NAPCOR is the trade association for the PET Packaging Industry in the United States, Canada and Mexico

1. HI, WE’RE
HIEBING
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2. MADISON + AUSTIN
99 EMPLOYEES
$56MM 2018 BILLINGS
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3. STRATEGY & RESEARCH
Soul Purpose
Story Strategy
Communications planning
Market segmentation
Insight market research
Product development
ADVERTISING
Core Creative Idea
B2B & B2C
Integrated marketing
Employee engagement
DIGITAL
Online advertising
Website design & development
Email & eCRM
Mobile application
E-commerce
SEO & SEM
Analytics
BRANDING & DESIGN
Brand identity/logo design
Naming
Packaging design
Retail signage
PUBLIC RELATIONS
Media relations
Content creation
Thought leadership
Spokesperson development
Influencer programs
Word-of-mouth
Industry relations
Innovation support
Crisis management
SOCIAL MEDIA
Content & platform strategy
Social content creation
Social promotions
Paid strategy & management
Conversation monitoring
Community engagement
Measurement
PRODUCTION
Voice and video editing
Retouching and pre-press
Traffic
MEDIA
Planning & buying
Content integration
Direct mail
Analytics
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4. PLASTICS & ENVIRONMENTAL EXPERTISE

5. WE UNDERSTAND ADVOCACY
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7. 76% OF YOUNG PEOPLE SAID THEY
HAVE PURCHASED OR WOULD
CONSIDER PURCHASING A
BRAND/PRODUCT TO SHOW SUPPORT
FOR THE ISSUES THE BRAND SUPPORTED
2018 SURVEY OF YOUNG PEOPLE AND SOCIAL CHANGE
(PEOPLE AGES 13-25)
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8. SURPASSED MCDONALD’S ON
“GIVES BACK CHARITABLY,” GOING
FROM #4 TO #2 IN THE PAST 3 YEARS
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10. 10

11. OUR CORE BELIEFS
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12. 12
PLASTIC
HAS A
PR PROBLEM

13. The Great Pacific Garbage
Patch Keeps Growing
Plastics Pile Up as China Refuses
to Take the West’s Recycling
Seattle Becomes First Major
U.S. City to Ban Straws
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14. THE
ENVIRONMENTAL
EMPOWERMENT
CRISIS

15. FROM “I CAN MAKE A DIFFERENCE”
TO “I’M JUST ONE PERSON”
The Recycling Game Is
Rigged Against You
Even if you put everything into the
right blue bins, a lot of plastics will end
up in landfills and the ocean.
Consumers can't solve this problem.
Millennials Love Going
Green, Don’t Recycle
Millennials are less likely to
recycling compared to any other
generation, yet support companies
that “go green.”
The Conflict of Interest
That’s Killing Recycling
Some of the biggest recycling
operations are owned by landfill
companies whose profits improve when
recycling doesn’t work well.
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16. • Myths around BPA and plastic
leaching leave consumers wary
• Even savvy recyclers are
confused over what plastics can
be collected, and in what
condition
• Stricter regulations paint all
plastics as enemy number one
PET IS TAKING
A HIT BY
EXTENSION
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17. 3 THEMES EMERGED
WE TALKED TO CONSUMERS

18. CONSUMERS ARE DISCOURAGED BY
ENVIRONMENTAL HEADLINES
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“I feel frustrated when I see stories in the news about any
kind of pollution. A straw made for a human ends up in
the middle of the ocean—that’s unbelievable.”
“Most times when I recycle I feel like I’m making a
difference. But sometimes people who don’t think it’s
important can bring you down…you hear about plastic
in the ocean and think, ‘What’s the point?’”

19. RECYCLING IS COMMONPLACE,
YET CONFUSING
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“It’s still a mystery to me…I just put it in the green holder and
never see it again.”
“It’s easy to recycle things like cardboard, aluminum. Plastic is
important to recycle, but it’s difficult to know what you can and
can’t recycle.”
“A lot of times it’s a guessing game. You see the symbol, or you
don’t and it feels like something that should be recycled anyway.”

20. CONSUMERS WANT ACTION
FROM BRANDS
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“If a company is green, that moves them up in my
choices. It means they’re at least putting thought into
what their total impact is.”
“When I see brands using recycled products, it’s
definitely interesting…in the end, it’s a more
unique product for me to use.”

21. IT STARTS WITH
CRAFTING THE
RIGHT STORY
A story that educates, inspires
and drives action
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22. STRONG POSITIONING
FUELS GREAT STORIES
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23. • Target Insight: It starts here. What drives them —
their core motivation
• Soul Purpose: What the brand lives to do — the
role the brand plays in their life
• Soul Rationale: What makes us so sure
• Brand Nature: Your tone and manner
SOUL PURPOSE
BRAND POSITIONING
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24. GREAT
CORE CREATIVE IDEAS
ILLUSTRATE
The idea is
simple and clear
to the target.
IGNITE
We capture the
target’s interest
and passion.
ITERATE
The story holds up
across time and
touchpoints.

25. CORE CREATIVE IDEAS COME TO LIFE
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26. WE CAN GIVE PET A PLATFORM
SEPARATE FROM THE PLASTIC NOISE
LEVEL 1:
EDUCATE
Correct PET
misperceptions
while encouraging
PET recycling
LEVEL 2:
INSPIRE
Drive advocacy by
showcasing
innovations and
CSR initiatives by
NAPCOR members
LEVEL 3:
AMPLIFY
Tell the PET story
on a greater scale
via trusted sources
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27. INVESTMENT LEVEL 1
EDUCATE OUR
TARGET
Leverage visually impactful
content and a smart PR strategy
to correct misconceptions
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28. • Knowledge is power in the hands of
our target audiences, and we’ll
deliver that knowledge with content
• Content must educate, inspire and
grab greater attention at key
moments
• SMEs throughout the organization
and in partner businesses can fuel
compelling stories
CONTENT-FIRST
APPROACH
HERO
HUB
HELP
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29. • We must teach our target why choosing PET in the grocery
aisle is critical to helping the environment
‣ Show them how to easily identify PET products and
recycle them effectively
‣ Spotlight the impact of PET’s infinite lifecycle as
compared with other materials
• Rework existing content from NAPCOR and partners for a
consumer audience
CREATE COMPELLING CONTENT
FOR A CONSUMER AUDIENCE
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30. • Visuals transmit messages faster
and motivate learners
• A library of infographics,
animated videos and GIFs can
help the target digest, remember
and act on our content
VISUALLY RICH
CONTENT STICKS
400%I M P ROV E M E N T I N L E A R N I N G
U S I N G V I S UA L S VS . T E X T
(McKnight Kurland)
83%M O R E M E M O R A B L E
U S I N G V I S UA L S VS . T E X T A LO N E
(McKnight Kurland)
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31. • Deliver our content via PR
placements by capitalizing on
interest in environmental stories
‣ Counterpoint positions to common
misconceptions
‣ Research and stats that support
the use of PET for a more
sustainable world
INSERT PET
INTO NATIONAL
CONVERSATION
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32. • Ensure the organization’s leaders are ready to be
dynamic, persuasive voices
‣ Appoint and prepare a campaign spokesperson(s) with media
training workshop
• Build and train an army of champions
‣ Equip influencers from the member organizations to inspire other
passionate advocates through key messages and talking points
• Create useful content designed to carry our campaign
message to the target via the media
‣ Media list
‣ News release
‣ Fact sheet
BUILD A STRONG PR
FOUNDATION PRE-LAUNCH
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33. INVESTMENT LEVEL 2
INSPIRE
ADVOCATES
Deliver content where and when
our target is in the right mindset
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34. CONSUMERS SEE THE PROBLEM AS
TOO BIG TO SOLVE ON THEIR OWN
SO THEY REWARD
BRANDS FOR
TAKING ACTION
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35. • Empower discouraged consumers to use their voices
to support environmentally friendly brands
• Teach our target how to identify PET products and
reward those brands with their buying preference
• Be a resource for consumers who want to identify
sustainable brands and innovative PET products
GIVE OUR TARGET THE POWER
TO MAKE AN IMPACT
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36. • Social media is now home base for
environmental conversations, providing a
megaphone for consumer activists
• Social is key for extending our message, but
only when we feed followers quality and
consistent content
• Paid support places our content in the hands of
our advocates (and, in turn, their networks)
ENGAGE WITH THE TARGET
ON SOCIAL MEDIA
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37. DOCTORS WITHOUT BORDERS’ SOCIAL MEDIA
• By creating content tied to the
well-known “Giving Tuesday”
movement, we galvanized the
support of our fans and beyond
• Fundraiser and social ad posts
secured more than $70k in
donations
• Positive fan engagements,
including shares with their
networks, occurred throughout
the day
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38. • Content-based ad units align with
educational campaign objective
• Native ads connect with people as
they are already in the mindset of
consuming content
• Fuel positive user experience with
ads that fit into the environment in
which they appear
NATIVE ADS CONNECT
CONSUMERS
TO OUR CONTENT
BUSINESS
INSIDER
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39. • Place native ads featuring our
content in the news feeds of our
target’s social channels
• Drive them to the site for more
content and a path to advocacy
• Leverage targeting to find the right
advocates
‣ Interests, demographics and geography
• Align with a key event like Earth Day
to capitalize on existing buzz
AUGMENT PR
WITH SOCIAL
NATIVE ADS
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40. • A campaign website provides a hub for our content,
allowing us to weave our stories and stats together to
establish a compelling narrative
• SEO-informed content strategy ensures our content is
found by optimizing for search algorithms
• A campaign hub enables us to deputize advocates by
providing a directory of brands using PET
DELIVER OUR TARGET TO AN
ADVOCACY HOME BASE
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41. UW SUSTAINABLE MANAGEMENT WEBSITE
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42. INVESTMENT LEVEL 3
AMPLIFY THE
PET STORY
Encourage our target’s PET
preference by sharing brand
innovations via trusted sources
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43. • Showcase brands using PET to
create sustainable products,
delivering proof of our PET promise
• Highlight member brands,
manufacturers and their collective
sustainability efforts
• Inspire our target’s support by
showing evidence of their impact
MAKE PET MATTER
THROUGH BRAND
INNOVATIONS
9 Companies That Use Recycled
Water Bottles in Their Products
BUSINESS
INSIDER
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44. • Deliver visually rich content via native
ads on the news and lifestyle websites
our target routinely visits
• Borrow credibility by fitting seamlessly
into each site’s news and content pieces
• Deploy through Hiebing’s in-house DSP
for quality and cost efficiency across
relevant sites
• Layer targeting elements like demographic,
geographic and audience targeting
EXTEND NATIVE PRESENCE
BEYOND SOCIAL
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45. • Intercept our target as they consume content online
with digital banner ads
• Drive them to the website to interact with
infographics, video and other content pieces
• Encourage them to amplify our message by making
content easily sharable
• Leverage a variety of targeting elements to find
NAPCOR advocates
‣ Similar audience, demo and geo targeting as native ads
‣ Build lookalike audiences based on people that engage with
the site to find similar people across the web
BRING ADVOCATES TO THE
SITE WITH DIGITAL BANNERS
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46. • Industry and university experts
in sustainability can reinforce
PET’s benefits and uses on our
behalf
• Proud PET brands known for
sustainability can also carry our
message
• Leverage these advocates in
press materials and share our
content via their networks and
channels
TELL OUR
STORY VIA KEY
INFLUENCERS
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47. • Reinforce PET innovations through a
challenge that reflects PET’s infinite
lifespan across a number of surprising
uses
• Work with school STEM programs or
sustainability initiatives and issue a
PET challenge
‣ Create a house from PET bottles
‣ Turn PET into textiles
‣ Create a digitally enhanced recycling bin
GRAB ATTENTION THROUGH A
NEWSWORTHY PARTNERSHIP
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48. • Our integrated team of storytellers, insights analysts,
designers, developers and social media experts serve as an
extension of the NAPCOR team
• Our Madison headquarters allows for valuable in-person
collaboration with NAPCOR communications
• Recurring video and teleconference meetings ensure that all
constituents are involved in campaign development
HOW WE’LL WORK TOGETHER
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49. 49
DAVE FLORIN
PRESIDENT
DANA ARNOLD
VP OF PR, SOCIAL
& CONTENT
SEAN MULLEN
VP OF CREATIVE
EENA TAYLOR
DIGITAL DIRECTOR
KATIE GOODALE
ASSOC. DIRECTOR OF
PR, SOCIAL & CONTENT
ERIN HOLZBAUER
ASSOC. DIRECTOR
OF MEDIA
KRISTIN MUELLER
SR. MEDIA PLANNER
GINNY BROCKER
ACCOUNT SUPERVISOR,
PR, SOCIAL & CONTENT
LAUREN SMITH
SR. ACCOUNT EXECUTIVE,
PR, SOCIAL & CONTENT

50. 50
Investment Level 1:
Educate
Investment Level 2:
Inspire
Investment Level 3:
Amplify
Brand Strategy & Stewardship
SME Interviews & Content Creation
Media Relations
Press Materials, Pitching, Spokesperson Training
Measurement
Campaign Website
Social Media
Social Native Advertising
Hero Content Creation & Promotion
Native Advertising
Influencer Marketing
Digital Banner Ads
Media Planning, Buying &
Stewardship
Total $100,000 $220,000-250,000 $720,000-750,000

51. We understand how to speak to the
right target to drive the right action
We know how to engage consumers with an
emotional connection to your story
We believe in your mission and want
to be a passionate partner
WHY HIEBING?
51

52. THANK Y U

53. ©2019 The Hiebing Group, Inc. d/b/a Hiebing. This work, including ideas,
concepts, plans or strategies expressed within, is the property of Hiebing and
cannot be reproduced or transmitted in any form without the express written
consent of Hiebing, except where prohibited by law.
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