East TN Environmental Conference WAP

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Communicating Green Initiatives Presentation, East Tennessee Environmental Conference, March 10th, 2009

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  • East TN Environmental Conference WAP

    1. 1. Communicating Green Initiatives <ul><li>2009 East Tennessee Environmental Conference </li></ul><ul><li>William Paddock, Director </li></ul><ul><li>[email_address] </li></ul><ul><li>www.wapsustainability.com </li></ul><ul><li>March 10 th , 2009 </li></ul>
    2. 2. About WAP <ul><li>Helping organizations create competitive advantages using sustainable practices. </li></ul>
    3. 7. The History of Talking Green
    4. 8. What makes this different
    5. 9. Sustainability in the News
    6. 11. Difficulties in Communications
    7. 12. So how do you talk about going green?
    8. 13. A Tale of 2-CEO’s <ul><li>“ Safeway is the most sustainable grocery retailer in the country. Our commitments, our strategy and our operations set us apart from the competition” </li></ul><ul><li>“ Walmart is not a sustainable company, nor do we ever think we will ever be sustainable. What we are trying to do is act more responsibly, be less harsh to the environment, better to our associates lives and help our customers save money and live better.” </li></ul>
    9. 14. The Journey to Sustainability often has speedbump
    10. 15. What is Greenwashing? CorpWatch defines the term as; &quot;the phenomena of socially and environmentally destructive corporations attempting to preserve and expand their markets or power by posing as friends of the environment.”
    11. 17. Creating confusion through communication in the marketplace
    12. 20. The Good, The Bad and the Ugly
    13. 33. WAP Sustainability Case Work
    14. 34. Finding the value? Sustainability is an investment into the future. If nothing is changing, sustainability is not working Value creation can happen in all areas of an organization. Sustainability is a journey, not a destination.
    15. 35. Suppliers Customers Competitor Companies Retailers Employees Consumers Investors Citizens Government NGO’s Media Future Generations
    16. 36. Make Sustainability Grow Low Hanging Fruit Value Creation Competitive Advantage Sustainably Distinct
    17. 37. Case Study <ul><li>Challenge: Mid-Sized ($150 million) corrugated box company seeks to go green with little to no capital investment </li></ul><ul><li>Hurdles: </li></ul><ul><ul><li>Education and Understanding </li></ul></ul><ul><ul><li>Perception </li></ul></ul><ul><ul><li>Customer education </li></ul></ul><ul><li>Focus areas: </li></ul><ul><ul><li>Operations </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Sourcing </li></ul></ul><ul><ul><li>Sales and Marketing </li></ul></ul><ul><li>Outcomes: </li></ul><ul><ul><li>Minimal Operational Upgrades </li></ul></ul><ul><ul><li>Customer Focused Design Process </li></ul></ul><ul><ul><li>Verification and Umbrella Approval </li></ul></ul><ul><ul><li>Training, Education and Materials for Sales and Marketing </li></ul></ul>
    18. 38. Case Study <ul><li>Challenge: Mid-Sized city seeks to improve the quality of life for its citizens and capitalize on an ecotourism opportunity. </li></ul><ul><li>Hurdles: </li></ul><ul><ul><li>Politics </li></ul></ul><ul><ul><li>Citizen Education </li></ul></ul><ul><ul><li>Media Engagement </li></ul></ul><ul><li>Focus Areas: </li></ul><ul><ul><li>Forest </li></ul></ul><ul><ul><li>Water </li></ul></ul><ul><ul><li>Climate </li></ul></ul><ul><ul><li>Quality of Life </li></ul></ul><ul><ul><li>Economic Development </li></ul></ul><ul><li>Outcomes: </li></ul><ul><ul><li>Citizen Education </li></ul></ul><ul><ul><li>Local Officials Education </li></ul></ul><ul><ul><li>Grassroots Organization </li></ul></ul><ul><ul><li>Mayor’s Media Campaign </li></ul></ul><ul><ul><li>5 Spoke Strategy </li></ul></ul>
    19. 39. Case Study <ul><li>Challenge: Non-Profit seeks to improve communications with stakeholders and grow its reputation in the process </li></ul><ul><li>Hurdles: </li></ul><ul><ul><li>Target Market </li></ul></ul><ul><ul><li>Multiple audiences </li></ul></ul><ul><ul><li>Complex vs. Simple </li></ul></ul><ul><li>Focus Areas: </li></ul><ul><ul><li>Defined Target Audiences </li></ul></ul><ul><ul><li>Web and Social Networking </li></ul></ul><ul><ul><li>Tools for all </li></ul></ul><ul><li>Outcomes: </li></ul><ul><ul><li>Increased Web Traffic </li></ul></ul><ul><ul><li>Increased Web Registrations </li></ul></ul><ul><ul><li>Social Network Followings </li></ul></ul><ul><ul><li>Communication and Educational Forums for all audiences </li></ul></ul>
    20. 40. Special Thanks <ul><li>Kevin Rabinovitch </li></ul><ul><li>Futerra Communications </li></ul><ul><li>Custom Packaging </li></ul><ul><li>Model Forest Policy Program </li></ul><ul><li>City of Cookeville </li></ul>

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