Real World Green Creativity
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The document discusses green creativity and sustainability in direct marketing and creative processes. It provides examples of how National Geographic promotes sustainability through its direct mail, catalogs, and LEED certification of its headquarters. It emphasizes integrating sustainability into all aspects of creative work and business operations. Key themes include committing to consumer choice, reducing environmental impact, and educating teams on sustainable design.
Real World Green Creativity
- 1. Real World Green Creativity: National Geographic & Pão de Açúcar" "Sandra Blum" President, Blum & Company "" " "Karen Rice Gardiner! Marketing Manager, Smithsonian Institution" "" "Marcelo Carnevale" Creative Director, Draftfcb ""
- 2. Green Creative" • “We tell market researchers that we don't mind paying more for green benefits but only a minority of zealots ever really will. A campaign that delivers more widespread green behaviour is going to need to be cleverer than that.”– Chris Powell, BMP DDB and National Endowment for Science, Technology and the Arts (NESTA) at WARC QuoteBank/Society" • Each creative solution takes us closer to a sustainable future" • Creative process behind solutions valuable asset for our customers and community"
- 3. Green, On Brand, Direct, Effective " • Sustainability à primary driver of creative" • Sustainability à integrated into creative"
- 4. UAE 20 Billion Plastic Bags Per Year"
- 6. Agency Leo Burnett, Dubai" Regional Executive Creative Directors: Peter Bidenko, Malek Ghorayeb" " Silver Dubai Lynx Direct 2012 Silver Dubai Lynx Promo 2012 Bronze Dubai Lynx Direct 2012 Bronze Dubai Lynx Promo 2012 Gold MENA Cristal 2012 Bronze John Caples"
- 7. Harvard Business Review New Subscriber Direct Mail"
- 8. Harvard Business Review Insights" • “The demand for creative leaders who know how to make a difference has never been greater.” " • “How Will You Measure Your Life?” " – 2 years as daily “Most Popular” magazine article" • Big Idea May 2010: The Sustainability Imperative"
- 10. Fortune 100 Brand Sustainability Directives to Marketing" • Partner with sustainability team " – Develop messaging platform to communicate sustainability program, strategic and operating plans" – Develop sustainability “credo” and messaging platform for marketing and thought leadership collateral." – Communicate efforts internally and externally to key stakeholders" • Lead conversion to digital marcom " – Migrate printed collateral to digital formats" – Develop advertising in digital formats" – Print on recycled paper and/or sustainably sourced paper" – Source digital client-relationship gifts; more meaningful gifts" – “Go greener” with gift and event programs; explore virtual shows"
- 12. Recycle Please"
- 13. Catalog Challenges" • Questioning mailing large “master” or other “big book” catalogs and testing smaller, targeted books, as well as postcards, coupons and other tools for customer acquisition and retention; VDP being tested" • Thinner vs. Thicker Catalogs: The Hidden Pros and Cons, Dan Harding, SVP, Strategic Services, Merit Direct " – Retention" – Product breadth and depth" – Image" – Response rates, $/book, gross margin percentages, etc."
- 14. Thick Catalog Benefits " Is the benefit of a thick catalog to show more products or to buy a long response curve? " • Sometimes both. Sometimes one or the other." • Non-Reference Market: Double the number of pages often gains 30% to 60% more revenue, e.g. 76 pages vs. 148 pages in “big” book or monthly “most-of-line” catalog" • In Reference-Oriented Markets, Double the number of pages, e.g. 150 pages increased to 300 page, revenue per page is often 20% to 40% higher. The extra pages bought a longer response curve (10 months vs. 10 weeks). "
- 15. Study Conclusions" • Consider sending/continuing thick catalogs to the best customers and prospect segments" • Consider thin catalogs for segments that are less likely to respond" • Consider and test discount offers to prospects in thinner books" • Consider page reduction tests if non-reference market" " For Reference-Market businesses, the real skill is to create a catalog that fully cost justifies greater thickness with higher response, revenue and gross margin $ and thus obtains image and retention benefits as a bonus." " Conversely, when economics, a narrow product line or other pressures push you to a thinner catalog you are often giving up these vital things without realizing it."
- 16. Green Creative Checklist" q Client CSR credentials" q Required messaging" q What the brand will never do" q Anti-greenwashing ethics" q Green creative possibilities" q Beyond clichés" q Carbon footprint" q Paper" q Printing" Wind turbine powering Hodges Badges q Standard icons, e.g., operations and factory, Portsmouth RI" “recycle please”"
- 17. Transformative Thinking" Defining sustainability as the union of environmental impact and social impact and building our intelligence around humanitarian issues and issues of climate change"
- 18. Creative World" 5 Guidelines for collective and individual ways to take action! 1. Initiate a dialogue about environmental and social impact and sustainable alternatives with each and every client. " 2. Rework client contracts to favor environmentally and socially responsible design and work processes. Provide strategic and material alternatives for sustainable design. " 3. Undertake a program to educate your teams about sustainability and sustainable design. " 4. Consider your ethical footprint. Understand the environmental impact of your firm, and work to measure, manage, and reduce it on an annual basis. " 5. Advance the understanding of environmental and social issues from a design perspective by actively contributing to the communal knowledge base for sustainable design." The Designers Accord is the global coalition of designers, educators, and business leaders working together to create positive environmental and social impact. "
- 19. Business World" World Business Council for Sustainable Development" • How can we ensure sustainability is part of the creative process?" • How can we ensure that sustainability considerations are part of the management of a developmental process?" • When and how can external viewpoints enrich the creative and developmental processes? " • What processes are going to leverage the value of our intellectual capital?" www.wbcsd.org" Resource: Business Impressions from Rio+20: The UN Conference on Sustainable Development. Final takeaways from negotiated text and for business http://www.youtube.com/watch?v=zgTxXdVnY5k&feature=youtu.be" "
- 20. Great (and Green) Direct Mail Case Studies" " Karen Rice Gardiner" Smithsonian Enterprises"
- 22. National Geographic Case and more…" • “Green”ness in direct marketing" • Commitment to Consumer Choice" • Please Recycle" • LEED certification and what it means to the brand and the workforce" • Push vs pull marketing"
- 23. National Geographic ethos " “Conservation has been at the core of National Geographic throughout its 123-year history.” " — National Geographic Society President John Fahey"
- 24. Messaging" • Direct mail pieces carry opt outs for future mail" • Magazine renewals, email and catalogs promote green behavior" • Inherent respect for the environment and conservation " "
- 25. Renewal Email"
- 28. GoGreen Initiative" Established Feb 2007:" “to transform the Society into a leader for global" conservation, recognized internationally for leadership in environmental sustainability; to lead by example and, coupled with editorial efforts, influence the behavior of individuals and organizations within the Society”"
- 29. Steering Committee" • Carbon" • 3P (Purchasing, Products, & Packaging)" • Buildings" • Employee Practices" • Cafeteria" • Travel" • Communications"
- 30. Recycling & Composting" • Removal of most plastics from the cafeteria & catering services. Eliminated the sale of bottled water on campus." • Increased recycling – paper, plastic, glass, metals, buildings supplies, electronics, furniture, batteries…" • Increased composting – food waste & bathroom paper waste"
- 31. the ʻgreenʼ in being green" • Natural gas usage down by 10% " • Water use down by 21% " • Reduction in waste expenses by 23% (due to recycling and composting) " • Reduction in copier paper use " • Electricity use down by 16% "
- 32. Communication" Staff written internal Green Page to keep everyone informed of progress and invite new ideas"
- 33. National Geographicʼs staff community" Tweets NG Green Team- authors columns on tips about reusing, recycling, energy savings and other green practices via employee newsletter
- 34. What is LEED?"
- 36. NGS LEED Certification" In 2003, National Geographicʼs headquarters became " - first office building complex in the country to be certified by the U.S. Green Building Council LEED for Existing Building program, receiving a Silver rating. In 2009, the Society applied for recertification of its building complex and was awarded LEED EB Gold certification."
- 37. What did NGS do to earn LEED?" • Extensive recycling program in place that includes:" • " all paper, cardboard, aluminum, glass, plastic bottles, metals, VHS tapes, shipping peanuts, carpeting, batteries, cell phones, computer/electronic equipment, fluorescent lamps/ballasts, acoustical ceiling tiles, used furnishings, masonry products and landscape waste. " • Other activities" • "The cafeteriaʼs composting program, which currently diverts 54 tons of landfill waste to compost each year, was instituted in 2006. Recently, paper towels were added to the program."
- 39. Push vs. Pull marketing" • Push media- direct mail, email, mobile messages, telemarketing" • " A model of media distribution were the bits of content have to be requested by the user, e.g. normal use of HTTP on the World-Wide Web. " • Pull media- websites, social media, television infomercials"
- 40. Active paid search and website optimization Access Intelligence"
- 41. Pop Up"
- 42. Pulling you in…"
- 43. Be smart when you mail" • Participate in the DMAʼs Commitment to Consumer Choice" • Practice good hygiene (list hygiene that is)"
- 44. Example of mail choice"
- 45. Notification of choice vehicle"
- 46. Recognizing that consumers have a choice" • weekly reports of consumer feedback" • bi-weekly feeds to the marketing database" • consumers opt out of specific product promotions."
- 47. where to start?" 1. Turn it off – nights, weekends, and 13. Reuse everything you can – or during meetings or lunch hours! give it to someone who can!! 2. Rebulb and debulb - switch to CFLs 14. Turn it off – nights, weekends, and LEDs! and during meetings or lunch 3. Print double-sided, if you must print! hours! 4. Use e-printing and scanning when it makes sense! 15. Use environmentally-friendly 5. Recycle everything you can! office productsSwitch to Green Seal 6. Compost everything you can! certified cleaning products! 7. Hibernate (and shut-off) computers! 16. . Install water flow controls! 17. Install automatic occupancy 8. Teleconference or videoconference ! sensors! 9. Eliminate plastic bottles! 18. Buy wind-power energy! 10. Turn thermostat up in summer / down in winter! 19. Invest in power strips" 11. Work from home! 12. Support mass transit use!
- 48. Summary" • An organization with a mission and a culture" • Applying green to direct" • Building a workplace that utilizes green environment" • Push vs. pull marketing" • Mail opt out" • Tips to get started"
- 49. Thank You!"