2018: To communicate the company’s role to consumers
2019: Developing a storytelling strategy for Italgas
Set-up of reporting practice and delivering debut document
Set up a sustainability reporting process for Saras and respond to new legal requirements for non-financial transparency by producing the company’s first sustainability report. At the same time, take into full consideration the particular nature of the refining company’s environmental impacts, family-controlled nature and its long-term role in the local community by engaging both internal and external stakeholders into the process of defining materiality and report content. Continue reading “SARAS”
A new perspective on the group: develop a successor document to the sustainability report
Support Mondadori in creating a new corporate document that describes not only the publisher’s business activities and financial performance but also conveys the different ways the group creates value for a range of stakeholders. A new format, based on a broader sense of corporate identity, was necessary following a decision to include non-financial disclosures in the annual report and terminate the annual sustainability report. A situation faced by many Italian companies following the introduction of mandatory reporting on non-financial topics. Continue reading “MONDADORI”
From content strategy to storytelling
#Content & stories
#Internal engagement & training
Sika asked us to help them lay the groundwork for their content strategy by defining clear communication pillars at Group level. We were then tasked with helping them to develop a storytelling approach.
Promote GSE’s key role in achieving environmental sustainability online
#content & stories
#internal engagement & training
GSE has been tasked by the Italian Government to pursue and achieve environmental sustainability through renewable sources and energy efficiency.
GSE asked us to help develop their online identity and re-write content, to ensure their stakeholders are aware of their key role in the sustainable energy sector.
STREAMLINE CONTENT AND KEY MESSAGES
GSE had an enormous amount of information on their website, with the company struggling to communicate their true identity. The first challenge was to rationalise the way in which content was presented, re-developing the content strategy so as to make key messages clear and understandable.
After a preliminary assessment of all content on the website, we carried out a qualitative analysis of both the existing internal communication assets and external assets. The last phase of the analysis included an interview with the GSE’s CEO who fully explained the rationale of GSE’s mission and the company’s founding values.
The analysis phase enabled us to develop and set the key messages and tone of voice.
After the assessment phase, we re-worked and developed a detailed website map, ensuring that menu items and section titles were clearly labelled.
DISTINCTIVE CORPORATE CONTENT FOR GSE
Once the new site map was approved, we produced content for the website’s corporate sections (including: “About us”, “Sustainability”, “What we do”).
The project resulted in the go-live of GSE’s online corporate identity. Clear and effective content, aided by high impact visual communication, created a full immersion into GSE’s important role in the ever-changing world of energy.
Convey the company’s pivotal role in the electricity sector
#content & stories
#internal engagement & training
Terna is one of Europe’s primary electricity transmission grid operators. The role of the company is now not only to secure the energy supply to the country but also to enable the transition towards efficient and renewable sources.
Terna asked us to help them convey this new role to stakeholders and citizens, focusing on improving their corporate website structure and communicating their key messages and vision in an easily accessible manner.
With Terna we also worked to create the electricity encyclopaedia.
The key output of our work was to define Terna’s content strategy, defining the company’s key messages and how to convey it to different stakeholders.
To do so we carried out an in-depth benchmark of Europe’s various TSOs (Transmission System Operator), conducted interviews with key managers, and undertook an in-depth analysis of Terna’s current communications assets (including the company’s new strategy presentation).
CLEAR WEB STRUCTURE AND CONTENT
Based on the content strategy we proposed revising the corporate website’s structure. We focused primarily on the “Who we are” section, as this consisted of multiple layers of content, and messaging.
We also produced new content for the About us and Governance section (in Italian and English). Our aim was to make Terna’s new role clear, explaining to a larger audience not only its business, but also how the corporation is structured.
The project led to a large-scale revision of Terna’s online corporate content, with further sections of the website improved. The key messages defined by the content strategy are also used offline.
Anas is an Italian government-owned company tasked with the construction and maintenance of Italian motorways. The company boasts over 26.000km of roads and highways.
Anas is undergoing an extraordinary transformation process aimed at making the till recently old-fashioned and bureaucratic organisation a smart, efficient, innovative and transparent company.
This transformation was at the heart of Anas’ brief when asking us to work on their new corporate website.
After a thorough analysis of the existing communication assets and of how the global infrastructure industry is responding to communication challenges, we carried out interviews with the CEO and top managers (HR, Operations, Finance, Communication) to align Anas’ business strategy and aspirations with the new website’s communications strategy.
Based on the findings from our analysis, we defined the new communications strategy for Anas’ corporate website. We also worked closely with the web agency, providing input on the website architecture including the interaction design of all pages, supervising the design outputs and providing a content style guide. While the technical aspects were being implemented, we re-edited and wrote the content for the entire corporate website.
Our work continued post the new website’s launch, with periodic reviews to ensure content was regularly updated and adhered to the new communications strategy.
Thanks to our close cooperation with Anas’ communications department and a strong commitment from the company’s CEO and top management, the new website was launched in December 2016.
It is continuously kept up to date in strict accordance with the set content guidelines and communications strategy.
Develop a unique sustainability vision and produce the group’s first report
#content and stories
In the aftermath of the merger between Yoox and Net-a-Porter the ambition was to develop a distinctive sustainability vision capturing the essential elements of the new group’s identity and strategic positioning. This together with the production of the group’s first report.
The challenge was twofold: on the one hand bring together the two sides of the company (Yoox and Net-a-Porter) and on the other side to set the agenda in a sector (luxury e-commerce) where there is no track record in sustainability.
We collected internal and external inputs to identify YNAP’s social, environmental and economic impacts and priorities, and understand how sustainability can support the business.
Interviews and thematic workshops with 40 executives and managers from across the business, covering London, Milan, Bologna and New York, discovering what people think about sustainability priorities. We asked a wide range of internal teams to evaluate ESG topics and prioritise them based on impact on future business success and ability to underpin the five-year plan (opportunities, risks, etc.)
Combination of qualitative interviews with key stakeholders and a dedicated online survey to understand the views of YNAP’s most engaged customers. The aim was to discover what issues are most important in forming stakeholder opinions on YNAP and in supporting their decisions. We carried out a survey of 24,000 top-spending customers to discover values, attitudes to social and environmental issues, and expectations of YNAP.
Strategy & Sustainability Governance
We identified a sustainability vision and strategic framework organised around three pillars (Education, Empowering women and Responsibility). To do so we drew on benchmarking of relevant sectors, engagement outputs and materiality analysis, and YNAP’s business plan. We also supported the company in setting up its sustainability governance process.
We suggested an innovative approach in two parts: a narrative and “emotional” first section explaining commitments and initiatives; and a more technical second section containing GRI disclosures and performance. We managed the entire editorial project spanning content organisation and production (English texts) to translations and graphicsby our partner agency yvat & klerb.
YNAP published its first sustainability report at its AGM in April 2017. The vision and report provided the basis for communications campaigns, including widespread media coverage of its announcement of a fur-free policy, and will evolve into a detailed sustainability strategy.