Challenge
Paper Chain Forum is a platform for information on the sustainable relationship between the paper chain and the environment has a corny image of a lobbying organisation and lacks credibility
There is a need for a renewed mission, vision, name, brand identity, and brand perception that makes the organisation socially relevant again
Approach
- Rethink existing mission, vision, and name
- Develop brand strategy and communication plan to communicate the new mission and vision to target group(s) and positively influence/ enthuse them about the paper chain
Identify and close the gap between the current situation and the desired situation with:
- environmental analysis
- workshops around mission – vision – name
- new value proposition and building the brand identity and experience on this:
- new name ‘Papier.be’ & tagline ‘natural’
- new brand strategy: positively influencing experts, opinion leaders, and decision-makers about the role and importance of paper for people, the environment, and the climate
- giving target groups a face and defining their behaviour in persona
- relevant messages per persona
- define channels to reach the personas
- new house style and communication carriers