A Digital Story Of A Sustainable Campaign-Individual Assignment Sample

1.0 Introduction

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Setting and overall theme of storytelling of FWPA

The Forest and Wood Products Australia (FWPA) is one of the Ad campaigns in Australia. Participation in the sustainable campaign of FWPA provided me with a great experience and helped me to learn the sustainability development designing approach strategy for wood products and forest products.

Purpose of Storytelling

From this digital campaign, the main purpose of this marketing campaign was to encourage consumers to use wood products. The overall theme of this Ad campaign was jointly developed by Planet Ark to change the public conception and perceptions of wooden construction products.

The tagline of Forest and Wood Products Australia (FWPA)

Forest and Wood Products Australia (FWPA) launched a series of online advertisements in the marketing campaign with 15 seconds for each advertisement (Ortiz et al. 2021). The main tagline of this sustainable digital campaign was “Make It Wood” to encourage consumers.

Own Point of view

The initiatives of FWPA help to change the perceptions of consumers for using recycling products and sustainable development. Therefore, I think FWPA can develop this type of digital marketing campaign with more investment and government intervention to reach it in the international global market.

Firm

Forest and Wood Products Australia (FWPA) is one the non-profit service companies which provides “Rural Research and Development (RDC)”. The funding of FWPA totally depends upon the Federal Government, research grants and the members of levies. The external stakeholders like industry stakeholders, and governments all collaborate with the R&D program and digital marketing campaign of FWPA (Ortiz et al.I 2021). Therefore, FWPA provides design programs for wood and foreign products to increase profitability and productivity.

History of FWPA company

The constitution of Forest and Wood Products Australia allows 5 to 9 directors including the managing director appointed by the board. This is a non-profit organization that provides integrated development and research services. FWPA provides the custodianship for forest and country. Mr Craig Taylo is the principal and director of FWPA and has a great knowledge of consulting experience, resource management, plantation, and marketing and sales departments.

2.0 Discussion analysis

2.1 Strategic Solution 1: The firm's segmenting, targeting, and position strategies

Forest Wood Products Australia (FWPA) logically utilized vital market segmentation, targeting, and positioning (STP) to illuminate its sustainability campaign. In segmenting the market, FWPA would distinguish particular gatherings of customers with comparable necessities and inclinations. Targeting includes choosing explicit fragments that line up with the organization's objectives, and positioning involves making a special brand picture inside those picked portions.

Market Segmentation of FWPA

As far as segmentation, FWPA might have recognized environment-concerned customers, planners/architects focusing on practical materials, and partnerships focused on eco-accommodating procurement. By understanding these sections, FWPA could modify its sustainability mission to resound with the qualities and inclinations of each gathering.

Figure 1: STP Model for FWPA

(Source: Self-created in MS Word)

Targeting of FWPA

The targeting procedure would include focusing on fragments that line up with FWPA's capacities and targets. For instance, assuming the organization succeeds in creating guaranteed reasonable wood, it could target earth-cognizant customers who focus on items with perceived eco-s (Fletcher, Newman & Schulz, 2020). Targeting could likewise influence teaming up with architects and fashioners who impact material decisions in development projects, guaranteeing a far-reaching influence of sustainable practices.

Positioning strategy of FWPA

The positioning procedure would focus on separating FWPA from competitors inside the chosen fragments. FWPA could undermine its obligation to dependable service rehearses, accreditations from natural associations, or imaginative eco-accommodating advances in wood management. This particular positioning would not just draw in ecologically cognizant customers but also improve the organization's picture in the more extensive market.

Assessment of the STP Method

Assessment of these methodologies includes surveying their adequacy and effect on FWPA's sustainability campaign. First and foremost, inspecting a portion of the overall industry development inside designated fragments would show the outcome of the segmentation and targeting methodologies (Ryu, 2019). Assuming FWPA experiences expanded demand from the distinguished fragments, it proposes an arrangement between crusade informing and buyer inclinations

Brand discernment is another essential measurement. Positive changes in how customers see FWPA concerning sustainability would mean powerful positing. Checking web-based entertainment sentiment, client audits, and industry acknowledgement can give bits of knowledge into the developing view of the brand.

Estimating the mission's effect on sales and income is major. Assuming the sustainability campaign prompts expanded sales of affirmed economical wood products, it exhibits that FWPA's STP systems are converting into unique business results.

Long-term sustainability capacities ought to likewise be thought of. Observing the ecological effect of FWPA's activities, like decreased carbon emission and preservation of biodiversity, mirrors the real obligation to sustainability past showcasing activities.

Thus in all, FWPA's segmentation, targeting, and positioning procedures assume a vital part in illuminating and forming its sustainability campaign. The adequacy of these systems can be checked through a piece of the pie chart development, positive changes in brand discrimination, expanded sales of manageable products, and long-term environmental effect evaluations (Hutri, 2019). By adjusting STP procedures to sustainability objectives, FWPA not only catches the consideration of explicit customer segments but also adds to an all-the-more environment-conscious and mindful industry.

2.2 Strategic Solution 2: The campaign's social media presence

Social media platforms are one of the important platforms in recent days which help to increase the market reach very easily. I found that the FWPA's marketing campaign used social media platforms like Facebook widely. This platform helps to promote and encourage consumers to use Wooden products for eco-sustainability. I found that the FB page of FWPA encourages consumers to use wooden and forestry products for sustainable development.

Social media presence of FWPA

I also found that the FWPA have an active FB page where they regularly post regarding the activities of the digital marketing campaign “Make It Wood”. The digital marketing campaign “Make It Wood” also launched a total of six ads of 15-second series advertisements.

The FWPA also used the old television platform for advertising the 15-second ad video. The joint partnership with Planet Ark helps to provide the benefits of joint ventures in digital marketing campaigns. The 15-minute ad provides the details benefits and descriptions of the application of the wooden items, which encourages me a lot. I was also motivated by this 15-minute digital video campaign. In particular, the unique design of each and every wooden item attracts me a lot to use the Wooden and Forestry products. The FWPA used the television and Facebook pages for their digital marketing presence to attract a number of groups of people.

I also found that FWPA also created a video and shared it on their Facebook page and received the impressions from the two million followers. The watch time of each and every video is reached more than the impression of 95%. I also found that the average watch time and completion rates exceed 68%. Therefore, the success of digital marketing performance encouraged me to shift to using Wooden and foreign products(Micallef et al. 2022). I also found that the consumers are more attracted to and convinced to use the Wooden and foreign products.

The FWPA also developed a traffic website of makeitwood.org, where they provide the message of social awareness for climate change. The FWPA announced this official website to get the relevant information for using wooden and Forestry products. I also found a lot of information and 3 reasons for using sustainable wooden materials for decoration purposes of homes and other nature products. I also found some information regarding some ongoing inspiring projects of for using the wooden and foreign products of FWPA. The FWPA also posted video resources for tackling the issue of climate change and the solutions for tackling the impacts of climate change. From 2021, the FWPA regularly posted video resources, video clippings on productivity and workplaces, etc. A few video contents consist of 30 seconds and a few videos contains 15 15-second explanation of the impact of climate change and the importance of the usage of forestry and wooden products(Reeve, 2020). This website is very informative launched in the digital marketing campaign and motivated me to use sustainable eco-friendly products.

Therefore, the above section critically discusses the presence of the marketing campaign of “Make It Wood” on different social media platforms.

2.3 Strategic Solution 3: The Campaign's International Market Presence

The Forest and Wood Products Australia (FWPA) launched a digital marketing campaign of “Make It Wood” which adopts integrated national strategies for increasing the forest and Wooden products demand. The FWPA also provides collaborative commitments for sustainabilities for eco-friendly wooden products not only in the domestic market but also in international markets. The main mission of FWPA is the international expansion by increasing the market competitiveness.

Therefore, the FWPA adopts various strategic approaches to increase the international expansion of Wooden and Forestry services. Therefore, the FWPA includes collaborative and direct investment strategies for international market expansion for sustainable foreign and wooden products. The FWPA also adopts joint venture strategies for international business expansion (Pakura, Raiti, & Meyer, 2022). The FWPA merged with Planet Ark to reach the business and profitability goals. These are already existing international business expansion strategies taken by FWPA to expand the international market expansion for the adoption of wooden and forestry products.

Some solutions for expanding international business expansion for FWPA

There also exist different types of business expansion strategies which might help to motivate consumers to use eco-friendly, sustainable products, which are discussed as follows.

Figure 2: Different types of international expansion strategies for FWPA

(Source: Self-created in MS Word)

There also exist some different types of international business expansion strategies like franchising and licensing, merging and acquiring, and greenfield ventures, which can help to expand the international business expansion for FWPA.

Adoption of Porter's diamond model for the international digital expansion of FWPA

Porter's diamond model is another popular business model which is mainly used for international business expansion purposes (Trevisani & Bogunovic, 2022) . This type of economic model might help FWPA to merge and expand the Wooden Foresty services in different international markets.

Figure 3: Porter's diamond model

(Source: Self-created in MS Word)

Factor Condition

The above Porter's diamond model shows that the main factor of FWPA is to expand the international market expansion by motivating consumers to use Wooden and Forestry products.

Demand Condition

Continuous climate change and other environmental degradation have a huge impact on environmental sustainability. Therefore, this increased the demand for the adoption of eco-friendly sustainable Wooden and forest products (Barnes, 2023). Therefore, FWPA targets to increase the digital martlet campaign for sending this message to each and every consumer for sustainable development.

The FWPA's strategy, structure

The FWPA adopts the joint ventures international business strategies to expand the international business expansions.

Related and supporting industries

The FWPA also merged with Planet Ark to support Wooden and Forest services in an international global competitive market.

Therefore, the above section discusses how the FWPA can adopt international expansion strategies to increase the concepts of using eco-friendly, sustainable products by using outward, and inward internationalisation activities. In this way, the FWPA can expand the international, digital marketing campaign very quickly.

Review of the Impact of the Chosen Advertisement Campaign

Forest and Wood Products Australia (FWPA)'s selected marketing responsibility, "Make It Wood," has an important effect on society, the environment, and the economy as a whole.

Environment

1. The effort encourages the utilisation of trees and wood products, which are seen as less damaging to the environment than other building materials (Sabat-Tomala, Raczko, & Zagajewski, 2021). It promotes the maintenance of forests and promotes good management of forests by promoting the usage of wood. This could decrease the impact of deforestation on the environment.
2.  The campaign informs individuals on the value of renewable wood products for mitigating the effects of climate change. Utilising wood as a material for construction can help cut down on emissions of carbon because it is a sustainable resource. This supports sustainability goals and promotes healthier environments.
3. Biodiversity Preservation The FWPA's devotion to sustainable wood administration may also help to maintain biodiversity. Ecosystems and wildlife may profit from responsible agricultural practices' capacity to safeguard and reconstruct habitats that are natural.

Society

1. Knowledge and Training: The marketing effort serves as a tool for customer education, teaching them the advantages when employing products made from wood. It promotes consciousness about sustainable options and motivates people to choose environmentally friendly resources and techniques for building and building.
2. Economic Possibilities: Sustainable wood practices, especially within rural and wooded regions, can lead to work possibilities. The FWPA unofficially assists neighbouring communities by encouraging the use of wood, fostering social progress and growing their economies.
3. Healthcare and Well-Being: The application of wood for buildings has been associated with improved mental health and indoor air quality. Wood goods might enhance the quality of life and employment, which will contribute to society's overall wellness.

Economy

1. Market Expansion: The initiative increases customer appetite for wood and timber products, resulting in a growing market in this sector. Improved output and sales might ensue from this, which could be good for the economy.
2. Business Partnerships: The FWPA and Planet Ark alliance, in addition to efforts for the global growth of businesses, promote collaboration and growth in companies. The expansion of commerce and trade is a result of this.
3. Technology and Studies: FWPA makes expenditures in R&D to accomplish objectives related to sustainability. This investment in research may result in novel methods and developments that are useful outside of the woodworking sector, which could help the economy as a whole.

The "Make It Wood" advertising effort from the FWPA has broad positive implications, to wrap up. It promotes environmentally conscious behaviour, lessens the adverse impacts on the environment, informs the general public, helps the economies of regions, and supports communities nearby (Di, 2020). The campaign supports sustainable ideals and advances a more environmentally conscious, environmentally conscious, and commercially strong future by advocating the consumption of wood and forestry goods.

Digital Storyboard of Forest and Wood Products Australia (FWPA)

The digital storyboard of FWPA on their recent ad campaign of “Make It Wood” is as follows.

Figure 4: Digital Storyboard of Forest and Wood Products Australia (FWPA)

(Source: Self-created in Canva)

3.0 Conclusion and Recommendation

The sustainability effect can be updated in FWPA's "Make It Wood" campaign, I would suggest a more insightful incorporation of instructive components. The mission could profit from featuring the environmental benefits of preferring wood over elective materials, underscoring its sustainability, carbon sequestration properties, and positive commitments to environmental change moderation. Besides, integrating genuine stories and contextual investigations could add legality and reverberate with customers (Chinakaeva, 2019). Thus, the following are the recommendations that I think would be fruitful for the development and betterment of FWPA.

Displaying projects where sustainable wood was used effectively, alongside the ecological advantages accumulated, would make the mission more interesting and convincing.

Joint efforts with powerhouses or specialists in sustainability could enhance the mission's span and believability.

Drawing in people or organizations important for their responsibility to environmental causes would reinforce FWPA's message and position it as an idea chief in sustainable practices inside the wood business.

Using instinctive stages, for example, expanded reality or computer-generated reality experiences, could offer customers a firsthand virtual visit through the sustainable service rehearses utilized by FWPA (van et al. 2021). This vivid methodology can overcome any barrier between customers and the creation processes, cultivating a more profound comprehension and appreciation for the brand's obligation to sustainability.

By consolidating instructive understanding, authentic stories, compelling organizations, and vivid experiences, FWPA can hoist the "Make It Wood" campaign, encouraging a more important understanding and appreciation for the reasonable parts of their products.

I have realized the importance of adopting sustainable practices and the importance of sustainable materials usage to diminish the harsh effect on the environment (Haymes, 2022). Thus, the digital storyboard that has been created provides a significant overview of FWPA's campaign.

Presentation

Slide 1: Introduction

• Title: "Forest and Wood Products Australia (FWPA): Sustainable Marketing Campaign"
• This presentation focuses on the comprehensive analysis of FWPA's "Make It Wood" campaign, shedding light on its significant impact across society, the environment, and the economy. We investigate the campaign's objectives and its job in advancing sustainable wood products, offering insights into its success and effect.

Slide 2: Key Recommendations

• Title: "Key Recommendations for FWPA's Sustainable Campaign"
• The core of this presentation centers on the strategic recommendations for FWPA's "Make It Wood" campaign:

1. Emphasize Environmental Benefits: Hoist the biological advantages of wood, underscoring sustainability, carbon sequestration, and environmental change relief.
2. Showcase Successful Projects: Spotlight genuine projects using sustainable wood, featuring the biological benefits gathered.
3. Team up for Believability: Collaborate with sustainability experts or organizations to bolster the campaign's validity.
4. Connect with Environmental Influencers: Include conspicuous figures and organizations committed to environmental causes.
5. Use Immersive Innovation: Utilize augmented reality (AR) or virtual reality (VR) experiences for immersive consumer schooling.

These recommendations hold the possibility to improve the "Make It Wood" campaign's effect, fostering a more significant understanding of FWPA's obligation to sustainability and propelling the reception of eco-accommodating wood and forestry products.

References

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