FSC’s Global Brand Positioningdk.fsc.org/preview.brand-positioning.a-1148.pdfGLOBAL BRAND...
Transcript of FSC’s Global Brand Positioningdk.fsc.org/preview.brand-positioning.a-1148.pdfGLOBAL BRAND...
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FSC’s Global Brand Positioning
&
Online Marketing Toolkit
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GLOBAL BRAND
POSITIONING: WHY?
FSC as a global brand is in growth
mode in all major markets.
There is a need for the development of
one consistent positioning to anchor all
our marketing messages around the world.
The time is now right to educate the
consumer, which will ►
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• WE NEED TO GO FROM
BEING A CERTIFICATION
MARK TO A BRAND
THAT’S WELL KNOWN,
UNDERSTOOD AND
LOVED.
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GLOBAL BRAND
POSITIONING: WHICH WILL?
• Drive purchase of FSC certified forest products
• Result in more hectares of FSC certified forests
• Help ensure the responsible management of the
world’s forests.
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Study design
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WHAT WE TESTED
Global Green Attitudes & Behaviors.
Trusted Information Sources.
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Environmental
DIRECTOR
GENERAL
North
South
North
South
South
Social
GENERAL
ASSEMBLY OF
FSC MEMBERS
Evolution of FSC Influence
WHAT WE TESTED
► Awareness and Influence of
Certification Seals
► Product Category Dynamics
► Channel (Retail) Dynamics
► Potential Endorsements
Concept and Messaging Testing
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WHAT DID WE
LEARN?
KEY FINDINGS
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CONSUMERS ARE
CONCERNED: GLOBAL LEVEL
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RESPONSIBILITY AND
BARRIERS TO BEING GREEN
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CONSUMER TRUST VARIES
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BUILDING INFLUENCE
57% of the consumers find FSC to be extremely, very or
somewhat influential by seeing the FSC Logo alone;
80% of the respondents find the FSC to be extremely, very
or somewhat influential by seeing the FSC Logo along with a
factual description about what we do.
As consumers learn
more about the FSC, the
logo becomes more
“worth paying attention
to” as an information source.
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WE LEARNT THAT…
To reach more mainstream consumers we need to:
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By bringing the research to life:
Brand Strategy
Creative Assets
Housed in an Online Marketing Toolkit
THEN, WE RAISED OUR AMBITION…
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FSC’s impact ONLINE MARKETING TOOLKIT S
TR
AT
EG
IC
CR
EA
TIV
E
► Brand Strategy
► Target Audience
► Messaging Grid
► Social Media
Strategy
► Public Relations
Activation Plan
► Measuring Success
► Print Materials
(Advertising)
► Point of Sale
► Digital Materials
(including film)
► Inspirational
materials
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INTEGRATED MARKETING CAMPAIGN
The consumer can be targeted through various
brand touch points with a storytelling element,
particularly in social media and public relations,
where there is a strong social component.
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FSC BRAND
STRATEGY
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CORE CREATIVE IDEA
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BRAND TOUCH POINTS
PROPOSAL EXAMPLES (NOT FINAL)
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THANK
YOU
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