Marketing in a Green EconomyHow Green Is Your Marketing?Tips to make it even GREENER!<br />
Remember when it wasn’t easy being green?<br />…Well, today Kermit is still green, but green is now the new black. <br />
So what makes me the person who should be talking green to you?<br />I have been recycling since I was a child.<br />I hat...
Professional Experience<br />Lands’ End Integrative Creative Marketing<br />Pixelzz Design - Freelance Business <br />Fair...
Fair Indigo fairindigo.com<br /><ul><li>Concept: Fair trade, multi-channel retailer of proprietary apparel and accessories...
Target consumers: upscale, socially conscious women ages 35-55.
Mission: create stylish, high-quality clothes and accessories while paying a fair and meaningful wage to the good people w...
University of Wisconsin – ExtensionContinuing Education, Outreach & E-Learningce.uwex.edu<br /><ul><li>Launched the Bachel...
Used green marketing materials</li></ul>http://sustain.wisconsin.edu<br />Projected Fall 09<br /><ul><li>Projected student...
Projected enrollments 90
6 Courses to be offered</li></ul>Actual (Sept. 11, 2009)<br /><ul><li>400 students have expressed strong interest
114 students have applied
74 students have been admitted
184 enrollments
Opened 2 additional sections</li></li></ul><li>Green Brands (just a few)<br />
Direct Mail and it’s Impact Within the Catalog Industry<br />More than 17 billion catalogs were mailed in the U.S. last ye...
How do we reduce some of that impact?<br />Reduce print size to save paper<br />Reduce page count<br />Print with post con...
And Our Nation’s Largest Retailer<br />Walmart is working with their suppliers to develop sustainable solutions to product...
It’s Your Choice to Go Green<br />The source of the raw materialsThere is an explosion of papers that are being produced u...
Common MisperceptionsGreenwashing<br />Greenwashing is a term used to describe the practice of companies disingenuously sp...
Certifications <br />
Forest Stewardship Council (FSC) Certification<br />Is the most common certification for print materials based on 10 princ...
The 10 Principles of FSC<br />Compliance with laws and FSC principals<br />Tenure and use rights and responsibilities<br /...
Sustainable Green Printing Partnership (SGP)Certification<br />The project goals of the SGP are to define sustainable gree...
Selecting a Printer<br />Contact your local/approved printers and see if they are certified<br />If they are certified or ...
Selecting  a PrinterQuestions to ask<br />What are your policies regarding the impact of your business on the environment?...
ObstaclesCertification is Difficult and Expensive<br />There’s not a lot of information available on how to create marketi...
Integration of Print With WebExamples from the University of Wisconsin’sSustainable Management Program<br />Sustainable pr...
Integration of Print With WebExamples from the University of Wisconsin’sSustainable Management Program<br /><ul><li>Social...
The Last Great HoldoutsHow do we get the decision makers to help us make this happen<br />Show the importance of using gre...
And Finally<br />Printing will not go away, and should not go away. The issue of energy use for e-marketing campaigns is s...
Acknowledgements/ReferencesI am grateful to the following organizations which provided information and advice I needed to ...
Green Jargon<br />Anti-spam legislation The Spam Act 2003 prohibits the sending of unsolicited commercial electronic messa...
Green Jargon (page 2)<br />Data decay The process by which, over time, information on mailing lists (such as names, addres...
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Marketing in a Green Economy

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Marketing in a Green Economy

  1. 1. Marketing in a Green EconomyHow Green Is Your Marketing?Tips to make it even GREENER!<br />
  2. 2. Remember when it wasn’t easy being green?<br />…Well, today Kermit is still green, but green is now the new black. <br />
  3. 3. So what makes me the person who should be talking green to you?<br />I have been recycling since I was a child.<br />I hate to throw things away.<br />I found that I could make useful stylish things by giving new life to thrown away items. <br />On a side note some of my favorite DIY sources are the following:<br />Readymade http://readymade.com/<br />Instructables http://instructables.com/<br />Design Sponge http://designspongeonline.com/<br />
  4. 4. Professional Experience<br />Lands’ End Integrative Creative Marketing<br />Pixelzz Design - Freelance Business <br />Fair Indigo Business Launch<br />Walnut Hollow<br />University of Wisconsin - ExtensionContinuing Education, Outreach & E-Learning<br />
  5. 5. Fair Indigo fairindigo.com<br /><ul><li>Concept: Fair trade, multi-channel retailer of proprietary apparel and accessories brand.
  6. 6. Target consumers: upscale, socially conscious women ages 35-55.
  7. 7. Mission: create stylish, high-quality clothes and accessories while paying a fair and meaningful wage to the good people who make them.</li></li></ul><li>Walnut Hollowwalnuthollow.com<br />Since the inception of Walnut Hollow® in 1972, the company’s owners and employees have been strongly committed to preserving natural resources through its raw materials consumption practices, production processes, recycling activities, and community involvement. <br />The owners and founders have planted more than 300,000 trees and shrubs on personal property in the surrounding area.<br />Their catalog is printed on 10% Post Consumer Fiber meeting EPA and FTC guidlines for recycled coated paper. <br />More of Walnut Hollow’s environmental practices at http://www.walnuthollow.com/environment.aspx<br />
  8. 8. University of Wisconsin – ExtensionContinuing Education, Outreach & E-Learningce.uwex.edu<br /><ul><li>Launched the Bachelor of Science in SustainableManagement Spring 2009
  9. 9. Used green marketing materials</li></ul>http://sustain.wisconsin.edu<br />Projected Fall 09<br /><ul><li>Projected students: 45
  10. 10. Projected enrollments 90
  11. 11. 6 Courses to be offered</li></ul>Actual (Sept. 11, 2009)<br /><ul><li>400 students have expressed strong interest
  12. 12. 114 students have applied
  13. 13. 74 students have been admitted
  14. 14. 184 enrollments
  15. 15. Opened 2 additional sections</li></li></ul><li>Green Brands (just a few)<br />
  16. 16. Direct Mail and it’s Impact Within the Catalog Industry<br />More than 17 billion catalogs were mailed in the U.S. last year — about 56 for every American.<br />In the U.S., catalogs account for 3% of the roughly 80 million tons of paper products used annually.<br />Much of what used to be done through the mail, including bill payments and personal correspondence, is now handled electronically.<br />The average U.S. catalog retailer reported mailing about 21 million catalogs in 2007, sending out a new edition every 26 days. Only 1.3% of those catalogs generated a sale.<br />The paper typically used in catalogs contains about 10% recycled content, according to industry consultant RISI. <br />Consumers who received catalogs from a retailer spent 28% more on that retailer’s Web site than those who didn’t get a catalog. <br />http://online.wsj.com/article/SB125565110691488935.html<br />
  17. 17. How do we reduce some of that impact?<br />Reduce print size to save paper<br />Reduce page count<br />Print with post consumer recycled content<br />Print sensibly<br />Direct mail or direct to garbage?<br />Maintain mailing Lists<br />Supplement print campaigns with e-marketing campaigns through email, web and social media<br />Printing digitally as opposed to on press<br />Printing local to where your materials will be used<br />
  18. 18. And Our Nation’s Largest Retailer<br />Walmart is working with their suppliers to develop sustainable solutions to product packaging. They developed an online packaging scorecard to gather information on suppliers’ product packaging and help their buyers make more informed purchasing decisions.<br />Reduce packaging by 5 percent globally by 2013 (2008 Baseline).<br />Eliminate PVC from private brand packaging in the U.S. by October 2007.<br />*In a statement by Walmart, “We have made significant progress toward this goal, but for safety reasons, we will not eliminate PVC from certain items until another material of equal performance is developed.”<br />Be packaging neutral globally by 2025.<br />http://walmartstores.com/sustainability/<br />
  19. 19. It’s Your Choice to Go Green<br />The source of the raw materialsThere is an explosion of papers that are being produced using certified sustainable forestry practices – chief among them are papers carrying Forest Stewardship Council (FSC) certification. But there is plenty of promotion toward papers being produced with alternative crops.<br />Recycled ContentPercent of recovered paper, pre and post consumer.<br />The whitening processLook for papers that are Totally Chlorine Free (TCF) or Elementally Chlorine Free (ECF). Traditional processes bleached fiber with hypochlorite, a compound that reacts in the environment to create dioxins. Today most mills have stopped using this chemistry, replacing it with a more sound method that can be certified by the Chlorine Free Products Association. (Be careful of recycled pulp that is de-inked and de-colorized using methods that create dioxins or its pre-cursors.)<br />The return of materials to the environmentDoes your printer recycle waste paper, chemicals and plates?<br />Utilizing renewable energySome mills are using power from wind, solar and water to make all or certain“batches” of their paper.<br />
  20. 20. Common MisperceptionsGreenwashing<br />Greenwashing is a term used to describe the practice of companies disingenuously spinning their products and policies as environmentally friendly. It is a deceptive use of green PR or green marketing. <br />“There has to be a bonafide commitment to understanding all that is involved, not just a green “label”.  Those companies that truly have a commitment to being green have much more to offer, both in terms of product offering, quality, service, product innovation, etc.  The fact that they operate their businesses with consideration for the environment is the added bonus.”Paul Lilienthal, President Pictura Graphics www.picturagraphics.com<br />Third Party Certification provides credibility against greenwashing claims.<br />
  21. 21. Certifications <br />
  22. 22. Forest Stewardship Council (FSC) Certification<br />Is the most common certification for print materials based on 10 principles and 57 criteria that address the habitat destruction, water pollution, displacement of indigenous peoples and violence against people and wildlife that may accompany logging. <br />Goes beyond Forest Stewardship into Chain of Custody (COC), the path taken by raw materials from the forest to the consumer.<br />
  23. 23. The 10 Principles of FSC<br />Compliance with laws and FSC principals<br />Tenure and use rights and responsibilities<br />Indigenous peoples rights<br />Community relations and workers rights<br />Benefits from the forest<br />Environmental Impact<br />Management Plan<br />Monitoring and assessment<br />Maintenance of high conservation forest values<br />Plantations<br />
  24. 24. Sustainable Green Printing Partnership (SGP)Certification<br />The project goals of the SGP are to define sustainable green printing and identify steps that will help the printing industry establish manufacturing practices and products that are more environmentally sustainable. The certification process evaluates printers based on the following criteria:<br />The Product – input materials used to produce a products such as substrates, inks and coatings<br />The Process – the manufacturing process involving press equipment and supporting technology<br />The Envelope – the building, energy consumption, employees and supporting activities <br />
  25. 25. Selecting a Printer<br />Contact your local/approved printers and see if they are certified<br />If they are certified or if they are not, work with them<br />Always have more than one printer, they will stay competitive to keep you as their customer<br />www.fsc.org/printers_publishers.html<br />
  26. 26. Selecting a PrinterQuestions to ask<br />What are your policies regarding the impact of your business on the environment?<br />What are your policies regardingthe emission of volatile organic compounds?<br />Do you use vegetable-based inks, petroleum-based inks, or a combination of both?<br />How much water is used in your printing processes?<br />Have you reduced or eliminated the use of alcohol and oil-based solvents in your work?<br />Do you recycle your paper waste?<br />What other waste do you recycle?<br />What sort of paper do you buy?<br />Do you have any policies regarding the environment and your supply chain?<br />Can you give me some advice on minimizing waste in my layout?<br />How will the printed material be packaged?<br />If the order is large enough to require the use of pallets, will you take the pallets back after delivery?<br />
  27. 27. ObstaclesCertification is Difficult and Expensive<br />There’s not a lot of information available on how to create marketing materials that will pass certification<br />FSC doesn’t answer questions that are relevant to FSC certification<br />Not all items needing certification may end up passing the certifier<br />FSC certified papers cost more than papers that aren’t certified<br />However, FSC continues to provide more information on it’s website at fsc.org<br />
  28. 28. Integration of Print With WebExamples from the University of Wisconsin’sSustainable Management Program<br />Sustainable print materials that drive visitors to the web to get more information. <br />
  29. 29. Integration of Print With WebExamples from the University of Wisconsin’sSustainable Management Program<br /><ul><li>Social Marketing opportunities - facebook</li></li></ul><li>Integration of Print With WebExamples from the University of Wisconsin’sSustainable Management Program<br /><ul><li>Social Marketing opportunities - twitter</li></li></ul><li>Integration of Print With WebExamples from the University of Wisconsin’sSustainable Management Program<br /><ul><li>Social Marketing opportunities - YouTube</li></li></ul><li>Integration of Print With WebExamples from the University of Wisconsin’sSustainable Management Program<br /><ul><li>Social Marketing opportunities - LinkedIn</li></li></ul><li>Integration of Print With WebExamples from the University of Wisconsin’sSustainable Management Program<br />All driving visitors to the website<br />
  30. 30. The Last Great HoldoutsHow do we get the decision makers to help us make this happen<br />Show the importance of using green marketing materials<br />The numbers for the catalog industry is a good example<br />The good PR that you get from being green is a huge payoff, promote that<br />Reconfiguring print jobs can sometimes offset costs which will always make management happy<br />Getting quotes from three printers insures that you can have competition for your work<br />
  31. 31. And Finally<br />Printing will not go away, and should not go away. The issue of energy use for e-marketing campaigns is something that I could also talk about, but the servers are also not going to go away. We can better integrate smarter printing solutions with web marketing campaigns to create better green marketing opportunities for your organization. <br />
  32. 32. Acknowledgements/ReferencesI am grateful to the following organizations which provided information and advice I needed to compile this presentation:<br />Isthmus Communicationsisthmuscommunications.com<br />Fair Indigofairindigo.com<br />Park Printingparkprinting.com<br />La Crosse Graphicslacrossegraphics.com<br />Pictura Graphicspicturagraphics.com<br />The Story of Stuffyoutube.com/watch?v=gLBE5QAYXp8<br />For a dowloadable copy of this presentation:http://pixelzz.com/pages/greenmktg.htm<br />
  33. 33. Green Jargon<br />Anti-spam legislation The Spam Act 2003 prohibits the sending of unsolicited commercial electronic messages, and stipulates that commercial electronic messages must provide the facility for a recipient to unsubscribe.<br />Audience The target of your marketing or fundraising campaigns and/or the recipient of your mail.<br />Carbon emissions Carbon emissions or CO2 emissions are one form of greenhouse gas emissions.<br />Chlorine A chemical used for bleaching paper, which can emit the toxic chemical compound dioxin.<br />Controlled wood A term used by the Forest Stewardship Council for wood which has come from a forest that is not FSC-certified, but which companies assure has avoided “the most controversial sources,” such as illegal harvesting.<br />
  34. 34. Green Jargon (page 2)<br />Data decay The process by which, over time, information on mailing lists (such as names, addresses and phone numbers) becomes out of date.<br />Data elements Various types of data available within a list, such as name, address, phone number, age, gender, occupation, etc.<br />Deforestation The cutting down or stripping of trees from land.<br />Demographic A number of people grouped together according to statistics such as age, education, health and migration.<br />Duplex printing Printing on both sides of a sheet of paper.<br />ENERGY STAR A standard which is applied to office equipment that saves energy by going into “sleep mode” when it is idle, and reduces the amount of power consumed when it is on “standby.” Once the equipment has been purchased, the feature must be enabled.<br />
  35. 35. Green Jargon (page 3)<br />Environmental impact The affect – positive or negative – that something has on the natural environment. The term is sometimes used to refer only to negative impacts.<br />Genetically modified organism An organism, such as a tree, whose genetic make-up or DNA has been changed.<br />Greenhouse gas emissions There are numerous greenhouse gases (including water vapor), which are gases that increase the global temperature, but six were identified by the Kyoto Protocol for targeted reduction: carbon dioxide; methane; nitrous oxide; hydro fluorocarbons; per fluorocarbons; and sulphur hexafluoride.<br />Ink coverage The part of a page printed with words, images or blocks over cover, rather than the areas left blank.<br />List deliverability The percentage of a mailing list that the list’s provider guarantees will reach its recipients.<br />
  36. 36. Green Jargon (page 4)<br />Mail house A business that can prepare your mail for dispatch into the postal service. It can package up and apply postage to mail you have printed/prepared yourself, or it can do the printing for you, and can source mailing lists.<br />Mailing list A list of names and addresses of people to whom you can send mail. An in-house list will likely contain the names of people with whom your organization has had contact in the past. An external rented list will be people you can target as new supporters.<br />Mailing list broker A company that rents or hires mailing lists.<br />Pallets A platform, usually made of wood, on which goods are placed for transport.<br />PDF Portable document file. A type of file that enables a two-dimensional document (such as a sheet of paper) to be presented and viewed in a computerized form.<br />
  37. 37. Green Jargon (page 5)<br />Petroleum-based ink Printing ink which contains petroleum oil to carry pigment.<br />Soy-based ink A form of vegetable-based ink where oil extracted from soybeans is used to carry the pigment.<br />Supply chain An organization&apos;s supply chain is made up of all the businesses whose products or services contribute to that organization&apos;s operations. This includes immediate suppliers, the suppliers used by those suppliers, and so on, forming a chain.<br />Vegetable-based ink Ink which contains vegetable oil such as linseed or canola to carry the pigment.<br />Volatile Organic Compounds Chemical compounds that can pollute air and soil.<br />

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