Five training courses were completed by all our Siren Communications team as part of our collaborative work with the National Centre for Diversity including training in Diverse Cultures, Train your Brain to Manage Unconscious Bias, advancing FREDIE (Fairness, Respect, Equality, Diversity, Inclusion and Engagement), Mental Wellbeing While Working and Neuro-diversity.
All were extremely informative, unmasking so much there is to constantly learn and improve on within this space. Part of our wider work with the NCOD includes rolling out a carefully crafted action plan, following a full analysis of our business to ensuring embracing the practises of FREDIE run through all areas of the business and the team.
It was great to read this article released by The New York Times last week quoting a Harvard Kennedy School lecturer Robert Livingston saying ‘focus on actions and behaviours rather than hearts and minds’ – and action focused is what we are at Siren Comms.
Environmental, Social, and Governance – ESG is the latest comms must-consider doing the rounds.
With a legal obligation and public expectation for all businesses to hit net zero by 2050, work is underway to map out what businesses will look like, with research solutions and myriad ways to invest in the road map being pitched.
In that process, there is a lot of comms gold, to tell a business story and showcase the next steps to move a sector forward. But we urge caution! Here are a few pointers to keep in mind, when mapping out your business ESG plans and how to communicate them.
They can smell a fake
One of the most critical pieces of advice we can give is to only create a purpose-led comms campaign if it is truly genuine. From greenwashing to box ticking, journalists are clued-up and so is the 2022 public audience. Your heart has to be in it, otherwise you are in for a crisis instead of praise.
For instance, in 2021, Shell had an advert to give customers the option of ‘carbon neutral’ fuel with an offset fee. However, the backlash on not reducing emissions and falsehoods on claims was taken up by Dutch students and blew the initial campaign aims out of the water. If the intent isn’t to genuinely do good, then just don’t.
Not all caring audiences are the same
In terms of messaging and your target audience, it is important to note that audiences will have different priority levels when it comes to what they value in purpose-led and good businesses.
For instance, in Kantar’s report – Who cares, who does 2021, there are three distinct eco-audiences. The eco-actives, who are shoppers that are highly concerned about the environment, and are taking many actions to reduce their impact. They feel an intrinsic responsibility to be more sustainable, follow the topic actively and have a greater awareness.
Then there are the eco-considerers, described as shoppers who are worried about the environment and are taking some actions to reduce their impact. Their barriers are convenience and price.
Lastly there are the eco-dismissers who are shoppers that have little or no interest in the environment and are not taking steps to reduce their impact. They lack awareness of environmental concerns and do not believe they can make a difference.
What is important to note here is that each year the figures for eco-actives are rising, while for eco-dismissers it’s falling, showing the need for your business to start thinking about ESG and the messaging thereof.
Pick causes that are aligned to your business
In terms of CSI initiatives, or the ways that your business chooses to offset and give back should be aligned to your business. This is to help this area of messaging fit seamlessly into your overall brand.
For instance, for Uber Boat by Thames Clippers, as a mode of transport it is synonymous with positive mental health as it is a stress free and visually pleasing way to travel through London. For a purpose-led campaign Siren created and hosted Café Conversations onboard, a way to bring people together from all walks of life who feel lonely or isolated – an increasing problem in modern London.
In this way the brand created a positive moment for the London community, which also highlighted the transport’s USP. You can read more about this campaign here.
It’s a journey, there’s no fast-track option
Some businesses think you can only speak to media once they are 100% perfect, green and community positive. However, journalists and readers alike are well aware that sustainability and social causes are a journey, and that many incumbent businesses need to u-turn, research and develop solutions, and create paths to better business practices.
It is the achievements along this journey that are worth celebrating, and your clients will want to celebrate those milestones with you.
Siren Comms’ ethos is to strive to create the best results for our people, our clients, our business and the planet. Therefore, we have a number of not-for-profit, CSI and sustainability clients which we have created purpose-led campaigns for.
To find out more about what purpose-led campaigns we could run for your business contact us at firstname.lastname@example.org.
Last week 65 travel agents and two journalists from TTG and Travel Biz turned up at Gatwick airport ready to embark on Barbados’ Mega Fam to celebrate the 65 wonderful years that British Airways has safely carried UK travellers to its paradise shores.
In partnership with TTG, Barbados Tourism Marketing Inc. and British Airways ran a competition for travel agents to win a place on the fam trip to explore and experience the island in all its glory. Siren hosted the media along with a group of 20 excited agents, on the trip.
The group was split across three luxury hotels including Turtle Beach, Seabreeze Beach House, and the recently opened The Sands Barbados.
After touching down on the scorching tarmac, the group were straight into their busy itinerary, from the Island Safari, heritage railway tour and cave explorations to site visits of a diverse mix of hotels on island. The trip encompassed all the best bits of Barbados and showcased the plethora of activities available. Barbados is a favourite for winter sun seekers but it has so much more to offer than simply sun, sand, and sea.
On Friday morning the agents were hosted by Sandals resort where they took part in a mini trade show, this was a great opportunity to meet all the hotel partners, receive all their news and updates and create lasting relationships from which they can move forward and sell the destination in the future.
The Barbados Olympics was one of the highlights of the week, agents and media battled it out in a race of their choice; either taking to the waves for a 100m swim, running a mile on the open road, as well hitting the countryside tracks for a 5k cycle; and for the adrenaline junkies, the obstacle course at the Barbados Ninja Throw Down put them through their paces.
We are happy to say that though our Siren did not win …or even finish the course… she did tackle every obstacle with commitment and enthusiasm… until she fell off the monkey bars and was dunked in the pool #lifeasasiren #goneswimming
The final night saw the agents dancing the night away with rum in hand and soca beats pulsing through the air as they sailed the sea on a catamaran cruise.
By Sunday night no one wanted to leave and our Siren was left knocking on hotel doors and scouring rum shacks for all her wayward sheep. To the disappointment of the agents, and the relief of our CEO, the trip returned all heads accounted for and not one extra stowed away in a suitcase.
A NEW INDEPENDENT INTEGRATED MARKETING AGENCY OPENS
SOUND JOINED UP MARKETING & PR FOR TRAVEL, LEISURE AND TOURISM BRANDS
London, November 2018 – Today, an exciting new agency collaboration enters the market, with a refreshing client-first philosophy at its centre and an independent, unbiased, ‘channel neutral’ activation team as backers.
SOUND – joined up marketing & PR is the brainchild of former client and agency colleagues Jo Briody, Jackie Arnott-Raymond, Duncan Collins and Rachel O’Connor, who together have created and developed SOUND joined up marketing and PR over the last six months.
Born out of their shared belief and experience of working together for big brand client businesses, the team conceived SOUND as a solution to the client agency choice dilemma. Their collective experience of working together across clients in the travel and leisure sector led them to two founding observations for SOUND:
Firstly, that there are many clients that are not ready for and can’t afford global agencies, but seek/need the talent, disciplines and creativity associated with that level of business.
Secondly, there is increasing pressure at the client end to find agency partners who will work together and provide channel neutral solutions and a one team approach devoid of inter-agency conflict around fee and channel ownership.
Jo Briody, partner for SOUND:
“I’ve seen it time and again from a client-side perspective that you rarely get an unbiased integrated agency solution that gives you what the business needs. There are too many internal conflicts for agencies and clients that drive recommendations and decision making at both ends. This means that the client doesn’t always receive the best advice, campaigns and strategic solutions based on what the business actually needs commercially. SOUND is focused on doing exactly that. By removing the barriers we focus on just solving the problem at hand and giving the client the best and commercially right solution and recommendations, with no hidden agendas. Perfect!”
Duncan Collins, partner for SOUND:
“SOUND will set out to reduce inefficiencies, improve return on investment and increase impact. Working apolitically together as ONE team but representing all channels we can deliver joined up, channel neutral marketing communication solutions and campaigns.
It’s been very liberating to work together. We all enjoy collaborating and that underpins everything. But importantly we have taken the commercial decision to fully share the rewards and investment from any work we do together. We are able to be totally transparent with how this works from a client perspective, which will reinforce the appeal of this new offer.”
Jackie Arnott-Raymond, partner for SOUND:
“The team’s work will focus on providing the best client solutions to meet their commercial objectives by working together to drive measurable results. Our formula, developed by combining the multi-disciplinary tools available from each business, is designed to significantly improve results and budget effectiveness whilst reducing time wastage associated with agency management and duplication of effort. Importantly this is all about improving client results. That’s where the magic happens for us all. We all still love it when a campaign is visibly and measurably successful.”
The team will offer integrated marketing communications in one united agency set up. This provides clients with one stop access to independent, collaborative and unbiased multichannel-thinking, appealing to clients looking to gain access to best value and talent, whilst saving critical time and money.
SOUND joined up marketing & PR will initially focus its client offering across the leisure, travel, transport and tourism sectors where the team have a strong proven track record of delivering results for fast growing, moving clients working to tight budgets. SOUND will launch in November ahead of the busy turn of year, and focusing on a simple purpose: to provide clients with commercially savvy thinking and delivery, but in a channel neutral form.
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