1. Green Marketing inChallenging Times: How to Promote Your Organization Credibly and Affordably July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

2. Welcome:Judy Chang Pamela Ardizzone Marketing 101:Cynthia Curtis How to Avoid Greenwashing:Laura Bartsch Helen Fairman Key Steps for Getting Started:Cindy Jolicoeur Leveraging Social Networking: Pamela Ardizzone Jo Lee Best Practices and Wrap Up: Beth Zonis July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 3. Marketing 101Applying the Fundamentals Cynthia Curtis July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 4. How Do You Define Marketing? 1.4 Ps (Product, Placement, Pricing, Promotion) 2.Advertising 3.Branding 4.Sales Support 5.Pricing 6.Communications, collateral (aka brochures) 7.Events / tradeshows 8.PR/AR 9.Website & social media management 10. Strategy development 11. July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 5. The Basics Who is your customer? Current and prospective How do you deliver value to their business What are the touchpoints What do they think of you, your product/service How do you make money? Route to market direct sales, channel partners, resellers Where is the value in your offering Whats your competition and how are you different?July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 6. Applying Strategy to Action Business objectives Customer acquisition Customer retention Success metrics July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 7. Whats in a Brand? What do you think of when you see Key tenets of successful brands Strength & consistency over time Emotional connection Delivering on a promiseJuly 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 8. Is Green Marketing Different? Yes Timing; nascent industry offers opportunities Branding is key, but avoid greenwashing Chance to stand out whats your promise? And, No The fundamentals dont change: know your customer, your competition and how you make $$ July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 9. Cynthia Curtis Cynthia Curtis is a 14+ year progressive marketing executive with a proven ability to deliver on growth agendas at Utimaco/Sophos, EMC Corporation and Unisys by integrating market strategies, overhauling business mix, and developing compelling products, services and brands. She holds an MBA and speaks German. A member of the CMO Club, New England Women in Energy & Environment (NEWIEE) and co-founder of an Environmental Ministry organization, Cynthia is actively committed to green technologies, having built the first LEED certified home in Wellesley, MA. July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 10. How to Avoid Greenwashing Laura Bartsch Helen Fairman July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 11. Educate, dont manipulate July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 12. Dont make unsupported or unsupportable claims July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 13. Dont make exaggerated environmental claims *Donotapplywetplantstoapointofrunoffordrip.Donotallowadults,childrenorpetstoenter thetreatedareauntilsprayshavedried.Donotapplythisproductinawaythatwillcontactadults, children,orpetseitherdirectlyorthroughdrift.Removepets, birds,andcoverfishaquariums beforespraying.Donotapplywithin21daysofasulfurapplication.Donotusewhentemperatures areabove90F.Donotapplymorethan10timesperseason.Donotreapplywithin3daysexcept underextremepestpressure.Donotapplymorethan1timeaday.Incaseofextremepest pressuredonotreapplywithin24hours.Donotapplydirectlytoornearwater,stormdrains,or drainageditches.Donotapplywhenwindy.Topreventproductrunoffdonotoverwatertreated areasorapplypriortoheavyrainfall.July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 14. Dont claim a differentiating factor or benefit that isnt one Flying from London to Nice produces 10 times fewer carbon dioxide emissions than flying London to Miami July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 15. Dont focus on the green detail and ignore the not-so-green whole July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 16. Dont make patently false claims July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 17. Take advantage of independent verification programs July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 18. Sell the financial benefitsRebate Programs for Renewableswww.dsireusa.org / July 2009DC State program(s) only Utility and/or local program(s) only Notes: This map does not include rebates forgeothermal heat pumps or other energy efficiency State program(s) + utility and/or local program(s) technologies. The Virgin Islands also offers rebates forcertain renewable energy technologies. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 19. Understand your true competition July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 20. Use plain language has developed an integrated turbine generator system with a rim-driven generator, one moving part, and forward and aft shrouds to laminate and accelerate flow. This technology includes microprocessors to provide remote monitoring of turbine performance and to vary the generator load in various flow velocities to optimize turbine performance. The technology is appropriate for many medium and low head applications as well as "zero" head or hydrokinetic applications. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 21. Help your customers sell for you July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 22. Helen FairmanLaura Bartsch PrincipalPrincipal Millville Partners, Inc. Millville Partners, Inc.Helen and Laura are Executive Directors of the Renewable Energy Business Network (REBN, www.rebn.org). They are Co-Directors of the New England Clean Energy Councils Clean Energy Fellowship, and the Governors Clean Energy Challenge. They are also members of the Progressive Business Leaders Network.Helen Fairman has been at the intersection of design,Laura's passion for helping others develop, communicate project management, and marketing since 1991, when and execute their ideas led to the creation of Millville she started her training in the design program at Crate &Partners. She has over twenty years' experience in Barrel. After several years as a Store Designer, she leftdesign, marketing and branding, strategic planning and for a career in product development at Bostonfacilitation, project management and client relations. Laura Warehouse, a $35 million housewares wholesaler,was a Senior Associate at TFH Architects, a Project eventually becoming Director of Product Development. InManager at Bergmeyer Associates, Inc., and Facilities 2004, she entered the world of energy efficiency and Project Manager and a member of the Senior sustainable building as Marketing Manager at Cimetrics Management Team at the International School of Boston Inc. In 2006, she co-founded Millville Partners, Inc., a (formerly Ecole Bilingue). She has consulted on strategy, marketing, strategy and facilitation consultancy based indesign and communication for clients such as Austin Cambridge, MA. The firm focuses on serving clients in theArchitects, VistaPrint, and Fortunato & Associates. Laura sustainable building and renewable energygraduated from Rhode Island School of Design (RISD) industries. Millville Partners' expertise is in developing with a degree in architecture. green marketing strategies based on the clear articulation In addition to her professional experience, Laura was an of a client's core values, and in translating complexappointed member of the Zoning Board of Appeals in technical ideas and services into lay terms. Portland, Maine. Laura is an active alumna volunteer for Helen has a personal interest in promoting innovativeSt. Paul's School, and serves on the Alumni Association approaches to environmental sustainability. SheExecutive Committee. graduated from Harvard with honors in Visual and Environmental Studies.July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 23. Key Steps for Getting StartedCindy Jolicoeur July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 24. 1. Establish Brand Identity A strong brand identity is a critical business tool which: Established credibility, confidence & desirability among investors, customers and employees Expresses who you are, what you stand for and what makes you different A SWOT Analysis is a good tool for thinking through this process Ultimately, your brand identity should be evident in everything you doJuly 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 25. 2. Develop Creative Platform Creative platform is the visual/verbal articulation of your brand identity Visual Cues Font, Color palette, Iconography/Imagery Messaging Strategy Relevant Solutions Balance altruism with pragmatism Understandable, credible claims Creative platform is critical to establishing your brand in the marketJuly 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 26. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 27. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 28. 3. Devise Communications Strategy Employ integrated marketing plan Consider all potential points of customer interaction Direct and indirect Fully leverage each Cost effective considerations Search Marketing Media Partnerships July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 29. Search Marketing Online search marketing offers opportunity to: Reach a more engaged audience Target specific audience Secure real time results Achieve better marketing ROIJuly 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 30. For Best Results Conduct Search Engine Myenergystar.com Search Results Optimization3,500,0006000 Strategic use of3,000,000keywords 2,500,000 50004000 Complete ongoing 2,000,000 3000analysis 1,500,0002000 Modify in real time1,000,000 1000 500,000 Employ an integrated0 eek1/11/5 0 1/12 1/191/26 2/2 2/9 2/162/23 3/3 3/103/17 3/243/31 4/7 4/144/21 4/285/55/12 5/195/26 6/2 6/9 6/166/23 6/307/77/14 7/217/28 8/4 8/118/18 8/159/19/89/15 9/229/29 10/610/1310/2010/27 media planWTotal ImpressionsSite Visits Building awareness is key to driving trafficJuly 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 31. Media Partnerships Media Partnerships can be particularly powerful tool Maximize brand exposure without expense of traditional media buy Provide relevant content and often, access to broader base of advertisers to media partner Approach media partnerships from customer perspective Select media relevant to audience and content Examples: Print Supplements Public Affairs Campaign Content PartnershipJuly 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 32. Print Supplements Print Supplements feature editorial content which is relevant to a publications reader base, coupled with paid advertising from related businesses July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 33. Public Affairs Campaigns Public Affairs Campaigns deliver educational messages which benefit the greater good Do not deliver direct brand or sales messages Educational value offers unique opportunity to engage range of partners July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 34. Content Partnerships Content partnerships allow sponsor to use content as collateral July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 35. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 36. Event Marketing Event marketing can be a powerful tool to: Interact directly with customers and prospects Establish thought leadership Properly leveraging events is key Ensure your brand representation supports your desired positioning Develop event themes that resonate with target audience Make it clear why you are there Provide ways for audience to interact with your brand Flyers on a table are not interactiveJuly 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 37. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 38. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 39. Cindy Jolicoeur,Vice President, Marketing DriveCindy Jolicoeur leads the Energy & Environment practice at Marketing Drive, providing branding,business to consumer and business to business marketing solutions to a range of government, utility,nonprofit and industry clients, including US EPAs ENERGY STAR programs, myenergystar.com,National Grid, The Consortium for Energy Efficiency, and Ameresco. A member of the Association ofEnergy Services Professionals (AESP) and New England Women in Energy & Environment(NEWIEE), Cindy is a frequent speaker on best practices in branding and motivating behavior changein the efficiency world. She lives in the small town of Millville, Massachusetts with husband Paul anddaughter Lily, where she is an active volunteer and Co-Chair of the Elementary School Council. Mostrecently, Cindy helped the school complete an energy efficiency improvements plan and created acomplementary educational outreach campaign in her community, which was recognized with awardsfor Excellence in Program Design & Implementation from AESP, and Excellence in Energy &Environmental Education from the from Massachusetts Secretary of Energy Ian Bowles. Cindy Jolicoeur116 Huntington Avenue, 12th Floor Boston, MA 02116(617) 368-6702cindy.jolicoeur@marketingdrive.comwww.linkedin.com/in/cindyjolicoeurJuly 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 40. Leveraging Social NetworkingPamela ArdizzoneJo Lee July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 41. The Ever-Expanding Social Media World July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 42. Mixed Media Portfolio July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 43. Social Media as Bio-Mimicry July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 44. Meet Twitter July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 45. The Social Media Campaign July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 46. The Intelligence of your Network at your Fingertips 24/7 July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 47. July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 48. Dip Your Toe In Cherry pick people tofollow from trustedsources list Read tweets Comment Continue to build network Get comfortable withonline voice Post news July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 49. Twitter - @GreenMachinePR jo@greenmachinepr.com 401.338.5445 July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 50. Pamela Ardizzone Jo Lee PrincipalPrincipal Green Machine PR Green Machine PR Jo Lee and Pamela Ardizzone run Green Machine PR (www.greenmachinepr.com), an award-winning firm specializing in creative communications for clean tech companies, green organizations and Internet companies. In addition to possessing a combined 30+ years experience in high-level corporate communications and strong regional media contacts, they are leaders in New England's green industry. Jo is vice chair of the board of The Northeast Sustainable Energy Association (NESEA) and led the re-launch of the Rhode Island chapter of the organization Jo is the editor of the NESEA blog Jo is on the editorial board of The Northeast Sun-Pamela directs marketing for the newly-formed New England Women in Energy and the Environment (NEWIEE) Both women are involved in various Rhode Island green alliances and networks. More About Pamela Ardizzone As the winner of a Bellringer Award for the Publicity Club of New England, Principal Pamela Ardizzone infuses client projects with energetic thinking synonymous with the New York entertainment business. She represented Turner Broadcasting System and its cable networks CNN, TBS and TNT. She also directed publicity for divisions of ABC and CBS, as well as the cable networks Nickelodeon and Sundance Channel. More About Jo Lee Jo Lee honed her PR skills in the IT industry directing business development and corporate communications departments for international public companies. Jo also possesses an extensive knowledge of the online advocacy sector for nonprofits. She co-founded and directs CitizenSpeak.org - a free email advocacy service for grassroots organizations. CitizenSpeak has won a number of distinguished awards including the Pizzigati Award (the nations top award for open source software in the public space) and a Webby Honoree Award July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 51. Best Practices for GreenMarketersBeth E. Zonis July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 52. Best Practices Marketing 101: Remember the fundamentals Know your customer - current and future Know your competition Know how you make money How to Avoid Greenwashing Dont exaggerate or make false claims Sell the financial benefits Educate, dont manipulate July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 53. Best Practices Key Steps for Getting Started Formulate credible, distinctive brand identity Devise relevant, compelling creative platform Develop an integrated marketing plan to engage your audience Leveraging Social Media Build a quality network by cherry-picking people to follow from trusted source's list. Start with being reactive (read feeds first then comment) then get proactive (twitter, comment every day). Once you're comfortable with your social media voice, post news from your company which reflects its communication priorities. Don't forget to personalize it!July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 54. Beth Zonis Principal and Founder Eco Marketing Beth E. Zonis founded Eco Marketing (smart marketing for smart energy) in 2009, to bring together her smart marketing expertise, her knowledge of cleantech, and her passion for the environment. Beth brings to Eco Marketing over 25 years of experience selling and marketing both high tech and engineering solutions. She has put several startups on the map. Plus, for the past 10 years at IBM she helped grow the global market for IBMs green data center and energy efficiency services for mid-sized businesses by over 125%, amassing an unprecedented 70% of clients as references along the way. Beths expertise ranges from strategy and analysis to communications, from business partnerships to securing customers. Beths clients view her as an innovative marketer with a proven track record of driving results. Beth has a B.A., cum laude, from Wellesley College and an MBA from Boston University. July 23, 2009Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably 55. Contact Us Pamela Ardizzone, Principal, Green Machine PRHelen Fairman, Principal, Millville Partners, Inc. 401.359.1944 Twitter - @millvillegreen pam@greenmachinepr.com 617.910.6585hfairman@millvillepartners.com Laura Bartsch, Principal, Millville Partners, Inc. Twitter - @millvillegreen2 Jo Lee, Principal, Green Machine PR 617.910.6584 Twitter - @GreenMachinePR lbartsch@millvillepartners.com 401.338.5445jo@greenmachinepr.com Cynthia Curtis 617.899.3260 Beth Zonis, Principal and Founder, Eco Marketing curtiscj_curt@yahoo.com617-501-9660beth.zonis@gmail.com Cindy Jolicoeur, Vice President, Marketing Drive 617.368.6702 cindy.jolicoeur@marketingdrive.com www.linkedin.com/in/cindyjolicoeur July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably