Case Studies

  •  

    Scroll the logos and click to review samples of our work. Then drop us a line so we can get working on important things for you, too.

  • Gulf Wild™ trackable seafood

    The Challenge:
    What happens when you’re among the most conservation-minded fishermen in the world and 4.9 million barrels of oil spill into your back yard?  That’s about 210 million U.S. gallons so naturally The Gulf of Mexico Reef Fish Shareholders’ Alliance freaked out at first. Then they enlisted Envolve Strategies to help engineer ambitious branding strategies to counter the negative effects 2010’s Deepwater Horizon oil disaster had on seafood consumers. First on the list: Bring to life a uniquely conceived fish tag system that could publicly display complete credentials of fish online – like exactly where in the Gulf of Mexico it was caught, who caught it, from what vessel, even confirmation of the type of fish – all while affirming the growing sustainability initiatives that relate to the fishery.

    Our Approach:
    The proactive Gulf Alliance fishermen had already conceived the revolutionary tagging system before engaging Envolve Strategies but the historic oil disaster threatened their very concept before they could get it into play. We immediately conducted deep research on the seafood industry, seeking similar concepts and consumer data that would provide insight on “the norms.”  Then we set out to build a better fish trap. With sustainability at the core of the emerging brand promise, we committed to building a “first” in Gulf seafood. Our niche business experience revealed that most consumers are willing to change their consumption habits if it can help improve the world and most would switch brands to one of similar quality if it supported a good cause. With these and other “green consumer” insights, we knuckled down to engineer what some industry insiders say is one of the most significant seafood brand introductions in years. From the early prototypes of Gulf Wild’s name and noticeably eco-focused logo designs in late 2010, to the development of messaging blueprints and marketing collateral, to the creation of layered partnership and media strategies that continue to power the brand today, Envolve has been an instrumental partner in engineering the Gulf Wild™ brand.

    The Results:
    When paired with the Gulf Wild™ logo, our mission-focused “Seafood with Certainty” tagline earned the client’s confidence that consumers would feel the promise and attributes of the unique brand. With the same branding ideals in mind, we added valuable online expertise in developing the Gulf Wild™ TransparenSea System™ – the online seafood tracking system at myGulfWild.com that features layers of consumer-rich messaging and an impressively low (40%) bounce rate. The client’s goals for Gulf Wild™ are far too intricate for a simple case study but we’re eager to discuss any specific interests you might have. Perhaps the easiest way to assess our media, digital, branding, food safety, sustainability, marketing and partnership initiatives (whew, that’s a lot!) is to do a simple Google search for “Gulf Wild” and “Trackable Seafood” or “Gulf Wild” and “seafood fraud.” We’re certain the information and links that ensue will enlighten you on our results, as well as the very impressive and good works of the Gulf Alliance fishermen.

  • Bridgestone Americas

    The Challenge:

    Bridgestone Americas manufactures consumer- and commercial grade tires, air springs for cargo trucks, high-tech sports car suspensions, roofing materials, insulation, synthetic polymers, modern plastics, and industrial fibers and textiles. It’s one of North America’s largest corporations with more than 50,000 employees, 2,000+ U.S. retail outlets and 90+ manufacturing and distribution facilities. Many of Bridgestone’s CSR/environmental programs exceed industry standards but their “dirty industry” of tire making made the Company uneasy about touting their green and clean programs. When it came to sharing good news, Bridgestone struggled with what to say, when to say it, and, ultimately, whether to say anything at all. The company’s relative silence had a neutralizing and often negative effect on reputation.

    At our point of entry, Bridgestone’s on-again, off-again communications (both internal and external) left impressions of random, disconnected commitments. One national index ranked Bridgestone’s consumer reputation 6068 out of 6074 companies, primarily due to the lack of publicly evident commitment to the environmental. A second index dropped Bridgestone for insufficient progress and self-reporting. And a third eliminated the Company altogether from annual rankings because Bridgestone’s Japanese parent company did not return their questionnaire.

    Our challenge was to engineer a corporate reputation and communications plan, prioritized by 360º insights that could translate Bridgestone’s North American sustainability efforts into consumer confidence and other measures of success.

    Our Approach:

    We started with a comprehensive Reputation Audit to measure the company’s public standing and to inform intentional strategies for improvement work plans. Thus, our deep discovery involved:

    Executive Opinions:
    Interviews of 22 C-suite executives and senior managers captured individual perspectives on existing corporate strategies, omissions and achievements. We also deployed an online survey to 3,500 employees across 25 office locations to measure workforce baselines on impact and needed improvement areas.

    Initiatives Audit:
    A thorough audit of past and current reputation management efforts, both internal and external. This allowed us to identify missed opportunities, overstatements, understatements and other factors that informed the existing reputation.

    Indicator Assessments:
    Full analyses Bridgestone’s standing against its five top competitors across 29 attributes in four key performance categories. This assessment took into account key social, environmental and sustainability indexes/indicators such as the Dow Jones Sustainability Index, FTSE4Good, the NASDAQ Global Sustainability Index, the Carbon Disclosure Leadership Index and other ratings by industry watchdogs.

    Issues Identification and Analysis:
    A comprehensive audit of issues, both real and perceived, that posed operational, regulatory and reputation risk to Bridgestone’s good works. This inventory identified both fundamental and sophisticated threats that many in the organization had not considered, including prioritization, 360º communication, cultural biases, and overall perception of the sustainability/CSR agenda.

    The Results
    Our three-month discovery project culminated with a 57-page benchmarking of Bridgestone’s reputation, and informed the Company’s first-ever strategy for achieving strategic, data-based activity toward a best in class reputation. Defining, determining and documenting Bridgestone’s leading and trailing positions enabled more logic-filled discussions with executives on how to leverage intentional actions into consumer and media value.

    Ultimately, we connected the corporation’s CSR/sustainability accomplishments with improved public perceptions and provided a plan that called for more intentional reputation strategies, executive leadership commitment, brilliant teammate collaboration and communication, increased external disclosure/transparency, more aligned community partnerships, online enhancements, and enhanced message development.

  • SinkPositive

    The Challenge:

    SinkPositive is a water reduction product that replaces a toilet tank’s cover with a sink basin and built-in faucet. When flushed, fresh water from the wall feeds the faucet for hand washing, then collects as grey water in the tank for the next flush.

    As an upstart, niche product with limited budget, Sink Positive’s marketing efforts had solely been grassroots and word-of-mouth. Their web site was the only storefront for consumers and it was not optimized from a design, search or navigation perspective. In fact, most visitors (up to 70%) stayed less than 30 seconds – hardly time enough to learn about the brand, much less consider a purchase. Knowing online buyers make their key buying decisions within three to five seconds, we set out to position Sink Positive as an easy green option for the average homeowner or remodeler who sought to make a difference in their own small way.

    Our Approach:
    Our first move was to create a friendlier and assuring online experience with stronger conservation messaging, stronger marketing and sales messaging, a more useful media area and an enhanced transactional system to enable purchase confidence. With a more professional online experience in hand, our energy turned to media with a pitch on Sink Positive being one of the smartest and easiest solutions homeowners can use to “green up” their living space. Instead of broadcasting this story to media outlets en mass, we selectively pitched a sustainably minded reporter at the largest daily newspaper in Sink Positive’s main distribution area, then helped that reporter identify other green products and improvements to potentially include in the story. Streamlining the client’s budget, our intent was to influence a story so strong that national wire services would seed further interest among “green media” and related blogs.

    The Results:
    The “Top 10 Ways” story was picked up by The Gannett News network and appeared in 12 daily publications nationwide, representing the preferred consumer news outlets in key markets across North Carolina, Cincinnati, Hawaii, Oregon, Indianapolis, Tennessee, New Jersey, Mississippi, Nevada and Missouri. In all, we influenced almost 1 million reader impressions (960,000 actually). Because of the broad appeal to the “average homeowner,” Sink Positive garnered blog coverage as wide ranging as “Strange Mall” and “Sanitation Updates” to sustainability hotspots like “Gorgeously Green” and Huffington Post.  Between the web site and media campaign, we pushed SinkPositive from a virtually unknown product into multi-fold sales increases that consistently created “back order” situations. Indeed, we identified the right story, and pursued a right approach to position SinkPositive with media and consumers, alike.

  • Nashville Clean Water Project

    The Challenge:
    Just outside Nashville, Tennessee lies the sixth most visited of all U.S. Corps of Engineers lakes. More than 6.5 million visitors each year boat, ski, barbeque and camp there… and they leave tons of their garbage behind. In fact, the Corps of Engineers estimates more than 100 tons of lake trash amidst 24 islands and 213 miles of shoreline, with more at the bottom of the lake.

    Our Approach:
    We identified a necessary two-pronged campaign against trash at Percy Priest Lake. The first positioned a series of trash pickup events as fun, community activity. With Waste Management Inc. and Bridgestone Americas, we partnered with two of the country’s largest corporations, and established a base camp at the city’s popular water park. The community turned out with overwhelming support; Grammy winning recording artist Kathy Mattea even supported the effort with a free concert for all who got involved! Our second parallel effort involved identifying the many types of pollution and violators, the numerous land access points, and the various entities we’d work with for longer term solutions.

    The Result:
    Our ongoing campaign, now in its fourth year, has become the largest ever on any lake in the U.S. that is managed by the Army Corps of Engineers. Together, we gifted more than 4,000 collective work-hours to the environment and filled commercial-sized dumpster after commercial-sized dumpster with reclaimed trash – bottles, cans, plastics, coolers, tires, Styrofoam, chairs & BBQ grills, a full-sized traffic light, an office copier, a residential air conditioner, even a mannequin arm. (Seriously, who goes to the lake with a mannequin?) So far, we’ve reclaimed more garbage than an average shopping mall produces in two months! Our corporate partners are consistently blown away by the media support, gaining serious bump in newspaper and television coverage at the time of each cleanup event. We have amassed countless community advocates and a volunteer base nearly 1,000 strong – imagine what a similar initiative could do for your brand, too.

  • Tennessee Urban Forestry Council

    The Challenge:
    The forestry folks wanted to sell official state license plates branded with their look that would let people know just how important their work really is. Unfortunately, longstanding outreach and awareness issues threatened their success.

    Our Approach:
    We won this business in an RFP process in which all competitors proposed to sell more license plates than the next guy. Not us. As they say, we saw the forest through the trees. We understood that until folks knew about the TUFC, and what the group does for the urban environment, the license plate program (or any other for that matter) would wilt. We know from experience that objective editorial endorsements are more effective in reaching consumers than paid product advertising is. We also know it’s measurably cheaper, so we proposed a tandem media and public relations initiative as our hero. In an initial strategy session with board members statewide, we identified the present and former relationships that needed replanting, identified glaring obstacles in the member benefits program, and constructed the first branch of an integrated communications program that would net new recognition, new members, and a few license plates sales for Tennessee’s cars.

    The Result:
    Reaching first into urban areas most aligned with nature and sustainability campaigns, we experienced good and early success when the Associated Press picked up our story – as did the state’s largest newspapers statewide. We also landed television and radio appearances, which played multiple times and also posted online. We introduced the TUFC to nearly 100 news organizations statewide. We augmented the media outreach with a consumer email marketing campaign (it’s friendlier to trees than traditional direct mail is) and placed TUFC’s message directly into the inboxes of consumers. In all, Envolve planted the seeds for long-term relationships, many of which have been helping to grow the Urban Forestry Council ever since.

  • SC&A Natural Resource Consulting

    The Challenge:
    Thirty-five years of success in business calls for a celebration, and SC&A Natural Resources, certainly had a unique idea. To enlighten more people about the importance of natural resources, and to honor the Company’s founder (now deceased), SC&A commissioned a major donation of 100,000 trees to residents across Tennessee. The challenge put to us: Find enough adopters to put those trees in the ground.

    Our Approach:
    On the surface, SC&A appeared as a large tactical assignment. But Envolve accepted the mightier mission: To engineer strategies that could bridge meaningful engagements statewide for SC&A’s business as a whole. Through a four-month media and public relations plan, we connected SC&A with impassioned CEOs, corporate sustainability officers, private sector engineers, government agencies, school children, volunteers and non-profit organizations in 93 of Tennessee’s 95 counties statewide. In turn, we connected their representatives and/or constituents with meaningful environmental engagements and hundreds of tree planting events statewide.

    The Outcome:
    What started as a simple idea to honor a CEO’s legacy grew into the single largest reforestation project by an individual in all of Tennessee. This grassroots campaign inspired thousands of Tennessee residents and hundreds of businesses; it secured the consistent coverage by media statewide; and it exceeded goal by 1,482 trees with unparalleled support statewide. Should all of the adopted trees survive a mere 20 years (most likely), they will soak in a combined 41,112.5 tons of carbon annually. That’s close to what a 350-acre forest would absorb – imagine Washington, D.C.’s Capital Mall filled with trees from tip to toe. Always the key indicator of successful work, SC&A has engaged Envolve Strategies for long-term business initiatives including partnership development, strategic business development, and, of course, marketing services.

  • Lawrence Brothers, LLC

    The Challenge:
    Lawrence Brothers LLC is a local mixed-use developer whose commitment to the environment and responsible building gained decent notoriety for both residential homes and mixed-use developments. Despite a heavy stream of accolades – including a two time “Regional Builder of the Year” award from Earth Craft House, and other advertorial that included HGTV Pro – Lawrence Brothers was affected by the national housing market crash of 2008 and needed to energize home sales.

    Our Approach:
    Often, agencies are eager to redesign a website, reproduce new collateral, and run up the bill on hip-fired marketing programs. ENVOLVE doesn’t work that way. Instead, we invested in the discovery of Lawrence Brothers’ business structure, practices and promotion to ensure their decisions – and ours – would be well informed and wise. Through a comprehensive four-part (strategic) process, we learned most of the company’s public recognition was the result of other entities’ agendas, not their own. We discovered the company had never actually composed a messaging platform, or a marketing plan. We found Lawrence Brothers lacked a bon a fide business development system, and programs for ongoing consumer relationships alive.

    The Result:
    Our initial project, a 54-page findings document, recorded for the first time Lawrence Brothers’ brand personality, messaging opportunities (including positioning and elevator statements), their audiences (there were four beyond the obvious homebuyers) and each of their motivations. Most importantly, we provided a clear work plan for empowering the Company to grow sales, marketing and brand development within their community on their own. When the going gets tough, we realize not all clients can afford to pay outside agencies to implement their programs. Instead, Envolve provided a rich suite of strategy to enable Lawrence Brothers the opportunities to maintain on their own– the company’s only sustainable option in such poor economic conditions.

  • Team Green

    The Challenge:
    After 10 years as a small, local hiking/outdoor program, we set out to make Team Green the category leader it could be, with performance footwear company Merrell, the country’s largest natural and organic grocer Whole Foods, and category leader Bridgestone Americas, in support.

    Our Approach:
    Through our robust and proprietary discovery process, we learned Team Green had consistently underestimated the value of its loyal and affluent membership. We believed the best way to build a stronger Team Green was to package its member affinity as an asset, and plug the club as a valuable relationship tool for environmentally and socially responsible corporations. We developed concise new messaging and positioning, highlighting Team Green’s longevity as one of the largest and most active adventure clubs in the country. We revamped old programs and created a variety of scalable sponsorship packages with smart business messages. New sales collateral became cleaner and easier to follow and emphasized the relational strengths of the program. We also developed better reporting metrics to demonstrate value for sponsors.

    The Result:
    Team Green members and sponsors responded enthusiastically to the “new” program. Team Green’s title sponsor renewed its contract at 125% and five new supporting companies signed on within three months. Membership also increased 45% during the same time. In less than six months, we helped transform Team Green from a low-value add-on program to one of the best-selling eco-clubs in the U.S.

  • Active Living By Design

    The Challenge:
    Nashville folks were not moving enough for their health, eating too much of their tasty but high-calorie southern diet, and developing some nasty habits that includes a lot of sitting around. We needed a campaign to make healthy living an acceptable norm rather than the exception.

    Our Approach:
    After Nashville won a three-year grant from the Robert Wood Johnson Foundation to implement a program called Active Living by Design, we worked with both the private and public sector to craft a public campaign. Our goal was to get kids and adults moving in groups to reinforce the practice that exercise and good nutrition can be both fun and beneficial for your physical and emotional health.

    The Outcome:
    We helped create, market and implement the annual Tour de Nash, a recurring non-competitive walk/bike through the streets and greenways of Nashville. We designed the tour for individuals, families and groups which formed to work on weight, nutrition, and exercise plans. We invited Eddie George, a popular NFL football star, to host the ride and appeal to kids, and the event blossomed from 300 riders to over 750 riders in one year. We also helped raise four times more public and corporate financial support than the initiative had previously seen.