Sustainable American manufacturing drives deals
A need for change
Strong commitments to environmental and social strategy matter to investors, purchasers and the public, but only if they understand them.
Throughout its entire 40-year history supplying critical FF&E to some of the world’s largest hospitality groups, gaming operators, airports and event venues, Innovations Manufacturing & Distributing (IMD) has worked to implement environmentally sustainable materials and practices while continually expanding production capacity and distribution reach. Alongside the company’s strategy of inclusion and an insistence on fair labor practices, IMD was positioned for substantial growth, but many purchasers and prospects were looking for more highly elevated ESG narratives while others struggled to see a company so committed to its bold ESG strategy as capable of meeting their global supply needs.
To address this, IMD wanted to more effectively convey the investments they’d made in extending manufacturing capacity, while clearly communicating their commitments to their bold environmental and social strategies.
Success would bring a clearer understanding of IMD’s value commitments and to investors, purchasers and drive greater awareness about the company’s position as a supplier of key FF&E and operational assets to clients around the world.
Innovation empowers expertise
Up N Up built a response team that developed a three phase approach to IMD’s needs. Starting with C-level executive consultation to develop clear understanding of the company’s vision for emphasizing sustainable technological innovation, fair labor practices and environmental sustainability all through extensive investments in American manufacturing power.
Once aligned with the IMD’s vision and core values, the team created cohesive narratives around the goal of effective articulation and public education. Since visibility was a primary challenge, the team built a strategy around development of updated web and social media assets, using new techniques and the leading AI-enhanced software suites needed to generate public and business visibility in line with the company’s strong commitments to sustainability and inclusion as well as its industry-leading production capacity.
The third and final phase saw our team deploying the company’s new digital assets and articulating the IMD’s narrative including enhanced production capacity and environmental and social initiatives such as election of a female CEO, green energy, and focus on renewable materials like steel and sustainably harvested wood.
A meaningful result
Just three months later, Up N Up’s team had identified and eliminated over a dozen redundant or irrelevant topics from IMD’s messaging, and narrowed the company’s narrative about sustainability efforts to four key topics that could be easily articulated and easily understood. Targets were set in areas like renewable energy, sustainable materials, and fair labor and employment practices and relevant KPIs were identified for each area.
Clear messaging about IMD’s commitments were articulated in all of the company’s digital materials, as well as web and social media marketing efforts.
The company’s enhanced production capacity is now clearly highlighted throughout their narratives, and effective communication about their commitments to sustainability and fair labor practices have already reached their target markets.
By the end of 2019, IMD was more popular than ever with large hospitality and gaming venues, culminating in the company’s most profitable new partnership ever with the 102 billion-dollar Genting Group to supply their massive new casino in Las Vegas.
IMD is set for further growth as client companies, their stakeholders and the public all seek smarter, more sustainable supply chains for the future.
