Environmental Advertising

I've been a fan of Kripalu yoga for years, but just had the opportunity to visit the center, take a few classes, dine on delicious organic fare and soak in the beauty of the Berkshires.

I wasn't expecting to have an aha marketing moment during yoga class. But today I did. I've always struggled with a posture called, "the crow." But when my instructor suggested I use a block to learn the pose, suddenly struggle transformed to ease. It's the same with marketing. As a leader of a Minneapolis marketing agency that specializes in sustainable advertising, green marketing services, yoga marketing and environmental marketing—we've found that strategic or creative struggle can be instantly transformed. Sometimes all that's needed is a little help.

Whether that help takes the shape of a new learning, perspective, a walk or a fresh batch of chocolate chip cookies, each represents shifting and refocusing energy. So the next time you find yourself stuck, or feeling like a solution is nowhere in sight, find a way to shift your energy. You'll find the answer was within you all along.

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.

I love the practice of yoga. I also love jewelry. So when Lisa Anderson, a jewelry designer from the Berkshires asked for some branding assistance with her yoga inspired line, I couldn't wait to begin.

As the head of a Minnesota marketing agency that specializes in yoga marketing, environmental marketing, eco promotions, green energy marketing and LOHAS marketing, I help clients grow their businesses while helping consumers align with their values.

Lisa Anderson's jewelry is a personal passion. Worn by yoga devotees and novices alike, her line of gold and silver lotus pendants, earrings, bracelets and rings inspire and convey deep personal meaning and beauty (http://lisaandersonjewelery.com). So should her brand.  And as we begin work, it will. Just like yoga, branding is the practice of finding balance, flexibility and presence.


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.

This one is tricky.

Powerful, yet controversial environmental print and TV spots for WWF comparing the 9/11 terrorist attacks with the 2004 tsunami, were recently entered at Cannes. They've caused quite a stir. Although not the kind the agency DDB had hoped for. 

Turns out this agency created what is known in the industry as a fake or phantom ad. A campaign created and placed often at the expense of an agency for the sole purpose of winning a prestigious award. What's more, WWF claims the first they knew about this spot was when they found it on youtube. http://www.youtube.com/watch?v=tFHeQsOULng

As the head of a green advertising agency that specializes in green marketing, LOHAS marketing, organic promotion, natural advertising and environmental communication, I am all for compelling creative that moves millions to take action to protect the planet. But unfortunately, this incident uses the brand power of WWF for a cheap shot at a big award. Too bad.

The world needs exceptional advertising and green marketing strategy to wake us up. Shake us up. And to bring about much needed action and change. But to create work that is all about the creative shop, at the expense and credibility of a client, is simply inexcusable.



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.

As marketers, there are important lessons to be learned from compost. 

Listen to this. According to greenerdesign.com, researchers in India have figured out how to turn toxic textile sludge waste into lovely compost. As the owner of an advertising and marketing agency that specializes in environmental advertising, organic branding, green advertising and sustainable advertising, I can relate.

Clients often come to us with a similar problem. Although instead of slimy sludge, the mess they most want to clean up is their messaging. That's where good brand strategy comes in. Our team takes a look at the sludge and through a variety of creative and strategic filters begins to remove unwanted waste, impurities and artificial ingredients. The result? Rich, beautiful, exciting and nourishing advertising and marketing that benefits consumers as much as it boosts our clients' bottom lines.


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.

If you ever doubt that the actions of few can change the world, take a look at the Peace Wall in Prague.

But take a good look, because tomorrow, the wall may look entirely different. This living piece of art, which began as a kind of protest by a few who dared to speak their truth as the Berlin Wall was falling, continues to spread the message of hope, change, self-actualization and empowerment.

Like the ultimate brand, this wall is alive. Evolving. Responsive. Meaningful. Lasting. Aspirational. Authentic. And unique.

As a leader in LOHAS marketing, environmental advertising, social change marketing, alternative advertising and eco business, I've spent my career creating advertising strategies and campaigns that empower consumers to live in alignment with their values. But just as importantly, my work has been about supporting the growth and profitability of businesses and organizations that create positive change.

The Peace Wall is an organic piece of art. It stands as a testament to the power of the written word. The power of creativity. And the power of the human spirit. Just like a good brand. 

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.

Government is often criticized for being too big. Too slow. And too late.

Not the case for the wildly popular Cash for Clunkers campaign. In fact, according to one of my favorite eco news sources, Environmental Leader, this program which is one part green public relations,  two parts sustainable marketing strategy and seven parts economy-boosting eco business brilliance—has resulted in a 58% increase in fuel efficiency.

As a leader in LOHAS marketing, organic branding, green energy and sustainable marketing arena, I love the fact that 700,000 gas guzzlers were traded in for more fuel efficient models. I also love the fact that this quick cash infusion has meant that many auto industry jobs from salespeople to line workers were saved. At least for now. 

The beauty of good green business strategy is that it is based on a model of inherent sustainability. That means both profit for a business and low impact on the planet. U.S. car makers, buckling under pressure from shareholders, have for too long focused on short term gains. This was not only arrogant. It was bad business all around.

Now that U.S. car makers have been forced to reap what they have sown, I only hope that they have seen the light. And that they launch a course correction that is not about big and bigger. But green and greener.  


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.

Toyota's Prius has done it again. This is a brand that continues to innovate, connect with consumers and push technological boundaries. Their new rooftop solar array that pulls hot air out of the car while parked, reduces the need for air conditioning—thereby increasing fuel efficiency.

As the head of a green advertising agency that specializes in environmental public relations, eco friendly marketing, natural advertising, LOHAS marketing and green energy, I can't help but love this brand. I just hope U.S. car manufacturers are watching. Learning. And greening.

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.

According to Forbes, in 2008 consumers spent $23 billion on organic food.

That's a 16% growth rate. Even with the double digit growth this category has seen over the last decade, organic represents just a tiny percent of total food purchased in the U.S. That's good news. Because there's still lots more room to grow.

As the head of an advertising and marketing agency that specializes in organic marketing, organic promotion, green communications and LOHAS advertising strategies, I am passionate about supporting the efforts of organic companies. These are businesses that are working to improve the health of people as well as the planet. 

Before starting my agency, I worked as VP communications for the Organic Center, a non-profit dedicated to educating millions about the health and environmental benefits of organic. I've had the privilege of walking organic fields with farmers, eating meals prepared by the nation's premier organic chefs and creating messaging that educates and inspires action—including the groundbreaking coffee table book, Core Truths.

The seeds of change have been planted. It's up to us as marketers to help bring in the harvest. 


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.

Recently the U.S. Food Service switched to rubber bands instead of shrink wrap and saved $8,000.

Of course from an eco standpoint since they were using far less natural resources, they actually saved a whole lot more. This is just one more example of how a little shift in thinking can generate huge financial and environmental rewards.

As a leader in environmental advertising, LOHAS marketing and eco business, I've worked with a lot of organic brands within the organic industry. Because this category is relatively new, in the early years there were no rule books to read. Or case studies to follow. But far from being a hindrance, this lack of direction led to amazing innovation that fueled the growth of the organic industry by double digits for years on end.

So look at the way you run your current marketing program. Pretend that you are starting from scratch. Imagine that words like "can't," "won't work," "too expensive" and "impossible," do not exist in your vocabulary. Re-imagine. Play. And focus on your desired outcome, not the obstacles you perceive. Then get ready to shift your thinking and save.

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.

As consumers, we're really pretty simple. We want a product that tastes good. And as a bonus, one that's good for us.

But when it comes to bottled water, a product that's marketed as having premium taste with additional health benefits, the truth may be downright slimy. Some call bottled water the biggest advertising trick of all time. Others question why we're shipping water around the world in an era of climate change. But the simple truth is that the water itself may not be as much of a concern as the plastic bottle itself. Why? Plastic is not only made from petroleum and causes massive waste issues—it can leak a plethora of toxins including arsenic and the hormone disrupter Bisphenol A.

As a leader in environmental advertising, LOHAS marketing, eco business and organic branding, I've spent much of my career working in the organic industry with organic companies.  Recently I worked in partnership on best-selling artist Jack Johnson's All At Once world tour and online community. A key piece of the messaging we created focused on the waste issues of single use bottles. (Check out www.allatonce.org.) I'd also recommend a great new documentary on bottled water called, Tapped. Find out more at http://current.com/items/90641196_bottled-water-sucks.htm.

In the meantime, do the right thing for yourself and the planet. Buy a stainless steel reusable water bottle and start refilling. You'll save money and a whole lot more.

In today's edition of Environmental Leader about McDonald's creating prototypes for green restaurants, the issue states:

"...The restaurant is treating the 10 locations as “learning laboratories,” said McDonald’s Vice President of Corporate Social Responsibility Bob Langert, in a Q&A with DailyFinance. One of the green prototype stores, in the Chicago area, uses 25 percent less energy than similar locations. Energy savings and waste reduction are central to McDonald’s corporate social responsibility strategy, Langert said. Globally, the restaurant consumes $1.7 billion annually in energy and it spends another $1.3 billion handling its waste. McDonald’s has more than 31,000 locations worldwide..."

Does this new effort amount to greenwashing? Or a super-sized step forward? While it may be too early to tell, as an expert in natural advertising, organic advertising, organic promotion and LOHAS marketing, I've worked on many leading-edge advertising strategies and attended more than a few green energy conferences. 

When a company the size of McDonald's initiates a move in a more sustainable direction, the outcome can only be good. While the franchise is far from perfect and their desire to reduce waste and energy consumption is all about increasing their bottom line—what's wrong with that?

The beauty of green and sustainable marketing is that doing what's right is generally rewarded with doing well. Who knows? Maybe a McOrganic menu is right around the corner. I would be lovin' that!

 

Business for Social Responsibility (BSR) has just released a co-authored new report, “Understanding and Preventing Greenwash: A Business Guide,” to help companies better communicate their environmental message based on a company’s true sustainability practices.

As a leader in LOHAS marketing, green marketing strategy and eco advertising, I have a deep understanding of the LOHAS consumer and have worked on many organic campaigns. While the advertising industry has long ago established that "sex sells," I maintain that "truth sells."  

So, to companies who are thinking about engaging in a little greenwashing, I'd recommend that you don't. Once trust is broken with your customer, audience or market, earning it back is not only an extraordinarily expensive proposition—it can be downright impossible. Why risk your business on a lie?

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

 

One of my art director partners knew I was working late and just stopped by with a bag of freshly picked organic greens and veggies from her garden. Not only did that mean I had "instant dinner," her thoughtfulness was definitely the best part of my day.

As a leader in the areas of wellness promotion, wellness marketing, environmental advertising and green energy, I work with many progressive businesses and wellness companies. Not only do I really value locally grown organic food— even more, I appreciate the care that goes into growing it.

So while my friend brought me a gift from her garden, thousands of organic farmers throughout the country offer the same gift every day. While they may not deliver to your home, the evidence of their care, commitment and love for the planet is available in co-ops and grocery stores nationwide. 

As an agency that specializes in green energy marketing, environmental advertising, wellness marketing and wellness promotion, we work with many progressive businesses and wellness companies. 

Because so much of the work we do at firefly180 marketing is transferred digitally, we seldom have a need for a courier service. But when we do, we choose green. EcoXpress.com to be precise. It's such a simple choice that not only supports other green businesses, it also supports our commitment to lightening our carbon footprint. 

When it comes to delivery services, it's hard to imagine why every business in the U.S. wouldn't choose either a bike courier service or one that is equipped with a fleet of hybrids. (Or better yet, in addition to bikes and hybrids, one that offsets each delivery by supporting renewable energy or planting trees.)

So take a moment and think about the vendors you currently work with. Do they do business in a way that aligns with your values? Is their business giving back as much as they take? If not, maybe it's time to find vendor partners who do.

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.

When it comes to organic produce, locally grown is ideal. Actually, for me it's perfection. In addition to the fact that organic produce is healthier for you and the planet, you are making a purchase with a lower carbon footprint and supporting the livelihood of farmers in your area. Of course, locally and organically grown is not possible for most of our country year-round. Living in Minnesota with a three-month growing season, that goes for me as well.

That's why as the owner of an agency that specializes in green advertising, LOHAS marketing, eco marketing, wellness marketing and organic advertising, I urge balance. At firefly180 marketing, we don't believe in drawing a line in the sand and proclaiming one product, service or choice "better" than the next. We acknowledge that no business, organization or non-profit is perfect. The perfection is authentically striving to create genuine environmental and social change.  

The marketplace is continually in flux. And it is often ruled by fear.

A few years ago the housing market looked like manna from heaven. A money tree. A bubble that would never burst. Last fall, some economists were predicting depression.

Today, many of my colleagues in the advertising and marketing business have either gone out of business or laid off staff. Why? The easy answer is that their clients stopped spending. But the bigger part of the story is fear.

But good marketing and communications strategy is not ruled by fear. It is fearless. Yes, markets change. But that change often brings unexpected opportunity. When I started my green marketing agency with a focus on LOHAS, wellness promotion, wellness marketing, renewable energy marketing and environmental communication 20 years ago, marketing experts said I would never make it. They were wrong.

Was it easy? Not at all. But with the challenges, came tremendous ability to not only get outside the box, but to burn the box. To throw out rule books and make my own. And most of all, to move outside the fear-based business model and instead of following the swing of the pendulum—to simply observe it. Without fear. 

When I worked as VP Communications for The Organic Center, a non-profit that provides free, peer-reviewed, credible science that explores the health and environmental benefits of organic agriculture, organic internet marketing was vital.

Our mission was to offer cutting edge science proving the health and environmental benefits of organic available to as many scientists, organic food brands, green advertising agencies and consumers as possible.

As a green ad campaign expert with a solid track record in wellness marketing, I worked intently on making sure our science was as accessible as possible to a diverse audience base.  Of course accessibility never means talking down to your audience. And in the case of The Organic Center, we often generated excitement and interest with solid writing and excellent graphic design.
 
This report cover, for instance, reflects serious, credible content, yet appeals on a visual level to an audience that ranges from scientists to consumers. When it comes to communication, we relate very much to messaging the way we perceive a person the first time we meet. While we may notice their appearance first, it's what's inside that draws us in.
 

 

In a market where each new day brings the next self-professed advertising guru. Where there's always a latest and greatest new trend to follow. Methodology to adopt. Or 10-sure-fire-steps-to- marketing-genius to follow. It's important to keep in mind while sorting through the clutter, that labels like these simply represent a point of view. There is no substituting your own expertise, experience and passion in the way you tell your story.

Whether you're looking for green marketing strategy, social change communication, environmental communication. Or if you're launching a green public relations campaign. The key is to know your audience.

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. 

  
Every time a purchase is made a consumer asks themselves three questions:

1) What's in it for me?
2) How is your product unique in the marketplace
3) Why should I believe you?

When it comes to organic advertising, environmental marketing, social change marketing or sustainable marketing—each of these three essential questions needs to be addressed before a consumer will buy.

Here's the good news. Each of these questions is easier to address when you have a product or service that speaks to personal or environmental health. Whether you're promoting organic produce, green lawn care, sustainably made furniture, an eco spa or energy efficient appliances, you have a story to tell that more conventional products can't touch.

It gets even better. Consumers of products like yours (generally LOHAS consumers) don't want to be sold. They don't want to be advertised to. They want the back story. They are hungry for data, information and proof. They want to know they can trust you. They are leery of being green washed. So you don't worry about "selling," your job is to "share." Remain fully transparent. Be authentic. And the sales will come.

When I worked as a lead creative on a national advertising and marketing campaign for a company called Green Mountain Energy, I attended many green energy conferences. A decade ago the concept of clean energy was new. Education then, as it is now is key to change. Our agency created that change by crafting a campaign rich in eco communication and wellness marketing with a message that spoke to personal and environmental change.

We grew this tiny Vermont-based company from zero to 500,000 customers is just a few years. How? By harnessing the power of consumer choice and educating millions about the fact that making electricity causes more air pollution than any other industry—not to mention climate change. Knowledge is power. And in the case of renewable energy, the color of knowledge is green.