Telling Your StoryCommunications and Marketing Strategies that Get Results

Workshop: Aligning Mission, Vision, Audience, Story, Accountabilityy

Joanie ParsonsParsons Public Relations

f GParsons’ Benefits to Doing Good

Att ti lit l d lik i d d li tAttracting quality employees and like-minded clientsDoubling in size and revenuesReceiving awards and recognition g g

“As a fellow PR practitioner, let me just say congratulations on your success in making Parsons PR the standard by which all public relations firms attempting to go green should be measured. After looking through your site, I am amazed at what you have accomplished. Thanks for your time and the example you set.”

- Nashville TNNashville, TN

Social Responsibility

"Social responsibility in business is becoming an expectation of the marketplace. As shareholders, stakeholders and consumers expect increased evidence of responsibility, transparency and sustainability from th i t t th k t t ti l f l b d dthe private sector, the market potential of values-based consumers and the role that corporate responsibility plays in brand equity and consumer loyalty are creating great opportunity. Organizations that focus on ethical, sustainable and profitable operations are ideally positioned to seize thissustainable and profitable operations are ideally positioned to seize this opportunity."

- Metropolitan GroupMetropolitan Group

Communications that Get ResultsCommunications that Get Results

Case Studies: Telling Our Clients’ Green Stories

“Homeowners will find sophisticated environmentalism

f fin a wealth of features and amenities.”

- Seattle TimesSeattle Times

5th and Madison Named Top Green Condo by Natural Home andNatural Home and

highlighted that in their advertising and

messaging

Update website

Hi t i bilitHire sustainability consultant

Highlight corporateHighlight corporate donations

Experiential marketing

Created partnerships with i l d h S

The mkLotus demonstration homenational press and the San Francisco Chronicle

Partnered with modular home company

Resulted in phenomenal coverage

Eco-adventure trading card game for kids

Company gives back 4% of revenue Co pa y g es bac % o e e ueto Conservation International which preserves the ecosystems in which the games are based

Donates games and works with non-profits across the country

Game into hands of various publics pincluding high profiled auctions and award ceremonies

“The anti-garbage garbage company, CleanScapes, g g g g ylooks likely to win its first municipal garbage collection contract. Shoreline's Public Works department announced today that it is recommending that the scrappy, greener-than-thou trash hauling and street cleaning company handle the city's garbage collectioncleaning company handle the city s garbage collection starting March 1. The $5-million-per-year contract, subject to city council approval, would encompass garbage, recycling and yard waste collection for both residential and commercial sectors over a seven-year period. Up until now, Georgetown-based CleanScapes has collected garbage only for individual property owners and business districts—not an entire city.”

- Seattle Weekly

CleanScapes' Chris MartinSeattle Weekly

Piggyback on Trends to Get in the Door

Seaside and Rosemary Beach FLSeaside and Rosemary Beach, FL – similar, internationally famous developments referenced to get ‘in the door’ with media; message “what’s different is it’s green” follows

‘Buy Local’ trend hot –local, Northwest materials and productsNorthwest materials and products used to bring a regional, authentic feel to the project

High Point – West SeattleHigh Point West Seattle

Replaced large, low-income housing project to mixed income, sustainable homes including rental, market rate and

i h isenior housing

Reintegrates High Point into the surrounding neighborhood by mirroring the area’s architecture and streetthe area’s architecture and street pattern

Incorporates sustainable storm water strategy that benefits salmonstrategy that benefits salmon

The site plan includes a fabric of open space linking numerous small pocket parks an athletic field and apocket parks, an athletic field and a large naturally forested hillside

Extraordinary National Press C f Hi h P i tCoverage for High Point

V i F i G G (2006)Vanity Fair Goes Green (2006)

San Francisco Magazine: Green Sa a c sco aga e G eewith Worry, Feb. 2008

“In a blink, Bay Area residents have gone from being the most eco-conscious in the nation to the most eco-neurotic We fight with oureco neurotic. We fight with our spouses over plastic bottles, head to our therapists in tears over rising oceans, and swing uncomfortably b il d d i l ibetween guilt and denial every time we pull out a credit card or jump in the car. So how do we save the world without driving ourselves (andworld without driving ourselves (and everyone else) crazy?”

Green Marketing Trends

Th A f h I di id lThe Age of the Individual

Ti ’ P f th Y 2006 i YOUTime’s Person of the Year 2006 is YOU.

A Deeper Values Experience

Product sourcing, materials, trade practices and social causes are a part of the consumer brand experiencepart of the consumer brand experience.

Transparency & AuthenticityTransparency & Authenticity

The opposite of “spin,” engaging in open, honest conversations with the public, listening to feedback and admitting any missteps.p g g y p

T & A h i i ’dTransparency & Authenticity, cont’d.

Street of Dreams home

Five-Star Certified Built Green Home, highest standard of Built Green programDesigned to use atDesigned to use at least 30% less energy than a typical new homeOver 70% of construction waste separated and recycled

If You’re Not Green You’d Better Get On Board

Clorox: Green Works line of products

If You’re Not Green, You’d Better Get On Board

pCoca-Cola: Environmental Responsibility ReportWal-Mart: Sustainability ReportGeneral Electric: Citizenship ReportFord Motor Company: Corporate Sustainability Report and SocialFord Motor Company: Corporate Sustainability Report and Social

Responsibility StatementThe Gap: Sustainability Report and Social Responsibility StatementShell: Sustainability ReportDell: The Greenest Laptops and Desktops ad campaignConservation International Corporate Partners include: 3M, Wal-

Mart, Alcoa, Bank of America, Mitsubishi, McDonalds, Marriott, Anheuser-Busch Office Depot Kraft Foods Shell WeyerhaeuserAnheuser-Busch, Office Depot, Kraft Foods, Shell, Weyerhaeuser, Chevron/Texaco, Intel

B U M k iBottom-Up Marketing

Tactics should help dictate strategy rather than the other way aroundTactics should help dictate strategy, rather than the other way around. A successful strategy can be crafted only after the needs, wants, and minds of the consumers are understood.

Wii Marketing Hands on Sampling Social Media O treach BrandWii Marketing: Hands-on Sampling, Social Media Outreach, Brand Partnerships, Urban Gaming Hours

B U M k i TiBottom-Up Marketing Tips

Make friends with other entrepreneursMine your existing social network for contactsAim high with your PR goalsBecome a public speakerFit a popular trendFind the human-interest angle in your storyDefine your own categoryDefine your own categoryParticipate in the blogosphereBe active in your own industry

R hi Y A di I llReaching Your Audience – Internally

Create key messages and an elevator pitch for employees to use, focused on the company’s socially responsible values

Involve employees in the process; e g create an internal green teamInvolve employees in the process; e.g. create an internal green team, company giving committee – creates a sense of ownership

Measure performance and communicate to staff regularlyMake employees aware of all CSR-related programs, initiatives and

h i d b thchoices made by the companyCelebrate successes

R hi Y A di E llReaching Your Audience – Externally

Messaging workshop to create a unified message across all communication channels, including marketing collateral, sales brochures, website, newsletter, even advertising.

Promoting/branding companies’ CEOs as experts and getting them speaking engagements and interviews, creating talking points, media training.

Comprehensive media relations campaignComprehensive media relations campaign

Developing a long-term media strategy

Create a 12-18 month public relations plan that supports business goals and is updated frequently, adding new opportunities as identified

Recognize and communicate your differentiatorsIdentify media opportunities including blog and online sourcesIdentify media opportunities including blog and online sources,

community papers, op-eds and letters to the editorSpeaking engagements: community groups, trade associations, etc.Post press information on your websiteEvents, partnerships, sponsorships

Remember: Stay ahead of the trends – “green” is a moving target; the conversation is constantly shifting!conversation is constantly shifting!

P C i i Ch lPast Communication Channels

C C i i Ch lCurrent Communication Channels

W b 2 0 S i l M diWeb 2.0: Social Media

Web 2.0 is a trend in the use of World Wide Web technology and web design that aims to facilitate creativity, information sharing, and, most notably, collaboration among users. These concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites, wikis, blogs, and folksonomies.

S i l N kiSocial Networking

A social networking service uses software to build online social networks for communities of people who share interests and activities. Most services are primarily web-based and provide a

ll ti f i f t i t t h h tcollection of various ways for users to interact, such as chat, messaging, email, video, voice chat, file sharing, blogging, discussion groups, and so on.

Social Media Statistics

There are currently 35 million active blogs and counting

In the past 2 years, 100 million people worldwide have set up a social networking site

MySpace and Facebook together have 190 million members

E i l Bl T kEnvironmental Blogs to Track

T hTreehugger.com

Inhabitat.com

Coolhunting comCoolhunting.com

Sustainablog.blogspot.com

Grist orgGrist.org

Apartmenttherapy.com

Jetsongreen.typepad.com g yp p

Technorati.com

Building the Buzz: 1111 East Pike

CEnhancing the Expert: CodeBlueNow!

OHot Topic: Olive 8

Top Ten Blogging TipsTop Ten Blogging Tips

1) Put in the time1) Put in the time2) Treat bloggers as reporters3) Tell your story visually4) U b dd d h li k4) Use embedded hyperlinks5) Be transparent 6) Join the conversation – or your competitor will!7) Be a resource8) It’s still about relationships9) Know your free resources and use them9) Know your free resources and use them10) Have fun with it!

Contact Information:

Joanie Parsons206.789.5668

joanie@parsonspr.com

Parsons Public RelationsParsons Public Relationswww.parsonspr.com