Newiee Green Marketing Workshop Presentation 7.22.09
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Newiee Green Marketing Workshop Presentation 7.22.09 Newiee Green Marketing Workshop Presentation 7.22.09 Presentation Transcript

  • Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Welcome: Judy Chang Pamela Ardizzone Marketing 101: Cynthia Curtis How to Avoid Greenwashing: Laura Bartsch Helen Fairman Key Steps for Getting Started: Cindy Jolicoeur Leveraging Social Networking: Pamela Ardizzone Jo Lee Best Practices and Wrap Up: Beth Zonis July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Marketing 101 Applying the Fundamentals Cynthia Curtis July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • How Do You Define Marketing? 1. 4 Ps (Product, Placement, Pricing, Promotion) 2. Advertising 3. Branding 4. Sales Support 5. Pricing 6. Communications, collateral (aka brochures) 7. Events / tradeshows 8. PR/AR 9. Website & social media management 10. Strategy development 11. … July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • The Basics • Who is your customer? – Current and prospective – How do you deliver value to their business – What are the touchpoints – What do they think of you, your product/service • How do you make money? – Route to market – direct sales, channel partners, resellers – Where is the value in your offering • What’s your competition and how are you different? July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Applying Strategy to Action • Business objectives • Customer acquisition • Customer retention • Success metrics July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • What’s in a Brand? • What do you think of when you see… • Key tenets of successful brands – Strength & consistency over time – Emotional connection – Delivering on a promise July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Is “Green Marketing” Different? • Yes – Timing; nascent industry offers opportunities – Branding is key, but avoid “greenwashing” • Chance to stand out – what’s your promise? • And, No – The fundamentals don’t change: know your customer, your competition and how you make $$ July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Cynthia Curtis Cynthia Curtis is a 14+ year progressive marketing executive with a proven ability to deliver on growth agendas at Utimaco/Sophos, EMC Corporation and Unisys by integrating market strategies, overhauling business mix, and developing compelling products, services and brands. She holds an MBA and speaks German. A member of the CMO Club, New England Women in Energy & Environment (NEWIEE) and co-founder of an Environmental Ministry organization, Cynthia is actively committed to green technologies, having built the first LEED certified home in Wellesley, MA. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • How to Avoid Greenwashing Laura Bartsch Helen Fairman July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Educate, don’t manipulate July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Don’t make unsupported or unsupportable claims July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Don’t make exaggerated environmental claims *Do not apply wet plants to a point of runoff or drip. Do not allow adults, children or pets to enter  the treated area until sprays have dried. Do not apply this product in a way that will contact adults,  children, or pets either directly or through drift. Remove pets, birds, and cover fish aquariums  before spraying. Do not apply within 21 days of a sulfur application. Do not use when temperatures  are above 90°F. Do not apply more than 10 times per season. Do not reapply within 3 days except  under extreme pest pressure. Do not apply more than 1 time a day. In case of extreme pest  pressure do not reapply within 24 hours. Do not apply directly to or near water, storm drains, or  drainage ditches. Do not apply when windy. To prevent product run‐off do not overwater treated  areas or apply prior to heavy rainfall. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Don’t claim a differentiating factor or benefit that isn’t one “Flying from London to Nice produces 10 times fewer carbon dioxide emissions than flying London to Miami” July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Don’t focus on the green detail – and ignore the not-so-green whole July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Don’t make patently false claims July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Take advantage of independent verification programs July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Sell the financial benefits Rebate Programs for Renewables www.dsireusa.org / July 2009 DC State program(s) only Utility and/or local program(s) only Notes: This map does not include rebates for geothermal heat pumps or other energy efficiency State program(s) + utility and/or local program(s) technologies. The Virgin Islands also offers rebates for certain renewable energy technologies. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Understand your true competition July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Use plain language “…has developed an integrated turbine generator system with a rim-driven generator, one moving part, and forward and aft shrouds to laminate and accelerate flow. This technology includes microprocessors to provide remote monitoring of turbine performance and to vary the generator load in various flow velocities to optimize turbine performance. The technology is appropriate for many medium and low head applications as well as "zero" head or hydrokinetic applications.” July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Help your customers sell for you July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Helen Fairman Laura Bartsch Principal Principal Millville Partners, Inc. Millville Partners, Inc. Helen and Laura are Executive Directors of the Renewable Energy Business Network (REBN, www.rebn.org). They are Co-Directors of the New England Clean Energy Council’s Clean Energy Fellowship, and the Governor’s Clean Energy Challenge. They are also members of the Progressive Business Leaders Network. Helen Fairman has been at the intersection of design, Laura's passion for helping others develop, communicate project management, and marketing since 1991, when and execute their ideas led to the creation of Millville she started her training in the design program at Crate & Partners. She has over twenty years' experience in Barrel. After several years as a Store Designer, she left design, marketing and branding, strategic planning and for a career in product development at Boston facilitation, project management and client relations. Laura Warehouse, a $35 million housewares wholesaler, was a Senior Associate at TFH Architects, a Project eventually becoming Director of Product Development. In Manager at Bergmeyer Associates, Inc., and Facilities 2004, she entered the world of energy efficiency and Project Manager and a member of the Senior sustainable building as Marketing Manager at Cimetrics Management Team at the International School of Boston Inc. In 2006, she co-founded Millville Partners, Inc., a (formerly Ecole Bilingue). She has consulted on strategy, marketing, strategy and facilitation consultancy based in design and communication for clients such as Austin Cambridge, MA. The firm focuses on serving clients in the Architects, VistaPrint, and Fortunato & Associates. Laura sustainable building and renewable energy graduated from Rhode Island School of Design (RISD) industries. Millville Partners' expertise is in developing with a degree in architecture. green marketing strategies based on the clear articulation In addition to her professional experience, Laura was an of a client's core values, and in translating complex appointed member of the Zoning Board of Appeals in technical ideas and services into lay terms. Portland, Maine. Laura is an active alumna volunteer for Helen has a personal interest in promoting innovative St. Paul's School, and serves on the Alumni Association approaches to environmental sustainability. She Executive Committee. graduated from Harvard with honors in Visual and Environmental Studies. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Key Steps for Getting Started Cindy Jolicoeur July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • 1. Establish Brand Identity • A strong brand identity is a critical business tool which: – Established credibility, confidence & desirability among investors, customers and employees – Expresses who you are, what you stand for and what makes you different • A SWOT Analysis is a good tool for thinking through this process • Ultimately, your brand identity should be evident in everything you do July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • 2. Develop Creative Platform • Creative platform is the visual/verbal articulation of your brand identity – Visual Cues • Font, Color palette, Iconography/Imagery – Messaging Strategy • Relevant Solutions • Balance altruism with pragmatism • Understandable, credible claims • Creative platform is critical to establishing your brand in the market July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • 3. Devise Communications Strategy • Employ integrated marketing plan – Consider all potential points of customer interaction • Direct and indirect – Fully leverage each • Cost effective considerations – Search Marketing – Media Partnerships July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Search Marketing • Online search marketing offers opportunity to: – Reach a more engaged audience – Target specific audience – Secure real time results – Achieve better marketing ROI July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • For Best Results • Conduct Search Engine Myenergystar.com Search Results Optimization 3,500,000 6000 – Strategic use of 3,000,000 keywords 2,500,000 5000 4000 • Complete ongoing 2,000,000 3000 analysis 1,500,000 2000 – Modify in real time 1,000,000 1000 500,000 • Employ an integrated 0 eek 1/1 1/5 0 1/12 1/19 1/26 2/2 2/9 2/16 2/23 3/3 3/10 3/17 3/24 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 8/15 9/1 9/8 9/15 9/22 9/29 10/6 10/13 10/20 10/27 media plan W Total Impressions Site Visits – Building awareness is key to driving traffic July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Media Partnerships • Media Partnerships can be particularly powerful tool – Maximize brand exposure without expense of traditional media buy – Provide relevant content and often, access to broader base of advertisers to media partner • Approach media partnerships from customer perspective – Select media relevant to audience and content • Examples: – Print Supplements – Public Affairs Campaign – Content Partnership July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Print Supplements • Print Supplements feature editorial content which is relevant to a publications’ reader base, coupled with paid advertising from related businesses July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Public Affairs Campaigns • Public Affairs Campaigns deliver educational messages which benefit the greater good – Do not deliver direct brand or sales messages • Educational value offers unique opportunity to engage range of partners July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Content Partnerships • Content partnerships allow sponsor to use content as collateral July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Event Marketing • Event marketing can be a powerful tool to: – Interact directly with customers and prospects – Establish thought leadership • Properly leveraging events is key – Ensure your brand representation supports your desired positioning – Develop event themes that resonate with target audience • Make it clear why you are there – Provide ways for audience to interact with your brand • Flyers on a table are not interactive July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Cindy Jolicoeur, Vice President, Marketing Drive Cindy Jolicoeur leads the Energy & Environment practice at Marketing Drive, providing branding, business to consumer and business to business marketing solutions to a range of government, utility, nonprofit and industry clients, including US EPA’s ENERGY STAR programs, myenergystar.com, National Grid, The Consortium for Energy Efficiency, and Ameresco. A member of the Association of Energy Services Professionals (AESP) and New England Women in Energy & Environment (NEWIEE), Cindy is a frequent speaker on best practices in branding and motivating behavior change in the efficiency world. She lives in the small town of Millville, Massachusetts with husband Paul and daughter Lily, where she is an active volunteer and Co-Chair of the Elementary School Council. Most recently, Cindy helped the school complete an energy efficiency improvements plan and created a complementary educational outreach campaign in her community, which was recognized with awards for Excellence in Program Design & Implementation from AESP, and Excellence in Energy & Environmental Education from the from Massachusetts Secretary of Energy Ian Bowles. Cindy Jolicoeur 116 Huntington Avenue, 12th Floor Boston, MA 02116 (617) 368-6702 cindy.jolicoeur@marketingdrive.com www.linkedin.com/in/cindyjolicoeur July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Leveraging Social Networking Pamela Ardizzone Jo Lee July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • The Ever-Expanding Social Media World July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Mixed Media Portfolio July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Social Media as Bio-Mimicry July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Meet Twitter July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • The Social Media Campaign July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • The Intelligence of your Network at your Fingertips 24/7 July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Dip Your Toe In • Cherry pick people to follow from trusted source’s list • Read tweets • Comment • Continue to build network • Get comfortable with online voice • Post news July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Twitter - @GreenMachinePR jo@greenmachinepr.com 401.338.5445 July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Pamela Ardizzone Jo Lee Principal Principal Green Machine PR Green Machine PR Jo Lee and Pamela Ardizzone run Green Machine PR (www.greenmachinepr.com), an award-winning firm specializing in creative communications for clean tech companies, green organizations and Internet companies. In addition to possessing a combined 30+ years experience in high-level corporate communications and strong regional media contacts, they are leaders in New England's green industry. •Jo is vice chair of the board of The Northeast Sustainable Energy Association (NESEA) and led the re-launch of the Rhode Island chapter of the organization •Jo is the editor of the NESEA blog •Jo is on the editorial board of The Northeast Sun-Pamela directs marketing for the newly-formed New England Women in Energy and the Environment (NEWIEE) •Both women are involved in various Rhode Island green alliances and networks. More About Pamela Ardizzone As the winner of a Bellringer Award for the Publicity Club of New England, Principal Pamela Ardizzone infuses client projects with energetic thinking synonymous with the New York entertainment business. She represented Turner Broadcasting System and its cable networks CNN, TBS and TNT. She also directed publicity for divisions of ABC and CBS, as well as the cable networks Nickelodeon and Sundance Channel. More About Jo Lee Jo Lee honed her PR skills in the IT industry directing business development and corporate communications departments for international public companies. Jo also possesses an extensive knowledge of the online advocacy sector for nonprofits. She co-founded and directs CitizenSpeak.org - a free email advocacy service for grassroots organizations. CitizenSpeak has won a number of distinguished awards including the Pizzigati Award (the nation’s top award for open source software in the public space) and a Webby Honoree Award July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Best Practices for Green Marketers Beth E. Zonis July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Best Practices • Marketing 101: Remember the fundamentals – Know your customer - current and future – Know your competition – Know how you make money • How to Avoid Greenwashing – Don’t exaggerate or make false claims – Sell the financial benefits – Educate, don’t manipulate July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Best Practices • Key Steps for Getting Started – Formulate credible, distinctive brand identity – Devise relevant, compelling creative platform – Develop an integrated marketing plan to engage your audience • Leveraging Social Media – Build a quality network by cherry-picking people to follow from trusted source's list. – Start with being reactive (read feeds first then comment) then get proactive (twitter, comment every day). – Once you're comfortable with your social media voice, post news from your company which reflects its communication priorities. Don't forget to personalize it! July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Beth Zonis Principal and Founder Eco Marketing Beth E. Zonis founded Eco Marketing (smart marketing for smart energy) in 2009, to bring together her smart marketing expertise, her knowledge of cleantech, and her passion for the environment. Beth brings to Eco Marketing over 25 years of experience selling and marketing both high tech and engineering solutions. She has put several startups on the map. Plus, for the past 10 years at IBM she helped grow the global market for IBM’s green data center and energy efficiency services for mid-sized businesses by over 125%, amassing an unprecedented 70% of clients as references along the way. Beth’s expertise ranges from strategy and analysis to communications, from business partnerships to securing customers. Beth’s clients view her as “an innovative marketer with a proven track record of driving results.” Beth has a B.A., cum laude, from Wellesley College and an MBA from Boston University. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably
  • Contact Us Pamela Ardizzone, Principal, Green Machine PR Helen Fairman, Principal, Millville Partners, Inc. 401.359.1944 Twitter - @millvillegreen pam@greenmachinepr.com 617.910.6585 hfairman@millvillepartners.com Laura Bartsch, Principal, Millville Partners, Inc. Twitter - @millvillegreen2 Jo Lee, Principal, Green Machine PR 617.910.6584 Twitter - @GreenMachinePR lbartsch@millvillepartners.com 401.338.5445 jo@greenmachinepr.com Cynthia Curtis 617.899.3260 Beth Zonis, Principal and Founder, Eco Marketing curtiscj_curt@yahoo.com 617-501-9660 beth.zonis@gmail.com Cindy Jolicoeur, Vice President, Marketing Drive 617.368.6702 cindy.jolicoeur@marketingdrive.com www.linkedin.com/in/cindyjolicoeur July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably