Winner: UNICCO
Campaign: UNICCO GreenClean "Guaranteed Clean. Certifiably Green."
Given the use of chemicals and disposable materials, the facilities-services industry (cleaning, custodial, maintenance, landscaping, grounds) is not known for its attention to
the environment. UNICCO Service Company wanted to change that perception by leading the drive into environmental stewardship and, in turn, differentiating itself from industry
competitors.
Doing so would require a massive overhaul of both internal and external interfaces. A tremendous cultural shift had to take place in order to solidify the company's new push
towards sustainable business practices, and the communications team spearheaded the movement. By placing all efforts under the umbrella of a proprietary GreenClean initiative, the
PR executives branded the environmental efforts and created a platform for communicating with internal and external audiences.
They left no communications stone unturned. Targeted trade media and conferences reached the industry audience, while a separate Web site -
http://www.greencleaning.com - served as a resource for a range of constituents. A revamped manual educated employees about green
cleaning practices, and internal publications regularly featured "green" topics. As for communications with suppliers and potential customers, a GreenClean toolkit made sales
pitches a breeze. Finally, the ultimate coup: The corporation-wide GreenClean effort was championed by a committee of "C" level executives.
There were numerous payoffs for the shift in mindset: Not only is 75% of UNICCO's new business categorized as GreenClean, but the initiative proves that business is greener on
the other side of the fence, especially when you're leading the way.
Honorable Mentions
Food Lion uses technology such as more efficient lighting and heating schedules to keep energy consumption and carbon dioxide output to a minimum, but it doesn't stop there.
The PR execs continued their environmental initiatives by encouraging employees to "Learn their Power Over Power." For example, in the Deli department, monthly packets were handed
out with tips on how to help conserve energy, prompting energy consumption in the departments of participating stores to fall about 8%.
It pledges to deliver packages on time, and now UPS is taking steps to minimize its environmental impact by partnering with several other companies to launch a "hydraulic
hybrid diesel urban delivery vehicle." UPS currently operates a variety of environmentally sound vehicles, and by conducting a cross-country tour so people could preview the new
hydraulic machine, the company demonstrated a commitment to the environment without sacrificing its service.
The Army is looking to protect the land - literally. Army Earth Day, although celebrated at Army installations since 1970, needed a boost in 2006 to raise awareness in
communities. Through targeted posters and handouts, as well as a Web site full of engaging and targeted information, the Army's communicators illustrated the importance of the
day's events. The results were an increased recognition of the theme among program coordinators and a deeper community connection.