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Better Earth Marketing Standard Operating Procedures Manual
Version 1.0 | November 2025
Mission Statement
Better Earth exists to make circular packaging practical, profitable, and scalable.
We design compostable, BPI-certified food-service products that advance regenerative agriculture, build resilient supply chains, and help operators meet new packaging laws with confidence.
Our work unites farmers, manufacturers, and food-service leaders to prove that sustainability is good business.
Table of Contents
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Purpose and Scope
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Governance & Change Control
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Brand & Messaging Governance
3.1 Brand Identity
3.2 Tone of Voice and Editorial Standards
3.3 Messaging Framework
3.4 Claims and Compliance Guardrails
3.5 Brand Asset Approvals and Change Process
3.6 RACI Matrix – Brand Governance
1. Purpose and Scope
1.1 Purpose
This manual establishes a single, living reference for how Better Earth plans, produces, approves, and measures marketing communications.
It ensures that every outward-facing message—whether a national campaign, a product label, or a LinkedIn post—reflects:
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Integrity: every claim is substantiated and compliant.
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Clarity: our tone remains consistent and easy to understand.
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Impact: communications drive measurable awareness, engagement, and sales aligned with business goals.
1.2 Scope
These procedures govern all marketing and communications work conducted under the Better Earth brand, including but not limited to:
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Corporate, product, and sustainability marketing
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Trade-show and event marketing
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Digital channels (web, email, social, video)
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Media and public-relations outreach
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Internal and partner communications that reference Better Earth’s certifications or sustainability performance
They apply to all employees, contractors, and partners authorized to produce content on behalf of Better Earth.
Finance, HR, and legal functions are referenced only where their input affects marketing workflows (e.g., vendor onboarding, claims substantiation).
1.3 Objectives
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Provide consistent, efficient workflows for recurring marketing activities.
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Clarify roles and accountability across departments.
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Reduce risk related to inaccurate environmental claims.
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Preserve brand equity and compliance as Better Earth scales.
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Enable quick onboarding of new employees and vendors.
2. Governance & Change Control
2.1 Ownership and Review Cycle
| Role | Responsibility |
|---|---|
| Owner | VP Marketing (Mark Marinozzi) – maintains manual and ensures alignment with strategy |
| Approvers | CEO + VP Sustainability + VP Sales + Director of Operations |
| Review Cycle | Semi-annual (June & December) |
| Change Process | Proposed edits → Owner review → Approvers sign-off → issue new version |
| Archive | Google Drive → Marketing → SOPs → Versioned Manuals |
2.2 Document Format
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Master file maintained in Word (.docx).
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Portable versions available as PDF (one-pagers) and PowerPoint (onboarding).
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Version number and date must appear in footer of every page.
2.3 Amendment Log
All revisions require a brief summary and signature in the Appendix E Change Log. Minor style updates do not reset version numbers; process changes do.
3. Brand & Messaging Governance
3.1 Brand Identity
Logo Usage
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Primary logo: Better Earth wordmark in Better Earth Green (#64A70B).
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Secondary logo: white reversed on Forest (#3B3B3B).
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Clear space: equal to height of the “B.”
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Never re-create, stretch, add drop shadows, or place over conflicting backgrounds.
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Logo files stored in Drive → Marketing → Brand Assets → Finals.
Typography
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Headings: Poppins SemiBold, tracking +1 pt.
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Body: Lora Regular 11 pt (min line spacing 1.15).
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Use only brand fonts for digital and print to maintain consistency.
Color Palette
| Color | HEX | Use |
|---|---|---|
| Better Earth Green | #64A70B | Primary brand, buttons, headlines |
| Forest | #3B3B3B | Body text |
| Sage | #B2C8A1 | Backgrounds and accents |
| White | #FFFFFF | Primary background |
| Soil Brown (optional) | #7E6651 | Secondary accent for natural themes |
Imagery
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Favor natural light, authentic people, and real foodservice environments.
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Avoid stock imagery that implies “eco” through generic green filters or leaves.
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Highlight real Better Earth products and partner locations whenever possible.
3.2 Tone of Voice and Editorial Standards
Voice Attributes
| Trait | Description | Example |
|---|---|---|
| Knowledgeable | We speak with authority on compostable packaging laws and science. | “Compostability standards such as ASTM D6400 define the path to a true circular economy.” |
| Warm & Accessible | We invite participation without jargon. | “Better packaging starts with better choices.” |
| Purpose-Driven | We connect action to impact. | “Every cup returned to compost moves soil health forward.” |
Editorial Rules
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Write at a 10th-grade reading level.
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Prefer active voice; avoid excess acronyms.
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Spell out first reference of any standard (e.g., ASTM D6400 before abbreviation).
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Oxford comma required.
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Avoid green-washing adjectives like “eco-friendly” or “planet-safe.”
3.3 Messaging Framework
Core Brand Pillars
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Compostable by Design – Packaging that returns to soil under industrial conditions.
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Made for Circularity – Every product is part of a closed-loop supply chain.
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Regenerative Origins – Sourced from U.S. perennial grasses that sequester carbon.
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Partners in Transition – Helping operators shift from plastic to compostable solutions.
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Certified Trust – B Corp, BPI, and USDA BioPreferred verification.
Message Hierarchy
| Level | Purpose | Tone |
|---|---|---|
| Corporate Mission | Why Better Earth exists | Inspirational |
| Product Line | What it does for operators | Practical |
| Campaign | Why it matters now | Timely and energetic |
| Call to Action | What we want them to do | Direct and friendly |
3.4 Claims and Compliance Guardrails
Environmental Claims Policy
All environmental claims must be substantiated with verifiable third-party documentation.
Marketing cannot publish claims until Sustainability and Legal approve.
| Claim Type | Approved Language | Requires Sign-Off From |
|---|---|---|
| Compostable | “Commercially compostable where accepted.” | Sustainability + Marketing |
| PFAS | “Made without added PFAS chemicals.” | Sustainability |
| Renewable | “Made from rapidly renewable plant fiber.” | Sustainability + Marketing |
| Carbon | “Perennial grasses sequester up to 1 ton CO₂ per acre per year.” | Sustainability |
| Biodegradable | 🚫 Prohibited | — |
Substantiation Archive
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Certificates and test results stored in Drive → Compliance → Product Files.
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Each asset must include a link or file reference to supporting evidence.
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Marketing Comms Manager maintains index of claims and expiration dates.
3.5 Brand Asset Approvals and Change Process
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Initiate – Any employee may submit a request for new or updated brand assets via the Marketing Asset Form.
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Review – Design team verifies technical feasibility and brand fit.
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Sustainability Check – Ensure new icons or language do not imply unverified claims.
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Approval – VP Marketing sign-off.
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Distribution – Final files uploaded to Drive and announcement made in #marketing Slack channel.
Turnaround Time: 5 business days for minor assets, 10 for major updates.
3.6 RACI Matrix – Brand Governance
| Task | Responsible | Accountable | Consulted | Informed |
|---|---|---|---|---|
| Logo update | Kaitlyn Bernhardt | Mark Marinozzi | Joseph Bild | All departments |
| Color palette revision | Mark Marinozzi | Joseph Bild | Savannah Seydel | Design team |
| New certification icon | Savannah Seydel | Mark Marinozzi | Legal Advisor | Design |
| Voice & tone guide edit | Olivia Burnett | Mark Marinozzi | VP Sustainability | All writers |
