Helping NZ Post tell their sustainability story
GoodSense worked with NZ Post to make make their digital storytelling about their sustainability work more focussed, compelling and effective.
Where some companies have barely started to improve their social and environmental impact, NZ Post are doing lots of great stuff. And that was their challenge.
The sustainability content in the public website and in internal and sales documents needed clarifying and organising.
We started by reviewing of current materials. Then we ran a workshop with the sustainability team and representatives from the NZ Post communications and sales teams.
In the workshop we established a clear, shared view on what sustainability initiatives their different audiences would find relevant. To do this we drew on the internal expertise of the NZ Post team as well as market research and sales channel feedback, and our own experience at GoodSense.
Once the most important stories were agreed for the different audiences, we helped NZ Post write them up, into compelling copy. We created the copy in ‘chunks’ that could be used across a range of digital formats. It was also important to give structure to the content, so the stories could be understood in a relevant context.
The GoodSense messaging development process made it much easier for the team at NZ Post to tell their story. It’s also given them a resource that makes responding to requests for information faster and easier. Here’s what they have to say:
“Kath and the Goodsense team are rock stars. They took time to understand us, work through our needs, listen to us, but also importantly challenged our thinking.
The end result was user friendly digital content that meet not only our needs (fresh, compelling and relevant content) but also critically met what our customers (external and internal) were asking for.
Thanks to Kath, Gail and team for your creativity, time and patience!”
Dawn Baggaley, Corporate Sustainability Manager