Innovative Marketing/Communication Results: For Chevrolet CRI and #CleanEnergyU

Chevrolet Brand Value

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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

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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!”Engaging and Empowering
“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.”Keeping up
“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.”Leapfrogging with CRI
“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.” Reposition Brand Dimensions
“#CleanEnergyU -- fascinating dialogue at the right time and right place, as the recent White House calls demonstrated!”White House
“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 ”Engaging

Collaborative Stakeholder Learning: Central to CNBN’s Chevrolet Engagement

CNBN’s stakeholder advisory process perceived as “core bedrock” for Chevy CRI

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Chevy CRI Environmental Advisors

Mark Kenber, CEO Climate Group
Prof. Bob Wilkinson, UCSB
Janet Peace, VP, C2ES
Prof. Eban Goodstein, Bard College
Snehal Desai, Global Biz Director,
Dow Water & Process Solutions
Bob Sheppard, formerly Clean Air Cool Planet
Andy Stevenson, formerly NRDC, Citadel Capital

Chevy CRI Partners

Including other stakeholders such as:
Campuses/universities
Student clean energy leaders
#CleanEnergyU dialogue leaders from
business, non profit, students, gov’t civic, academia
Non profit environmental groups
Cities, mayors, state, federal leaders
Green building/architect/designers
Media

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CNBN Stakeholder Learning Process: Fundamental to Chevy’s Collaborative Innovation

“Radical collaboration is what’s needed now. The world is made up of folks who know far more than you – and their contributions together add up to far more reach and impact than any company could achieve on its own.”

“Empowering Sue Hall to manage their stakeholder dialogue process was central to Chevy’s success. It takes a leader to pull the people together in this way.”
“There was openness in the process that was essential to make this kind of transformative leadership happen …”
“… and, as a result, empowering and open to learning and innovation!”
“no preconceived ideas about outcomes” .. “very unusual”
“Chevy asked such open ended questions in response to really big challenges -- to shape so creatively what could then be achieved”
“Chevy’s extremely ambitious goals goals created a great sand box – into which they then invited us all to play.”
“Chevy’s stakeholder process was a core bedrock”

#CleanEnergyU Workshop at Climate Week

GM
Climate Group
Second Nature
Andrew Winston (Green to Gold)
Bard College
NYC Sustainability Office
Sierra Club
CERES
Student leaders – BU, Yale, American University