Going Green Organizations

As the president and creative director of firefly180, an advertising agency that specializes in green marketing, organic branding, social change marketing and the LOHAS (Lifestyles of Health & Sustainability) consumer, clients often come to me uncertain about where to begin. The answer is easy. Just dive in!

While in Los Angeles meeting with a client, I did just that. Literally. And figuratively. While diving into the Pacific in January may not be for everyone, it's an experience you won't want to miss.

It's the paths less traveled that bring the most memorable results.

And this is one of them. Pure fun. Pure awakening. And pure letting go of what most people would consider. Of course, when diving into marketing, there's aways a plan. At firefly180, we start with brand architecture and strategy and build creative from there. It's the same when diving into a wintry ocean. Only that plan includes lots of towels, followed by a long soak in a hot tub. 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

Today is the winter solstice. One of my favorite days of the year.

Living here near Minneapolis, it's dark before 5pm. This is a time of going deep into the quiet. And it's a time to rediscover that the light we seek actually comes from within. It is in the darkness that we shine most brightly.

As I worked this week creating ad campaigns, motion graphics for websites and brand architecture for clients in progressive business, the organic industry, wellness marketing and social change, it struck me that the process of creation is much like the solstice. Every time we are called upon to create, we face darkness. The unknown. Whether putting words to a page or computer screen, the fact is, the surface is always blank. Dark. 

What gives creative force life, is the light we bring from within. It's the knowledge, intuition, instinct, experience and knowing that we call upon in partnership with our clients that makes great advertising and marketing. This is our time to shine brightly.



Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

There is a Zen proverb that says, "The snow falls, every snowflake in its place." The idea that a seemingly random event actually embodies a higher intellegence is very much at the heart of green advertising, organic branding and social marketing.

With fall well underway and winter not far into the future, I've been thinking a lot about how great creative and strategy seem to "fall" into place. There's a moment when widely disparate ideas and concepts merge. The dots connect. And a stillpoint occurs.

That's the magic of marketing. And that's why fall is such a great reminder of letting go and trusting in the process.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

A striking new peer-reviewed study in Environmental Health Perspectives found that in just three days by replacing canned and other prepackaged foods with fresh, organic meals, the body's levels of BPA and phthalates dropped dramatically.

The same is true when it comes to marketing. As the head of a Minneapolis green advertising agency that specializes in organic branding, yoga marketing, LOHAS marketing and social change communication, my team and I know that a prepackaged approach can be as toxic as chemicals.

Each brand, message and audience is unique. By attempting to apply off-the-rack strategies that may have worked for others, a business or organization could well be cheating itself of a fresh, nutritious and delicious opportunity.

The power of good green marketing is not so much what's visible from the outside—but what's within. So before you go shopping for convenience, consider the quality of ingredients first. Is your approach to marketing a cheap, quick fix? Or is it healthy and designed for long-term growth.


Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

If a town nestled amidst ancient Italian olive groves can create a renewable energy future, so can communities large and small  across the U.S. 

As the head of a Minnesota-based green marketing agency, I know too well that the midwest is often considered the Saudi Arabia of wind. I also know that despite that fact, most of the energy produced here is made from coal.

We've got a long way to go. But the tiny village of Tocco is showing us the way. This kind of bold leap into the future is much like the kinds of campaigns we create at firefly180. With clients in the arenas of the organic industry, renewable energy marketing, social change communications and wellness marketing, our team supports businesses and organizations with creative and sustainable approaches to building brands and revenue streams.

The times are changing. So too is our ability to re-create our energy future.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

You've got to check out this story about how an artist-in-residence in Cambridge, MA came up with the idea to include illustrations of yoga poses to help offset the anger and anxiety drivers feel when they receive a parking ticket.

The move provoked outrage in some. But as a leader in the arenas of yoga advertising, green marketing, organic branding, social change communication and the LOHAS consumer, I think the concept has merit.

The fact is, if your messaging doesn't provoke thought—it's not going to get much of a response. Clearly this creative execution provoked much. What I love is that the city of Cambridge was willing to take a risk. To think outside the lines. To completely re-imagine the tried and true.

What's so great about the traditional red-bar-through-the-center, off-the-rack ticket anyway?

There's always plenty of room for innovation and inspiration. And what matters here is not so much if the illustrations actually help to calm the receiver (which I hope they do) but that the city had its heart in the right place. Who knows, yoga is well documented to relieve stress, anxiety and depression. This "strange" new concept may become the new global standard.  

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

I was reviewing a new client's website today and it occurred to me that their home page looked as if someone took a handful of pebbles and tossed it at the computer screen. There was such chaos, not only in terms of message, but the content was graphically weighted so that the eye couldn't focus on the page.

What happened? The number one rule of branding was broken. BRANDS WHO WANT TO BECOME A LITTLE OF EVERYTHING AMOUNT TO A LOT OF NOTHING. 

I know it can be tempting to want be everything to everyone. But the fact is, no one—or no business can be. And you wouldn't want to be. Each brand is unique. And it's that uniqueness that keeps clients coming back.

As a leader in green marketing and organic marketing in Mpls, I know first hand the value of not only differentiating your brand, but of making a difference while you do it. In working with clients on campaigns ranging from wellness marketing, LOHAS (Lifestyles of Health and Sustainability) marketing, green energy marketing, organic branding and more, we urge our clients to be fearless about embracing their "differences," and to let go of the idea of "fitting in."

Customers appreciate authenticity. So be yourself. Be fearless. And stay true to your message and your brand. The marketplace will prove that you're rock-solid.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

I recently returned from a three-day silent retreat. I have to admit, I've always wanted to step into silence, but have generally found lots of noisy reasons not to.

What I discovered, uncovered and embraced during this time of introspection, meditation and simply being, was the power of my voice. Which is kind of ironic, since no speaking was involved.

Each of us has a story to share. A song to sing. A mission to fulfill. We often find lots of reasons why we need to put it off just a bit longer. To ignore the whispering of our souls. To lose ourselves in the cacophony of our minds.

Marketing is a lot like that. It can be a lot of noise. It can be distracting. But as a leader in green marketing, social change marketing, renewable energy marketing and organic marketing, I know from experience that good marketing holds a clear, steady, singular voice. It shines a light. It doesn't diminish. 

In a world filled with lots of noise. I encourage you to go inward toward the silence.  Find your story. Discover your truth. And tell it. Share it. Be it. Live it.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

If you haven't tried the most delicious and nutritious flax seed cracker on the planet, go buy a box now! flackers are the brainchild of Dr. Alison Levitt, a MD with a mission.

I met Dr. Levitt several years ago, when she worked with our family by prescribing a regime of herbs and supplements during a time when my son was in the midst of a health crisis. This wise and wonderful  physician was then in the midst of creating what would soon become the flackers brand by whipping up recipes and using a food dehydrator to "bake" them. They were amazing. Now you can try them too.

As a leader in organic marketing, branding, social change communication and green advertising, I can tell you without a doubt that Alison Levitt is the real deal. Don't forget to check out the flackers website along with Dr. Levitt's blog.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

We live on a small planet. And when it comes to green marketing, our planet is even smaller. So if you live in the U.S., I encourage you to think outside our continent when shopping for green companies and services. Check out the UK's Green Provider's Directory. 

This non-for-profit organization is a leading service for green, organic and fair trade products. So the next time you shop online, vote with your wallet and choose businesses that align with your values. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

According to Environmental Leader, Marriott says it plans to learn from its “green” hotel prototypes and expand the program by a measure of tenfold over the next five years."

There is a new proposal to build a transmission link that would connect our nation's major energy grids. New wind energy sources are coming on line, but our lack of connectivity is making it difficult, if not impossible, to get that clean energy to the homes and businesses who need it.

It's the same with green marketing. Lack of connectivity means your message is not going to get to the eyes and ears of those who need to hear it. As the head of an advertising and marketing firm that specializes in green energy marketing, yoga advertising, green ad campaigns, organic branding and the LOHAS consumer, I know with absolute certainty the power of connection.

Those of us in the the progressive marketing space are like transmission towers beaming our message of change to millions around the world. Fortunately, we are not intrinsically linked to pole and wire. We send our message through a myriad of ways. Some of us have abandoned the outmoded mass media wire and are marketing in sustainable ways entirely off the grid. Who needs traditional lines when you have resourcefulness, imagination and the courage to go where others have not thought to tread. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Ben & Jerry's announced today that they're working on developing an ice cream formulation that can be shipped and sold warm so that the end consumer takes responsibility for the energy required for freezing.

While they haven't cracked the recipe riddle, this is a great example of a company that's pushing the boundaries. Thinking differently. And pioneering a process that could save millions of pounds of C02. That they're messaging about it now while in the development phase is a praiseworthy approach to green public relations. 

As the head of a marketing and advertising agency that specializes in green pr, natural advertising, organic promotion, LOHAS consumers and organic internet marketing, we are often called on to create advertising strategies and pr campaigns that break through media clutter.

One of the best strategies to deepen existing relationships and attract new customers is to share the back story of your marketing message. Go beyond simply telling your audience what you're doing. Let them know why it matters. Why it's unique. How it will benefit them. And the world. 

Ben & Jerry's has built a great brand that speaks to quality, deliciousness and social activism. The warm ice cream concept extends their brand story. How will the next chapter of your brand story read?

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.

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!

 

I just ordered a flat of organic strawberries. It's a choice I feel really good about. Not only are those berries going to taste amazing, they are healthier for me and my family, they're supporting the work of organic farmers and keeping the soil and water free from toxic chemical pesticides.

As consumers, we have tremendous ability to effect change at the very deepest level. But unfortunately, all too often we forget we have any power at all. We feel we are at the mercy of "big corporations." But, as an expert in sustainable advertising, wellness marketing, wellness promotion and as an advertising agency owner who works with eco business and wellness companies, it's my job to remind consumers of their true power. Every day we get a chance to vote with our dollars.

So the next time you open your wallet, remember if you want to leave the world a little greener, spend your own green on products or services that serve you as well as the planet.  

Good creative is all about flow. It's not about forcing. Faking. Or over-thinking. It's about letting go. Using your head as much as your heart. Listening. And being heard. It's about climbing under the skin of your audience. Speaking their language. Being of service. And guiding them toward making choices that bring them joy.

At firefly180, when we launch into the creative process it is very much like jumping into a river and letting it take us where it will. When like us, you specialize in eco friendly marketing, environmental public relations, green marketing and work with wellness companies as well as the organic industry, there is new territory to be explored around every bend. New species to discover under every rock and reed. Sometimes the river takes us into a quiet pool where we take time to absorb the surroundings and reflect—but the pull of the river inevitably takes us ever further. And deeper.

Great messaging does not come from those who cling to the shores of the tried-and-true. But rather from being willing to explore beyond established boundaries to create a whole new set of maps that others will follow.