InterfaceFLOR case study
Challenge:
Mission Zero, InterfaceFLOR’s drive to achieve a zero environmental footprint, is enshrined in the company’s culture and in its manufacturing facilities in the UK and Holland. InterfaceFLOR appointed six agencies from the ECCO network (with K+R acting as hub) to implement a pan-European programme to position the company as thought leaders on sustainable business practice. An additional challenge for K+R was to co-ordinate a pan-European activity which would successfully result in one big team effort. Agreed communications objectives were:
- To position the company as thought leaders onb sustainable business practics
- Improve employee engagement around the issue of sustainability in business
- Create collateral to enhance media relations
Key criteria by which the programme would be judged were:
- Development and execution of a pan-European corporate strategy
- Quality of coverage in key national, management and environmental media
- Recognition of InterfaceFLOR as a key strategic partner by business and environmental groups
- Recognition of InterfaceFLOR as a sustainable business by key influencers eg. specifiers, NGOs, politicians and the business community
Strategy:
- To highlight the commercial benefits of sustainability, using InterfaceFLOR's track record as evidence
- Create a call to action for other companies and manufacturers to follow suit
- Seek third party endorsement and work in partnership with respected individuals and organisations within the environmental sector
K+R recommended the production of a report bringing together independent views on key issues for sustainable businesses, which could be launched in the UK and replicated in other countries. The report would evidence InterfaceFLOR’s sustainability achievements and involve staff in developing ‘calls to action’.
Tactics:
The Sustainable Futures Report, produced and launched by K+R, was divided into six sections with six contributors – Leadership (Forum for the Future), Marketing (Strathclyde Business School), Communication (Futerra), Business Involvement (The Climate Group), Employee Engagement (The Work Foundation) and Product Innovation and Design (The Design Council).
The Report contained 36 ‘calls to action’ that companies can implement to improve their environmental footprint. This section was developed by employees of InterfaceFLOR, to foster internal engagement with “Mission Zero” and involvement with the Report’s production.
Sustainable Futures was sent to all the contributors, key stakeholders, customers, and a wide variety of media and MPs concerned with the environment. A series of news releases was sent out highlighting some of InterfaceFLOR’s latest initiatives.
Versions of the Report, with local expert views, were produced in key European markets including Italy, France, Germany and Holland. A European Summary was launched at the Sustainable Futures Conference in Amsterdam in September 2007, attracting 60 key journalists from across Europe. Speakers included contributors to all four European reports.
Results:
The campaign was measured against the original evaluation criteria
Development and execution of a pan-European corporate strategy:
- The European Communications Director reported an end to the 'silo' approach of individual agencies at the end of year one
Quality of coverage in key media:
- 24 pieces of coverage in key national, trade, management, environmental and broadcast media with a combined circulation of 1.7 million. 60 journalists attended the Sustainable Futures Conference, resulting in 70 pieces of European coverage
Recognition of InterfaceFLOR as a key strategic partner by business and environmental groups:
- CEO Lindsey Parnell was invited to appear as a guest on CNBC's Power Lunch to discuss 'green business' - the only manufacturer to be asked
- Interface FLOR's HR Director Simon Carlton was invited to lead People Management magazine's sustainability initiative in the HR market
- CEO Lindsey Parnell was asked to become Chairman of the CBI for the Yorkshire and Humber region
- Company Founder and Chairman Ray Anderson attended a briefing at No 10 with Tony Blair and Arnold Schwarzenegger to discuss the role of businesses in tackling climate change
Recognition of Interface as a sustainable business by key influencers e.g. specifiers, NGOs, politicians and the business community:
- Positive feedback was received from MPs including Andrew Tyrie, Ione Douglas, Joan Walley, John Redwood, Sarah Boyack and Simon Trott. Arrangements are now progressing for David Cameron to visit the company’s factory in Shelf, Halifax.
