Sector: Entertainment; retail

Services: Social Value & ESG Advisory

Our client was bidding for a major government contract and we identified that sustainability and social value should be a key lever for success. Apella advised that any linked activity had to be a core feature of the bid and fully integrated across the business model, rather than presenting a stand-alone communications led initiative.

We started from first principles, working with the leadership team to understand their strategic aspirations and the values that lay behind them. This was cross referenced with a sector wide social value gap analysis and research into wider best practice. Together, this revealed the white space where unmet societal need coincided with our client’s commercial goals.  The bid was structured to ensure the client’s operational plan delivered the largest possible sustainability and societal benefit to all stakeholders, with a consequent reputational uplift. We then prioritised a range of opportunities from a long list of on target initiatives through a comprehensive materiality exercise.

Our objectives were always to ensure that what was proposed would:

1) materially improve society;

2) exceed the expectations of the awarding body;

3) help our client meet its commercial goals; and

4) be achievable. 

The client was provided with an executable roadmap to deliver its social value strategy and communicate its performance. Commitments were made across three areas:

1) protecting the planet;

2) empowering people; and

3) creating prosperous places. 

This included a sector leading 2030 net zero target and the removal of all single use plastics from its supply chain, as well as commitments of access to fair and decent work, diversity and inclusion and support for independent retailers and the UK’s high streets.