Building a Greener Brand

eco–mmunicating
3Degrees’ Capabilities and
Experience to help you get
your commitment heard

ECO-MMUNICATING: Building a Greener Brand
IN THE EYES OF YOUR
STAKEHOLDERS
These days, building a greener brand
is necessary to stand out from the
competition. Key stakeholders are
looking at company sustainability
strategies and analyzing how they
measure up. Communicating your
environmental commitment effectively
to each stakeholder will have
numerous benefits to your brand and
your bottom line.
EMPLOYEES
“Employees working at companies
with clear CSR programs are most
satisfied, stay at their jobs longer,
and are more content with senior
management.”
– Greenbiz (2007)
Demonstrate your company’s
values to employees who
care about the environmental
impact of their employers
Build morale and making
employees green evangelists
within the organization who
will broadcast your good
environmental deeds
COMMUNITIES AND THE MEDIA
“69% of consumers are aware of the
term “sustainability”, 61% aware of
“carbon footprint”, and 59% aware of
“climate neutral.”
– Shaklee (2007)
Drive positive PR and create
goodwill with environmentally
friendly practices
Feed continued media interest
in covering the “green power”
and climate change story
CONSUMERS
“Consumers expect to double their
spending on green products and
services in the next year to bring total
spending estimated at $500 billion
annually.”
– Landor Associates, Penn, Schoen &
Berland Associates and Cohn & Wolfe
(2008)
Consumers care and are
willing to act on climate
change
82% of F500 companies said
they consider climate change
to represent commercial
opportunities
INVESTORS AND SHAREHOLDERS
“36% of consumers are more likely to
buy a company’s stock if they know
the company is ’mindful of its impact
on the environment’.”
– LOHAS (2007)
Investors seek organizations
that remediate environmental
risk, particularly risks
associated with climate
change
Many funds and indexes
now exclude companies that
significantly contribute to the
growth of carbon emissions
SUPPLIERS
“Over 21% of publicly traded
companies that outsource functions
have added ‘green policies and
performance’ demands to their vendor
contractual arrangements.”
– Brown Wilson Group (2007)
Align green supply chain goals
with business goals
Engage your supply chain
and build your supplier story
by encouraging them to
participate in environmental
solutions
PLANTING THE SEEDS
Print Marketing 3
Web-Based Marketing 9
Communications and Messaging 13
What have other
companies done?
Case Study: Safeway 19
Case Study: Voss 20
Taking action by balancing your carbon footprint is the first step to building
a greener brand. After that, it’s all about effectively communicating your
commitment in a relevant and compelling way to your stakeholders.

Print Marketing Expertise
Posters | Brochures | Postcards | Bangtails
3Degrees has extensive experience developing print
communications for our partners with compelling designs
and messaging that fit with our partners’ brands. From
stickers and window clings to posters and brochures to
multi-month direct mail campaigns, we’ve done it all.

MP 3Degrees Marketing Capabilities | Privileged and Confidential
Here are things you can do to fight climate change:
If one household in 10 bought Energy Star-rated heating and cooling equipment, the change in greenhouse
gas emissions would be equivalent to taking 1.5 million cars off the road.
If every American home swapped just five incandescent bulb fixtures for Compact Fluorescent Light
bulbs (CFLs), it would keep 1 trillion pounds of greenhouse gases out of the air and save $6.5 billion in
energy costs.
Using power management on your desktop computer could save 900 kilowatt-hours a year. That
amounts to 1,500 pounds of carbon dioxide emissions, the equivalent of driving a medium-size car from New
York to Salt Lake City.
Once you’ve reduced your electricity consumption, you can purchase Renewable Energy Certificates
(RECs) from 3Degrees to offset the rest!
Go to www.3degreesinc.com/starbucks to calculate your carbon footprint!
Starbucks has committed to address its climate impact by reducing
electricity consumption and offsetting 20% of its electricity use through
a purchase of renewable energy certificates sourced from nationwide
wind energy projects.
*More information on the methodology behind the CO2 reduction tips above can be found at www.energystar.gov
One sip at a time...}
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Y O ucan help fight
climate
change
As part of our renewable energy program offered to all
Starbucks employees, this card provided tips on how to
reduce energy use and recommends offsetting the rest
of their carbon footprint with RECs and carbon offsets
from 3Degrees.
April 2007
This 4’x4’ sign was displayed at Starbucks headquarters to help raise
awareness about Starbucks’ commitment to the environment through
the purchase of Renewable Energy Certificates.
April 2007

powered
byclean
natural
wind
energy
Corporate Express, in
partnership with 3Degrees,
has made a commitment to
renewable energy through
purchasing Renewable Energy
Certificates (RECs) equivalent
to 800 MWh of energy
consumption per year.
Environmental Beneﬁt:
This purchase has an equivalent
environmental impact of
preventing 494 tons of CO2
from entering the atmosphere
or removing 107 cars from
the road for one year.
For more information go to www.3degreesinc.com or call 866.476.9378
This poster describing Corporate Express’ renewable
energy purchase is part of a design series focused on
employee education.
August 2007
This banner was part of a package that 3Degrees designed for Copper
Mountain’s resort-wide marketing campaign about its renewable
energy purchase.
October 2006

Silicon Valley Power,City of Santa Clara • 1500 Warburton Avenue • Santa Clara,CA 95050 • www.siliconvalleypower.com
Sign up for Santa Clara Green Power to support 100% California wind and solar power.
By choosing Santa Clara Green Power,you will support energy from the wind and the sun,two of the cleanest and most
renewable energy sources. For just 1.5¢ extra per kilowatt hour you can choose Green-e Certified®
clean energy for 100% of your electricity usage. On average,Santa Clara households pay an
additional $7.50 a month for Green Power.
The average Santa Clara Green Power participant will prevent 5,640 pounds of CO2 and harmful particulates into the
atmosphere each year. The environmental and air quality benefits are equivalent to planting 380 trees
or not driving your car for half a year.
For more information,call (408) 244-SAVE (7283),email us at green@siliconvalleypower.com
or visit www.siliconvalleypower.com/green.
Printed on 100% recycled,chlorine-free paper.
We suggest you choose green.
This postcard created by 3Degrees targets new residents of
Santa Clara and encourages them to enroll in the utility’s green
power program. This concept would also fit nicely as part of a
corporate carbon calculator initiative to encourage employees to
take action.
February 2008
Or=
PaloAltoGreen: The easy formula for clean energy
Your Home
PaloAltoGreen Power
Not driving your
car for 7 months
One Year
Protecting more than
2 acres of forest
PaloAltoGreen: The easy formula for clean energy
Typical utility green power marketing plans include bangtails
such as the one shown here designed by 3Degrees. The
messaging demonstrates how the simple switch to green
power will make a big difference.
March 2007
The PaloAltoGreen Team Discount Card is a program
developed and managed by 3Degrees for our utility
partnership in Palo Alto where participating businesses and
residents receive community benefits for joining the program.

3Degrees has a comprehensive library of compelling imagery
we can share with our partners. This poster was designed to
inform and excite employees about NBC11’s purchase and
the environmental benefits of their commitment.
March 2008
3Degrees develops compelling communications
that keep the issues around carbon offseting easy to
understand and accurate.
August 2007
Forests provide climate benefits by absorbing CO2 from the atmosphere and storing it as carbon in
trees for hundreds to thousands of years.
Through the California Climate Action Registry this is the first registered forestry project in the
United States. The Pacific Forest Trust holds a working forest conservation easement on the 2,100
acre van Eck forest, ensuring this land will never be lost to development or converted to other uses.
PFT’s Van Eck Forest Project is the first forest project registered
with and following the rigorous standards of the California
Climate Action Registry. The land is managed by PFT to
increase carbon stores, restore biodiversity, protect wildlife
habitat and deliver quality timber products. A conservation
easement held on the property ensures the land will never be
developed. The sustainable forestry practiced on the land
results in more stored carbon than could be attained through
conventional management practices.
Forests provide tremendous climate benefits by absorbing
CO2 from the atmosphere and storing it as carbon in their
trees for hundreds to thousands of years. California’s coastal
redwood forests are especially beneficial as they are among
the most productive forest carbon “sinks” in the world.
Mendocino Wine Company, in partnership with 3Degrees and the Pacific Forest Trust (PFT), has
purchased 180 metric tons of carbon dioxide (CO2) emissions reductions generated from the
sustainable management of 2,100 acres of working redwood forest in Humboldt County, CA.
Preserving Trees Has Helped Us Become the
First Carbon Neutral Winery in the U.S.

The knowledgeable team at 3Degrees has helped
me stay fresh and up to date in the rapidly evolving
markets of renewable energy and carbon. They
have always been very responsive and helpful
when I have questions about how it all works.
Jen Schenk
Environmental Manager
Copper Mountain

ONLINE Marketing Expertise
Landing Pages | Email Blasts | Carbon Calculator
3Degrees has extensive experience developing online-
based marketing initiatives for our partners that encourage
participation in environmentally responsible solutions. Our
team of web design and marketing experts can support
your needs from concept development to programming
and execution.

3Degrees Marketing Capabilities | Privileged and Confidential
MP 10
The Carbon Footprint Calculator shown here was designed by 3Degrees to allow
clients to calculate and balance their footprint with wind energy and carbon reduction
for their home, car and air travel.
The “Carbon Counter” shown here populates with
accurate carbon amounts on the fly as the user enters
his or her information
When entering information about air travel, users can
choose to enter the number of flights based on length
or exact arrival and departure airports per flight.
Above, the user is shown the equivalent environmental
benefit to offsetting their footprint. In this case,
offsetting would be approximately equivalent to the
yearly CO2 absorption of 7.5 acres of trees.

MP 11
3Degrees has experience designing web advertising to
promote voluntary programs and communicate environmental
commitments. This animated GIF was displayed on Copper
Mountain’s home page to drive traffic to their renewable energy
commitment page.
November 2006
Eblasts are a fast, easy way to communicate with a large
group of people. Here, 3Degrees designed and programmed
an HTML email to encourage enrollment in E.ON’s
voluntary program.
May 2007
3Degrees has designed this piece as an
online ad for stlouisgreen.com, promoting
Pure Power, AmerenUE’s Voluntary
Renewable Energy Program
2006, 2007

MP 12
3Degrees works with our partners to develop web-based programs that encourage their
key stakeholders, such as employees and customers, to reduce their carbon footprint.
We do this by designing and building custom, branded landing pages embedded with our
carbon calculator.
Green Merchant Alliance
Horny Toad
Copper Mountain

Communicating a renewable energy or carbon offset
commitment can be tricky. We can work with your
marketing department to ensure you’re sending
an accurate and effective message that tells your
unique story.
Communications and
Messaging Expertise
Press Releases | Copywriting | Concept Development

Communications and Messaging Expertise
MP 14
Employee
Communications
Events,Presentations
andTours
External
Communications
Website
PrintAds
EarnedMedia
Awards
DeeperPartnerships
Food Beverage
Safeway
Starbucks
High Tech
Agilent Technologies *
Applied Materials *
Cisco Systems *
Lockheed Martin *
Yahoo! *
Consumer Products
Chaco
HP
Interface
prAna
Health Care
CV Therapeutics *
Roche Bioscience *
Services
FedEx Kinko’s
HSBC Bank
Garden of Life
Ski Resorts
Copper Mountain
Sugar Bowl
Universities
Connecticut College
Northwestern University
Tufts University
UTILITY PARTNERSHIPS
AmerenUE
City of Palo Alto Utilities
E.ON
Pacific Power
PGE
Roseville Electric
Silicon Valley Power
* These customers purchase renewable energy through one of 3Degrees’ utility partnerships
3Degrees leverages our experience in renewable energy and climate communications to
develop multi-faceted marketing initiatives for our partners.

MP 15
PrAna, a retailer of yoga and outdoor apparel and early adopter of wind energy, wanted to
seamlessly integrate renewable energy messaging into their trade show booth. 3Degrees
developed educational and compelling copy for these cards which hung from a wall within the
booth.
Cultivate
Wind power can provide an
important economic boost to farmers.
Large wind turbines typically use less
than half an acre of land, including access
roads, so farmers can continue to plant
crops and graze livestock right up to
the base of the turbines.
Grow
Wind energy is the fastest
growing source of electricity in the
world. Wind power is often the least
expensive form of renewable power – in
fact, in some cases it is the cheapest form
of any kind of power. This, and the fact that it
produces no emissions of any kind and no
dangerous waste, makes wind power
a very promising choice for new
power generation.
Shape
prAna’s commitment to
renewable energy creates a
positive ripple effect for many
groups, shaping a brighter future:
3Degrees, renewable energy
entrepreneurs, prAna retailers,
farmers

MP 16
Our Partners in Sustainability
The renewable energy market is still new. We
want to make sure we get it right. That’s why we’ve
partnered up with 3Degrees (our provider of Renewable
Energy Certificates) and the Center for Resource Solutions.
These organizations are helping us keep it real—and fully
compliant. For example, CRS has developed standards to
ensure the renewable power we claim is truly purchased
and used. The organization’s Green-e certification
program and accompanying seal is the gold standard
for renewable energy.
Santa Cruz Organic asked 3Degrees to write the copy for their sustainability brochure in a
tone that fit with their family and environmentally focused brand.
Made with Renewable Energy
We’re committed to a sustainable future. So
we’re putting our money where our mouth is by
buying enough renewable energy to produce our
entire line of Santa Cruz Organic®
brand products.
Why take these steps? Because conventional
methods of electricity involve fossil or nuclear
fuels – forms of power generation that can be
harmful to all life forms on the planet.

We’ve partnered with 3Degrees
because we trust them. Their ethics
and integrity are clearly aligned
with the Starbucks mission.
Rebecca Zimmer
Energy Resource Management
Starbucks Coffee

Case Studies
3Degrees works with our partners to understand the level
of support they need. Whether it’s simply developing copy
for your website or developing a full marketing campaign,
we will work around your goals. See our marketing work in
action with these customer case studies.

MP 19
Case Study: Safeway
To reach employees and other stakeholders, we created this brochure,
Recipe for a Cleaner Environment, which covers not just what
Safeway is doing to support cleaner energy, but their other sustainable
practices as well.
May 2007
Using the same look and feel as the brochure, we created signs for their commuter buses
used to shuttle headquarter employees from BART train stations to the corporate campus.
With a beautiful panoramic image of a wind farm, Safeway was able to communicate to
employees other actions they are taking on behalf of the environment. This sign was such a
hit that it was reproduced to hang in their employee café as well.
May 2007
Located on Safeway’s intranet, this landing
page targets employees.
May 2007
3Degrees began our partnership with Safeway in 2005 with their purchase of Renewable
Energy Certificates (RECs) for all their fueling stations, corporate campus in Pleasanton,
CA and all their stores in San Francisco and Boulder, CO. We’ve worked very closely with
Safeway to develop a variety of marketing communications around their purchase.

MP 20
Case Study: Voss Water
3Degrees’ marketing and graphic design teams developed strategic and tactical
recommendations for Voss to reach out to customers, sales staff, media and their
supply chain. From bottle stickers to logo icons and coasters, 3Degrees developed these
concepts for Voss to help communicate their commitment to clients while keeping their
brand in mind.

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