Green Communications

Green Hotels Bring in More Green

Wednesday, November 18, 2009 by Lisa Proctor

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."

That's great news for travelers and great news for the planet. When a business as large as Marriott increases their green hotel initiative by 1000%, the impact is dramatic. Why is Marriott suddenly onboard? Because green programs result in energy efficiencies that save money. Plus, the marketing and public relations that will result are an added bonus.

As the head of a green advertising agency that specializes in the LOHAS consumer, social change communication, green energy marketing and the organic industry, I do my best to stay in green hotels while on the road. Typically, hotels like these are smaller, more personal and have stories to tell beyond a 7 a.m breakfast buffet. In fact, one hotel I've stayed in near Napa, California, actually featured an energy meter in the lobby that showed guests how much energy was currently being used and measured the resulting carbon emissions.

While Marriott may not choose to go this far, that's OK. What may seem like a small step by many, is actually a giant step for this chain. I look forward to following their success.

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.

Bringing in the Harvest—Organic Marketing

Thursday, August 27, 2009 by Lisa Proctor

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.

Marketing the Green in Green Living

Tuesday, August 25, 2009 by Lisa Proctor

I just learned that a Midwestern city in the midst of severe financial crisis is planning to build

a model green home on spec. Unlike similar homes that have been built and marketed in cities like New York, Los Angeles and Minneapolis, this home will be built in an economically distressed neighborhood.

The message? A green lifestyle isn't just for those with fat bank accounts, green living today means dramatically improved energy efficiency—which brings cost savings conventional homes can't touch. As the owner of a green advertising agency and an expert in green communications, green marketing strategy, LOHAS marketing and eco promotions, I believe this city's messaging is right on track.

I've spent much of my career marketing and creating messaging strategies around renewable energy. Over the years, I've attended many green energy conferences and the technological advances and market applications have been absolutely stunning. Consumers have traditionally had to pay a stiff premium for most energy-saving and planet-friendly products. And while today the cost is still higher, the gap is slowly narrowing. What's better still is that green living is not only saving consumers money, those who are generating their own power are actually making more green.

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.

Marketing Locally Grown

Tuesday, August 11, 2009 by Lisa Proctor

Consumers want to connect with the people behind the products they buy. They want the back story. The inside scoop. And they want to get a sense of personality and passion. This is especially true when it comes to food.

As head of a green advertising agency that specializes in social change communication, eco

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.

I was recently shopping and stopped at a bin overflowing with incredibly fresh sweet corn. Placed prominently at the display was one of the signs I had created. Shoppers were milling about filling their bags while reading the story of the farmer who was profiled. The more they read, the more they filled their bags. Having met the farmer who grew the corn, I knew how incredibly proud he would be. A connection had been made. And that is the essence of great marketing.

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.

Wellness Marketing from the Inside Out

Wednesday, July 15, 2009 by Lisa Proctor

Herbalist David Winston said, "Understanding yourself is the first step toward healing."

The same is true when it comes to wellness marketing. In order to effectively communicate your message, you need to fully understand your product or service—as well as your audience. This deep knowing from the inside out is your best remedy for a marketing campaign that inspires, educates and moves your audience to action.

As an expert in the areas of wellness marketing, green communications and natural advertising, I have found that the best, most effective, most creative campaigns are based not simply on facts or benefits that appeal to the brain—but to the heart.

Just as our bodies can not function without our brain. Or our heart. Neither can good marketing.

How Well do you Score in Wellness Marketing?

Wednesday, July 15, 2009 by Lisa Proctor

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.

Yes, more traditional wellness care has its place, but to us, wellness marketing and wellness promotion is more holistic in its approach. It speaks to the needs, philosophy and desires of each individual. Because we specialize in working with wellness companies in the categories of green communications and natural advertising, we are perhaps more in tune to the fact that for many, wellness strategy may include meditation, acupuncture, Bach flower remedies, kinesiology, reiki, chigong or massage.

But perhaps just as importantly, we feel that a good wellness marketing company should first and foremost practice wellness as part of its corporate philosophy.

Does your wellness marketing firm:

1. Have an office with access to lots of sunlight?
2. Promote exercise such as yoga?
3. Feature fresh flowers at the front desk?
4. Avoid synthetically manufactured fragrances and products?
5. Offer staff members healthy beverages such as organic herbal teas?

While these practices may seem outside the scope of wellness marketing, they are actually a measure of your firm's passion for an integrated wellness approach. So the next time you hire a wellness marketing firm, observe where they fit on the total wellness equation. Their score may not only be revealing, it may help you measure their ability to communicate your wellness message.

Mud Huts and Marketing Opportunity

Sunday, July 12, 2009 by Lisa Proctor

Recently, in a tiny West African village in Guinea, opportunity knocked.

This remote and steamy mountain village where residents live in one-room, windowless huts on communally-owned land saw an influx of workers looking for a place to live when a mining company boosted its labor force.

Since this community, with no housing market had no homes available, they began to move in with their neighbors and rent out the family-owned huts. Then using rent money, the villagers began to build new huts. As workers poured into the region, rents exploded and times were good.

Then the price for iron-ore plummeted and the new workforce was laid off. Now with hundreds of empty huts, the villagers are not wringing their hands in despair, rather they are preparing for the day the miners return. (And they know they will.) Bringing with them rolls of rent money.

As an expert in LOHAS marketing, wellness marketing, green communications, natural advertising and organic advertising, I've worked with my clients through several challenging market shifts. Each has ushered in a time of introspection. Followed by stunning reinvention.

The path to great sustainable marketing strategy or exceptional award-winning work is never a straight line. It curves, it swerves and it loops around until settling solidly on track. That's the creative process. One that brings with it rich and meaningful rewards. And like the Guinea village, the knowledge that good planning brings with it future prosperity.

Green Energy for Greener Profits

Thursday, June 11, 2009 by Lisa Proctor

Working in an office that's heated and cooled by geothermal energy, with outdoor solar lighting and indoor compact fluorescents, I can't help but be inspired about how easy it's become to live a green and energy-efficient lifestyle.

As a green energy marketing pioneer, I broke new ground a decade ago by helping to launch the first green energy company committed to growing the market for renewables with the goal of shutting down nuclear and coal-fired plants. Our green communications strategy was simple. Empower consumers to make a choice that will benefit them as much as the planet. At the core of our audience base was a market psychographic called the LOHAS (Lifestyles of Health and Sustainability) consumer.

In the years since, as I've transitioned and evolved into natural advertising, green communications and marketing for organic companies, understanding the LOHAS consumer has been central to my success as a marketer—and even more important to the success of businesses and organizations I've worked with. That won't change. And the businesses who listen—and speak the language of LOHAS— will green the planet as much as their bottom line.