Tasks

Approach

• Create a Framework: I started by identifying data in strategic markets that represented major consumer behavior shifts across the trend line. Rather than use the data to report the current state of sustainability, I used sales data, paired with global attitudinal survey data, to create a framework that was globally applicable and solution-agnostic. This framework identified different evolutional steps in the sustainability landscape, which enabled clients to then apply it to their long-term go-to-market and innovation strategies across multiple markets.

• Partner with Corporate Sustainability: I worked directly with the Corporate Sustainability leader to create a content strategy that would elevate her profile. To expand our reach with the CSR audience, we worked with Triple Pundit, a CSR media company, to showcase our insights directly to our audience. We used our existing client sustainability contacts and invited them to speak to us about the topic and invest in mutually beneficial promotions. The report, itself, allowed associations to understand our research and opened doors for future speaking opportunities.

• Go online: Because our goal was to improve SEO and spark conversations, we diverted from our traditional approach of hiding PDFs behind a form field and opted to build the first online-only report on the website.
  To support our global solutions teams, without a global CRM, I worked with our digital team to create a unique lead generation system. Contact us buttons were inserted after charts and the call to action stated users would be requesting a specific data set. These requests were then routed to specific solution leads across the business.

• Amplify Content: We created over a dozen additional pieces of additional articles, videos, op-eds, infographics and podcasts to continue the conversation beyond launch. I worked with the PR team to craft press pitches, which allowed us to secure speaking and press mentions.

• Activate Internally: I wanted to prove the power of engaging our associates early and equipping them with the proper tools. I did this by creating a social media toolkit and promotion plan, as well as a “how to guide” for other marcom leaders and client service executives to copy and customize for their regional events, press and clients.

Results