Maximising Marketing Performance
Summary
Helping outstanding leather producers Scottish Leather Group better leverage the company’s exceptional sustainability achievements over several years with a wide range of strategic communications.
Key Outcomes
Enhanced reputation in the international marketplace, improved standing with key customers in automotive/aerospace sectors and greatly enhanced overall project efficiency.
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Main Activities
Strategic communications, marketing strategy, creative strategy, editorial support, project management, digital marketing, data visualisation, art-direction, graphic design, motion, print and video.
Intro
Scottish Leather Group are one of Europe’s largest leather producers, a multi-award-winning organisation with an outstanding international reputation. After several years of making ‘sustainability’ a key priority, and investing accordingly, the company had began to see some outstanding results in terms of reduced emissions, plant efficiency and modernised working practices. In addition to these achievements, ’sustainability’ was becoming a much more important factor in the marketplace.
The organisation had began sharing their achievements as part of its wider marketing efforts but knew there was so much more that could be done to reach more people, tell the story in a better and more compelling way while also supporting the organisation’s wider objectives.
After winning a competitive pitch, we were thrilled to be given the opportunity to assist Scottish Leather Group with this task and eventually worked very closely with the organisation for more than 3 years.
These are the highlights of our work together…
Creating New Channels
We were able to reach more people and in a much more engaging way by transforming an initial one-off print document ‘for shareholders’ into a multi-pronged series of print and digital communications including a digital brochure, a shortened lightweight report, focussed pitch-deck, targeted social media, e-newsletter campaigns and more.
Maximising The Creative Process
All creative work produced was designed to be used and re-used in many different ways by the organisation. Stories created for the initial report were transformed into animated social media campaigns, storytelling infographics were re-formatted and subsequently used in pitch presentations, even smaller items like phrases of copy or photography was produced in such a way that it could be re-used by the organisation.
Better Storytelling
The introduction of simple-yet-sophisticated storytelling infographics were a real game-changer in engaging different lots of people, they were invaluable in getting across sometimes quite complex information in an incredibly effective way.
Introducing a More Human Touch
The overall ‘sustainability’ narrative was effectively extended beyond raw data and stats about plant efficiency, etc to include more human stories about the sustainability of Scottish Leather Group’s workforce. We celebrated those who had contributed to the organisation’s success over a particularly longer period of time.
Adding Credibility
Decisions were made that it would be important to ‘walk the talk’ with regards to ‘sustainability.’ Different plans were made and ‘The Sustainability Report’ itself was made more sustainable over a number of years.
Transferring Knowledge
Marketing lessons learned and insights gained throughout the process were transferred across all Scottish Leather Group brands including with Muirhead and Bridge of Weir Leather.
Supporting The Wider Organisation
The collaboration between both companies extended well beyond sustainability projects, including with this exceptional product design project created to showcase Bridge of Weir’s Entomology Trends.
Final Outcomes
Enhanced Reputation in the international marketplace.
Improved Standing with key customers automotive/aerospace sectors.
Significantly More People Aware of SLG’s sustainability credentials.
Greater Media Attention for organisation’s sustainability achievements.
International Recognition of SLG’s commitment to ‘sustainability.’
Widespread Praise & Better Understanding of SLG’s product quality.
Greater Reporting of SLG’s production innovations.
Stronger Identity for organisation as ‘a trusted employer.’
Easier Buy-In For Future Initiatives with other leaders in the company/shareholders.
Enhanced Reputation of the plant, brand and company in the local community.
New Transferrable Learnings for SLG’s marketing team.
Improved Status with premium brands.
Greatly Enhanced project efficiency.
Outstanding Return-On-Investment.
Testimonial
“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