An Entrepreneurial Approach
Sustainability Marketing
Brief
Scottish Leather Group are one of Europe’s largest producers of high-quality leather. The organisation has an exceptional reputation, with one of the finest sustainability track-records in the sector.
With ‘sustainability’ playing an ever-greater role in the marketplace, and some exceptional work already started. The company believed there was so much more they could do and were looking for a strategic marketing partner to assist.
Results
We worked with various Scottish Leather Group teams over several years, the results of our work were incredibly positive which helped the organisation to…
– Communicate the strength of their ‘sustainability’ message to a much wider audience internally/externally.
– Enhance Scottish Leather Group’s brand position in a number of important sectors – most notably with automotive/ aeronautic clients.
– Obtain greater ‘buy-in’ for future sustainability initiatives.
– Bolster the brand’s outstanding reputation for ‘quality’ in the global marketplace.
– Expand internal marketing capabilities.
– Dramatically improve ROI, and set a benchmark, for future marketing/creative projects.
Services Used
Integrated Marketing | Marketing Strategy | Strategic Communications | Creative Services Management | Budget Planning | Traditional Advertising | Digital Marketing | Design For Print | Copywriting | Art-Direction | Infographics | Video
How This Was Achieved?
We used the most ‘entrepreneurial’ of ‘entrepreneurial approaches’ to absolutely maximise Scottish Leather Group’s ROI from our collaboration. These are the highlights of this approach…
Using a ‘Content-First Approach’
Maybe the most important strategic element of our work – by leading with content over channels – we were able to use a much leaner aesthetic with individual projects, saving considerable time and ultimately allowing us to get a lot more done.
This approach allowed us to…
1. Increase the Overall Number of Communications Produced
Greater reach was achieved with a much more comprehensive suite of communications created. The annual sustainability project shifted from a ‘one-off document for shareholders’ to a multi-pronged campaign. This included brochures, mini-brochures, e-brochures, newsletters, direct-mail, social media campaigns, internal/external signage, pitch deck content and more.
2. Create More Tailored Messages
More targeted communications could be created which allowed the organisation to speak in a more personalised way to specific client/employee/stakeholder groups. This included mini-brochures, pitch-deck content and other digital marketing communications.
3. Transfer Content Across Brands
Greater production efficiencies could be achieved with high quality content being re-purposed across multiple Scottish Leather Group brands including Muirhead and Bridge of Weir Leather. These included infographics, videos and art-directed photography.
4. Transfer Ideas & Learnings Across Brands
Similarly, well established IP, ideas and learnings developed for various projects were expanded across Scottish Leather Group brands.
Other Activities Included…
Prioritising ‘Crossover’ Content
Further production efficiencies were gained, as a result of our decision, to prioritise crossover content throughout the process. This allowed the organisation to make use of a much wider range of print and digital formats.
Maximising ‘Specialist’s Time’
Once again, more and better quality photographic, editorial and video content was created as a result of the meticulous planning of specialist’s time on and off-site.
Expanding The ’Sustainability’ Brief
Scottish Leather Group were able to both, win more people over internally and introduce a more compelling editorial angle, by bringing-in a more human side to the ’sustainability story.’
Turning the Sustainability Project Into ‘Marketing’
The organisation was able to transform the ethos, philosophy and approach of the ’Sustainability Project’ itself into a ‘Marketing Message.’ By planning to create a more sustainable ’sustainability report’ and acting on it within following years. We gave the organisation greater credibility with their sustainability intentions.
Sharing Creative Agency Best Practices
As a final aside, we shared a number of various ‘agency best-practices’ in carrying out these projects. They included delivering the ‘Annual Sustainability Report’ in phases and having a dedicated ‘point-person’ towards the end of the project. These actions helped to minimise pressure and keep well on top of project deadlines.
“Production of our Annual Sustainability Report used to be one of the most stressful jobs in the marketing calendar due to its complexity and tight deadline. This year it was stress free, thanks to everybody involved including THE LOFT. It is a marked improvement on earlier versions and the introduction of infographics has transformed this publication.”
James Lang, Group Marketing Director of Scottish Leather Group Limited