As the head of an agency that specializes in the LOHAS consumer, eco advertising, organic campaigns, yoga advertising and green energy, it's critical that the work we create isn't just show-stopping—it needs to get results. Recently, I've been working with a client on an extensive brand evolution. We've created new market positioning, designed a new logo, ad campaign, direct response material and more. My client was quite certain that they already had sufficient technological infrastructure to measure response. Until they found out that they didn't.
Fortunately, company leadership saw the wisdom in tackling the challenge head-on and a new system will be in place shortly. It's not uncommon for companies to invest heavily in strategy and creative and neglect the information architecture to measure and quantify results, maintain current databases and create a structure that allows the marketing team to better boost sales.
If you are one of those companies, know you're not alone. But I encourage you to take the steps necessary to ensure that your marketing efforts are hitting their target. While a move into the database world may feel like a step back, it will actually help propel you a quantum leap forward.
Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing,wellness marketing, green marketing and renewable energy marketing
ice President of Corporate Social Responsibility Bob Langert, in a Q&A with 
communication, green promotion, alternative advertising and LOHAS marketing, I recently worked on a campaign to promote locally and sustainably grown foods. We interviewed farmers, wrote profiles that stores could use in their newsletters and created point-of-purchase signs. It was a simple yet powerful strategy.
As a leader in LOHAS marketing, yoga advertising and green marketing I've spent much of my career working with the organic industry and progressive businesses to develop green ad campaigns and advertising strategies.
work has been critical to marketers for years. As a leader in Lifestyles of Health and Sustainability (LOHAS) marketing, eco advertising, social change communication and organic marketing, I am considered an expert on the LOHAS consumer. This psychographic group includes one in four adult Americans and a $209 billion marketplace.
I was just invited to be a college guest lecturer for a promotional writing course. As an expert in the categories of wellness promotion, green advertising, green energy marketing, wellness marketing and LOHAS marketing, I have been honored to build strategy and create campaigns for many wellness companies and progressive businesses. I love sharing my experience with students.
There's a lot of talk in the industry about wellness marketing. For us, at firefly180 marketing, wellness marketing transcends the medical industry. Pharmaceuticals. And the typical cadre of doctors, nurses and specialists. 
Recently, in a tiny West African village in Guinea, opportunity knocked.
We've all seen the commercials, youtube videos and national media about the quirky blanket with sleeves that's raked in nearly $100 million during an economic period that's seen the near collapse of the mortgage industry, the demise of GM and 15 million jobs lost.
I bought some organic and locally grown strawberries at the farmer's market yesterday. Sweet, small and bursting with a complex mix of delectable flavors, they were grown just miles from my house on acreage that is home to roaming peacocks and free-range chickens.
I just spent the afternoon hunting for my son's car keys. He had dropped them in a field near our home. Of course he had no other set. 
would never burst. Last fall, some economists were predicting depression. 
Often before starting work, I spritz my office with an Intelligent Nutrients aroma called FOCUS. This organic aroma not only smells great, its ingredients are especially blended to instantly bring clarity and focus to the mind. It's never failed me.
. I was alone, without my cell phone and my friends and family had only a vague idea of where I was. (Being from the midwest and not knowing what to expect, I shot this photo, just in case I might need it at an emergency room somewhere.)
Today, I practice in a studio where I continue to explore the rich depths of yoga. And as a marketer with a long history of working with wellness companies, wellness marketing and wellness promotion, it is not surprising that one of my favorite clients is Yoga Alliance—the largest professional yoga organization in the world. I'm working with Yoga Alliance not only on developing new messaging strategy, yoga marketing and yoga advertising—but an entire brand evolution. 
This ad that I created for progressive indy magazine, Utne Reader was designed to drive subscription sales at a Green Festival. We knew the audience at this event was green, that was a given. But instead of positioning the magazine simply from an environmental perspective—which it has—we chose to be bold. Truthful. Provocative. And a bit self deprecating. But perhaps most importantly, this ad conveyed the depth and breadth of the magazine. It offered more reasons to buy. And it doesn't talk down to its audience. The result? Record subscription sales and current subscribers who felt even better about their magazine choice. 
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