Wellness Promotion

Who needs a cabinet full of pharmaceuticals when nature offers its own medicine chest? 

As the owner of a Minnesota advertising and marketing agency and organic industry leader who specializes in green marketing, organic branding, social change communication and the LOHAS consumer, I have long worked with clients to educate customers about how food can heal.

One of our clients, H. Brooks and Company, is an absolute leader when it comes to offering tools that empower and educate grocery stores, restaurants and shoppers about the health benefits of fruit and veggies. Every marketing touch point is an opportunity to create messaging that not only differentiates your brand, but drives sales.

This recent newsletter illustrates how you can combine classic B-B sales strategy with a holistic message. And who doesn't love the fact that a delicious slice of watermelon can promote heart health and help prevent cancer?

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.

I love the practice of yoga. I also love jewelry. So when Lisa Anderson, a jewelry designer from the Berkshires asked for some branding assistance with her yoga inspired line, I couldn't wait to begin.

As the head of a Minnesota marketing agency that specializes in yoga marketing, environmental marketing, eco promotions, green energy marketing and LOHAS marketing, I help clients grow their businesses while helping consumers align with their values.

Lisa Anderson's jewelry is a personal passion. Worn by yoga devotees and novices alike, her line of gold and silver lotus pendants, earrings, bracelets and rings inspire and convey deep personal meaning and beauty (http://lisaandersonjewelery.com). So should her brand.  And as we begin work, it will. Just like yoga, branding is the practice of finding balance, flexibility and presence.


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.

It's state fair time in Minnesota and that means our news media are scrambling for the catchiest, kitschiest, most spin-worthy local stories. Speaking of spin, one media outlet, WCCO-TV is doing a great job educating about renewable energy by inviting fair goers to ride electricity generating bicycles to power the news. 

The tactic is an excellent way to engage an audience, demonstrate commitment to green power—and by the way, have a lot of fun. As the leader of a Mpls advertising and marketing agency that specializes in eco promotion, green marketing strategy, social change communications, LOHAS marketing and green energy, I create the same kind of experiential, high engagement strategies when messaging for clients. Whether that means devising a game to "knock out nukes" by throwing a ball at pins at a green festival or "fishing" for fun eco facts (both of which we've done) the fastest way to success is for your audience to tangibly FEEL the benefit.

So make it personal. Engage the brain, but start by opening your customers' hearts.

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.

Earth Day doesn't come around for more than six months, but the movie is in theaters now.  In keeping with brilliant green marketing strategy, word about the movie is being spread through low carbon affinity channels like Earth Day Network, through blogs, twitter and more.

As the head of a firm that specializes in green marketing, LOHAS marketing, eco promotions, green pr, social change communication, eco communication and green energy, I'm psyched to see this 2009 Sundance Film. But more importantly, I applaud Earth Days film makers for joining those of us on the marketing, non-profit and green product side for creating a visually stunning and entertaining way to share this critical message.

To learn more, go  to: http://www.earthdaysmovie.com

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.

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.

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.

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.

In today's edition of Environmental Leader about McDonald's creating prototypes for green restaurants, the issue states:

"...The restaurant is treating the 10 locations as “learning laboratories,” said McDonald’s Vice President of Corporate Social Responsibility Bob Langert, in a Q&A with DailyFinance. One of the green prototype stores, in the Chicago area, uses 25 percent less energy than similar locations. Energy savings and waste reduction are central to McDonald’s corporate social responsibility strategy, Langert said. Globally, the restaurant consumes $1.7 billion annually in energy and it spends another $1.3 billion handling its waste. McDonald’s has more than 31,000 locations worldwide..."

Does this new effort amount to greenwashing? Or a super-sized step forward? While it may be too early to tell, as an expert in natural advertising, organic advertising, organic promotion and LOHAS marketing, I've worked on many leading-edge advertising strategies and attended more than a few green energy conferences. 

When a company the size of McDonald's initiates a move in a more sustainable direction, the outcome can only be good. While the franchise is far from perfect and their desire to reduce waste and energy consumption is all about increasing their bottom line—what's wrong with that?

The beauty of green and sustainable marketing is that doing what's right is generally rewarded with doing well. Who knows? Maybe a McOrganic menu is right around the corner. I would be lovin' that!

 

As marketers, it's critical that we don't just understand our audience—but that we know them in the deepest, most meaningful way possible. As the head of firefly180 marketing, a green advertising agency that specializes in LOHAS marketing, green promotion, eco communication, wellness marketing, social change communication and renewable energy marketing, I've found NMI's LOHAS segmentation work invaluable.

If you're new to the LOHAS psychographic, here's the quick drill.  LOHAS (Lifestyles of Health and Sustainability) reflects a more than $200 billion market in the U.S. That translates into 19%, or 41 million adults. This market segmentation is divided into:

Naturalites:  Zealous about personal health; attracted to mind body spirit philosophies; meditate; self-actualize through purchasing decisions. 

Drifters:  Consumers with good intentions but are price sensitive; younger; not convinced they can make a difference; motivated by convenience. 

Conventionals:  Mainstream; like to recycle; motivated by saving money; practical; likely to donate to green causes. 

Unconcerned: 16% of U.S. population and decreasing yearly.

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. 

I'm often asked how marketing is different from sales. Business is like a game of baseball.  Marketing is the pitcher. With speed, accuracy, delivery and artistry marketing will perfectly position the ball as it flies over the plate—so that sales can knock it out of the park. 

I've spent my career as a creative director and brand strategist specializing in LOHAS marketing, wellness marketing, green public relations, wellness promotion, sustainable advertising and green branding. I've won lots of awards. Done great work. Been vital to helping my clients succeed. And I'm happy to say that with the perfect pitch, I've helped sales hit more than a few home runs.

Maybe you wouldn't think that a marketer who specializes in green and wellness branding would compare her craft to baseball. But after all, baseball is played on a green field.

As a leader in LOHAS marketing, wellness promotion, yoga marketing, sustainable advertising and green public relations, I have had the good fortune to work with many wellness companies and progressive businesses. 

I've often been asked how can organizations best choose a firm that supports their branding and marketing efforts. The answer is simple. Do you click? Does the firm "get" you? Is there synergy? Do you feel a connection? Do you love their work? And of course it's always helpful to talk to the firm's clients to get a sense of what their experience has been.

Below is what Danielle Tergis, Marketing Director for Yoga Alliance has to say about her experience working with me and my firm, firefly180 marketing:

Lisa is super creative and has an outstanding ability to deliver results that are impactful and eye-catching. We've worked on a number of projects that required our messaging to stand out from the crowd and I couldn't be happier with the results. Her work ethic is also outstanding. She is committed to ensuring her clients are successful by giving 110% on every project.



Pictured here are Lisa, Colleen Saidman Yee, Rodney Yee and Danielle after a yoga class taught by Rodney and his wife Colleen.

According to the Huffington Post, "Last year, about $2.1 trillion was spent in the U.S. on medical care. Of these trillions, 95 cents of every dollar was spent to treat disease after it had already occurred. At least 75% of these costs were spent on treating chronic diseases like heart disease and diabetes that are preventable or even reversible."

As an expert in the areas of wellness marketing, wellness promotion, sustainable advertising, LOHAS marketing and sustainable advertising, it's incredibly encouraging to see that the medical community is waking up to the fact that although we are spending mind-numbing sums, as a nation we are not any healthier. This won't change if we continue focusing our efforts on treating the illness instead of preventing the disease.

More and more science is documenting how holistic and integrative approaches like meditation, yoga, acupuncture and herbal remedies are not only medically effective, but are also often less expensive. Our bodies have tremendous capacity to heal. And as marketers we have a tremendous responsibility to reach out to millions to offer choices and information about how each of us can take the process of healing into our own hands. 

I was just invited to be a college guest lecturer for a promotional writing course. As an expert in the categories of wellness promotion, green advertising, green energy marketing, wellness marketing and LOHAS marketing, I have been honored to build strategy and create campaigns for many wellness companies and progressive businesses. I love sharing my experience with students.

In 1990, when I launched one of the nation's first green advertising agencies, my area of specialization was seen as a bit of a curiosity. But times have changed. Dramatically. Businesses understand the power of great creative, but even more they understand that millions of consumers are passionate about buying from brands that align with their values. In addition, interest in renewable energy has brought about incredible technological innovation, an expanding sustainable energy market and a host of green energy conferences.

I've found that today more and more students are looking for careers that not only provide an income, but that feed their soul and contribute to the greater good. I applaud that passion. Because this is exactly the path to finding a job you love so much you can't believe you get paid.

 

One of my art director partners knew I was working late and just stopped by with a bag of freshly picked organic greens and veggies from her garden. Not only did that mean I had "instant dinner," her thoughtfulness was definitely the best part of my day.

As a leader in the areas of wellness promotion, wellness marketing, environmental advertising and green energy, I work with many progressive businesses and wellness companies. Not only do I really value locally grown organic food— even more, I appreciate the care that goes into growing it.

So while my friend brought me a gift from her garden, thousands of organic farmers throughout the country offer the same gift every day. While they may not deliver to your home, the evidence of their care, commitment and love for the planet is available in co-ops and grocery stores nationwide. 

As an agency that specializes in green energy marketing, environmental advertising, wellness marketing and wellness promotion, we work with many progressive businesses and wellness companies. 

Because so much of the work we do at firefly180 marketing is transferred digitally, we seldom have a need for a courier service. But when we do, we choose green. EcoXpress.com to be precise. It's such a simple choice that not only supports other green businesses, it also supports our commitment to lightening our carbon footprint. 

When it comes to delivery services, it's hard to imagine why every business in the U.S. wouldn't choose either a bike courier service or one that is equipped with a fleet of hybrids. (Or better yet, in addition to bikes and hybrids, one that offsets each delivery by supporting renewable energy or planting trees.)

So take a moment and think about the vendors you currently work with. Do they do business in a way that aligns with your values? Is their business giving back as much as they take? If not, maybe it's time to find vendor partners who do.

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.