Maximising Marketing Performance
Sustainability Marketing Campaigns
How the most entrepreneurial of entrepreneurial approaches transformed the marketing performance of Scottish Leather Group with their annual sustainability marketing campaign.
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 their 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. They were looking for a strategic marketing partner to assist with their annual sustainability marketing campaign.
Results
We worked with various Scottish Leather Group teams over several years, and on a wide number of campaigns. The results were incredibly positive, helping the organisation to…
– Communicate the strength of their ‘sustainability’ message to a much bigger and wider audience internally/externally.
– Enhance Scottish Leather Group’s brand position in a number of important sectors – most notably with automotive/ aeronautic clients.
– Bolster the brand’s outstanding reputation for ‘quality’ in the global marketplace.
– Expand internal marketing capabilities in terms of overall approach, individual processes and availability of assets.
– Obtain greater ‘buy-in’ from important stakeholders for future sustainability initiatives.
– Dramatically increase and improve overall marketing ROI, setting an extremely high benchmark for future marketing/creative projects.
How These Results Were Achieved?
The outstanding results listed above were achieved in two ways….
Firstly, we used a content-first approach. This meant prioritising the creation of high-quality content over individual channels.
Secondly, we significantly leveraged every single asset available to us in the most efficient way possible. This included campaign budgets, specialist’s time, every +ve sustainability statistic, story, remark and so much more.
These most entrepreneurial of ‘entrepreneurial processes’ helped to produce a dramatically improved ROI for Scottish Leather Group.
Services Used
Integrated Marketing | Marketing Strategy | Strategic Communications | Budget Planning | Traditional Advertising | Digital Marketing | Design for Print | Copywriting | Art-Direction | Infographics | Video
Project Highlights – Part-1) Using a ‘Content-First’ Approach
These are some of the highlights of our ‘Content-First Approach’…
Increasing the Overall Number of Communications
Greater reach was achieved with a wider number of communications produced. 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.
Creating More Tailored Messages
More targeted communications allowed the organisation to speak in a more personalised way to specific client/ employee/ stakeholder groups. This was carried out with mini-brochures, pitch-deck content and other digital marketing communications.
Transferring Content Across Brands
Greater production efficiencies were achieved with high quality content being re-purposed across multiple Scottish Leather Group brands – Muirhead and Bridge of Weir Leather. These included infographics, videos and art-directed photography.
Minimising ‘Construction’ Time
Considerable ‘construction’ time was saved with a lighter, more content-led aesthetic featuring powerful imagery, storytelling infographics, etc…
Transferring Ideas & Learnings Across Brands
Similarly, well established IP, ideas and learnings were also expanded across Scottish Leather Group brands.
Project Highlights – Part-2) Leveraging Assets
These are some of the highlights of how we ‘leveraged’ assets…
Maximising ‘Specialist’s Time’
Larger quantities and better quality photographic, editorial and video content were all created as a result of the meticulous planning of specialist’s time on and off-site.
Expanding The ’Sustainability’ Brief
Scottish Leather Group won more people over by introducing a more human angle to the ’sustainability story.’
Prioritising ‘Crossover’ Content
Production efficiencies were gained by prioritising crossover content. This allowed the organisation to introduce a much wider range of print and digital formats.
‘Marketing’ The Sustainability Project Itself
The activities of ‘The Sustainability Project’ themselves became ‘marketing’ for Scottish Leather Group. By making plans to create a more sustainable ’sustainability report’ and acting on it within following years. The organisation gained greater credibility with stakeholders.
Sharing Creative Agency Best Practices
Finally, we shared a number of various ‘agency best-practices.’ This 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
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