A communication strategy and toolkit for the luxury sector
Ginori, a luxury porcelain manufacturer based in Italy, embarked on a sustainability journey by implementing high-tech, energy-saving kilns. The company sought to communicate the impact of this transformative change to its stakeholders, employees, and clients. TDi assisted with the development of a comprehensive sustainability communication strategy and toolkit by conducting a thorough assessment of the impact of the kiln upgrade on the company’s sustainability efforts, energy consumption, and its effect on people.
Ginori’s requirements
– Evaluate the technical, environmental, and human impact of the kiln upgrade to formulate a well-rounded communication strategy.
– Define key messages tailored to resonate with each target audience, including the shareholder Kering Group, employees (factory workers and office staff), and clients.
TDi’s approach
– Integrate an ESG framework and develop an implementation guide detailing key messages and outlining the fundamental principles of sustainability communications within the luxury sector.
– Collaborate with production and marketing departments to understand kiln upgrade nuances, facilitating comprehensive strategy document creation.
The results
TDi delivered a comprehensive strategy document tailored for the luxury market, specific communication channel recommendations, a detailed implementation guide, and internal and shareholder communication documents. These materials aimed to effectively convey the sustainability initiative’s impact to stakeholders and underscore the company’s commitment to sustainability.