SB'12 - James Windon - Causes, Gaelan Brown - 1% for the Planet, Judah Schiller - GameDesk, Ian Hanna - Forest Stewardship Council US, Lynley Sides - The Glue Network, Meri-Margaret Deoudes - National Wildlife Federation, Johanna O'Kelley - Sierra Club, N
A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
Modernizacion del Estado a través de firmas digitales
Similar to SB'12 - James Windon - Causes, Gaelan Brown - 1% for the Planet, Judah Schiller - GameDesk, Ian Hanna - Forest Stewardship Council US, Lynley Sides - The Glue Network, Meri-Margaret Deoudes - National Wildlife Federation, Johanna O'Kelley - Sierra Club, N
Similar to SB'12 - James Windon - Causes, Gaelan Brown - 1% for the Planet, Judah Schiller - GameDesk, Ian Hanna - Forest Stewardship Council US, Lynley Sides - The Glue Network, Meri-Margaret Deoudes - National Wildlife Federation, Johanna O'Kelley - Sierra Club, N (20)
Business Model Canvas (BMC)- A new venture concept
SB'12 - James Windon - Causes, Gaelan Brown - 1% for the Planet, Judah Schiller - GameDesk, Ian Hanna - Forest Stewardship Council US, Lynley Sides - The Glue Network, Meri-Margaret Deoudes - National Wildlife Federation, Johanna O'Kelley - Sierra Club, N
1. DEVELOPING PURPOSEFUL PARTNERSHIPS BETWEEN
BRANDS & FOR-GOOD
James Windon, Causes
Lynley Sides, The Glue Network
Gaelan Brown, 1% for the Planet
Meri-Margaret Deoudes, National Wildlife Fed.
Judah Schiller, GameDesk
Johanna O'Kelley, Sierra Club
Ian Hanna, Forest Stewardship Council US
Nathan Benjamin, Planet Reuse
10. Goals for the Campaign
Brand Brand Behavioral
Awareness Advocacy Change
11.
12. Action Detail Page
Every branded campaign has a customized detail page, that is highly optimized to maximize conversion of
visitors to take action.
18. Results
People who participated in the Connect For Good
community were 100% more likely to agree with the
BRAND AWARENESS statement that “AT&T has many initiatives to better our
community”
People who participated in the Connect For Good
community were 50% more likely to be very interested in
BRAND ENGAGEMENT opportunities to engage with AT&T around the company’s
charitable initiatives.
People who participated in the Connect For Good
BRAND ADVOCACY community were 40% more likely to recommend
AT&T to a friend or family member
93% of the individuals who pledged not to text and
BEHAVIORAL CHANGE drive reported that since taking the pledge they had not
texted at all, or encouraged others to not text and drive
22. Do employees of your wholesale accounts make
music videos about your product?
23.
24. Is Patagonia Advocate Week:
“Cause Marketing?”
“Triple Bottom Line?”
…or is this that hard-to-label place
where sustainability, community and
economy merge and everyone wins?
3
25.
26.
27.
28.
29. In Summary
• Environmental stewardship + empowered stakeholders =
engaged buyers and employees.
• Localize, Socialize, and Mobilize around environmental
issues = grassroots authenticity.
• 1% for the Planet challenges YOU to create the transparent
and engaging program for our presentation at Sustainable
Brands 2013!
31. Forest Stewardship Council
Consumers Are Ready for FSC,
Are You?
How the Forest Stewardship Council Can Drive
Purchase Preference
Sustainable Brands 2012
® FSC, A.C. All rights reserved
34. Forest Stewardship Council
US Market Expansion
• Corporate leadership
driving momentum
• From <1% to 5%
share in last three
years
• A tipping point has
been reached
® FSC, A.C. All rights reserved 4
35. Forest Stewardship Council
Mainstream: Building Relevance
It’s all about:
• Having Knowledge
• Wielding Power
• Knowing Impact
• Creating Change
• Making it Easy
• Generating Goodwill
® FSC, A.C. All rights reserved 5
36. Forest Stewardship Council
Does The Mainstream Care?
• Our qualitative and quantitative research says emphatically “YES”
• We have found a message that unites ‘across the green chasm’
MAJOR
VALUES GAP
Dark Greens Upper Middle Greens Lower MGs Green Rejecters
88% 70%
FSC message “Very/Extremely Appealing”
® FSC, A.C. All rights reserved 6
37. Forest Stewardship Council
What Your Brand Can Do
• Use more FSC in
your supply chain
• Get the credit you
deserve
• Help us tell the
story as we go
mainstream
® FSC, A.C. All rights reserved 7
38. Forest Stewardship Council
Thank You!
Forest Stewardship Council US
212 Third Ave North, Suite 504
Minneapolis, MN 55401
Ian Hanna
Director of Business Development
904-333-1714
i.hanna@us.fsc.org
www.us.fsc.org
® FSC, A.C. All rights reserved 8
42. PARTNER FOR GOOD
1:1 OR 1:MANY
PROJECTS:
Educate 1 Child:
NON-PROFITS:
Living Water
Guatemala
Keep a Breast
Water System: Haiti Plant with Purpose
Two Chickens: World Vision
Philippines
Surfrider Foundation
Help Children With
Cancer: USA Invisible Children
Stand Up For Kids
Malaria Nets:
Mozambique Pencils of Promise
Bike To School: Max Cure Foundation
Zambia
World Bicycle Relief
Meals for Street
Light Gives Heat
Kids: USA
Hope International
Agri-Pack: Ethiopia
The Thirst Project
43. BE SOCIAL
BRAND
Zac Keeler !
BRAND and I helped fund
Two Soccer Balls via
$
World Vision. You can
help too! glue.bz/432fdg !
EMPOWER! ENGAGE! ADVOCATE! ATTRACT!
44. SOFTWARE
APPAREL
HEALTHCARE
COMPUTERS
MUSIC
GIVING3
GOOD FOR GOOD FOR BUSINESS
GOOD FOR THE
CONSUMERS
LOYALTY & DATA
WORLD
SHARES 2X
CLICKS 30X
49. NWF Overview
• National Wildlife Federation is America's
largest conservation organization
• The mission is to inspire Americans to
protect wildlife for our children’s future
– Connect kids and nature
– Protect wildlife and wild places
– Address climate change
• Award-winning magazines have been
educating children and adults for more than
40 years
3
50. NWF Audience Overview
Reach:
• Over 4 million members, supporters and subscribers
• National and regional organizations
• Multiple marketing channels with messages that resonate with
consumers
Audiences:
• Women, moms, parents and grandparents
• School children, teachers and faculty
• Activists and community leaders
• Employees via corporate volunteer opportunities
Measurable Goals:
• Based on participants, publicity and awareness to support partnership
evaluation and growth
Media Savvy:
• Empowering, inspiring messages that provide ideas, solutions and
activities that resonate with the media
• Pioneers in social media in non-profit sector
• Adept, experienced media spokespeople 4
52. NWF Marketing Platform
Be Out There
Mission:
Keeping families connected to the outdoors to raise
happier and healthier kids and inspire a life-long
appreciation of wildlife and nature
Goals:
• Reach 22 million American moms
• 10 million kids Overcome the barriers
to outdoor play
Program Overview:
Consumer-facing movement Promote health benefits
to unstructured play Balance screen time
and green time
time
• Target audience: Moms
• Scalable program with easy engagement A passionate, authentic and integrated
opportunities movement to develop healthier,
happier and smarter kids
• Multiple components: events, activities, reports
Simple solutions Provide interactive
• Focus on health and environment integrated into a family’s
lifestyle
resources and engaging
activities
• Promotes easy, adaptable solutions
Develop events families
can explore in their own
backyard or community
6
53. NWF Education Platforms
Eco-Schools USA & Campus Ecology
Eco-Schools USA (K-12)
• Focus on greening school buildings, grounds
and curriculum
• STEM learning
Campus Ecology
• Student outreach programs, campus
consulting, educational events and resources
Campus Conservation Nationals
• Nationwide competition challenging colleges
and universities to reduce electricity and
water use
Greenforce
• Strengthens workforce development and
sustainability practices at community colleges
7
54. NWF Sustainability Platform
Forest Footprint Disclosure Project
Do you have any of these Risks to be aware of:
commodities in your supply
chain? • Reputational
• Environmental
TIMBER • Regulatory
How NWF can help:
PALM OIL • Determine your Forest Footprint and
mitigate risk
• Advise on best ROI for certifications and
BEEF/LEATHER memberships
• Guide social media and outreach
strategies
• Deliver reports from forest risk experts
SOY on sourcing and sustainability
BIOFUELS 8
55. NWF Partner Activation
Partnerships can be shared via NWF Marketing Channels through integration:
Publications
Ranger Rick
Your Big Backyard
Catalog Wild Animal Baby
NWF catalog buyers National Wildlife Magazine Social Media
Mommy Bloggers
Facebook
Twitter
Pinterest
Events and
Activities
Hike & Seek
Great American Backyard Campout Media/Public Relations
Ranger Rick’s Geocache Trails Media Spokesman:
NatureFind David Mizejewski
Activity Finder Subject-Matter Experts
Websites
Collateral Materials NWF.org
Event or program specific Programs
Printed or downloadable Events
Emails/Enewsletters
Segmented by audience
9
57. NWF Contacts
Meri-Margaret Deoudes
Vice President
Corporate Relations & Special Events
National Wildlife Federation
deoudesm@nwf.org
Mari Canizales
Senior Manager
Corporate Relations & Special Events
National Wildlife Federation
canizalesm@nwf.org
11