Put Your Green Foot Forward: Building Blocks That Will Promote Your Green Message

1. Put Your Green
Foot Forward:
Building Blocks That Will
Promote Your Green Message
Sunday, October 30th
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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2. The Marx Group Presenters:
Tom Marx Gary McCoy
C.E.O. Public Relations Director
• Business growth & marketing focus • 15 + years industry experience
• 25+ years of industry experience • Marketing & PR over 25 years
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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3. Green Messages
Not a New Story
• APRA emphasizes
• Industry talks about it
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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4. Based on a McKinsey
Quarterly Study, March 2008
• 87% of consumers are concerned
about the environment and social
impacts of the products they buy.
• 33% of consumers indicated they
were ready to buy green products
or have already done so.
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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5. We Believe You Get It!!
Now, what do you do with the
Green Message?
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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6. Unless you are selling your products
direct to consumers, the overarching
Green message comes from your
industry, rather than from each of you
individually.
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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7. So why bother?
• Be socially conscious and engaged
• Create goodwill with your customers
• Build awareness of your company
and its products
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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8. Green Messaging Can Help
Your Business
1. Walk your talk
2. Integrate throughout your business
3. Identify the audience that cares
4. Focus on long-term opportunities
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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9. A
• Industry voice for “green message”
• Remanufacturing creates
jobs campaign
• Design for Remanufacturing™
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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10. © 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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11. APRA Campaign
Message 1:
Impact of remanufacturing
on job creation
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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12. APRA Campaign
Message 2:
Remanufacturing as the
energy and material
conservation solution
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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13. APRA Advocacy
• Design for Remanufacturing™
• Advocacy for national
remanufacturing policy
http://apra.org/About/Reman.asp
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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14. Design for
Remanufacturing™
• Defining remanufactured
vs. rebuilt
• Environmental edge
• Scientific studies
• Future of remanufacturing
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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15. Phoenix Automotive
Cores (Case Study)
• Article on Jay Robie,
CEO and Phoenix
Automotive Cores in
APRA Global Connection
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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16. • Consumer oriented
• Utilize facts about recycling
to reinforce message
• Emphasizes the breadth of
items that can be recycled
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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17. © 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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18. NASCAR GREEN™
Program
• Developed as a NASCAR® organization
to promote recycling among its vendors,
sponsors, partners and fans
• 1st NASCAR GREEN™ summit, Miami
Florida mid-November
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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19. NASCAR GREEN™
Program
• Studies show NASCAR® fans are
50% more likely than non-fans to
say their household is very green
• NASCAR® fans are 8X as likely as
non-fans to associate NASCAR®
with environmental responsibility
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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20. NASCAR GREEN™
Message Platform
• Conservation and the environment
• Job creation
• Strengthening American energy
independence
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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21. Official NASCAR®
Green Partner Assets
• Official Partner of NASCAR Green™
designation
• Category exclusivity
• Creation and use of proprietary logo
and tagline(s)
• Rights to NASCAR® marks
and all ancillary marks
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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22. Official NASCAR®
Green Partner Assets
• NASCAR® Green Bar Mark
• NASCAR® All-Star Race
• NASCAR® Chase marks
• NASCAR® Champion’s Week
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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23. Official NASCAR Green™
Partner Assets
• Official Partner discounts with
directed media partners and Official
Partner Resources
• Dedicated Partnership Marketing
Account Manager with PR and
Marketing support
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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Building Blocks That Will Promote Your Green Message
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Building Blocks That Will Promote Your Green Message
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Building Blocks That Will Promote Your Green Message
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27. PowerSpin
Green Positioning
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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Building Blocks That Will Promote Your Green Message
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Building Blocks That Will Promote Your Green Message
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30. Public Relations
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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31. Advertising & Direct Mail
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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32. Community Outreach
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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33. How do you market Green?
1. Ready-Aim-Fire
2. Integrate into you Unique Selling
Proposition (USP)
3. Integrate with all internal and
external communications
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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34. Ready-Aim-Fire
• Know your audience
• Create a marketing strategy
• Choose marketing tactics
• Implement
• Evaluate
• Readjust
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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35. Thank you.
For more information or a copy of this presentation,
give us your business card or please contact:
Tom Marx Gary McCoy
415.453.0844 ext. 106 (847) 622-7228
tmarx@themarxgrp.com gmccoy@themarxgrp.com
www.themarxgrp.com
© 2011 The Marx Group - Put Your Green Foot Forward:
Building Blocks That Will Promote Your Green Message
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