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Your Creative & Sustainability: Integrating Brand, Direct, and Green Power


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Your Creative & Sustainability: Integrating Brand, Direct, and Green Power

  1. 2. Direct Marketing Creative: Green, Brand, Direct Power Sandra J. Blum Karen Rice Gardiner
  2. 3. 3 Creative Cases <ul><li>Sustainability  part of creative </li></ul><ul><li>Sustainability  primary driver </li></ul><ul><li>Each creative solution takes us closer to a sustainable future </li></ul><ul><li>Creative process behind solutions valuable asset for our customers and community </li></ul>
  3. 4. CSR Gains Ground <ul><li>Global brand CSR statements </li></ul><ul><li>“ Sustainability is not a pro bono project but a business model - indeed a very profitable business model if you do it right.&quot; </li></ul><ul><li>&quot;Sustainability can - and must - give rise to new, highly ambitious business models and become a lever of competitiveness for our brands.&quot; </li></ul><ul><li>&quot;Our consumers and customers care about the benefits that certification delivers. That's good for business.&quot; </li></ul>
  4. 5. Case #1: Harvard Business Review <ul><li>“ The demand for creative leaders who know how to make a difference has never been greater.”  </li></ul><ul><li>“ How will you measure your life?” </li></ul><ul><ul><li>Oct. 2010 to present: one of “most popular” magazine articles </li></ul></ul><ul><li>Big Idea May 2010: The Sustainability Imperative </li></ul>
  5. 6. Case #1: Harvard Business Review New Subscriber Direct Mail HBR’s foremost thinkers hold that most leaders want their careers and lives to have a larger purpose—to leave something behind that makes this a different and better world.
  6. 7. Case #1: Harvard Business Review
  7. 8. Case # 2: Fortune 5000 Brand Sustainability Directives <ul><li>Marketing to partner with sustainability team </li></ul><ul><ul><li>Develop messaging platform to communicate sustainability program strategic and operating plans </li></ul></ul><ul><ul><li>Develop sustainability “credo” and messaging platform for marketing and thought leadership collateral. </li></ul></ul><ul><ul><li>Communicate efforts internally and externally to key stakeholders </li></ul></ul>
  8. 9. Case # 2: Fortune 5000 Brand Sustainability Directives <ul><li>Marketing to lead conversion to digital marcom </li></ul><ul><ul><li>Migrate printed collateral to digital formats </li></ul></ul><ul><ul><li>Develop advertising in digital formats </li></ul></ul><ul><ul><li>Print on recycled paper and/or sustainable sourced paper </li></ul></ul><ul><ul><li>Source digital client relationship gifts </li></ul></ul>
  9. 10. Case # 2: Fortune 5000 Brand Sustainability Directives <ul><li>Marketing to “go greener ” with gift and event programs </li></ul><ul><ul><li>Explore attend vs. exhibit </li></ul></ul><ul><ul><li>Explore virtual events </li></ul></ul><ul><ul><li>Use sustainable materials for event booths </li></ul></ul><ul><ul><li>Change client relationship gift strategy </li></ul></ul><ul><ul><ul><li>promote meaningful dialogue      </li></ul></ul></ul><ul><ul><ul><li>source sustainable items that represent brand </li></ul></ul></ul><ul><ul><ul><li>donate in lieu of premiums and gifts </li></ul></ul></ul>
  10. 11. Case # 3 Welcome to the First Green Supermarket of Latin America
  11. 12. <ul><li>First retailer in Brazil to pick up recyclables (more than 40,000 tons collected since 2001). </li></ul><ul><li>Makes a strong impression in the stores’ neighborhoods with its commitment to sustainability education, not usually present in the private sector or in the government. </li></ul><ul><li>Part of virtuous cycle: recyclables go to cooperatives who provide local employment. </li></ul>Socio-environmental concern integral to the Pão de Açúcar group’s identity
  12. 13. <ul><li>Two illustrations of the sustainability commitment expressed in the direct marketing of Pão de Açúcar: </li></ul><ul><li>Tsuru birthday mailing </li></ul><ul><li>Ecomailing </li></ul><ul><li>Response objective  trigger sustainable habits </li></ul>
  13. 14. Tsuru Birthday Card <ul><li>Relationship direct mail </li></ul><ul><li>Gift of Tsuru origami, symbol of good luck </li></ul><ul><li>Produced by the NGO Mães do Brasil (“Mothers of Brazil”) </li></ul><ul><ul><li>devoted exclusively to teaching trades and reintegrating ex-homeless people from São Paulo metropolitan area back into society </li></ul></ul><ul><li>Printed on 100% recycled paper & included instructions on recycling at the chain outlets </li></ul>
  14. 17. Ecomailing to Customers <ul><li>Trigger continued use of reusable bags </li></ul><ul><li>Thank you to 50,000 opinion makers who were eco-aware </li></ul><ul><li>Showed number of plastic bags the customer did not discard into the environment </li></ul><ul><li>Printed on 100% recycled paper </li></ul><ul><li>Included seed infused paper to plant and grow real flowers . </li></ul>
  15. 19. Eco-mailing Case RESULTS Currently (ongoing) this program has prevented 642,262 plastic bags from polluting the environment. The customers approached by the direct mailing maintained their participation in the reusable bag promotion. *On the right: the final cycle of the program, showing the customer’s happiness with the flower grown by the seed-paper.”
  16. 20. Green Store
  17. 21. Green Store – Indaiatuba, São Paulo
  18. 22. Other Green Actions
  19. 23. Recycling Station
  20. 24. Medicine Disposal Batteries Recycling Mobile Devices Recycling
  21. 25. CO2 Control Green Cashier Organic Products
  22. 26. Reusable Bags More than 60,000 gallons of cooking oil recycled Good use of natural resources
  23. 27.
  24. 28. Creative: Green, Brand, Direct… Effective <ul><li>Sustainability  part of creative </li></ul><ul><li>Sustainability  primary driver </li></ul><ul><li>Each creative solution takes us closer to a sustainable future </li></ul><ul><li>Creative process behind solutions valuable asset for our customers and community </li></ul>
  25. 30. Catalog Evolution <ul><li>“ The catalog is not a (sales) channel anymore; it's really just another method of communicating with the customer,” </li></ul><ul><li>John Lewis, director of database marketing at Jos. A. Bank </li></ul><ul><li>Shifting from mailing large catalogs to testing smaller, targeted books, as well postcards, coupons and other tools for customer acquisition </li></ul><ul><li>Tracking decision dynamic </li></ul>
  26. 31. Catalogers Embracing Personalization via VDP <ul><li>More than a quarter (28%) of catalogers surveyed in early 2010 were using variable data printing (VDP) to customize catalogs </li></ul><ul><li>Close to 21.5% surveyed were actively considering utilizing VDP to customize catalogs this year. </li></ul><ul><li>Source: Multichannel Marketing Magazine's 2010 Outlook Survey: Catalogs </li></ul>
  27. 33. Eco-analysis Checkpoints for Creatives in the Wild <ul><li>Client CSR credentials </li></ul><ul><li>Required messaging </li></ul><ul><li>What the Brand will never do </li></ul><ul><li>Anti-greenwashing </li></ul><ul><li>Imagery beyond clichés </li></ul><ul><li>Green creative possibilities </li></ul><ul><li>Carbon footprint </li></ul><ul><li>Paper </li></ul><ul><li>Printing </li></ul><ul><li>Standard icons, e.g., “recycle please” </li></ul>
  28. 34. World Business Council for Sustainable Development  <ul><li>How can we ensure sustainability is part of the creative process? </li></ul><ul><li>How can we ensure that sustainability considerations are part of the management of a development process? </li></ul><ul><li>When and how can external viewpoints enrich the creative and development process?  </li></ul><ul><li>What processes are going to leverage the value of our intellectual capital?   </li></ul>
  29. 35. National Geographic Case and more… <ul><li>“ Green”ness in direct marketing </li></ul><ul><ul><li>Commitment to Consumer Choice </li></ul></ul><ul><ul><li>Please Recycle </li></ul></ul><ul><li>LEED certification and what it means to the brand and the workforce </li></ul><ul><li>Push vs pull marketing </li></ul>
  30. 36. National Geographic ethos <ul><li>“ Conservation has been at the core of National Geographic throughout its 123-year history.” </li></ul><ul><li>— National Geographic Society President John Fahey </li></ul>
  31. 37. Messaging <ul><li>Direct mail pieces carry opt outs for future mail </li></ul><ul><li>Magazine renewals, email and catalogs promote green behavior </li></ul><ul><li>Inherent respect for the environment and conservation </li></ul>
  32. 38. Renewal email
  33. 40. Service chit Catalog copy
  34. 41. Enewsletter for consumers
  35. 42. National Geographic’s staff community NG Green Team- authors columns on tips about reusing, recycling, energy savings and other green practices via employee newsletter Tweets
  36. 43. What is LEED
  37. 45. NGS LEED Certification <ul><li>In 2003, National Geographic’s headquarters became </li></ul><ul><ul><li>first office building complex in the country to be certified by the U.S. Green Building Council LEED for Existing Building program, receiving a Silver rating. In 2009, the Society applied for recertification of its building complex and was awarded LEED EB Gold certification. </li></ul></ul>
  38. 46. What did NGS do to earn LEED? <ul><li>Extensive recycling program in place that includes: </li></ul><ul><li>all paper, cardboard, aluminum, glass, plastic bottles, metals, VHS tapes, shipping peanuts, carpeting, batteries, cell phones, computer/electronic equipment, fluorescent lamps/ballasts, acoustical ceiling tiles, used furnishings, masonry products and landscape waste. </li></ul><ul><li>Other activities </li></ul><ul><li>The cafeteria’s composting program, which currently diverts 54 tons of landfill waste to compost each year, was instituted in 2006. Recently, paper towels were added to the program. </li></ul>
  39. 47. What did NGS do to earn LEED <ul><li>Use paints, adhesives and other construction products that contain few, if any, volatile organic compounds or chemicals that contribute to indoor air pollution </li></ul><ul><li>Low-flush toilets reduce water consumption </li></ul><ul><li>Auto-light shut-offs (“occupancy sensors”), reflective window films and cool roofs reduce energy consumption. </li></ul><ul><li>Green Seal-certified cleaning supplies/equipment and electric- or battery-powered tools. </li></ul>
  40. 48. Impact <ul><li>These conservation initiatives, among others, result in an annual savings of 4.3 million fewer kilowatt-hours (23% reduction since 2000) - 4.7 million fewer gallons of water (20% reduction since 2000) - over 621,000 pounds of recycled material being diverted from landfills. </li></ul>
  41. 49. Employee Report <ul><li>Enthusiasm across all age groups and areas of expertise </li></ul><ul><li>Healthier work environment, less illness and overall “better” place to work </li></ul><ul><li>Active participants in looking for new ways to reduce carbon footprint. </li></ul><ul><li>Proud and loyal </li></ul><ul><li>Executives love it… </li></ul>
  42. 50. Research
  43. 54. Push vs. Pull marketing <ul><li>Push media- direct mail, email, mobile messages, telemarketing </li></ul><ul><li>  A model of media distribution were the bits of content have to be requested by the user, e.g. normal use of HTTP on the World-Wide Web. </li></ul><ul><li>Pull media- websites, social media, television infomercials </li></ul>
  44. 55. Active paid search and website optimization Access Intelligence
  45. 56. Pop Up Access Intelligence
  46. 57. Pulling you in…
  47. 58. Be smart when you mail <ul><li>Participate in the DMA’s Commitment to Consumer Choice </li></ul><ul><li>Practice good hygiene (list hygiene that is) </li></ul>
  48. 59. How it works Consumers can make choices if they want to: • postal mail or email • email only • no third party sharing • no direct mail • collect consumer data to enact preferences • notification renewals will continue
  49. 60. Examples of mail choice
  50. 61. Example of mail choice
  51. 62. Notification of choice vehicle
  52. 63. Recognizing that consumers have a choice • weekly reports of consumer feedback • bi-weekly feeds to the marketing database • consumers opt out of specific product promotions.
  53. 64. Thank you …
  54. 65. Questions?