Steinbeis paper goes viral

11.10.2022 - When it comes to sustainability, we know no end - Steinbeis Papier is now using this message to draw attention to its innovative ReThinkingPaper concept on a grand scale. Using a wide variety of channels and formats, people interested in sustainability are not only familiarised with Steinbeis recycled paper, but are also invited to become part of a rethinking movement.

Steinbeis Papier not only stands for sustainability, but also for innovation and inspiration to rethink things. The aim of ReThinkingPaper is therefore to draw attention to the fact that even a small change, such as switching from virgin fibre to recycled paper, can make a big difference. ReThinkingPaper is therefore not just simply recycled paper, but also stands for a consistent rethink on the subject of resource conservation that speaks directly to people. Steinbeis Papier is now taking this new message to the outside world. And the recycled paper manufacturer from Glückstadt is not doing this quietly. An entire portfolio of communication measures is intended to bring the Steinbeis Papier brand to life in a variety of ways, increase awareness of ReThinkingPaper and create an awareness of a modern and sustainable brand image among customers.

A statement that fits

Sustainability is part of Steinbeis Papier's DNA: all production steps are organised in cycles. This begins with paper disposal and continues through to recycling and production. Sustainable energy is provided in the company's own power plant with fluidised bed technology and combined heat and power generation. The company's own fully biological wastewater treatment plant ensures that water cycles are largely closed. And then Steinbeis Papier turns old paper into new paper. "The result shows that we are pursuing a holistic concept with a spirit of innovation, authenticity and persuasiveness that can be summarised as follows: When it comes to sustainability, we know no end," says Head of Marketing Veronika Warmers, who thus also formulates the all-embracing statement on Steinbeis Papier's new brand identity.

Sustainable on many channels

Steinbeis Papier is not only consistently pursuing the path of digitalisation in its sustainable production of recycled paper. The company also communicates with its customers via many digital channels. Veronika Warmers helped initiate the communicative change at Steinbeis Papier and sees many opportunities in the digital world: "Xing, LinkedIn, YouTube, Instagram or Facebook - social media offer ideal platforms not only to convey our statement 'We know no end when it comes to sustainability', but also to convey the message of consistent rethinking to the respective target groups with pinpoint accuracy."

One film and many images

A film with a central message has been created in order to have a lasting effect as a brand: With a healthy dose of self-irony, the film shows what happens when you largely dispense with the use of drinking water,_{CO2 emissions}, wood and energy in everyday office life. The punchline is the clear message that a lot can be achieved in this direction by switching to ReThinkingPaper. Steinbeis Papier is playing this film and shorter versions of it on its social media channels. It also uses gifs, adds and banners centred around the Steinbeis Papier theme "We know no end to sustainability" to encourage people to rethink.

Rethink directly

The central point of contact is the Steinbeis Papier website at stp.de. "Every communicative measure is linked to it in order to open up the possibility of direct action or rethinking for our followers and other interested parties," explains Veronika Warmers. On the website, not only can anyone and everyone find out more about the sustainable products and determine their own individual savings potential with a sustainability calculator, but Steinbeis recycled paper can also be ordered here in a free sample pack with just one click. From here, you can also go directly to the Steinbeis online shop, where you can find out more about the Umdenker concept and scroll through the Umdenker gallery of companies that are already cooperating.