Here for the leaders

Client: Environmental Defense Fund

Environmental Defense Fund tackles serious environmental challenges by supporting companies as they transform the way they do business. Following the 2016 presidential election, we saw an unprecedented opportunity for them to build their brand and connect in a powerful way with their target audiences.

We had polled American business decision-makers and consumers to gauge their reaction to Scott Pruitt’s appointment as head of the EPA. Our data revealed that confidence in the EPA had plummeted … and many Americans were counting on NGOs to protect the environment and provide sustainability guidance. Environmental Defense Fund was the #2 NGO of choice for our business audience.

We urged EDF to step boldly (and quickly) into the void left by the EPA – and we created a campaign to help them do it.

Client Challenge

Mobilize American business leaders to stand up for the environment in the face of eroding environmental protection at the federal level.

Critical Tactics

Targeted digital campaign to reach C-suite executives via:

  • Pre-roll video
  • Podcast audio spots
  • Display and social ads
  • Retargeting efforts
  • Landing page
  • EDF internal efforts: campaign blogs, homepage promo and social channels

Shelton Strategy

We’d previously worked with the EDF+Business division to reposition their brand as companies’ go-to sustainability resource and to tell the story through our brand campaign, It isn’t either/or. It’s EDF+Business. So as we analyzed our research results, we could clearly envision the opportunity for EDF as a whole to continue building that position as businesses’ trusted go-to – as the environmental NGO that understands them and empowers them to take up the mantle of leadership, no matter what happens in Washington.

We crafted a digital campaign that called on companies to “lead from the front” with confidence, because “EDF has your back.” We recommended putting this urgent call to action right in front of C-suite executives through a short, highly targeted and optimized media buy to make sure EDF’s voice was heard at this critical time.

The Payoff

Over 10 weeks, we inspired over 70,000 business leaders to “lead from the front.” In total, we put EDF’s message in front of 11 million viewers and garnered great view-through and click-through rates compared to industry averages. EDF is continuing its mission – and businesses truly are stepping up to lead in sustainable innovation and environmental protection.

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.