FSC’s Global Brand Positioning

&

Online Marketing Toolkit

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 ►

• WE NEED TO GO FROM

BEING A CERTIFICATION

MARK TO A BRAND

THAT’S WELL KNOWN,

UNDERSTOOD AND

LOVED.

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.

Study design

WHAT WE TESTED

Global Green Attitudes & Behaviors.

Trusted Information Sources.

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

WHAT DID WE

LEARN?

KEY FINDINGS

CONSUMERS ARE

CONCERNED: GLOBAL LEVEL

RESPONSIBILITY AND

BARRIERS TO BEING GREEN

CONSUMER TRUST VARIES

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.

WE LEARNT THAT…

To reach more mainstream consumers we need to:

By bringing the research to life:

Brand Strategy

Creative Assets

Housed in an Online Marketing Toolkit

THEN, WE RAISED OUR AMBITION…

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

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.

FSC BRAND

STRATEGY

CORE CREATIVE IDEA

BRAND TOUCH POINTS

PROPOSAL EXAMPLES (NOT FINAL)

THANK

YOU