saw a momentous spike in the days and weeks following the announcement. Additionally, leading corporations such as Wal-Mart, The Home Depot and many others have joined in the movement and even Philips Lighting’s main competitors, GE and Osram Sylvania, have supported the push for more energy-efficient lighting options </li></ul>
    14. 14. Philips Lighting <ul><li>MS&L launched a Pan-European initiative in eight countries to position Philips energy saving lighting solutions as energy efficient and environmentally friendly and prepare and support the introduction of new energy saving lighting solutions </li></ul><ul><li>MS&L’s strategic approach involved clearly defining the priority target audiences: B2B, decision makers, influencers, and opinion media, and then focusing on a specific application area: street lighting. The topical platform of the CO 2 footprint was leveraged to make the information relevant to all targets </li></ul><ul><li>Tactical implementation included conducting a survey to gain data; development of central tool kit with messages, argumentation, press texts and visuals; execution of European media events; and stakeholder relations </li></ul>
    15. 15. Positioning Philips as Leader in Sustainability <ul><li>Challenge </li></ul><ul><li>Well-known in Europe and Asia as a pioneer in Sustainability, Philips tasked MS&L with generating the same positioning the United States. </li></ul><ul><li>Actions </li></ul><ul><li>Implement national media campaign </li></ul><ul><ul><li>Conduct national media tour and outreach to generate coverage of Philips program </li></ul></ul><ul><li>Conduct industry call-to-action </li></ul><ul><ul><li>Philips Lighting North America and the Lighting Efficiency Coalition Call-to-Action </li></ul></ul><ul><ul><ul><li>MS&L organized a press conference at the press club in Washington D.C. in March 2007 at which Philips, along with congressional leaders and environmentalists, called for the adoption of more energy-efficient lighting in North America. </li></ul></ul></ul><ul><ul><li>Stop Global Warming College Tour </li></ul></ul><ul><ul><ul><li>Philips was one of the key sponsors of the tour organized by Environmentalist Laurie David and Singer Sheryl Crow. The tour visited 11 campuses during a two-week period, at which Philips gave out energy-saving compact fluorescent bulbs to 26,000 who attended. </li></ul></ul></ul><ul><li>Sponsor the Live Earth concert scheduled for summer 2007 and integrate with local market education campaign </li></ul><ul><li>Generate thought leadership and speaking opportunities for Philips management </li></ul><ul><li>Results </li></ul><ul><li>MS&L secured Philips inclusion in BusinessWeek cover story Jan. 29, 2007 titled “Beyond the Green Corporation” </li></ul><ul><ul><li>“ For us, sustainability is a business imperative,&quot; says Philips Chief Procurement Officer Barbara Kux, who chairs a sustainability board that includes managers from all business units.” -- BusinessWeek, Jan. 29, 2007 </li></ul></ul><ul><li>MS&L garnered Philips coverage of the legislative call-to-action in top-tier media outlets, including New York Times, ABC World News Tonight, CBS Evening News, and Today. In total, MS&L generated 47 million media impressions. </li></ul><ul><li>MS&L secured 28mm impressions in major media for Philips’ sponsorship of the Stop Global Warming College Tour. </li></ul><ul><li>MS&L secured keynote speaking opportunity for Paul Zeven, president of Philips Electronics North America at PR Week Target Green Conference in May 2007 which was attended by influencers and peers, including GE, Siemens and Harvard Business Review. </li></ul><ul><li>Secured feature segment on and with more than 13 million unique hits daily about Philips efforts to “Go Green.” </li></ul>