Burns & Hammond   Burns & Hammond
Burns & Hammond   Burns & Hammond
Yellowbook
Burns & Hammond developed and implemented methods and metrics to gauge campaign effectiveness, which reflected significant market shifts in support of Yellowbook and its products.
Burns & Hammond   Burns & Hammond
Yellowbook

Leading by Example:
Global Business Champions Source Reduction Effort
Client: Yellowbook (Subsidiary of Yell Group)

Industry: Directory Publishers: Print and Digital

Contract Period: July 2011 – present
Services Provided:
Sustainability and CSR Communications Strategy, Campaign Development, Positioning and Partnership Recruitment.
Background
Yellowbook was in need of a strategic implementation plan and appropriate metrics to track success and effectively align the company’s sustainability objectives with the industry’s signature source reduction campaign, www.YellowPagesOptOut.com. Having made notable strides in its environmental, economic and social performance, Yellowbook was poised to champion the YellowPagesOptOut campaign on behalf of the industry.

A strategic and cost effective plan was also needed to surface and communicate Yellowbook’s broader commitment to sustainability while achieving increased visibility within the environmental arena and gaining influence with legislators, policy makers, and municipalities.
Approach
Working directly with the Environmental Relations Manager for Yellowbook, Burns & Hammond developed a comprehensive communications strategy and outreach plan including partnership development to identify and educate key decision makers about Yellowbook’s source reduction initiative. This initiative was effectively communicated as a part of the company’s broader CSR practices – positioning Yellowbook as a leader within the Association, amongst its competitors, and outside the industry sector.
Outcomes
In working with Burns & Hammond, the company’s sustainability leadership and practices evolved from internal commitment to external recognition. Burns & Hammond developed and implemented methods and metrics to gauge campaign effectiveness, which reflected significant market shifts in support of Yellowbook and its products. Key strategic partners were secured to leverage collaborative opportunities, and achieve source reduction goals. As a result of the sustainability strategies and community/industry integration tactics lead by Yellowbook, www.YellowPagesOptout.com – exceeded its first year’s public policy and environmental goals. This work has also led to a deeper level of commitment to source reduction and innovations in resource and waste management.
Services Detail
dot Designed, developed and implemented strategic communication and outreach plan.

dot Designed and orchestrated enhanced value sponsorship packages and company profile visibility through strategic partnership positioning.

dot Designed and represented client’s strategic sustainability program and national source reduction campaign – YellowPagesOptOut.com – at regional and national conferences. Developed stakeholder engagement program to establish consumer baseline perceptions on company and products.

dot Developed research template to measure impacts of strategic outreach campaign. Delivered Analysis and Recommendation Report for 2012 Extended Implementation Program.

dot Developed stakeholder engagement program to establish consumer baseline perceptions on company and products.

See our case studies for Local Search Association and Global Partners Water
Burns & Hammond   Burns & Hammond