When it comes to paper and sustainability, business have multiple choices to consider - there is no "one-size-fits-all" approach. For Boise Inc., a leading manufacturer of uncoated free sheet paper, a non-partisan approach to sustainability education seemed like the best fit. Using humor and conversational tone, Haberman helped Boise create CHOICES - An Environment for Good Ideas - as a way to give Boise end-users the resources to make their own decisions about paper. CHOICES has helped Boise customers and end-users to connect with the company's sustainability vision and learn more about the paper and pulp industry's relationship to the natural environment. The campaign has been so successful that BOise looked to Haberman again in late 2011 for strategic and tactical support on Project UP™ a corporate social responsibility initiative created to support the company's ASPEN® brand of recycled paper.
Results:
Through a combination of promotional web advertising, earned media, word of mouth, internal communications and shared content, the CHOICES website garners between 2,500 - 3,500 monthly page-views.
Since launching the CHOICES Facebook presence, more than 600 users have "liked" the page.
YouTube videos "Input on your Output" and "Workplace Distraction Syndrome" have received thousands of views.
The CHOICES initiative continues to grow, with new topic module (focused on paper recycling and pulp conservation) scheduled to go online in late 2011.
Storytelling Tools:
Brand discovery, corporate social responsibility planning and CHOICES identity development, website design, video blog, content planning/development, social media, online advertising, media relations, event management, sales promotions, case studies
