Business Need: Delta Management is a recruitment firm with a cleantech and sustainable development practice. To promote this focused service and demonstrate their domain expertise, Delta set out to identify 50 individuals who had made outstanding contributions to sustainability in Canada: The Clean50. This consists of an annual search for the individuals who are making the greatest contributions to sustainability in their respective industries. There was a need to brand the initiative, promote the nominations, raise awareness of the honourees and their work, as well as to help fund The Clean50 Summit, a day-long interdisciplinary working event and dinner at the Royal Canadian Yacht Club.
What up Marketing did: Up Marketing connected Delta Management with Corporate Knights as Clean50 media partner and research advisor. We developed the Clean50 logo, brand collateral, nomination and promotional material to support the launch of the program at Corporate Knight’s annual Gala. Up Marketing worked with Delta to develop the presentation format and content of a 4-page spread appearing in Corporate Knights Magazine. To support the second annual summit, we developed an event sponsorship opportunity whereby organizations are able to promote their cleantech and sustainability endeavours and offerings. In addition, we initiated the Clean50 video series program, which provides honourees and their organizations an opportunity to tell the story behind their recognition and to further promote, network and educate.
In 2012, champions in each of sixteen categories were profiled in the magazine feature. The event brought together these distinguished professionals from across Canada to participate in a series of facilitated workshops exploring interdisciplinary means to better integrate sustainability into business practice. Up Marketing also assisted with the development of licensing arrangements for the ongoing use of the Clean16 and Clean50 logos by the honourees.
The Result: The announcement of the first Clean50 initiative was launched at the high profile Corporate Knights Annual Gala celebrating their annual selection of Canada’s Best 50 Corporate Citizens. Delta Management was able to make many valuable clean tech and sustainability connections across the spectrum of industrial, government and institutional sectors, drawing attendees – and attention – from across the country. The Clean50 designation has appeared in the media and many corporate websites and has been established as the high bar of achievement in sustainability in Canada.
Since the summit, ongoing collaborative initiatives have been undertaken by the honorees that will lead to advocacy, interdisciplinary research and commercial development furthering our common sustainability objectives.
We are pleased to be assisting Delta to expand on the success of the launch with the 2013 Clean50. Nominations were opened at this year’s Corporate Knights gala and nominations exceeded last year’s total by a great margin. 43 of this year’s honorees have already confirmed their participation, many with guests, including the highest levels of management and a Nobel peace prize winning economist. The Clean50 video series is off to great success with filming to commence the day after the summit!