Either/or thinking isn’t good for anyone

Client: EDF+Business

EDF+Business is tackling serious environmental challenges by partnering with powerful businesses to clean up corporate supply chains. But before they can even get in the door at those companies, they face lingering misconceptions:

  • Business and the environment don’t share enough common ground
  • A for-profit and an environmental NGO definitely don’t share enough common ground

We needed to reposition EDF+Business from the ground up – and get the message out to targeted corporate audiences – so they could continue living out their goal of catalyzing real, tangible change.

Client Challenge

Overcome misconceptions and position EDF+Business as companies’ go-to for sustainability support and resources.

Critical Tactics

  • Messaging strategy + value proposition
  • Pre-roll videos
  • Banner ads

Shelton Strategy

First, we collaborated with EDF on a message house, distilling down what’s so special about EDF’s approach: they’re pragmatic, relentless and transformative. That led to the creation of a new communications strategy and a tight packaging of their value proposition: “We get business. We get environment. We get results.”

That value proposition served as the jumping-off point for our brand campaign: It isn’t either/or. It’s EDF+Business. We crafted each ad around an unexpected connection between nature and business to snag business leaders’ attention, shake up their misconceptions, and get them thinking about EDF+Business in a whole new light.

Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

VP Research & Insights

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Courtnay Hamachek

VP Operations

Courtnay oversees our day-to-day operations to keep us running smoothly and support our growth. She establishes project management systems and processes to help our teams anticipate bottlenecks, prevent process issues, and keep projects on time and on target. Courtnay has built extensive experience over 25 years in all aspects of marketing, from account services and project management to design and production.

Aaron Crecy

Digital Marketing Director

Aaron is responsible for planning, executing and measuring digital marketing strategies for Shelton Group and our clients, with an emphasis on inbound, content, SEO, social media, email and paid initiatives. He constantly researches and explores new tactics and strategies to improve digital campaign performance and results.

Aaron brings to the table more than 20 years of marketing leadership experience with premium consumer-facing brands. He came to Shelton Group by way of Malibu Boats, where, as Director of Global Marketing, he oversaw strategic marketing planning and execution for multiple product lines, with specific emphasis on social media and digital. Prior to that, he served as CMO for a leading daily fantasy sports operator, guiding it from startup to the industry’s third-ranked site.