SUSTAINABILITY IS
IS NOT
TOO COMPLICATED
YL 2023
PR team 4

INSIGHT
Czech SMEs feel overwhelmed by the amount and broadness of information concerning sustainability.
This discourages them and prevents them from implementing sustainable transformation.
SMEs have heard all there is to hear about what sustainability is but they still struggle to
implement it into their business.
To help them better orientate themselves and solve this, we will explain to them
what sustainability is not.
IDEA

Sustainability is not using vague phrases
saying stuff just
to say something
over explaining yourself
ignoring the bigger
picture
claiming values you do
not really stand behind
IDEA

Martin
Stáňa
TARGET AUDIENCE
primary persona
secondary persona
39 to 54 years old
medium business owner,
CEO
Does not really care about
sustainability personally but
knows his business has to.
Tried to implement
sustainable practices but
struggles to comunicate
them.
loves sports, interested in
learning new things,
adventurous, enjoys
economic webs
35 to 45 years old
employees in small
business, influence to
desicion makers
Deeply cares about
sustainability in their
personal life and business.
Their company does not
have any sustainability
ambitions.
loves to travel and try new
things, public transport
user, likes to network and
meet new people

STRATEGY
AIM: Convert initial interest of
SMEs into consideration of
introducing sustainable
transformation within their
companies.
HOW: Through a partnership with
CzechCrunch and brand
ambassadors, we will provide a
complex guideline to ESG
introducing specific reasons why
companies should invest into and
acquire ESG.
AIM: Change the narrative by
showing SMEs how something
seemingly complex and
complicated can be easy.
HOW: We will emphasize the core
of ESG and sustainability
practices through city lights
placed in regions with a high
entrepreneur density. We will
grab TA's attention and get a
clear message across.
AIM: Provide resources and guidance
to companies that decide to get on
board of the initiative. Highlight ZKL
as the partner that will help you take
your first steps through the ESG
Academy.
HOW: We will provide social media
support through ZKL's LinkedIn
profile. Launch a series of posts
tackling myths and prejudices
companies have about ESG
implementation. Include our
ambassadors.
PLANT THE SEED
DEMYSTIFICATE BE THE RIGHT-HAND MAN

We create
inclusive
sustainable
performance that
aims to give
value, thrive and
grow our
products while
giving them a
new purpose.
E S G
E S G
We strive to build,
have and nurture a
sustainable, stable
and equal brand
market position
that enables the
financial systems to
prosper.
We value and
care about our
community, our
employees and
their journeys
reflecting our
sustainability
pillars and
beliefs.
E S G
EXECUTION - STEP 1
Do the thing. Be one step ahead. Be like us.

Learn more
EXECUTION - STEP 2
Why invest in
Why invest in
Why invest in
ESG?
ESG?
ESG?
ESG is not rocket science. With us and our
network we have your back. Meet our
mentoring ambassadors who are sharing brand
stories on implementing the ESG programs. Get
inspired, be one step ahead.
Series of articles with our 3 key ambassadors:
MATÚŠ PÚLL
Chief Sustainability Officer at Česká spořitelna
EVA MALÁ BELUSKÁ
Business Development & Transformation
Manager at IKEA
ONDŘEJ PTÁČEK
director at PwC
native PR article
summarizing the inspiring stories of our
partners/ambassadors -> motivating the TA
tonality: confident, inspiring, expert but
understandable
"SPECIÁL" BY CZECH CRUNCH

ESG is
financially
challenging and
unavailable.
makes your business more attractive to other markets
increases your efficiency by XY %
lowers costs
Did you know that ESG actually:
Wanna learn more? Visit our ESG Academy
I am so proud and honored to be an ambassador of such a great iniciative.
#ESG and #ESGReporting is not only a topic for the big fish. SMEs are a
crucial part of the chain and business itself.
Be one step ahead and consider how ESG could help your company thrive.
EXECUTION - STEP 3
use of LinkedIn social media channel
WHAT
hub for businessmen
ZKL's main social media channel
WHY
HOW
series of myths and prejudices companies have about ESG
implementation
de-bunking these using the same key messaging and visual
presenting benefits and success stories through our ambassadors
MAIN OBJECTIVE
gain SMEs attention and interest - get them to follow, subscribe
or educate themselves
ZKL as a platform for guidance
emphasize ESG Academy

TIMELINE
BUT IT DOES NOT END
HERE ...
LAUNCH
citylights
hot new take
attention grabing
generating public interest
NATIVE AND SOCIAL SUPPORT
simultaneous long term activities
active, regular communication
use of brand ambassadors
highlight of ESG Academy
we designed this strategy with sustainability and durability in mind
organic media coverage organic social coverage

SUMMARY
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01 03
04 05 06
BRIEF CHALLENGE INSIGHT
IDEA
EXECUTION KPI'S
Czech SMEs feel overwhelmed
by information concerning
sustainability and are not able
to implement sustainable
transformations.
Open the topic of sustainable
transformation and voluntary
ESG reporting while staging
ZKL as the guidance platform
for companies.
How can we introduce
sustainable transformation
and ESG reporting to which
SMEs are not obliged as a
business opportunity.
City lights in partnership with
"idol" companies. Series of
native educational articles with
embassadors. Social media
support on ZKL's LinkedIn.
SMEs have heard all about
what sustainability is but still
struggle to implement it. We
will help them by explaining
what sustainability is not.
Aim of 1000 SMEs taking action
through ESG Academy and
ZKL's social media, website
and newsletter.