Ground Control Green Gains

Context: 

Ground Control, the UK’s leading external maintenance business, came to Attract & Engage to develop a thought-leadership campaign and launch its pioneering nature-based solutions portfolio of services. Human Nature: At Its Best underpins Ground Control’s corporate mission to ‘create, maintain, sustain’. The brief was therefore three-fold – 

1. Develop a campaign to showcase the brand as a pioneer of positive environmental change
2. Demonstrate how the business is leading by example
3. Unite landowners, corporate leaders, biodiversity experts and public bodies with the aim of working towards one common goal: to reverse the decline in the UK’s natural environment. 

Challenge: 

With the delay of COP15 (the world’s foremost biodiversity summit) and signs pointing toward a lack of consensus around how we can best prevent further loss of the world’s precious biodiversity, Ground Control needed to persuade landowners and corporate leaders that the time for action is now.    

Approach: 

Before starting the PR campaign, a communications strategy was developed to ensure that tactics had focus and purpose.  Key stakeholders were identified, and compelling messaging developed before initial campaign concept development and PR outreach began.  

• Thought leadership-led event series 

 The inaugural Green Gains Live ’21 summit brought together over 100 of the UK’s landowners, corporate leaders, biodiversity experts and public bodies.  The experiential event provided a platform to share Ground Control’s plans for its 250-acre Wildfell Centre for Environmental Recovery and included TED style talks and guided ecology tours.  

Take a tour of Wildfell >> 

Green Gains Live ’22 reunited the now established community of nature-positive stakeholders for a second event to galvanize action.  Bigger and better, the ’22 summit brought together a combined online (live streamed) and offline (physical) community of over 1,000 stakeholders.  

Watch the Green Gains Live ’22 Highlights >> 

• Impactful content 

 A bank of thought leadership ideas which closely aligned with the pain points and challenges of our target group of stakeholders. The creation of a bank of assets including social videos, images and seed content that allowed Ground Control to demonstrate is biodiversity expertise and amplify the reach of thought-leadership via social channels. The delivery of engaging email journeys resulting in higher than anticipated event attendance from senior stakeholder targets. The delivery of knowledge-sharing webinars, forming part of the ‘spin off’ Green Gains Delivery Series. 

Watch the biodiversity guided tour >> 

Explore the Biodiversity Net Gain webinar >> 

• Stakeholder relations 

 Structure and management of ongoing stakeholder relations campaign designed to establish early relationships and build brand equity with key decision makers and influencers. 

The campaign positioned Ground Control at the forefront of action to regain the UK’s lost biodiversity.  It continues to demonstrate Ground Control’s value to the market as well as its unique position to adeptly overcome the challenges facing its target buyers.  Ultimately, ‘Green Gains’ showcases the benefits of creating a brand activism plan to deliver positive brand credibility.