Multi-channel sustainability marketing campaigns.
Our sustainability marketing campaigns are built on the principles of reaching the right people, with the right message, through the right channel, at the right time … Simple!
A simple principle with an artful execution.
Aligning the audience, message, channel, and timing is a simple concept and makes obvious sense. However, our high performing sustainability campaigns are driven by the art of aligning these four components perfectly.
Audience
We help our clients identify, define & segment their audiences. It is incredibly rare for the audience to be a single definition. Just like our own communities, target audiences are typically complex, diverse, and multi-faceted.
Message
The campaign messaging can only be devised once the audiences are defined. Sometimes messaging can work across multiple audiences, in other cases the messaging needs to be bespoke for each audience group.
Channel
We create strategies to ensure we use the right channels based on the audiences and messaging. Since audiences are present on multiple channels, we devise campaigns which create a natural fit with their lives and routines.
Timing
Timing has many components. From the overall timing of the campaign start and end, to the timing and order of individual components and channels. The specific time of day for some channels will also be planned to maximise campaign effectiveness.
Channel capabilities and use cases
With our multi-channel campaigns, the unique capability of each channel also plays a part when formulating our strategy. For example, social channels are exceptional for viral growth and stimulating user interaction. Email channels are only really viable for known audiences. Meanwhile, film and motion channels are best for stimulating emotion or communicating complex topics. Therefore, while on one hand we base our campaigns upon the user centric question of what best suits our target audiences, we also consider the unique capabilities and use cases of each channel too.
Typical channels
- Web – websites, content marketing, blogs, video, animation, and infographics
- Social – Facebook, Instagram, X, LinkedIn, and whole lot more
- Search – organic, pay per click (PPC), display, and remarketing
- Email – lead nurturing, surveys, marketing automation, and news
- Events – conferences, exhibitions, expos, festivals, seminars, and workshops
- Print – small format brochures to large format print
Find out more about all these channels in our dedicated skills section.
Joined-up campaigns with joined-up data and insights.
Organisations such as Google perfectly illustrate the need for joined-up data. In older versions of Google’s analytics platforms there were separate datasets for separate channels. A website and a mobile app would be completely separated.
However, in the modern version of the analytics platform, these channels are joined up via “streams”. These streams combine into a single dataset but can still be monitored as individual entities. After all, 10,000 website users plus 10,000 app users will never equate to 20,000 users. Many of these users will be the same people across both website and app.
The same is true for all other sources of data, whether that’s LinkedIn, Instagram, YouTube, email or any other channel we use within an integrated sustainability campaign. Our team create successful strategies and tools to build in this joined up thinking of data and insights into our campaigns. We can also advise on attribution modelling to help measure channel effectiveness and ensure campaign spend is directed to the most appropriate channels.
Internal and external campaigns
Over the past two decades we have successfully delivered campaigns for both internal and external audiences. From global organisations needing an integrated approach to engage tens of thousands of staff to hyper-targeted external campaigns in local areas, we have seen and excelled in them all.
Ask our sustainability campaign specialists.
Super-charge your sustainability comms and campaigns with our team of experienced strategists and designers. Start your project by getting in touch.
See our internal comms recycling campaign for Eni.
Strategy, copywriting and branding to create a high performing campaign focused on high priority areas, dwell time and footfall to ensure the maximum return on investment.
See our brand awareness campaign for Sipple Hydration.
Strategic planning and an engaging B2B marketing combined with comprehensive B2C launch materials for mini campaigns at new locations.