Organic Campaign

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. 

In ancient times, we strolled the beach looking out at what looked to be a finite horizon. An end point. One that if visited, would plunge us into darkness. The unknown.

Today when we stand by the sea, the experience is more expansive. We know that the horizon as an end point is an illusion. Such is the case with creating green ad campaigns, wellness marketing, social change communication and organic branding.

To grow, all businesses and brands need to evolve. Flex. And grow. There's no end, just an ever increasing spiral.

As long as the brand maintains its integrity at the center, the spiral expands almost effortlessly. When it becomes unclear, the brand and the business tend to wobble. So revisit your brand. Take care of it. Listen to it. You'll be rewarded with messaging and creative that sings and a business that flows as gracefully as the winter waves at this New Jersey nature preserve.

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. 

As a leader in the arena of green and wellness marketing, I know how vital it is not to simply position a product, service or approach—but to establish credibility. 

Trust. It's at the center of every relationship. Campaign. Brand. And message. So when I was asked by friend and client Spring Forest Qigong recently to share my family's story of healing, I was honored. You see, long before Spring Forest became a client, their now president, Qigong Master Lesley Vincent, saved my son's life.

Stories have the power to inspire. And to heal. No amount of money spent on advertising, media relations or brand DNA is as potent as an individual experience. So as you create marketing campaigns—whether they're in social change communication, green marketing, yoga marketing or organic branding—remember the importance of experience. We all live lives through our senses. And when it comes to testimonials, they flow through the mind, but open the heart.

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. 

Life can be a swirl. So can work. In the day to day discipline of managing your brand, it can be easy to get caught up in endless rushing, quick fixes and short term goals.

But there is a secret to finding the stillpoint. And that is BEING the rock in the river. No matter how much the water swirls around it, the rock remains firmly planted. And while it is shaped by water over time, it is not quick to give way.

As the head of a green, wellness and social change advertising and marketing agency in Minneapolis, my team and I help our clients to create brands that are as grounded as the largest boulders. And whether we're working on green ad campaigns, yoga marketing, organic branding, or speaking to LOHAS (Lifestyles of Health and Sustainability) consumers, we strive to create rock solid messaging and brand coherence.

Nature has much to teach us. By finding the stillness, we are most open to resting in the flow.

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. 

Friends had a baby recently. As I thought about gifts I could bring to celebrate the arrival of their daughter, I couldn't help but think about the fact that new moms are the gateway to green buying.

So while I know that typical baby gifts include clothes and toys, I thought I would offer them something a bit different. A clean start so to speak. So included in my reusable gift bag, (with clothes and toys) I also added some of my favorite green cleaning products. Why? Most commercial cleaners contain a chemical cocktail that is as harmful to babies and their parents as  the planet. If you want to get your home really clean, start with clean and green products.

I've spent my career in the green advertising and marketing business. It's not just a way of work for me. It's a way of life. I've had the honor to launch and evolve brands using green and eco ad campaigns, work with organic branding, wellness marketing, LOHAS (Lifestyles of Health and Sustainability) marketing and more.

I've won lots of awards and had the honor to work with many amazing businesses and organizations. But I'm most proud of the fact that my work and my life are very much in alignment. After all, at the center of all great brands is authenticity. Why would you hire an advertising or marketing agency that was anything less?

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. 

A joint effort by Coca-Cola and the World Wildlife Federation just might change the way we think about billboards. This living advertisement actually reduces CO2 and air pollution.

This kind of innovative thinking is what green marketing is all about. And  our team at firefly180 applauds the effort. Whether creating green ad campaigns, organic branding, renewable energy marketing or wellness marketing—great creative is about not only crafting a message, but delivering it in a way that can't be ignored.

Good green adverting should always come alive. And in this case, the message and the way its delivered will definitely grow on you.



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. 

With Earth Day just days away, do your part to green the planet by texting TREE to 85944 and fund global tree planting. With this Green World campaign, $5 will be applied to your mobile bill in order to plant five trees on degraded land from Kenya to Mexico.

Trees of course, not only are key to erosion control, they provide food, shade, absorb climate-altering CO2 and produce oxygen.

This viral marketing campaign is just one of hundreds in action for Earth Day, April 22. As the head of a green advertising agency in Minneapolis, I love the paperless and organic nature that technology allows. Also the  immediacy. Fast. Easy. And tree-free, you can literally lighten your footprint and be a part of creating change with the press of a button.

So love your mother. Honor the planet by doing your part this Earth Day. And every day.


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 your company hosts a conference or annual meeting, take a break from Orlando, LA or NYC, invite colleagues to a green beach for a change of venue and change of heart. Resorts like Eco Tulum's Cabanas Copal.

On the Mexican Riviera and near stunning Mayan ruins, a venue like Copal may not have the amenities of a resort hotel—like electricity. But you might be surprised at the creativity starlit nights, brightened by torches or candles and accented with the gentle whisper of waves can inspire.

As the owner of a green marketing company and leader in social change communications, organic branding and the LOHAS (Lifestyles of Health and Sustainability) consumer, I've launched countless green ad  and wellness campaigns. When you live and work in this category, it's not only important to walk your talk—it's vital. That's why I'm heading to Copal for my company retreat. And that's where i'll recharge—becoming one with my own source of renewable energy.


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.

When it comes to great green marketing, it's all about flow.

Take it from the Australian blobfish here. This gelatinous creature doesn't hunt. Doesn't bother anyone. And with a body less dense than the surrounding water, it simply goes with the flow.

As a leader in advertising, marketing and branding in the progressive space, I believe there is much to be said for the simple act of floating.

In campaigns we've created in categories that include wellness marketing, yoga marketing, organic branding and social change communications—we've found that less is usually more.

Creative that tries too hard. Uses too many words or images. Or is overly intellectualized simply doesn't resonate. Consumer audiences respond much more enthusiastically when their imaginations are engaged and their hearts are opened.  

So take it from our friend the blobfish. Relax. Float. Be. And remember, sometimes the most effective marketing is all about what you don't do.

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.

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.

 Celebrities lend their names to everything from designer gowns to dish detergent. But can they help sell wellness? It depends. When it comes to speaking the language of health and wellness, they need to well...speak the language. 

Nothing but absolute authenticity and transparency will do. So when one of our clients, the Minneapolis Heart Institute Foundation wisely chose actress, author and wellness guru Marilu Henner as their keynote at an upcoming annual fundraising gala, the gates of messaging opportunities opened wide. 

As a Minneapolis advertising and marketing agency that specializes in wellness marketing, social change marketing, organic branding and LOHAS (Lifestyles of Health and Sustainability) marketing, we strive to build campaigns that create rich audience experiences.

Heart disease kills more Americans than any other illness. Almost twice as many as cancer. Shockingly, virtually no one knows this. But Marilu Henner does. Her father died from this condition. And he died far too young. His death transformed her life. And in turn she is transforming the lives of others through her work in the wellness arena. Actions speak louder than words. So if you're thinking about hiring a celebrity endorser, you need to see beyond their looks. Their personal passion, knowledge in your category and commitment to change are worth far more than what they bring in at the box office.





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.

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.

I've worked in the progressive space for 20 years building brands and creating advertising campaigns for renewable energy, the indy press, organic, yoga, wellness and social change initiatives. I've worked in big firms. And I've worked in mid-size advertising agencies. But when I launched firefly180 marketing, I was extremely intentional about three things:

1) My team and I would create strong brands and messaging that empowered consumers to make positive change in their lives and the world.

2) Our work would drive financial and quantifiable results for our clients.

3) I would create a sustainable, low-carbon-footprint model with all the benefit of the best advertising agencies, but without the typical, expensive and often wasteful overhead.

My virtual advertising agency model is an idea who's time has come. It works. It's seamless. It's effective. And it's green. My geothermal, climate-change-fighting office is planted among native grasses and wildflowers near the banks of a protected scenic river, but I travel daily to meet with my team in cities like NYC, Boulder, Houston, Boston and L.A.

The beauty is of course, I don't have to leave my office. And neither do they. We've created the precursor to Star Trek transporter technology—instantly beaming ourselves through the universe to explore, connect and create. Yesterday I traveled to India to meet with a potential client. The resulting carbon footprint? Zero. Quality of the experience? Immeasurable.



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.

Thanksgiving may be over, but the season for giving thanks has just begun. That's why I plan to spend tomorrow joining a roomful of others in a day-long sitting mediation. Why? To dedicate one day to immersing myself in gratitude.

As the head of just one of the few green marketing agencies in Minnesota, I spend my days creating advertising and marketing campaigns for yoga advertising, organic branding, social change communication, wellness companies and progressive businesses.

It's such a gift to create work that is in complete alignment with my values. I feel such gratitude for my clients. My colleagues. And the good we are doing together. Tomorrow is a day to give thanks. And to be fully present to that gratitude. 


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. 

Mark your calendars!

One of my favorite clients, Yoga Alliance, is once again hosting Yoga Day USA on January, 23, 2010. This is an amazing national event that invites not just yogis, but novices, couch potatoes, triathletes, young, old and everyone in between to join together to stretch mind, body and spirit through the practice of yoga.

Find out how to host a gathering or participate at: http://www.yogadayusa.org.

According to a recent Yoga Journal study, nearly 16 million Americans practice yoga. And with more and more medical research supporting its benefits, the numbers continue to climb. Not only do I love the practice of yoga, I love to create yoga advertising and work with yoga studios to develop smart, strategic marketing campaigns.

As the head of an advertising and marketing agency that specializes in the LOHAS consumer, green advertising, organic branding and green energy marketing, yoga marketing is a natural extension of the work we do with businesses and organizations that create positive change. 

Ghandi said, "Be the change you want to see in the world." These wise words are as true today for the actions of individuals, as they are for the decisions we make in business.

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.