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.
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. 
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