Burns & Hammond   Burns & Hammond
Burns & Hammond   Burns & Hammond
Local Search
Association
Ripple Effect:
Association Leverages Sustainability Report into Comprehensive Program

Critical to success was the Burns & Hammond integrative methodology and subject matter expertise that helped guide the organization as it successfully defended itself against adverse public policy legislation, while enhancing positive public perception.
Burns & Hammond   Burns & Hammond
Local Search Association

Ripple Effect:
Association Leverages Sustainability Report into Comprehensive Program
Client: Local Search Association (29 countries)

Industry: Directory Publishers: Print and Digital

Contract Period: 2009 – 2011
Services Provided:
GRI Reporting, Sustainability and CSR Strategies, Integration and Partnership development.
Background
The directory publishing industry was experiencing direct threats to its self-regulatory practices as a result of negative public perception based primarily on false representations and myths related to the environmental impact of printed telephone directories. This perception was further compounded by an under-reported EPA Municipal Waste Stream industry recycling rate. The absence of a unified environmental message – and lack of an effective communication platform – exacerbated these misrepresentations, resulting in adverse regulatory pressure on the Local Search Association (LSA) and its members — including AT&T Advertising Solutions, Berry, DEX, SuperMedia, and Yellowbook.

LSA and its member companies had significant environmental, economic and social capital that had yet to be harnessed. Sustainability principles and practices were unheralded and the Association had remained relatively isolated from the overall “green industry” movement, despite its commitments and achievements to date.
Approach
Working directly with VP Public Policy & Sustainability for LSA, Burns & Hammond developed and delivered a comprehensive multi-year sustainability strategy and Reporting plan to determine materiality, report boundary and content scope. We then collected the data and created engaging and compelling content, grounded in data. The process required the development and integration of extensive internal collaboration and commitment to fully implement CSR initiatives.
Outcomes
LSA was able to leverage the sustainability reporting process to ensure internal alignment among its stakeholders and increase value for members. While the Report was the output, the process itself proved to be an invaluable tool for strengthening and mobilizing collaboration across the organization. Internally, the Association utilized the Reporting process and worked with us to create a number of member feedback loops to provide added value – through sustainability education, resources and programming.

Critical to success was the Burns & Hammond integrative methodology and subject matter expertise that helped guide the organization as it successfully defended itself against adverse public policy legislation, while enhancing positive public perception.
Services Summary
dot Designed, developed and produced inaugural 2010 & 2011 Sustainability Reports to be used in key public policy positioning and strategic stakeholder engagement.

dot Designed and developed content and facilitated inaugural monthly Board Association Sustainability Committee meetings.

dot Designed and delivered presentations to Board of Directors and Public Policy Committee on key trends in sustainability practices and Reporting.

dot Designed and implemented communication strategy and tools in concert with national database development for www.yellowpagesoptout.com campaign.

dot Designed, developed and implemented inaugural Conference Collaborative Initiative including industry representation at regional and national conferences. Responsible for all related marketing material development and conference positioning orchestration.

dot Identified and forged strategic partnerships and liaison with environmental and extended producer responsibility (EPR) organizations.

dot Provided subject matter expertise to Association leadership and its members on sustainability and local living economies principles and practices.

See our case studies for Yellowbook and Global Partners Water
Burns & Hammond   Burns & Hammond