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Responsibility communication
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Background The objective of the project was to find the responsibility theme and message that Katrin wanted to communicate to its stakeholders and help Katrin to integrate the strong responsibility content as part of Katrin brand What do we want to deliver!!! Tuesday, July 31, 2018 Presentation / Author
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Quotations from internal interviews about our understanding of responsibility when thinking of Katrin "More and more customers demand The Nordic Swan Label. It functions as an approval for a sustainable choice." "I think we have mostly been talking about environment by now. Talking about economical and social responsibility is relevant if we want to be player #1 or #2 in our field of business in the future " "Lots of good examples of improvements available – be proud of results. More practical examples – simple messages – not so much technical figures." "(Katrin's strength) is focusing in the right product choice. Selling the solution!" Importance of labels (don‘t underestimate) Were not good in talking about our efforts Three aspects of responsibility (environ. Focus + social and economical) Last not least the learning: products pay their contribution too – they need to be integrated as being part of the message, not only the brand Tuesday, July 31, 2018 Presentation / Author
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Katrin – key Challenges
To find a message that covers all the products Internal communication & trainings Translating technical figures into more simplified messages Facts and success stories Not only products – also categories Sales training: to talk with one tongue Clear message to the people – no technical bible Concrete facts and examples!!! Tuesday, July 31, 2018 Presentation / Author
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In the Katrin groundwork, one thing became very clear
There are no right answers to ethical questions. Who are we to tell as a company how people should live their lives? But what we can do, is to help them find balance. To last point: or what we can contribute to them finding balance Tuesday, July 31, 2018 Presentation / Author
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Action instead of words
Local approach Common sense, simplicity We are looking for a timeless concept: not tied to products or locations, but rather to attitude. Practical and down- -to-earth Easy to understand for all Humoristic = with a smile Humble attitude Avoid over-pro-mising Fresh, humoristic, emotional Tuesday, July 31, 2018 Presentation / Author
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Katrin responsibility presentation
(These slides can be used both internally and externally)
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(Video) Add “Washroom talk” video by choosing “Insert” from PowerPoint main menu. Then choose “Movie...” and select the video file. Choose the movie to start “When clicked or Automatically”. Note: the video plays only in presentation mode. Instructions to presenter: After the video has been played, you can start your speech from the meaning of encouragement (the “main message” of the video). For Katrin, responsibility means not only ensuring our own company behaves like a good corporate citizen, but also helping our customers and partners to act in a more responsible way (and being proud of it!). After this, continue presentation with the definition of sustainability. 7/31/2018 Presentation / Author
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What does responsibility mean to Katrin?
Responsability implies to “meet the needs of the present without compromising the ability of future generations to meet their own needs”. Responsability is crucial to the tissue industry in general. In co-operation with our customers and partners we strive to high quality, safe use and low environmental impact We think above meeting the legal obligations and want to serve as the benchmark company of the industry Encouraging customers and users of our products to act in a responsible way Resp. means very much meeting the needs of the present … 2. We work in an industry which is in focus so we need and want to act in the right way 3. Aim higher than legal obligations – we aim for an overall balance Tuesday, July 31, 2018 Presentation / Author
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Katrin approach to responsibility
Katrin responsibility concept is based on the balance between three aspects: environment, society and economy. They are all equally important, and Katrin does not make compromises on any of these. Environmental Social Economical Tuesday, July 31, 2018 Presentation / Author
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Balance at Hand We believe in Tuesday, July 31, 2018
Presentation / Author
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In practice To us responsibility means helping our customers, partners, employees and other stakeholders to find balance Respecting the environment throughout our own production chain Working with sustainable partners and developing responsibility initiatives Helping our customers to combine sustainability and profitability Taking care of the wellbeing of our employees – as well as the communities we are present in Tuesday, July 31, 2018 Presentation / Author
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How do we do it? Tuesday, July 31, 2018 Presentation / Author
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Environment 7/31/2018 Presentation / Author
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Environment We minimize environmental impacts in every stage of our operations and our products' life-cycle raw materials and resources production product usage What the customer gets assurance of a responsible partner assurance of responsibility in our products help for more responsible operations Tuesday, July 31, 2018 Presentation / Author
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Social issues 7/31/2018 Presentation / Author
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Social issues We respect social responsibility in our own operations and in our HR policy We expect our suppliers to follow agreed ethical principles We promote social responsibility in our communications and campaigns What the customer gets assurance of dealing with a partner with strong ethics support in promoting social responsibility at local level Tuesday, July 31, 2018 Presentation / Author
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Economics 7/31/2018 Presentation / Author
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Economics We help our customers to find optimal solutions which – increase productivity – save expenses – improve health and reduce sick days Our Washroom, Workplace and Wellbeing categories help solve industry specific challenges Efficient delivery chain and smart logistics accelerate business What the customer gets Profitability in a sustainable way Tuesday, July 31, 2018 Presentation / Author
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How do we want to communicate the message …
Tuesday, July 31, 2018 Presentation / Author
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How does responsibility presentation work?
MANIFESTO SALES PRESENTATION CASE CASE CASE An audiovisual intro to boost the atmosphere Supporting responsibility case cards Presenters own sales presentation, for example, Workplace or Washroom presentation in other words Balance at Hand –manifesto 21 Tuesday, July 31, 2018 Presentation / Author
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Audiovisual manifesto
The audiovisual manifesto serves as an eye-opener at the beginning of presentation. Its purpose is to get the audience in a good mood and stress the key message: Katrin helps its customers and partners to operate in a more responsible way, to find a balance. The plotline tells a comical short story of a young office trainee and a super-excited talking dispenser, which gives a pep talk to the trainee. The length of the manifesto is approximately 2 minutes. Tuesday, July 31, 2018 Presentation / Author
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Case cards Balance Case Cards are developed to communicate Katrin responsibility in a short, compact form. They concentrate on one concrete topic and can be added to sales presentation as such. The idea is that sales people can pick the most relevant/ interesting ones to be used with their customers Case cards for instance about: The Nordic Swan Label (environment) School Hygiene project (social) Local approach (economics) … Tuesday, July 31, 2018 Presentation / Author
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Balance at Hand – PowerPoint slide
can be used to explain the concept Should be used when stakeholders ask for a presentation since we would like to communicate the message with what we are practically doing (case cards) But … Tuesday, July 31, 2018 Presentation / Author
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The power is in the people.
7/31/2018 Presentation / Author
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Firstname Lastname Title, Katrin
Thank you! Firstname Lastname Title, Katrin Mobile: Tel: Katrin. At Hand. Tuesday, July 31, 2018 Presentation / Author
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