Work Superior Energy Services
This international oilfield parent brand had undergone significant changes and needed a sturdy foundation in ESG strategy. We provided the tools and expertise needed to publish the company’s first-ever sustainability report, setting a new standard for ESG initiatives across its family of brands.
A Resilient Start
Superior Energy Services, an oilfield products and services brand that provides strategic leadership across a diverse portfolio of companies, had seen some major changes. After emerging from a corporate reorganization stronger than ever, Superior leadership sought to establish an official ESG strategy and program, and publish its inaugural sustainability report. That’s where BrandExtract stepped in to help.
Using our expertise in brand strategy and sustainability consulting, we aligned the Superior brand to showcase its massive strides in sustainability in a compelling and authentic report that was the company's first of its kind. The inaugural report established a system for collecting sustainability data and set a new standard for the company’s ESG strategy.
- Website
- Location
- Houston, TX
- Industry
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- oilfield products and services
- Services Offered
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- Strategy
- Branding
- ESG
A Superior Focus
Because our team had previously worked with Superior on its brand messaging, positioning and website, we were intimately familiar with the brand’s guiding purpose and values. We began interviewing leadership to better understand how sustainability could weave into the very core of the Superior brand in an authentic way, laying the groundwork for a full sustainability reporting framework that aligned with the brand’s shared values of Integrity, Respect, Safety, Fair Play, and Citizenship.
As we began to understand Superior even better, we realized that sustainability was simply an extension of those core values. It became clear that Superior’s position as a steward of financial, human and environmental resources was already aligned with the essence of ESG. All it needed was a way to properly communicate that role and the value it provided.
The Right Numbers
As reporting standards evolved over the years, it had become increasingly important to track key ESG metrics across the wide array of oilfield companies under the Superior umbrella. These would make them more valuable to major clients that included Superior brands in their supply chains. Many business units were even using their ESG data in bids for new business. Our team, in collaboration with our partner ClimeCo, created a comprehensive sustainability reporting architecture, identifying what metrics to report, how to collect the data and how to best communicate it in a report.
Energetic Possibilities
Rather than communicating Superior’s sustainability outcomes in a traditional reporting format, the team wanted to launch its brand-new ESG strategy in an engaging, dynamic way. The 2023 sustainability report took the form of an interactive website, allowing Superior stakeholders to easily navigate through the comprehensive data collected by the team. It was accompanied by a full PDF version of the report, staying true to ESG values by eliminating any potential paper waste.
The sustainability report covered eight major regions across the world, reporting Scope 1 and Scope 2 outcomes that aligned with the United Nation’s Sustainable Development Goals (SDGs) and other baseline standards of the industry. The comprehensive depth and scope of the report highlighted Superior’s commitment to straightforward and transparent reporting.
A Superior Launch
Once the data was compiled, the messaging refined and the design finalized, it was time to share Superior’s first sustainability report with the world. The sustainability website launch was announced across social media channels and strategically connected to the main Superior site, allowing customers to easily access the full breadth of ESG information collected over the previous year. This inaugural report created a working framework for future sustainability reports that communicated the expertise and agility with which Superior manages its portfolio of companies.
Continuous Growth
Equipped with a comprehensive toolkit of ESG excellence, Superior was able to take on the market with a fully realized ESG vision for the company's future trajectory. It now has the rock-solid foundation it needs to create reports in future years, building on its established reporting protocols and strategy to further implement the comprehensive ESG strategy, pushing Superior to new heights.
Results and Outcomes
29%
increase in views per user, compared to industry benchmark
42%
of website users downloaded the sustainability report
7,667
sheets of paper saved by producing a digital sustainability report