Giant Eagle: Carbon Project Innovation/Revenues
Goals
- Evaluate carbon contribution for clean tech shift to low GHG emissions refrigeration system
- Secure carbon revenues to strengthen Giant Eagle investment in clean tech innovation/leadership
Results
- Demonstrated carbon ROC value was significant, given capital investment in low-HCFC refrigeration systems
- Pioneered new VCS methodology (#VMD001) to build independent certification basis for projects
- Facilitated client brokerage relationship with BEF
- Credits successfully sold annually
Interface: Cool Carpet
Goals
- Increase market penetration in key customer segments
- Enhance brand/product marketing value
- Ensure integrity of sustainability innovation/leadership
Results
- Designed Interface’s first ever carbon neutral product: Cool Carpet
- Convened the first stakeholder-based independent certification for CN products and credit projects with leading US NGO’s
- Increased Interface market share in key US education and medical markets
- Letters of congratulation from President Clinton
- Cool carpet US success expanded marketing world-wide -- sustained over 15 years ++
- Eliminated 3.5m tCO2e to date
BP/Interface : Climate Cool Fuel Card
Goals
- Launch first ever CN fuel card: 2001
- Pilot and prove business case – for others to emulate
- Pioneer first CN fuel card partnership between BP and its new client, Interface
Results
- Increased BP market share 5-6 times by pioneering CN fuel card
- Secured BP direct client relationship -- with higher 3% vs 1% avg. margins
- Sustained pump pricing for Interface
- Business case formed foundation from which CN product innovations take off worldwide
Dow : BioProducts Woodstalk
Goals
- Leverage low carbon product profile to create carbon credits
- Secure marketing advantage as a result
Results
- Markets CN WOODSTALK across US and Canada with $2.5m potential in carbon credit capital (@ circa 5-15% product revenues)
- Introduces new incentives in major target markets to attract new customers
Startups: Siluria, Genomatica, Natureworks , Green Shipping Line
Goals
- Evaluate carbon revenue potential contribution towards clean tech product launch
- Design “to market” strategy to optimize potential carbon returns
Results
- Pioneered carbon credit business case analysis across entirely new product markets (bioplastics, bioproducts, biochems, US Marine Highway)
- Demonstrated carbon capital’s strategic $/RoI/RoC contribution
- Established option to build new methodology to capitalize carbon value
FedEx: CN Envelop Services
Pioneered complex GHG inventory innovations tailored to companies’ marketing needs e.g. FedEx shipments to support its CN envelop offering
Including estimates of individuals’ lifetime carbon impact estimates by product/activity for Giant Eagle/FMI
Goals
- Optimize the focus of FedEx’s introduction of CN shipping services
- Pioneer credible GHG inventory practices needed to measure packages’ point-to-point GHG impacts
- Facilitate new CN FedEx brand positioning
Results
- FedEx pioneers first ever carbon neutral envelop service
- Rigorous GHG inventory developed in consultation with CNBN Environmental Advisors – prior to release of WRI supply chain GHG inventory policies
- Empowers FedEx marketing to introduce CN envelop services – whose results have sustained CN service since 2009
Carbon Advantage for Chevrolet: $40m Carbon Reduction Initiative (CRI)
CNBN framed Chevrolet’s strategic objectives/stakeholder engagement process to pioneer the largest US voluntary 8m ton CO2 carbon investment -- delivering measurable business advantage
Goals
- Raise “green” brand awareness – esp. in younger target market
- Drive more efficient grid for EVs via new carbon incentives
- Shift stakeholder perceptions of Chevy’s sustainability leadership
Results
- Designed largest 8m ton US carbon $40m investment strategy w/stakeholder advisory board
- Pioneered new carbon methodology to create energy efficiency project credits to open access to Chevy carbon capital for dozen US universities with Campus Clean Energy Campaign
- Secured GM’s first ever Best Global Green Brand award ‘14
- Awarded EPA stakeholder partnership & Enviro-Leader 2015
- #CleanEnergyU virtual dialogue top trending throughout 2015 -- – driving student social media engagement w/30m impressions
- Invites to White House Roundtable as Campuses pledge to Act on Climate
- Chevy’s legacy continues with Second Nature and new clean energy road collaborations
Innovative Marketing/Communication Results: For Chevrolet CRI and #CleanEnergyU
Chevrolet Brand Value
Goals
- Increase Chevy’s brand value
- Change perception of the brand
Results
- Secured Chevy’s first Interbrand Green Brand rating by 2014
- Successfully repositioned the brand according to stakeholders
- Stakeholder perceptions shifted from “dinosaur”, “old school manufacturer” to “transformative leader … alongside Google on steps of the White House”.
CleanEnergyU Millennial Engagement
Goals
- Pioneer Chevy’s Carbon Reduction Initiative’ social media campaign to effectively engage young target market
Results
- Convened #CleanEnergyU social media conversation, co-designed by student leaders
- Gained 30m social hits in just three 2015 dialogues, all top trending on twitter
- Opens new virtual conversation w/student & clean energy leaders
- Invited by White House to introduce Campuses Act on Climate Roundtable, Nov 2015
Campus Clean Energy Campaign: “repositioned the brand successfully”
“For a millennial, it’s ‘show me you understand the bigger picture, your role in it – and partner with us like Chevrolet did’. They engaged with students in dialogue on #CleanEnergyU and empowered them to become the next generation of clean energy leaders. Now that’s a legacy that will be worth remembering for them!”
“Other companies should look at Chevrolet and realize that it’s no longer business as usual to just make money and have a fiscal return on investment. They need to contribute a positive return on our natural capital, and keep up with the new B Corporations: the millennial generation and even my generation are expecting this.”
“CRI allowed Chevy to stand alongside companies like Apple and Google at the White House making a pledge for the climate by 2015 . Honestly, it would have taken Chevy forever to get in this elite circle of consideration if they had done it purely by conventional means … It would have been a 15 year journey to get to that White House platform with just “the better car” route … CRI leapfrogged them to a completely different level of visibility and leadership in just 5 years.”
“As a result of CRI, Chevy clearly repositioned some dimensions of its brand successfully – otherwise you don’t show up on those Interbrand GREEN brand rankings which are the independent third party brand value metrics.”
“#CleanEnergyU -- fascinating dialogue at the right time and right place, as the recent White House calls demonstrated!”
“From a brand perspective, #CleanEnergyU significantly broadened Chevy’s communications through a social media channel that engaged a key millennials in new and exciting ways ”