The Business of Green Meetings

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Beyond Water Bottles: The Business of Green Meetings. This presentation explores the difference between "green" and "sustainable" business models and how this model enhances meetings and events.

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  • You will NOT walk out of here with a new checklist of “top ten fun green things” or feeling ashamed about driving an SUV. We’re not even going to talk about carbon offsets...we’re taking it a step above - to strategy and theory.
  • Amanda
    At what moment did you realize this was what you were meant to do?

  • These three factors comprise the essence of Sustainability or Corporate Social Responsibility
  • Another way to look at it
  • How many of you think of CSR as a business strategy?
    Best answer? Prize!
  • Best answer gets a prize!
  • September 13, 1970, Milton Friedman wrote a scathing argument against social responsibility.
    This is a common belief, and viable in many ways, right? Isn’t this what you face when budgeting for your green meeting programs?

    Up until recently, we’ve never been able to justify business’ place in philanthropy or donations. All money should go back to shareholders. Very true...until now. An age where new talent will not work for the unenlightened company.
  • Midori
    a business case for everything, whether it’s raising visibility, deepening key relationships with customers, engaging employees, gaining credibility with regulators, or getting a seat at the management table.
    It means that corporate citizenship departments have to be able to show measureable results so the business can determine whether or not it values CSR programs. For example, a CSR program may not raise the sales of the company overall, but it might increase employee satisfaction, reduce turnover, deepen relationships with partners, increase visibility in the community, or enable the company to enter new markets.
    Performance reporting needs to replace compliance reporting

    Companies value outcomes, not programs
    How do you prove the value of an outcome? By measuring in a way that allows you to translate the social change into business value. Instead of measuring reach, measure effective reach: not just how many people are served, but how many people are effectively served, meaning they’re served and they’re reaching a positive outcome, like a change in behavior as a result of the reach. For example, OfficeMax used to count the total number of volunteer hours for its Associates; now it counts the percent of “highly-engaged” Associates who both donate and volunteer. Now they are showing business value, because research links high-engagement to greater productivity and retention.
  • Midori
    a business case for everything, whether it’s raising visibility, deepening key relationships with customers, engaging employees, gaining credibility with regulators, or getting a seat at the management table.
    It means that corporate citizenship departments have to be able to show measureable results so the business can determine whether or not it values CSR programs. For example, a CSR program may not raise the sales of the company overall, but it might increase employee satisfaction, reduce turnover, deepen relationships with partners, increase visibility in the community, or enable the company to enter new markets.
    Performance reporting needs to replace compliance reporting

    Companies value outcomes, not programs
    How do you prove the value of an outcome? By measuring in a way that allows you to translate the social change into business value. Instead of measuring reach, measure effective reach: not just how many people are served, but how many people are effectively served, meaning they’re served and they’re reaching a positive outcome, like a change in behavior as a result of the reach. For example, OfficeMax used to count the total number of volunteer hours for its Associates; now it counts the percent of “highly-engaged” Associates who both donate and volunteer. Now they are showing business value, because research links high-engagement to greater productivity and retention.
  • Remember, Objectives are measurable outcomes!
    So, KPI
  • Objectives help fulfill your goals.
    So, goals will be overarching goals, from the corporate level. Objectives will be tangible actions that have a measurable result. Categorize based on goals from the top.
    For instance, if a goal for Pfizer is to improve education in local communities, an objective for their meeting could be to establish a service project at a local school or one that benefits a long-term educational program.
  • Make them SMART goals! OfficeMax: Not just how many volunteer hours, but engaged volunteers. Volunteers who actually donated as well.

  • Social, Environmental and Economic Returns



  • Keep in mind, objectives are measurable outcomes
    How many of you can name the sustainability initiatives or goals at your org?



  • Who knows what this is? Well, I’m a super car buff...and it’s the new Hybrid Ferrari.
  • Design and processes that work in harmony with nature to enhance an experience.









  • The Business of Green Meetings

    1. 1. THE BUSINESS OF GREEN MEETINGS Grandpa Bob’s Ranch Salmon, ID Midori Connolly, Chief AVGirl Elite Meetings Alliance, 5/2010
    2. 2. Midori Means Green
    3. 3. Midori Means Green Pulse Staging and Events, Inc. First Guidelines for Green AV Staging in US APEX Co-Chair for Green AV Standards MPI Platinum Speaker, Strategic CSR InfoComm - International Green AV Task Force
    4. 4. Midori Means Green
    5. 5. OUR RULES? Open Mind Share the Floor Co-Create Share the Love! #EMA10 #eventprofs
    6. 6. OPEN COMMENTS/Q’S USING IML Put in your smart card Just like a cell phone! 127 characters “C” to Clear “0” to Space Blue button = submit
    7. 7. OUR GOALS TODAY 1.Transition from “green” to “sustainable” 2.Apply Strategic Measurement Skills 3. EcoLuxury and EcoLabels
    8. 8. LET’S MEET YOU! Name Company Favorite Green Resource/Service/ Nonprofit/Property
    9. 9. FAIRWARE ALERT!! Fairware Promotional Products Ltd. www.fairware.ca @Fairewarepromo
    10. 10. FROM “GREEN” TO SUSTAINABLE #EMA10 #eventprofs
    11. 11. CSR: TRIPLE BOTTOM LINE, OR “THREE PILLARS”
    12. 12. HOW WOULD YOU DESCRIBE CSR/SUSTAINABILITY? Philanthropic Giving Corporate Culture/values Sales Strategy Image/Brand Builder Other (speak into your device or scribble a definition)
    13. 13. FAIRWARE ALERT!! Fairware Promotional Products Ltd. www.fairware.ca @Fairewarepromo
    14. 14. Before all, a business is beholden to its shareholders and only its shareholders.
    15. 15. WHY DO SUSTAINABILITY INITIATIVES FAIL? 1.Missing connection to Business Objectives/ Strategy/Competencies 2.Evaluative vs. Qualitative
    16. 16. WHY DO SUSTAINABILITY INITIATIVES FAIL?
    17. 17. HOW DOES CSR BECOME STRATEGIC? Step 1: Objectives and Goals Step 2: Stop Evaluating and Start Measuring Step 3: Report ROI
    18. 18. STEP ONE GOALS AND OBJECTIVES • What will success look like? • Objectives v. Goals
    19. 19. STEP TWO: MEASUREMENT AND KPI Metrics 3-5 Metrics Key Performance Indicators #EMA10 #eventprofs
    20. 20. Objective KPI How Met 4) To provide a carbon To provide a Carbon offset was supplied. offset that supplies carbon offset that 35% of paying delegates renewable energies, at least 40% of registered offsetting some of the delegates use carbon footprint of the event 5) To create a medium To create and 6% of paying delegates to give back to or promote an on-site signed up for the event interact with the Torino/ project with at least (although fewer shoed up Italia community through 5% of delegates on site) an on-site community participating project/activity 6) To raise awareness Provide at least An entire sustainability and provide education four sessions on track was offered, with 6 on sustainability within sustainability at sessions being offered the Italian meetings and conference events industry
    21. 21. STEP THREE: ROI ROI Three Categories Performance Score Relativity Score
    22. 22. Objective KPI How Met 4) To provide a carbon To provide a Carbon offset was supplied. offset that supplies carbon offset that 35% of paying delegates renewable energies, at least 40% of registered offsetting some of the delegates use carbon footprint of the event Assumption: A Primary MPI Goal is Education Performance Score? 9/10 = 90% Relativity Score? 4/10 = 40% Weighted Score? 36%
    23. 23. Objective KPI How Met Performance Score? 10/10 = 100% Relativity Score? 10/10 = 100% Weighted Score? 100% Assumption: A Primary MPI Goal is Education 6) To raise awareness Provide at least An entire sustainability and provide education four sessions on track was offered, with 6 on sustainability within sustainability at sessions being offered the Italian meetings and conference events industry
    24. 24. ARE YOU READY TO “GET STRATEGIC WITH IT”?!
    25. 25. GROUP EXERCISE 1.Name one Sustainability Objective for your next event - Make it UNIQUE to you! 2.How will you measure it? - KPI/Benchmarks 3.How will you report and score your ROI? - Categorize Returns (3 pillars) - Overall Performance - Relativity Score
    26. 26. SHARING
    27. 27. FAIRWARE ALERT!! Fairware Promotional Products Ltd. www.fairware.ca @Fairewarepromo
    28. 28. #EMA10 #eventprofs
    29. 29. ECO-LUXURY?
    30. 30. WHAT ECO-LUXE CHARACTERISTICS HAVE WE SEEN AT TERRANEA?
    31. 31. FAIRWARE ALERT!! Fairware Promotional Products Ltd. www.fairware.ca @Fairewarepromo
    32. 32. !
    33. 33. LUXURY ECO CERTIFICATION STANDARD (LECS)
    34. 34. SPECIAL THANKS! Fairware Promotional Products Ltd. www.fairware.ca @Fairewarepromo
    35. 35. Midori Connolly, Chief AVGirl midori@pulsestaging.com @GreenA_V Available for speaking Within the characters for engagements! thanks and feelings Topics include: are embedded the •Practical Advice from the AVGirl symbols for heart •Green Meetings and Strategy and speech. •Twitter in Twenty From the heart, with •Managing your Social Networks like feeling, I express my you’d Manage a Dating Service gratitude.

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