insight
CASE STUDY
Forestry England David Lonie of the Latcham membership team reveals how they created a sustainable welcome to wow Forestry England's new members Forestry England does wonderful work mobilising members of the public to make the most of natural green spaces. Its aim is to inspire active engagement with England's forests and preserve the country's green heritage via events and activities such as live music, educational and learning programmes, and exploratory outdoor pursuits.
A new member pack
This government agency is steadily growing its membership community and recently introduced a new national member category. National members have the opportunity to explore hundreds of forests across the country in the knowledge that their contribution helps support Forestry England's conservation work.
The pack needed to reflect the agency's brand and values – essentially a sustainable, visually appealing and cost-effective solution that didn't compromise on quality or aesthetic.
At Latcham, we specialise in delivering innovative solutions to facilitate and enhance customer experience for our clients, so were keen to deliver when Forestry England asked us to create a welcome pack to engage and inspire new national members.
The pack needed to house several components: • 16-page forest guide booklet • Personalised letter from the chief executive • Personalised car window permit • Permit disc holder • Personalised eco membership card • Country map/forest-lifethrough-the-seasons calendar
The solution Our first challenge was considering how to post out the pack. Any outer packaging needed to be sustainably produced, have capacity for all six components, and be the optimal size and weight for the best postal rate. We landed on a cardboard envelope solution: bespoke outer packaging produced using Forestry Stewardship Council (FSC) material. This also gives better protection for the inner elements – a paper envelope or cardboard box risked being damaged in the post. Low-environmental impact was key to our production strategy, so we also used FSC material for the personalised membership card, parking permit, booklet and poster. The chief executive's letter was produced on-demand using low-energy and water-based printers on recycled stock.
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