Issue #13


	Canada's PET project PET thermoforms—the popular plastic "clamshells" of predominantly in-store delis and bakeries—are among the fastest growing packaging types in the grocery industry. On the North American continent alone, billions of pounds of these packages are produced annually. Although recyclable, thermoformed packaging presents challenges to materials recovery that undermine efforts to do so, with a chief cause being labels made with stocks and adhesives that are not easily removable. The result? Lower general recycling percentages, and contaminated waste streams. Recently, the Retail Council of Canada (RCC), in conjunction with the National Association for PET Container Resources (NAPCOR) and the Association of Post Consumer Plastic Recyclers (APR), took on this important issue in order to identify and implement viable recycling solutions. A key outcome was the creation of a new protocol to evaluate whether pressure sensitive labels used on PET thermoformed packaging were recycling-friendly. Only label stocks and adhesives that passed stringent testing were officially approved for use in Canada. With the RCC's support—the members of which are Canada's five largest grocery retailers—a national mandate was enacted at the beginning of the year requiring use compliance and, therefore, put Canada on the path to largely solving PET thermoform recycling challenges. The attention paid to these events, and its predicted impact on the industry, suggests that this initiative is not an anomaly. Canada is only the first country to tackle the essential question: "What's it going to take to get this material recycled, and what's the best way to do it?" In fact, many feel that the time has come for the United States to follow suit, including Michael Schedler, NAPCOR technical director. "Although there is no equivalent forum in the U.S., it doesn't preclude us from asking and answering the same question. NAPCOR will continue to work with U.S. stakeholders to overcome the barriers to successful PET thermoform recycling."

	Global Media Relations: Marketing Beyond Traditional Boarders It's good to know there are some constants around the world, and media relations is one of them. It is often perceived as complicated, but it isn't. What works in North America can succeed globally. Wherever they publish, targeting editors with relevant content that editorially conveys your key messaging to specific markets and key audiences is the strategy. Generating high-profile story placements with appropriate angles, as well as ongoing coverage in the general news sections in targeted trade media is the goal. Logistics, time zones and even different languages shouldn't be an issue. To publish in other languages, utilize any in-house capabilities in your company to coordinate translations. It's recommended you avoid using free online translation services like BabelFish. Technical details will be missed, or misrepresented. The online translators are OK for translating basic publication profile or coverage information, but to ensure the specifics of your messaging are properly communicated, it is best to turn to a professional translator. And better yet, a native speaker with industry knowledge. We work with editors from around the globe. They appreciate it very much when we know their outlet, what they cover, what they've covered in the past and what they plan to cover in the coming months. A targeted pitch with content that is editorially balanced is the best approach, and you shouldn't have to worry about the language.

	Blazing new trails "The business has always been a part of me." Kris Sexton's words embody both her conviction and her career path, from intern and employee in her father's agency to owner and president of that same agency. The corporate name and locations may have changed over time, but not the sense of family. "Throughout the years, the employees, their families and our clients have turned into friends, and we've all worked together and watched packaging and advertising evolve," explained Sexton. "This business and the people associated with it are so much of my life that I wouldn't know how to separate from it." Kris is equally attached to the Neenah community that Directions Marketing has called home for over 50 years. As an area businesswoman, she plays a key role in creating jobs and stimulating local economic growth, which are among the professional contributions earning Sexton the 2012 Governor's Trailblazer Award for Women In Business. The award celebrates women's long history of entrepreneurship, their deep roots in Wisconsin businesses, and their pioneering spirit within the business community. "Receiving the Governor's Trailblazer Award is an honor for me, but it's really a tribute to all the people who work hard every day within the walls of our Neenah, Wisconsin-based business," added Sexton. "My hope is that this award will help change the perception that business conducted in large metropolitan areas is better, more sophisticated or more strategic than the work in less urban areas. Our state, and our region within the state, is comprised of very talented and passionate people."

	Employee Spotlight: Bob Bodmer, Director of Strategic Business Development When Bob Bodmer earned his teaching degree and subsequently worked in a high school setting for 12 years, he didn't realize that he would be the one taught life lessons. What started out as a summer job selling jingles for a former college classmate's company was the inauspicious beginning to Bob's sales and marketing career, now more than 25 years strong. "I told my friend I wasn't a salesman. I had no experience with it," Bodmer explains. "But, he reminded me that I ‘sold’ everyday in the classroom—myself, lessons, knowledge—to the kids. He wouldn't take no for an answer." Fast-forward to the present and Bob is still selling, this time as the Director of Strategic Business Development for Directions Marketing. It's a role and agency he's familiar with, as he previously called Directions "home" from 1998 to 2008. Rejoining the agency gives Directions an added dimension to business growth, and Bodmer sees himself as only part of the dynamic. "I'm a firm believer that it's the team that lands accounts. Yes, I contribute, but I only add energy to what's already there. No individual person can do it." Like the coaches who mentored and continue to inspire him, Bob also points to hard work as fundamental to success. "Realistically we won't win every pitch. Does that stop me from trying? No, because my attitude is that no one will ever outwork me. In the end, that will weigh the percentages in your favor." Bob is equally committed to having fun. Away from the office he and his wife enjoy traveling to Colorado's mountains or a tropical beach "anywhere warm." As wine lovers and avid cooks, the wine country is also a favorite destination. Closer to home, you'll find Bob on the tennis court or golf course, or sharing a walk with his beloved dog. "It really is about balance," he concludes. And that's a valuable life lesson for us all.

	"Scaling" down As 2012 rang in, the Directions team made a group resolution: to lose weight and incorporate healthy changes into our workplace, homes and lives. The 10-week contest à la Biggest Loser (minus the cantankerous coaches), has a prize incentive to shed pounds, but the real reward is learning how—and why—making better choices about food, exercise and stress management impacts overall well-being. "We're learning a lot from each other," said contest organizer Cheri Dieringer. "The weekly lunch-and-learns participants conduct focus on tips, tools and information everyone can use. It's not all about the scale."