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Sustainability Microsite
Category
Website, Chat Bot, Automation
client or Employer
Sonoco
year
2021
Objective
To build a hub where all Sonoco customers and prospects could go to learn about sustainable packaging and what Sonoco was doing in the space. The bigger purpose of this was to drive a cohesive sustainability narrative to those outside the organization from an extremely matrixed and siloed organization (by regions and materials used).
Sonoco is a Fortune 500 manufacturing company focused on packaging, machinery, recycling, and sustainability consulting services.
Project Flow
1. Strategic Discovery
2. Proposal Review
3. Content Creation
4. Content Review
5. Launch
**Please note this project involved a lot of parties globally including outside creative and web agency support. Please reach out if you'd like more specifics.
Project Managing Part of the Process
Part of my main responsibility was to project manage submissions for the website and review as items were set up. This involved educating all the Divisions on the project and its goals, getting cross company buy in, creating a project plan with due dates both for the direct marketing team as well as for divisional product marketers to provide their materials. As we got closer to the end, it was my responsibility to get final reviews and sign up from some of the executives such as the VP of Marketing and Innovation, the VP of Sustainability, and the VP of Global Technology.
Creating Engagement Opportunities
The other area I oversaw was the Sustainability Microsites integration with HubSpot and the various lead generation or conversion points that were present. This was achieved in part by introducing the company's first automated chat bot to help the various visitors have their questions answered and to drive them further into the content experience. This is shown in the top gif, and gave visitors a "choose your own adventure" type experience and allowed in some cases for them to convert by leaving their information to talk with a sustainable packaging specialist.
Results
Sonoco was launched a unique, interactive web property that customers and prospects could visit to learn more about the sustainability journey. It also stood as a record for ESG and Investor purposes as well.
