{case study} Shaw Communications

The SILVER PPPC Image Award went to Botanical PaperWorks with distributor Jane Mitchell of Oyster for their work on Shaw’s creative Earth Day bookmarks!

When Shaw Communications Inc. set out to inform their stakeholders about their partnership with Earth Rangers, they wanted a promotional product that would encourage people to participate in Earth Day activities while sending a message of corporate sustainability. Since Earth Rangers is dedicated to educating and inspiring children and families about biodiversity, their message fit perfectly with Shaw’s corporate mission to enhance and better the lives of people in the community.

Objectives:

• To publicize Shaw’s partnership with Earth Rangers to Shaw’s employees across Canada and to select retail customers.
• To encourage employees and customers to participate in Earth Day activities such as getting involved with Earth Rangers.
• To provide employees and customers with an easy way to make a difference in their own backyards by giving them a seed paper Earth to plant and grow butterfly and bee habitats.

Strategy and Execution:

Since one of the main objectives of the promotional products was to help people become aware of Shaw’s partnership with Earth Rangers, they chose Seed Paper Bookmarks from Botanical PaperWorks that combined a clever marketing message with the tangible action of inviting recipients to plant the seed paper shape attached.

To make it effective and memorable, the bookmark featured Shaw’s branded Bot holding the Earth shape to help reinforce their commitment to being eco-friendly and environmentally responsible. As any clever marketing campaign would have, it featured several calls to action including inviting recipients to plant the Earth and to participate in a local Earth Day activity.

To make their campaign a success, Shaw printed 16,000 bookmarks and delivered 14,000 to their employees via a desk drop on April 22. During the rest of the week, 2,000 more were distributed to their customers in select Shaw retail locations in Western Canada.

Results:

After successfully delivering all 16,000 of their Seed Paper Bookmarks to their target market, they were thrilled with the results and saw an increase in employee engagement and widespread awareness with the partnership with Earth Rangers.

Shaw considers the campaign to be a complete success in achieving their campaign goals and were extremely pleased with the results.

“Employees enjoyed being able to take the bookmarks home to share with their friends and family and with the bookmarks being environmentally-friendly, it helped emphasize the Earth Day message.” – The Shaw Communications Team

Seed paper bookmarks are available in a variety of sizes and formats. You can choose from 100% plantable options like the one shown, or choose a bookmark printed on recycled paper with a seed paper shape attached. No matter what message you want to send, seed paper bookmarks can help you deliver it in a unique way that will get noticed and be remembered.

Created with biodegradable materials, seed paper is embedded with NON-GMO seeds that grow wildflowers, herbs, or vegetables when planted in a pot or garden. Learn more about how you can incorporate this special eco-frienldy paper into your next corporate promotion by subscribing to our newsletter, and download our full Seed Paper Promotions Catalog.