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Australian Paper: Brand strategy, marketing campaigns

Client

Australian Paper has a long and proud history in local manufacturing of pulp, paper and packaging products. Based in Mount Waverley, Australian Paper sought a local agency to help them create a digital and print marketing campaign to promote their Carbon Neutral sustainable paper product range. Boldfish met with the key stakeholders including the marketing team who began by educating us on the benefits for businesses who demonstrate action on climate change and then briefing us their marketing objectives.

Discovery

  • The marketing strategy objectives were to create a campaign strategy for two separate target markets -: creative design studios and large corporate businesses
  • The creative design studio market were the decision-makers who designed and ordered shorter run speciality stocks for projects on behalf of their clients and help manage their printing
  • The larger corporate business market were global and national and corporations who typically ordered larger bulk quantities of office paper supplies ongoing.

Strategy

  • A strategy for the creative studios focused on strong visual engagement and then ethically challenged studios about their responsibility to the environment when making paper choices. We created a solution including clean textured visuals that used the headline ‘Nail the brief. Not the environment.’ printed on a sheet of carbon-neutral paper nailed to an old established tree.
  • A strategy for the larger national and global corporations was more informative/educational based and cited statistics supporting how the market is becoming more educated and placing more importance on environmental credentials. We created a solution using a ‘Ride the Wave of Change’ theme to visually represent a shift in momentum and supporting the message that demonstrating climate change action would enhance their external reputation
  • A third theme was designed to focus more on brand awareness for the carbon-neutral certification logo and centred around mashing the logo onto the green ‘go’ light of traffic lights to support the headline message ‘Go Green’ to remind both market segments what symbol to look for when making environmentally friendly carbon neutral paper choices

Delivery

  • Marketing campaign strategy
  • Brand management
  • Website design (landing page)
  • Digital & print advertisements
  • Digital & print catalogues
  • EDMs
  • Email signatures
  • Posters
  • Pull up banners

Testimonial

“I highly recommend the Boldfish creative team. They actively listen to our objectives and are adept at meeting our requirements with quality creative and friendly service every time.”


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