Conveying a brand’s sustainability credentials has to be approached carefully and, above all, factually. Rightly, every business is being asked by stakeholders at all levels – from suppliers and customers, to frontline staff – what the company is doing to improve its sustainable practices. And the answer to that question can, where potential customers are concerned, can be the deciding factor in which brand to partner with. Conjecture and nuance have no place – clear explanation, facts and examples are the only deal winners here.
This was the situation for Miraclon as it sought to spell out the sustainability advantages afforded by its FLEXCEL NX technology.
We worked with the team at Miraclon to understand the specific sustainability benefits, for customers, of its products and then to communicate those benefits clearly and openly. One of the key outputs of this was to plan, write and design a 12-page guide entitled, ‘Achieving sustainability credentials that imPRESS: How Miraclon can help you towards your sustainability goals’.
The guide begins by asking the key question frequently asked of converters and trade shops, “How sustainable is your production?” and goes on to offer market context, explain the on-press performance benefits of FLEXCEL NX and, importantly, share real-world customer experience.
Armed with this new guide, customers of Miraclon’s FLEXCEL NX technology can demonstrate that they are placing sustainability high up on the corporate agenda – and hopefully win new business themselves because of it.
