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  1. 1. Green Marketing and Sustainability 2009 Green Marketing and Sustainability 2009 Enhance Your Organization’s Market Position November 4–6, 2009 Arlington, VA by Building an Image around Sustainability and Green Initiatives Utilize Green You Will Learn to: Marketing Improve Your Bottom Line through Green Marketing Initiatives Gain a competitive advantage by adapting to the attitudes of your consumers to Gain a towards green practices Competitive Create a Strategic Plan for Your Green Practices Align organizational goals and objectives around your company’s green initiatives Advantage for successful implementation Improve the Effectiveness of Your Green Message Combine new marketing approaches with traditional practices to inform consumers of your socially and environmentally conscious products and services Develop a Customer-Focused Approach to Green Marketing Discover ways to better understand and educate your consumer on the benefits of ‘going green’ In Association with: www.ASMIweb.com/Green 1 www.ASMIweb.com/Green
  2. 2. workshop Green Marketing and Sustainability 2009 November 4, 2009 Workshops are designed to be an interactive way for participants to learn the latest management techniques in order to implement them in their workplace. The workshops provide a platform to learn practical applications of current best practices. 11:30 Workshop Registration 9:00 Build a Green Marketing Campaign Marketing environmentally friendly products and services is not only good for the planet but good for your business as well. It’s important to understand what motivates consumers to buy green and discover ways to convince those who don’t buy green the value of making a switch. It may be a difficult task, but developing a successful green marketing campaign will greatly benefit your business and your consumer alike. In this dynamic workshop you will: Learn how to gain executive support to for your green marketing initiatives Harness customer insight into what is important to the average eco-friendly consumer Identify tools used to develop an effective marketing campaign Discover various outlets to which you can deliver this unique message in order to ensure visibility and a positive reaction John Rooks President, The Soap Group 4:00 Workshop Adjourns who should attend: CMOs, VPs, Directors, Managers and Analysts involved in: Marketing Promotions Marketing Research Public Relations Integrated Marketing Business Development Advertising Corporate Communications Brand /Product Management & Development Media Planning & Analytics 2 www.ASMIweb.com/Green
  3. 3. day one Green Marketing and Sustainability 2009 November 5, 2009 8:30 Conference Registration & Continental Breakfast 9:00 keynote address Create a Company-Wide Culture of Sustainability and Green Awareness One aspect of corporate strategy that’s become increasingly essential to each organization’s livelihood is sustainability. Before any company can project a sense of social responsibility to stakeholders and consumers, they must build internal champions of green awareness and sustainability within the organization. During this keynote address you will learn to: Educate employees on the importance of sustainability and how it directly relates to their job Promote a company-wide effort to consciously implement and follow green practices Develop a sustainable strategy that’s transparent to all departments Andrew Bennett Chief Strategy Officer, Euro RSCG Worldwide 10:00 Break & Refreshments 10:15 Develop a Strategic Plan for Green Marketing Tie organizational objectives and goals to sustainability and conservation initiatives for a more successful implementation Obtain input of internal and external stakeholders to ensure your green initiatives and plans are fully integrated with your company’s mission Incorporate existing initiatives and socially responsible actions into your marketing plan Perry Goldschein Partner, S Dialogue 11:15 Ensure the Success of Your Sustainable Business Strategy Build trust, reputation and brand loyalty through stakeholder engagement Drive market share by aligning your sustainability strategy with customers’ fundamental needs Devise strategies for ongoing evaluation of your sustainable business practices Perry Goldschein Partner, S Dialogue top five reasons to attend: Measure the Leverage Build a social Report Gain a ROI of your customer data conscience in your sustainability competitive green marketing to evaluate employees and efforts to advantage initiatives your marketing customers shareholders through improved practices for increased sustainability awareness www.ASMIweb.com/Green 3
  4. 4. day one Green Marketing and Sustainability 2009 November 5, 2009, continued 12:15 Lunch Break 1:00 Align Green Marketing Trends with Your Organization’s Mission Align organizational mission with societal benefits to grow business in a green economy Explore green communication strategies that connect to your organizational mission Highlight tools and best practices on utilizing strengths of your mission and your green efforts Karen Grimm SVP, Chief Strategy Officer, Siddall, Inc. 2:00 Break & Refreshments 2:15 Balance Green Messaging with Traditional Marketing Approaches Integrate green messaging with traditional business decision inputs Determine which practices to ‘green’ and which ones to leave unchanged Learn how to develop easy and cost efficient green methods 3:15 Measure the ROI of Going Green: A Cost-Benefit Analysis Assess the ROI of green marketing on cost savings and brand loyalty Utilize your marketing ROI to garner executive level buy-in for your green initiatives Evaluate and modify your organizational strategy based on ROI analysis 4:00 Day One Adjourns “Great content, relevant experience and very knowledgeable for dos and don’ts and lessons learned.” Nicola Peill, Director, Energy & Climate Strategy, Akamai Technologies 4 www.ASMIweb.com/Green
  5. 5. day two Green Marketing and Sustainability 2009 November 6, 2009 8:30 Continental Breakfast 9:00 keynote address Identify Challenges, Opportunities and Implications of Green Marketing on Your Bottom Line As all organizations attempt to promote their environmentally sound practices it’s important to stop and consider what you’re marketing. When promoting your organization as green or sustainable, how will it affect your bottom line? During this keynote address you will learn to: Assess the social and environmental sustainability of your organization’s practices to understand the value of going green Identify possible roadblocks and pitfalls in your strategy as well as ways to combat those issues Learn where to find new opportunities in promoting sustainable practices Grant Draper Partner, COO, The Element Agency 10:00 Break & Refreshments 10:15 Understand the Green Consumer Invest in green initiatives and appeal to the growing green marketplace consumers Recognize the green consumer’s growth and spending patterns and the benefit of offering socially responsible products Understand if, when, and why consumers are buying green John Friedman Senior Director, Public Relations, Sodexo, Inc. and Chair, Board of Directors; Sustainable Business Network of Washington (SB NOW) 11:15 Educate the Consumer on Your Green Product Craft messages that attract, engage and motivate consumers to learn more about your product or service Create a platform that accurately reflects your green initiatives and informs your consumer Identify various media outlets to effectively launch and leverage your green campaign John Friedman Senior Director, Public Relations, Sodexo, Inc. and Chair, Board of Directors; Sustainable Business Network of Washington (SB NOW) 12:15 Lunch Break www.ASMIweb.com/Green 5
  6. 6. day two Green Marketing and Sustainability 2009 November 6, 2009, continued 1:00 Leverage Customer Data to Harness Green Initiatives Utilize customer data and profiles to determine appropriate initiatives and their impact Discover areas for growth and development through customer feedback Develop reporting strategies to effectively use customer data in strategic decision making 2:00 Break & Refreshments 2:15 Learn How to Stay Ahead of Your Green Competition Share current statistics on the use of corporate social responsibility and green marketing initiatives in various industries Learn the value of green initiatives that lend a hand in increasing brand recognition and loyalty Identify best practices of leading organizations to gain a advantage on the competition 3:15 Bring Authenticity to Your Brand and Avoid the “Greenwashing” Label Avoid the label of “greenwashing” by going beyond standard initiatives that leave little to no impact Improve your supply chain and manufacturing operations to support a more legitimate sustainable brand story Maintain your organization’s reputation by advertising truthful environmental practices or the environmental benefits of your product or services John Rooks President, The Soap Group 4:00 Day Two Adjourns sponsorship opportunities As a conference and training provider, The American Strategic Management Institute is an expert in bringing together leaders to share and discuss best practices and innovations. We connect decision- makers with respected solution providers. ASMI offers four different pre-designed sponsorship packages: Event Co-Sponsor Session Sponsor Luncheon Sponsor Exhibit Booth Sponsor For more information on sponsorships or to get started, contact Blake Humble at 858-866-9352 or email him at Blake.Humble@ASMIweb.com 6 www.ASMIweb.com/Green
  7. 7. Green Marketing and Sustainability 2009 Logistics & Registration Cancellation Policy Venue and Hotel: For live events: ASMI will provide a full refund less $399 Green Marketing and Sustainability 2009 will administration fee for cancellations four weeks before the event. be held at The Performance Institute’s Training If cancellation occurs within two weeks prior to conference start date, no refund will be issued. Registrants who fail to attend Center in Arlington, VA, just one block east of the and do not cancel prior to the event will be charged the entire Courthouse stop on the Orange Line of the DC registration fee. Metro. A public parking garage is located inside All the cancellation requests need to be made online. of the building for $10/day. Continental breakfast, Your confirmation email contains links to modify or cancel refreshments and lunch will be provided for registrations. Please note that the cancellation is not final until delegates on each day. you receive a written confirmation. Payment must be secured prior to the conference. If payment The Performance Institute Conference Center is not received by the conference start date, a method of 1515 N. Courthouse Rd., Suite 600 payment must be presented at the time of registration in order Arlington, VA 22201 to guarantee your participation at the event. 703-894-0920 Quality Assurance A limited number of rooms have been reserved ASMI strives to provide you with the most productive and at the Arlington Rosslyn Courtyard by Marriott effective educational experience possible. If after completing the course you feel there is some way we can improve, please at the prevailing rate of $209.00 until October write your comments on the evaluation form provided upon 5, 2009. Please call the hotel directly and your arrival. Should you feel dissatisfied with your learning reference code “Green Marketing” when making experience and wish to request a credit or refund, please submit reservations to get the discounted rate. The hotel it in writing no later than 10 business days after the end of the training to: is conveniently located three blocks from the Rosslyn Metro station. Please ask the hotel about Corporate Headquarters ASMI: Quality Assurance a complimentary shuttle that is also available for c/o Thompson Publishing Group your convenience. 805 15th Street, NW – 3rd Floor Washington, D.C. 20005 Arlington Rosslyn Courtyard by Marriott Note: As speakers are confirmed six months before the event, 1533 Clarendon Blvd. some speaker changes or topic changes may occur in the Arlington, VA 22209 program. ASMI is not responsible for speaker changes, but will Phone: 703-528-2222 / 1-800-321-2211 work to ensure a comparable speaker is located to participate in the program. www.courtyardarlingtonrosslyn.com If for any reason ASMI decides to cancel this conference, ASMI Tuition & Group Discounts: accepts no responsibility for covering airfare, hotel or other costs incurred by registrants, including delegates, sponsors and The tuition rate for attending the Green guests. Marketing and Sustainability 2009 is as follows: Offerings Early Bird Regular Rate Discounts • All ‘Early Bird’ Discounts must require payment at time of Conference $1399 $1599 registration and before the cut-off date in order to receive any Workshop – $299 discount. • Any discounts offered whether by ASMI (including team * For the Early Bird rate, register by August 26, 2009 discounts) must also require payment at the time of registration. • All discount offers cannot be combined with any other offer. For more information on group discounts for • Discounts cannot be applied retroactively Green Marketing and Sustainability 2009, please contact Dave Yerks at 858-866-9381 or email him at Dave.Yerks@ASMIweb.com www.ASMIweb.com/Green 7
  8. 8. Green Marketing and Sustainability 2009 Logistics & Registration to register Call Fax this Form to Visit 877-992-9522 866-234-0680 www.ASMIweb.com/Green Registration Form Yes! Register me for Green Marketing and Sustainability 2009 Add the Workshop: Build a Green Marketing Campaign Please call me. I am interested in a special Group Discount for my team Delegate Information Name Title Organization Dept. Address City State Zip Telephone Fax Email Payment Information Check Purchase Order / Training Form Credit Card Credit Card Number Expiration Date Verification no. Name on Card Billing Zip Please make checks payable to: The Performance Institute Priority Code: M135-WEB 8 www.ASMIweb.com/Green