FSC s GLOBAL BRAND POSITIONING & ONLINE MARKETING TOOLKIT

Marcelle Peuckert Business Development Director @MarcelleFSC

*January 2015

Because we re ready to have a bigger impact. Drive purchase of FSC certified forest products Complete the FSC value equation for economic partners Impact the worlds forests and ensure we meet the needs of future generations.

We need to go from being a certification mark to a brand that s well known, understood and loved.

ROADMAP: A THREE STEP PROCESS Research phase Bringing the research to life Brand Strategy Creative Assets Online Toolkit Roll Out

Pilot Research Project in the US in 2012 Research Phase Quantitative Research Online Survey conducted in September 2013 11 markets Over 9000 consumers

RESEARCH CONDUCTED IN 11 MARKETS + PILOT RESEARCH PROJECT IN THE US

CONSUMERS ARE CONCERNED: GLOBAL LEVEL

RESPONSIBILITY AND BARRIERS TO BEING GREEN

CONSUMER TRUST VARIES

ROADMAP: A THREE STEP PROCESS Bringing the research to life Brand Strategy Creative Assets Online Toolkit

FSC BRAND STRATEGY

We clearly get across our own reason for existing for forests This makes it inclusive, so it s about people, communities, animals and the biodiversity of forests. We aspire to create sustainable and enduring forests. This word simultaneously speaks of the future while grounding us in the present.

Assets can be used: 1. As they are 2. In a bespoke campaign in collaboration with your local FSC Network Partner or with FSC International 1. Timber print ad 2. Institutional print ad

1. Film 2. Furniture table taker 3. Social media

1. Product hangtag 2. Paper coffee cups 3. Retail banner

1. Packaging 2. Book mark 3. POS display

Small and Community Producers Made with Heart Campaign Link from www.sclo.fsc.org (B2B) to Marketplace; Consumer website www.madewithheart.fsc.org; Small and Community Producers Product Portfolios + mapping out of smallholders; Promotion of SCLO label through webinar sessions; e-newsletter and liaising with key NP s and key accounts.

FSC MARKETPLACE FSC Marketplace is a business-tobusiness platform connecting sellers and buyers of FSC certified materials and products and allowing non-certificate business to connect with the FSC community. FSC Marketplace offers you an opportunity to strengthen your business-to-business networks while securing the future of the world s forests. It s free, and it s easy to use. www.marketplace.fsc.org

Global Market Survey FSC-certified products are in demand 52.5% of FSC certificate holders, that have been certified less than a year, find that client demand is the main reason to become FSCcertified REASONS FOR MAINTAINING FSC CERTIFICATION Potential markets and clients 43.5% Maintaining existing clients 38.6% 49.2% of respondents see an increase in the relevance of FSC certification in their sector 36.5% state that the relevance will remain the same. It is part of our sustainability strategy Without FSC certification, I will lose clients Commitment to responsible forestry 23.7% 38.4% 33.1% Responses from FSC certificate holders that have been certified for more than a year. Multiple responses possible. n=2,623.

Adding value to business globally 81.5 % The FSC label adds value to the products 84.9% FSC helps communicate their CSR strategy 90% FSC certification helps create a positive corporate image 67.8% Consumer awareness of the FSC label is increasing 79% The clients see FSC certification as proof of timber legality 78.9% are satisfied with their FSC certification

THANK YOU

Forest Stewardship Council FSC International Global Development Charles-de-Gaulle-Str. 5 53113 Bonn, Germany T +49 (0) 228 367 66-0 F +49 (0) 228 367 66-30 FSC F000100 - FSC A.C. All rights reserved ic.fsc.org FSC F000100 FSC A.C. All rights reserved