Strategic Sustainability Communications

Client:
Wrangler

Industry:
Apparel, Sustainability

Challenge:
Establish internal and external sustainability communications for an iconic, American brand.

What We Did:

• Produced first-ever sustainability document

• Benchmarked competitors’ sustainability communications and stakeholder concerns

• Advised, drafted and edited presentation decks

• Produced storyboards and video

• Developed and executed targeted PR campaigns

• Social media management

How We Did It:
In 2015, we began working closely with Wrangler’s first director of sustainability to develop a distinct sustainability story and strategy. As a mature brand belonging to one of the largest apparel companies (VF Corporation), Wrangler had been achieving continual progress on major sustainability issues for many years. However, without a director of sustainability, the brand had done little to communicate these achievements or connect them to brand strategy.

The first step was to uncover and benchmark all relevant sustainability work that had been accomplished to date. New Growth Communications lead fact-finding interviews with numerous managers across operations and HR to piece together a comprehensive picture. We then produced a document that communicated the state of Wrangler’s sustainability work to retail customers and VF leadership. In addition, the document established the brand’s unique sustainability story through four pillars of Americana: Land, People, Industry and Future.

With this foundational work in place, our engagement shifted to supporting near- and mid-term strategic development and media relations. This included regular ideation, research and drafting for internal and external communications, as well as coordination with external partners, media and contractors. 

Outcomes:
The first-ever Wrangler sustainability document was well-received internally and by Wrangler customers. In particular, it significantly strengthened Wrangler’s relationship with Wamart. In addition, the document served as the basis for Wrangler’s first consumer-facing sustainability communications on Wrangler.com in 2016, an achievement that is expected to improve the brand’s standing with several important stakeholder organizations. Wrangler’s forward-looking sustainability strategy continues to take shape and has great potential for creating brand value while improving environmental and industry conditions. In addition, visibility for Wrangler’s sustainability program is growing in the media and at industry events.

"Bart has been invaluable to my work at VF,” said VF Jeanswear director of sustainability, Roian Atwood. "We often have multiple work streams underway together at any one time. He’s the ultimate utility player, capable of benchmarking and advising strategy, developing internal and external communications, and independently managing projects. I trust his objectivity as an outsider to my organization and he has a broad understanding of and exposure to the sustainability field. My work life wouldn’t be the same without him."

Strategic Communications Planning

Client:
Business & Environment Initiative, Harvard Business School

Industry:
Academia, Sustainability

Challenge:
Move important sustainability research out of academia and into industry practitioner communities where it can be utilized.

What We Did:
Develop customized communications plans for BEI faculty members

How We Did It:
Numerous faculty associated with Harvard Business School’s Business & Environment Initiative aim to communicate their research knowledge not just to students, but also to current industry professionals who can put it to immediate use. In order to recommend customized outreach strategies for these faculty, we began by reviewing their major areas of research and benchmarking their non-academic publishing and social media efforts. With coordination and guidance from BEI staff, we interviewed the faculty regarding their goals, willingness to engage in different outreach tactics, and availability to do so. Next we researched and contacted existing channels, influencers and publications that might be useful in achieving the identified communications goals. From there we outlined an assortment of strategic and tactical options that could be completed with the help of on-campus or contract resources. Following feedback from faculty members and BEI staff, we finalized and documented communications plans that included high-level strategic intentions, as well as tactical details such as media contacts and best practices for social-media engagement.

Outcomes:
Some of the outcomes of this strategic work include an invitation to a new advisory role with a major, multi-stakeholder effort on food waste; invitations to contribute to industry publications and newsletters; industry publication of a feature article about an on-campus workshop; establishment of new on-campus relationships in support of BEI; a new content-development initiative; and others.

“Bart’s knowledge of the sustainability space and media relations was invaluable to this project,” said BEI director, Jennifer Nash. “It’s clear he knows the issues and the playing fields, and this allowed him to get up to speed quickly on our faculty expertise and their varied needs. I was impressed by the clarity he brought to the strategic process. Bart’s also delightful to work with, and I look forward to future projects together.”

Targeted PR Campaign

Client:
Imery Group

Industry:
Green Building

Challenge:
Leverage national recognition to increase regional business opportunities for a custom builder of smart homes.

What We Did:
We began working with Imery Group in 2013, when they built a net-zero energy home in the sustainable planned community of Serenbe, south of Atlanta. We helped attract national attention for that project, and since then Imery Group has continued to build an impressive portfolio of custom green homes around metro Atlanta and in Northeast Georgia. In 2016, we conducted two locally targeted PR campaigns for Imery Group to publicize an open house event for a new Zero Energy Ready Home, as well as an award from the U.S. Department of Energy on another net-zero home.

How We Did It:
Imery Group is one of the only builders in Georgia committed to the U.S. Department of Energy’s Zero Energy Ready Home program, and the company has built more of these certified high performance homes than any other builder in the state. That’s the hook we used to attract local and regional press coverage for an open house in the north Metro Atlanta community of Chamblee. We prepared a press release that could be converted easily into a short news article explaining the relatively unknown DOE program and the benefits of a high performance home. A New Growth associated photographer produced a gorgeous collection of images to accompany the press release. Then we carefully selected a small number of regional publications with a high likelihood of covering the story and personally reached out to editors. Several months later, we repeated the process when Imery Group was named a Grand Winner for Innovation in Custom Homes by the Department of Energy.

Outcomes:
In total, we contacted 15 publications, resulting in 12 pieces of news coverage from 11 outlets—a success rate of 80 percent. Coverage included two articles in the Atlanta Journal Constitution (one of which was a feature in their Sunday Homefinder section). More than 100 people showed up for the open house event, and Imery Group said it saw direct results from the press coverage, including eight qualified leads for new-home projects and a 30 percent spike in web traffic.

“Bart is our go-to for media relations planning and execution,” said Imery Group CEO, Luis Imery. “He understands the unique importance of what we do, and he knows how to present it to mainstream media at the right scale. We’ve worked together now for several years, and he continues to impress. Hands down a great investment, and good value overall.”