Green Ad Campaign

Many things in life teach us balance.

But I have never had such a keen appreciation for this elusive state of being, since I broke my right foot a few days ago. Now camped on my couch, pretty much immobilized, I've forwarded my office phone home. And I am appreciating my left like never before. Eastern thought teaches us that our left speaks to our ability to receive. To our divine feminine. Intuition. And connection to Spirit. 

Our right, represents our masculine. Our ability to get things done. To activate the aspiration of the feminine. (I've always loved this side of myself.) I can get things done like no one else. But for now, I'm taking a "break" from my right-side-ways. And I'm appreciating my left like never before.

As the head of a green and LOHAS (lifestyles of health and sustainability) advertising and marketing agency in Minnesota, I have worked with clients to create green ad campaigns, yoga advertising campaigns, organic marketing initiatives and an endless array of messaging that activates consumers to create change in the world.

All that "doing" required my right side. Now I'm coming into balance in the most unlikely of ways. I'm learning to lead from my left. Starting with receiving the generosity of a friend who stopped by this morning to brew me a cup of organic green tea.

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.

At firefly180, we specialize in building progressive brands. This brand work can be found at the core of our green ad campaigns, health and wellness campaigns, LOHAS consumer campaigns, yoga marketing and social change messaging in the music industry.

At the center of each brand is a clear and cohesive messaging platform. It serves as a rock-solid foundation from which to jump or dive into the marketplace.

A messaging platform will appear extraordinarily simple, yet it's a simplicity that emerges from a swirl of complexity.

It encompasses the essence of who you are, who you serve, and how you do it. It includes concepts and ideas that most closely represent your organization and its core values. It should resonate on an intellectual and emotional level so your platform can be developed into key words or phrases that become part of your conversation every time you describe what you sell or do.

Your messaging platform shouldn't change from month to month or year to year. So invest the time. The money. And the expertise to get it right. You wouldn't set sail in a boat, blindfolded, with no map, compass, fuel or means to communicate—so why would you launch your brand without being anything but fully prepared.

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.

The 40th anniversary of Earth Day, April 22 is fast approaching. Now is the time to focus your marketing department or ad agency around steps you and your employees can take to lighten your environmental footprint.

Here are two simple Earth Day strategies:

1) Create an internal campaign for employees and stakeholders only.
2) Create a further reaching cause that your company can directly impact, then measure your impact and include the results as part of a green marketing or green ad campaign.

To start the process, here are three simple, yet powerful steps we can all make: 

1. I pledge to use a reusable shopping bag. (The average plastic shopping bag is used by consumers for just 12 minutes before it’s thrown away. If everyone in the United States tied their annual plastic bags together in a giant chain, the chain would reach around the earth 760 times!

 

2.  I pledge to ask my energy utility to conduct a FREE energy audit of my home. (Heating and cooling use the most energy. Together they account for 41% of energy used in a typical home. That adds up to more than $600 per year.)

 

3. I pledge to replace at least one light bulb in my home with an energy efficient compact fluorescent. (A compact fluorescent light bulb will save about $30 over its lifetime and pay for itself in about six months. It uses 75 percent less energy and lasts about 10 times longer than an incandescent bulb.)

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.

The film, Avatar speaks to a long-buried global desire for a closer connection with the natural world. The beauty of this film is that it speaks not just to enviros and activists, it moves audiences from all political, cultural and psychographic perspectives.

Now, a PRI video report brings the reaction of perhaps the most important audience of all. Rainforest dwellers who now live in the jungles of Ecuador. I spent time a few years ago with the Achuar tribe in the jungles of Ecuador. As a people who have lived in harmony with the planet for thousands of years, it is fitting they are represented in this report.

It's rare for media to strike such a universal chord. As the owner of an advertising agency specializing in LOHAS consumers, creating green ad campaigns, social change communication and renewable energy marketing, I couldn't be happier.

Thanks to Avatar, blue is the new green.

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.

The Oregon Sustainability Center, which is being called the first large-scale “living building,” is projected to have a zero carbon footprint, according to a recent issue of Environmental Leader. 

If you've ever believed one voice couldn't make a difference, check out Repower America's new TV spot. http://www.repoweramerica.org/wallad


A brilliant creative execution that frames the growing number of voices in the U.S. calling for a stop to climate change, this spot is an evolving billboard featuring celebrities, business moguls. visionaries and everyone in between who cares about the future of our planet.

As a leader in green marketing, green energy marketing and renewable energy marketing, I love this new campaign. Each of us has a story to share. Repower America gives us the platform to do just that. 

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.

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.

According to treehugger.com:

"A new study by the University of Rochester found that after looking at nature scenes, people feel closer to their community, are willing to give more money to a charitable cause, and care more about social outcomes than they are after looking at man-made scenes. The reason, the researchers state, is communing with nature helps people also commune with their basic values."

Of course, those of us who have pioneered green marketing categories like  LOHAS  (Lifestyles of Health and Sustainability) and environmental marketing, discovered this fact long ago. But it's always great when research quantifies what we've arrived at through intuition, experience and proven success.  

As the head of a Minnesota marketing agency that specializes in yoga advertising, green ad campaigns, organic branding, social change communication and eco marketing, I have long believed that the reason an image from nature resonates so strongly is that while most of us live in cities, we are intrinsically connected to the natural world.

Even if we see a dandelion poking through cement, sunlight rippling over a fountain, or a moon rising over a cityscape, we can't help but be entranced. We are drawn to all that's green, living and alive. That's the essence of being human. And it's only natural. 

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.

Suburban developments have long been the bastion of lush, green, chemical-laden, thirsty and unsustainable lawns. Now a new development south of Denver is challenging existing bluegrass dogma in favor of a concept they call "Agriburbia," with ground cover crops like strawberries, sweet corn and herbs.

As the head of a marketing and advertising agency that specializes in green ad campaigns, organic branding, green energy marketing and social change communication, I say to grass, "Your days are numbered." A typical dry climate household today uses about 23,000 gallons of water a month—most of it for lawn maintenance. What a waste. Of time. Of money. And of natural resources.

There is a growing segment (the LOHAS consumer) who are pulling out their wallets and trading in the hassle of sod for beautiful, yet low maintenance plants and shrubs. As one of them, I love the fact that I don't have to water or mow. I just let nature do her thing. And as usual, she gives back far more than I could ever have imagined. Denverites who buy into Agriburbia are in for a treat.

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 head a marketing agency in Minnesota and was at a photo shoot yesterday. Since I've worked for years creating green ad campaigns, eco promotions, environmental advertising and green marketing services, I know the power of images to convey excitement, beauty, inspiration and message.

Yesterday as I watched the shoot and the images unfold, this understanding resonated even more deeply. Consumers are extraordinarily attuned to what they experience through their senses. Shapes, colors, images, shadow and composition are all viewed, processed and cataloged through their eyes.

When working to develop green marketing strategy, I liken the photos or images we use to a beautifully wrapped gift. These images attract consumers. Cause excitement. Anticipation. It is the wrapping that entices consumers to "open" the box. But it's the gift of the "message" that your customers will thank you for. 


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'm attending the world premier of, The Age of Stupid in NYC tonight. It's being launched from a solar powered cinema tent to more than 400 theaters nationwide. The film is about a man living alone in the devastated world of 2055, lamenting why we didn't do something about climate change when we had a chance?

As the head of a an advertising and marketing agency that specializes in green energy marketing, environmental advertising, green ad campaigns, eco promotions and green event marketing, I couldn't be more excited about attending this premier.

The team on this film got it right. Not only is the topic of the film vital, but the NYC solar powered cinema tent and "green" celebrity carpet is an excellent strategy to garner media attention and drive ticket sales.

Green marketing is about so much more than "selling." It's about creating a lasting and meaningful experience. Inspiring action. And creating positive change. I'm hoping that The Age of Stupid becomes not only a catalyst for change, but a film that move others to use to power of media for good.

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 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 

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.

For years we've known that EPA standards for pesticides, mercury and other dangerous toxins have been based on adult-sized bodies. Unfortunately, it's children who eat lots of pesticide-laden fruit and chew on bisphyenol A laced plastic who are absorbing a deadly toxic body burden—at levels exponentially higher than adults. 

The good news is there are lots of green and organic alternatives for children today. In fact, one website, newbornmom.com (where I just purchased several baby gifts for my niece) is an excellent one-stop shop. But of course, newbornmom is just the beginning. A quick Google search will offer all kinds of great resources. And a trip to your local co-op, green goods store—or sometimes a mainstream retailer—will also offer a treasure-trove of cool, meaningful, safe and healthy options for the children in your life. 

 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. 

While we didn't find them after hours of scouring woods, turning over long grasses and poking through raspberry patches, my son learned a valuable lesson. Always have a second set.

As the owner of a marketing firm that specializes in LOHAS marketing, green advertising, wellness marketing and renewable energy marketing, I learned that lesson long ago. Not about keys precisely, but about having "Plan B" at the ready. When working to create advertising, branding strategies and ad campaigns, it's not uncommon that the first path you take may lead to a dead end. That shiny nugget of inspiration you seek may be as lost in the weeds as my son's keys.

The good news is there are limitless paths to take. Each one teaches, informs and rewards. It's while on that journey that the best, freshest, juiciest, award-winning, amazing and high-impact campaigns reveal themselves. If only you have the patience and experience to uncover them. 

Environmental marketing is not about spin, greenwashing or anything less than 100% transparency. I wish the marketing team behind Solo's new, bare launch would get a clue.

Marketed as "eco forward" with "environmentally preferable materials like bamboo and sugarcane," these single-use plates could well be a better alternative. While I applaud the company for greening their line, I wish they would have given consumers more credit. Savvy green and LOHAS consumers want to be more than "marketed to." Solo's ads and packaging do not reveal a breakdown of their product's content. And on the product's site, there is no mention of content on product pages—instead you have to drill deep into the FAQs to find that this line contains just 20% post consumer fiber. Why is this information buried? It's not necessarily bad. It may not be perfect, but it's definitely a step forward.

Also missing is information like how much bamboo is included?  How much sugarcane? Why sugarcane? Was their virgin paper content sustainably harvested? And why are they now front-and-center with post-consumer content?

As an expert in wellness promotion, wellness marketing, communication strategies and environmental communication, I've seen campaigns like this implode once consumers start to dig for answers. Without Solo revealing vital product information, consumers are left to ponder, "What are they hiding?" Maybe nothing. But "nothing" is worse than talking down to your market, especially when you're hoping to get a premium price.

You've got to love AMC's award-winning series, Mad Men. It's great TV. And great fun to watch. And yes, I'm sure you could find agencies staffed with lying, egomaniacal, sell-their-soul-to-make-a-buck and cheat consumers advertising types. But truly, if this were the case, those careers would be short lived.

We live in a culture fueled by instant communication. And one that demands authenticity and transparency. This demand for businesses that are willing to pull back the curtain have opened the door for agencies like mine. At firefly180 marketing, we're not your traditional advertising agency. Sure we do great work. Sure we win awards. But we specialize in working with progressive businesses and wellness companies where we focus on green advertising, LOHAS, wellness marketing, wellness promotion, organic campaigns, renewable energy and yoga advertising. We believe that business is the most powerful force for change on the planet. And to that end, we are passionate about leveraging marketing as a force for good. 

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.
 

 

Working in the wellness marketing category as a green advertising agency for the last two decades, I have many favorite organic brands. Truly, too many to count. But one of my absolute favorites and most enduring is French Meadow Bakery based in Minneapolis.

When I first began creating green ad campaigns, my office was just a couple blocks from their Lyndale Avenue storefront. It was a favorite destination for clients as well as my family— and a place we could gather to experience the most incredible organic baked goods, entrees, salads, coffees and tea. From their humble retail storefront and grocery distribution beginnings, French Meadow has grown to include organic airport restaurants and has been a pioneer in the art of organic internet marketing. Now a wide array of delicious organic products are available to a national audience of consumers who don't want to sacrifice taste to eat a healthy organic diet. I applaud the success of this amazing company and most of all the vision of Lynn Gordon who had the courage and vision to pioneer a business steeped in practices that are as healthy for people as they are for the planet.

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.