Exploring ‘Best-Practices’
Sustainability Marketing
Marketing | Strategy | Campaigns | Infographics | Graphics | Digital | Video | Print
Brief
Scottish Leather Group are one of Europe’s largest leather producers. The organisation has an exceptional reputation, which includes having one of the finest sustainability track-records, in the market. They were looking for a creative partner to assist with their annual sustainability marketing projects.
Naturally we were delighted to assist and worked very closely over several years. Together, we achieved the following…
Reached More People
By introducing a ‘content-first’ approach, we were able to produce a vastly greater number of communications. These included brochures, mini-brochures, e-brochures, newsletters, direct-mail, social media campaigns, internal/external signage, pitch deck content and more.
Maximised Production Days
Meticulous planning of the who, what, when and where allowed photographers, videographers, designers and copywriters to maximise their work time and create more intelligently directed content.
Prioritised Crossover Content
The vast majority of content produced, was designed to work on multiple fronts – both digitally and in-print, in a large scale format and small. Finally, in a way, that it could be repurposed across multiple brands.
Walked The Talk – Part 1
It was important that ‘The Annual Sustainability Report’ itself became more sustainable. We laid out and presented a 5-Year plan.
Walked The Talk – Part 2
Parts of the plan itself were implemented almost straight away. ‘The Sustainability Report’ in following years, was designed to be smaller, use less ink and be produced with more sustainable paper stocks.
Introduced a ‘Different Angle’ On the Sustainability Project
We went beyond stats to introduce a more human side to the ‘sustainability story.’
Phased Production
The production of the ‘Annual Sustainability Report’ in phases, as well as having a dedicated ‘point-person,’ 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
Improved The Overall Presentation
As mentioned, the introduction of more storytelling infographics, were a key part in engaging with more people.
Results
The results were incredibly positive, over several years, our work helped Scottish Leather Group to…
– Create a more comprehensive suite of communications.
– Re-purpose high-quality content across multiple brands.
– Provide marketing staff, and others, with high-quality content libraries.
– Communicate with ever-greater authority about ‘sustainability.’
– Expand the scope of the annual sustainability project.
– Transfer learnings across brands.
– Streamline internal processes.
– Create custom communications for key clients/sectors.
As a result, this helped the wider organisation to…
– Reach more people.
– Engage with a wider variety of stakeholder internally/externally.
– Improve overall brand presentation.
– Enhance Scottish Leather Group’s position in automotive/aeronautic sectors.
– Bolster the brand’s outstanding reputation overall in the global marketplace.
– Expand internal capabilities.
– Dramatically improve marketing ROI.
Some snapshots of a very close and long-lasting collaboration.