Organic Internet Marketing

Movie Message Calls Millions to Action

Tuesday, September 22, 2009 by Lisa Proctor

I attended the global premier of In the Age of Stupid in NYC last night. This new film addresses the climate change crisis and the need for action we and our world leaders must take in Copenhagen this December. This film is 2009's answer to Al Gore's Inconvenient Truth.

Last night's premier was broadcast live via satellite throughout the globe and was attended by 1 million people—surpassing Star Wars, and is set to break a world record. Already inspiring international action, this film is a testament to the power of media, storytelling and good grass roots marketing. Check out www.ageofstupid.net.

As a leader in green marketing, renewable energy marketing, organic internet marketing and eco advertising, climate change has been a passion of mine since I began working on TV and green energy print campaigns more than a decade ago. I've seen the power of consumer choice. And I've been honored to create messaging that has educated, empowered and created real change.

In the Age of Stupid offers a powerful message about pending disaster, but also one of hope. I am proud to answer writer/director Frannie Armstrong's call to action to join millions of people in reducing my CO2 emissions at least 10% by 2010.

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.

Warm Ice Cream and Green Public Relations

Wednesday, August 26, 2009 by Lisa Proctor

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.

Websites and Yoga Marketing

Wednesday, July 29, 2009 by Lisa Proctor

I've been working with Yoga Alliance, the largest professional yoga organization in the US, on an

exciting brand evolution. In addition to designing brand architecture, logos and ads— their new website design has been at the heart of the process.

At firefly180 marketing, we specialize in yoga marketing, wellness promotion, wellness marketing and organic internet marketing. We work with lots of wellness companies and progressive businesses. To us, a website is much more than a site map, wireframe, HTML and graphic design. It is the living, breathing manifestation of the brand itself.

A good website is the digital extension of your brand. And it should not only inform, it should leave the visitor with an amazing brand experience. That experience doesn't have to be about being dazzled by Flash animation. Or impressed at the site's level of interactivity. An experience can be as simple as leaving your visitor with a "feeling." After all, brands are all about emotion. They are the gateway to our heads. As much as our hearts.

Who Buys Green and Why?

Tuesday, July 28, 2009 by Lisa Proctor

I just responded to a media request from a journalist who was wondering, "Who buys green and why?"

As an expert in the field of green marketing, LOHAS marketing, wellness promotion, wellness marketing, yoga marketing and organic internet marketing, I've spent the last 20 years working with clients that include wellness companies and progressive businesses to help them crack this code. But truly, the answer is quite simple. Green consumers want what's best for them and the future of our planet. And they are passionate about aligning their purchasing decisions with their values.

For instance, when a green consumer buys an organic apple, they are voting with their dollars to enjoy the superior taste and personal health benefit of the apple—but in addition they are supporting the health of the planet in addition to the farmers who choose organic farming methods.

Green consumers want it all. And they know they can have it. They want to buy products that are as good for them as they are for the Earth. It's the ultimate win-win.

Organic Internet Marketing

Tuesday, June 23, 2009 by Lisa Proctor

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.

Tasting Success

Tuesday, June 23, 2009 by Lisa Proctor

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.