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

3. Marketing 101
Applying the Fundamentals
Cynthia Curtis
July 23, 2009 Green 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, 2009 Green 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
• What’s 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, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

7. What’s 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 promise
July 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 – what’s your promise?
• And, No
– The fundamentals don’t 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, 2009 Green 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, don’t manipulate
July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

12. Don’t make unsupported or unsupportable claims
July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

13. Don’t make exaggerated environmental claims
*Do not apply wet plants to a point of runoff or drip. Do not allow adults, children or pets to enter
the treated area until sprays have dried. Do not apply this product in a way that will contact adults,
children, or pets either directly or through drift. Remove pets, birds, and cover fish aquariums
before spraying. Do not apply within 21 days of a sulfur application. Do not use when temperatures
are above 90°F. Do not apply more than 10 times per season. Do not reapply within 3 days except
under extreme pest pressure. Do not apply more than 1 time a day. In case of extreme pest
pressure do not reapply within 24 hours. Do not apply directly to or near water, storm drains, or
drainage ditches. Do not apply when windy. To prevent product run‐off do not overwater treated
areas or apply prior to heavy rainfall.
July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

14. Don’t claim a differentiating factor or benefit that isn’t 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. Don’t focus on the green detail –
and ignore the not-so-green whole
July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

16. Don’t make patently false claims
July 23, 2009 Green 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 benefits
Rebate Programs for Renewables www.dsireusa.org / July 2009
DC
State program(s) only
Utility and/or local program(s) only Notes: This map does not include rebates for
geothermal heat pumps or other energy efficiency
State program(s) + utility and/or local program(s) technologies. The Virgin Islands also offers rebates for
certain 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, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

22. Helen Fairman Laura Bartsch
Principal Principal
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 Council’s Clean Energy Fellowship, and the Governor’s 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 left design, marketing and branding, strategic planning and
for a career in product development at Boston facilitation, 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. In Manager 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 in design and communication for clients such as Austin
Cambridge, MA. The firm focuses on serving clients in the Architects, VistaPrint, and Fortunato & Associates. Laura
sustainable building and renewable energy graduated 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 complex appointed 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 innovative St. Paul's School, and serves on the Alumni Association
approaches to environmental sustainability. She Executive 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 Started
Cindy 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 do
July 23, 2009 Green 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 market
July 23, 2009 Green 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, 2009 Green 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 ROI
July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

30. For Best Results
• Conduct Search Engine Myenergystar.com Search Results
Optimization
3,500,000 6000
– Strategic use of
3,000,000
keywords 2,500,000
5000
4000
• Complete ongoing 2,000,000
3000
analysis 1,500,000
2000
– Modify in real time 1,000,000
1000
500,000
• Employ an integrated 0
eek
1/1
1/5 0
1/12
1/19
1/26
2/2
2/9
2/16
2/23
3/3
3/10
3/17
3/24
3/31
4/7
4/14
4/21
4/28
5/5
5/12
5/19
5/26
6/2
6/9
6/16
6/23
6/30
7/7
7/14
7/21
7/28
8/4
8/11
8/18
8/15
9/1
9/8
9/15
9/22
9/29
10/6
10/13
10/20
10/27
media plan
W
Total Impressions Site Visits
– Building awareness is
key to driving traffic
July 23, 2009 Green 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 Partnership
July 23, 2009 Green 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, 2009 Green 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, 2009 Green 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 interactive
July 23, 2009 Green 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 Drive
Cindy 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 EPA’s ENERGY STAR programs, myenergystar.com,
National Grid, The Consortium for Energy Efficiency, and Ameresco. A member of the Association of
Energy Services Professionals (AESP) and New England Women in Energy & Environment
(NEWIEE), Cindy is a frequent speaker on best practices in branding and motivating behavior change
in the efficiency world. She lives in the small town of Millville, Massachusetts with husband Paul and
daughter Lily, where she is an active volunteer and Co-Chair of the Elementary School Council. Most
recently, Cindy helped the school complete an energy efficiency improvements plan and created a
complementary educational outreach campaign in her community, which was recognized with awards
for Excellence in Program Design & Implementation from AESP, and Excellence in Energy &
Environmental Education from the from Massachusetts Secretary of Energy Ian Bowles.
Cindy Jolicoeur
116 Huntington Avenue, 12th Floor
Boston, MA 02116
(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

40. Leveraging Social Networking
Pamela Ardizzone
Jo Lee
July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

41. The Ever-Expanding Social Media World
July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

42. Mixed Media Portfolio
July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

43. Social Media as Bio-Mimicry
July 23, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

44. Meet Twitter
July 23, 2009 Green 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 to
follow from trusted
source’s list
• Read tweets
• Comment
• Continue to build network
• Get comfortable with
online voice
• Post news
July 23, 2009 Green 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
Principal Principal
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 nation’s 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 Green
Marketers
Beth E. Zonis
July 23, 2009 Green 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
– Don’t exaggerate or make false claims
– Sell the financial benefits
– Educate, don’t manipulate
July 23, 2009 Green 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, 2009 Green 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 IBM’s 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. Beth’s expertise ranges from strategy and analysis to communications,
from business partnerships to securing customers. Beth’s 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, 2009 Green Marketing in Challenging Times: How to Promote Your Organization Credibly and Affordably

55. Contact Us
Pamela Ardizzone, Principal, Green Machine PR Helen Fairman, Principal, Millville Partners, Inc.
401.359.1944 Twitter - @millvillegreen
pam@greenmachinepr.com 617.910.6585
hfairman@millvillepartners.com
Laura Bartsch, Principal, Millville Partners, Inc.
Twitter - @millvillegreen2 Jo Lee, Principal, Green Machine PR
617.910.6584 Twitter - @GreenMachinePR
lbartsch@millvillepartners.com 401.338.5445
jo@greenmachinepr.com
Cynthia Curtis
617.899.3260 Beth Zonis, Principal and Founder, Eco Marketing
curtiscj_curt@yahoo.com 617-501-9660
beth.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