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Direct Marketing Creative: Green, Brand, Direct Power

Sandra J. Blum

Karen Rice Gardiner

3 Creative Cases

• Sustainability part of creative

• Sustainability primary driver

• Each creative solution takes us closer to a sustainable future

• Creative process behind solutions valuable asset for our customers and community

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CSR Gains GroundGlobal brand CSR statements

• “Sustainability is not a pro bono project but a business model - indeed a very profitable business model if you do it right."

• "Sustainability can - and must - give rise to new, highly ambitious business models and become a lever of competitiveness for our brands."

• "Our consumers and customers care about the benefits that certification delivers. That's good for business."

Case #1: Harvard Business Review

• “The demand for creative leaders who know how to make a difference has never been greater.”

• “How will you measure your life?” – Oct. 2010 to present: one of “most popular”

magazine articles

• Big Idea May 2010: The Sustainability Imperative

Case #1: Harvard Business ReviewNew Subscriber Direct Mail

HBR’s foremost thinkers hold that mostleaders want their careers and lives to havea larger purpose—to leave something behindthat makes this a different and better world.

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Case #1: Harvard Business Review

Case # 2: Fortune 5000 Brand Sustainability Directives

• Marketing to partner with sustainability team – Develop messaging platform to communicate

sustainability program strategic and operating plans

– Develop sustainability “credo” and messaging platform for marketing and thought leadership collateral.

– Communicate efforts internally and externally to key stakeholders

Case # 2: Fortune 5000 Brand Sustainability Directives

• Marketing to lead conversion to digital marcom – Migrate printed collateral to digital formats

– Develop advertising in digital formats

– Print on recycled paper and/or sustainable sourced paper

– Source digital client relationship gifts

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Case # 2: Fortune 5000 Brand Sustainability Directives

• Marketing to “go greener” with gift and event programs– Explore attend vs. exhibit

– Explore virtual events

– Use sustainable materials for event booths

– Change client relationship gift strategy• promote meaningful dialogue

• source sustainable items that represent brand

• donate in lieu of premiums and gifts

Case # 3Welcome to the First Green Supermarket of Latin America

• First retailer in Brazil to pick up recyclables (more than 40,000 tons collected since 2001).

• 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.

• Part of virtuous cycle: recyclables go to cooperatives who provide local employment.

Socio-environmental concern integral to the Pão de Açúcar group’s identity

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Two illustrations of the sustainability commitment expressed in the direct marketing of Pão de Açúcar:

• Tsuru birthday mailing • Ecomailing

Response objective trigger sustainable habits

Tsuru Birthday Card• Relationship direct mail• Gift of Tsuru origami, symbol

of good luck• Produced by the NGO Mães

do Brasil (“Mothers of Brazil”) – devoted exclusively to teaching

trades and reintegrating ex-homeless people from São Paulo metropolitan area back into society

• Printed on 100% recycled paper & included instructions on recycling at the chain outlets

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Ecomailing to Customers• Trigger continued use of

reusable bags

• Thank you to 50,000 opinion makers who were eco-aware

• Showed number of plastic bags the customer did not discard into the environment

• Printed on 100% recycled paper• Included seed infused paper to

plant and grow real flowers.

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Eco-mailing CaseRESULTS

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.”

Green Store

Green Store – Indaiatuba, São Paulo

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Other Green Actions

Recycling Station

Medicine Disposal

Batteries Recycling

Mobile Devices Recycling

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CO2 Control

Green Cashier

Organic Products

Reusable Bags

More than 60,000 gallons of cooking oil recycled

Good use of natural resources

www.giovannidraftfcb.com.br

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Creative: Green, Brand, Direct…Effective

• Sustainability part of creative

• Sustainability primary driver

• Each creative solution takes us closer to a sustainable future

• Creative process behind solutions valuable asset for our customers and community

Catalog Evolution

“The catalog is not a (sales) channel anymore; it's really just another method of communicating with the customer,”John Lewis, director of database marketing at Jos. A. Bank

• Shifting from mailing large catalogs to testing smaller, targeted books, as well postcards, coupons and other tools for customer acquisition

• Tracking decision dynamic

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Catalogers Embracing Personalization via VDP

• More than a quarter (28%) of catalogers surveyed in early 2010 were using variable data printing (VDP) to customize catalogs

• Close to 21.5% surveyed were actively considering utilizing VDP to customize catalogs this year.

Source: Multichannel Marketing Magazine's 2010 Outlook Survey: Catalogs

Eco-analysis Checkpoints for Creatives in the Wild

• Client CSR credentials

• Required messaging

• What the Brand will never do

• Anti-greenwashing

• Imagery beyond clichés

• Green creative possibilities

• Carbon footprint

• Paper

• Printing

• Standard icons, e.g., “recycle please”

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World Business Council for Sustainable Development

• How can we ensure sustainability is part of the creative process?

• How can we ensure that sustainability considerations are part of the management of a development process?

• When and how can external viewpoints enrich the creative and development process?

• What processes are going to leverage the value of our intellectual capital?

National Geographic Case and more…

• “Green”ness in direct marketing– Commitment to Consumer Choice

– Please Recycle

• LEED certification and what it means to the brand and the workforce

• Push vs pull marketing

National Geographic ethos

“Conservation has been at the core of National Geographic throughout its 123-year history.”

— National Geographic Society President John Fahey

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Messaging

• Direct mail pieces carry opt outs for future mail

• Magazine renewals, email and catalogs promote green behavior

• Inherent respect for the environment and conservation

Renewal email

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Service chit

Catalog copy

Communicating with customers

Enewsletter for consumers

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

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What is LEED

NGS LEED Certification

• In 2003, National Geographic’s headquarters became – 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.

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What did NGS do to earn LEED?

• Extensive recycling program in place that includes: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.

• Other activitiesThe 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.

What did NGS do to earn LEED

• Use paints, adhesives and other construction products that contain few, if any, volatile organic compounds or chemicals that contribute to indoor air pollution

• Low-flush toilets reduce water consumption

• Auto-light shut-offs (“occupancy sensors”), reflective window films and cool roofs reduce energy consumption.

• Green Seal-certified cleaning supplies/equipment and electric- or battery-powered tools.

Impact

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.

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Employee Report

• Enthusiasm across all age groups and areas of expertise

• Healthier work environment, less illness and overall “better” place to work

• Active participants in looking for new ways to reduce carbon footprint.

• Proud and loyal

• Executives love it…

Research

http://www.costar.com/webimages/webinars/CoStar-Webinar-CurrentTrendsinGreen03082011.pd

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Push vs. Pull marketing

• Push media- direct mail, email, mobile messages, telemarketingA 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.

• Pull media- websites, social media, television infomercials

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Active paid search and website optimization Access Intelligence

Pop Up

Access Intelligence

Pulling you in…

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Be smart when you mail

• Participate in the DMA’s Commitment to Consumer Choice

• Practice good hygiene (list hygiene that is)

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

Examples of mail choice

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Example of mail choice

Notification of choice vehicle

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.

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Thank you …

Questions?