Posts Tagged ‘green’

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Outsource Marketing receives recycling award for fourth consecutive year

Thursday, June 24th, 2010

Each year, King County recognizes organizations that have made recycling and waste reduction a priority, so we’re honored to make the “Best Workplace for Recycling and Waste Reduction” list once again this year.

Instead of us telling you how, here’s an excerpt from the webpage listing this year’s recipients:

Outsource Marketing is a fourth-year Best Workplace that is building on past recycling and waste reduction efforts. In 2009, Outsource Marketing rebranded their business to better reflect its responsible approach to business and marketing. Most messaging is done electronically at Outsource. Instead of printing letterhead, notecards and envelopes that might go to waste, the new brand made it possible for it to print small, customized quantities in-house as needed. Old letterhead stationery was turned into notepads. A series of videos were also created to focus on recycling in the workplace.

Outsource Marketing’s printed collateral system consisting of a folder, mini-brochure and multiple insert sheets and cards was replaced by a customizable brochure that is printed and bound in-house using plain string. It has also been formatted so it looks great when delivered digitally. Outsource Marketing has increased its use of collaborative online tools, video conferencing, instant messaging and other technologies to increase waste-free communications. Each staff member has signed a “green pact,” promising to reduce, reuse and recycle where possible. In addition, Outsource Marketing continues to implement responsible, green marketing efforts for its clients.

Advice to others: “A project without a leader won’t get done. Appoint a ’green czar’ to lead initiatives and provide support to develop an empowered group. Take a look at marketing materials with an eye toward waste reduction. “

Would you like your organization to be a bit greener? Contact us and we’ll be happy to share a few tips with you.

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Posted in announcement, corporate responsibility, environmentally responsible, socially responsible | No Comments »

Responsible or not? Audi’s “Do Your Part”

Tuesday, October 6th, 2009

It ain’t so easy being green. Unless, of course, you buy a clean diesel from Audi.

That’s the message of this Audi A3 “Do Your Part” advert:


View on YouTube

I get the idea: Show you can be environmentally responsible without having to put yourself out. You can have it all.

Here’s one point of view from @motorad666 on Twitter:

If ads are supposed to make you want to buy stuff, the Audi A3 Clean Diesel ads are working on me, and I should know better. Good work, VBP.

And the counterpoint from @markapennington:

bike riding: green. bus riding: green. buying an audi: not green. http://bit.ly/hD8TN Is this “green-jacking”?

Some might call this greenwashing because it implies driving a diesel is as good or better than riding the bus or a bike to work.

But this ad’s greatest offense is that it mocks its target audience. Was the Members Only jacket and tie for the guy on the Segway really necessary?

So what do you think? Is Audi’s “Do Your Part” ad is Responsible Marketing or not?

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Posted in advertising, environmentally responsible, greenwashing, message responsible, responsible or not?, videos | 4 Comments »

Is your “Green Czar” an angel or a devil?

Friday, October 2nd, 2009

In 2006, we decided we needed get serious about greening Outsource Marketing after years of agreement about having an environmentally responsible workplace but no real plan to make it happen.

Since then, we’ve been recognized for our efforts and have even won a few workplace recycling awards.

The two secrets to our success:

  1. Everyone at Outsource is required to sign our Green Pact. The Pact is our personal vow to abide by a list of rules we developed as a team regarding paper use, bottled water, use of cleaning supplies and such.
  2. While several people were passionate about the idea, one person, dubbed our “Green Czar,” was given the responsibility and authority to lead the charge.

Some team members were perfect for the role: They motivated us to do what was necessary and made us feel good about the work we were doing.

Others? Well, let’s just say some people can drive you to drink.

So, what are some of the best practices you’ve seen in workplace recycling programs?

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Posted in casting responsible, environmentally responsible, fun, movies, socially responsible, videos | No Comments »

Shut off your lights at the office this weekend.

Friday, March 27th, 2009

In support of Earth Hour, all our lights will be shut off at Outsource Marketing this entire weekend. Mostly because I don’t want someone to have to come in and shut them off at 8:30 on a Saturday night.

Here’s what it all about:

On Saturday, March 28th at 8:30pm millions of people around the world will turn off their lights for one hour, Earth Hour to join the largest call to action on climate change in history. Through every flick of the light switch you are voting for our elected officials to take immediate and lasting action on the climate crisis.

We all have a stake. We all have a voice. We all have a vote.

Turn Out for Earth Hour. Vote Earth

So, send out an email now to everyone in your office right now.

Don’t leave it up to the cleaning crew to shut off all the lights. Do it before you leave the office today.

It’s easy, and I guarantee everyone in your company will be happy to participate.

And of course, you can shut your lights off at home tomorrow night, too.

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Posted in environmentally responsible, socially responsible | 8 Comments »

What do you think of Earth Day cards?

Thursday, March 5th, 2009

Earth Day crock cartoon

An intriguing question was posed by Tim Somers via LinkedIn the other day and I’m curious to see what you think.

Here’s his question:

Would using a greeting card to promote Earth Day go against what Earth Day is all about even if the cards are made with recycled materials?

I asked a similar question regarding holiday cards at the end of last year, but the fact it’s for Earth Day adds a new wrinkle.

So what do you think of using recycled printed cards to promote Earth Day?

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. . .


Connect with me on LinkedIn

Image: Kleefeld on Comics

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Posted in environmentally responsible, socially responsible | 8 Comments »

To print or not to print. That is the question.

Monday, December 29th, 2008

To print or not to print? The Miehle Printing Press via Wikipedia Commons

At least, that’s the question I’ve been asking myself a lot lately.

We printed and mailed holiday cards to key clients and sent digital versions to friends of the firm and the folks we communicate with regularly in social media circles.

But I wasn’t sure if should send printed holiday cards.

Every card we sent had a carbon footprint: Printing uses energy, and though we print green every one of those cards traveled by truck, and some by plane to ultimately end up the reception desk somewhere, to be hopefully recycled sometime between today and January 2nd.

Still, digital holiday cards just don’t feel as usable or special to me. Even the really cool ones. Color me old-fashioned.

When we’re doing marketing strategy and planning for our clients, we ask the same questions. With shrinking budgets, should we consider a simple PDF instead of that printed brochure or flyer? At certain volumes, multimedia and video are an option, as well.

But if you are trying to build trust, just how permanent does a PDF feel?

It would be easy for me to create a table that lists the advantages of print vs. digital—and I’ll do that eventually.

But I’d like to know what you think.

What do you believe the advantages of print vs. digital are, and vice versa.

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Image: Wikipedia Commons

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Posted in environmentally responsible, strategically responsible, usability | 7 Comments »

Amazon begins initiative to reduce packaging

Friday, November 14th, 2008

Great packaging can be the difference between success and failure for some products. As marketers, it’s our responsibility to make sure the products we are marketing are packaged in a way that merchandises well, is easy to display, and showcases its best features on the shelf—especially when stacked up against the competition.

Creative packaging reinforces and in some cases is the primary contact point for a brand. Unique shapes, sizes, formats, structures and materials are all in the mix when you want your product to stand out in the crowd and get people talking.

But as marketers, we’re also responsible for the perception of our brand—and most consumers hate excessive packaging. The fact is, excessive and frustrating packaging gets people talking too.

Here’s a product we received from Amazon.com today. What do you think when you see this?

Amazon packaging used for a wireless mini USB adapter

The world’s smallest wireless mini USB adapter came in a box 25 times larger than necessary, and the Amazon box the product package came in was at least three times larger than it needed to be.

While I’m picking on Amazon, they are actually working to address the problem with Frustration-Free Packaging:

Amazon Frustration-Free Packaging, a multi-year initiative designed to alleviate “wrap rage,” features recyclable boxes that are easy to open and free of excess materials such as hard plastic clamshell cases, plastic bindings, and wire ties. The product itself is exactly the same—we’ve just streamlined the packaging.

Sure, the list of Frustration-Free products is small, but at least Amazon is engaging customers in the conversation by giving them the opportunity to share their images and videos of frustrating packaging experiences in their Gallery of Wrap Rage while clearly stating their environmental commitment.

I hope packaging absurdities like the one we witnessed today will become a thing of the past, but kudos to Amazon for taking a step in the right direction. That said, I’ll reserve the right to “un-kudo” them in the future if they act too slowly.

Will reduced packaging hurt merchandising? Possibly, but not for online purchases.

Should marketers be responsible for the amount of packaging used on a product? If we care about your brand perception and the environment, I say yes.

Enough of what I think.

What do you think of the reduced packaging versus merchandising dilemma?

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Posted in branding, creativity, environmentally responsible, word of mouth | 4 Comments »

Solar powered bus shelters turn outdoor ads green

Wednesday, October 29th, 2008

Fuel bus shelter in Miami

In an innovative public-private partnership, Fuel Outdoor has donated 600 Solar powered bus shelters to the City of Miami.

It’s “a revolutionary model at work—corporate advertising dollars are being used to clean the environment,” says Miami Mayor, Manny Diaz.

Michael Freedman, CEO of Fuel, describes their unique business approach:

We have a triple bottom line when assessing any new property. One that looks at our own bottom line, the people in the communities we’re working in and how our decisions impact the green initiative. The Miami deal shows how well this can work.

Our donation of bus shelters to the City of Miami ensures safe, clean illumination and security for nighttime passengers while making virtually no impact on Miami’s environment.

The 20 year contract will eliminate over two tons of carbon dioxide emissions per advertising panel, per year. That a lot of Co2!

Hats off to Fuel and the City of Miami for blazing new environmentally responsible trails in the outdoor advertising space.

How can you make marketing environmentally responsible?

Comment below to weigh in.

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. . .

Full disclosure: By sheer coincidence, Outsource Marketing serves two Fuel Outdoor vendors—one that manufactures the shelters and outdoor furniture, the other provides them with their solar panels.

We do not, however, have any relationship with Fuel Outdoor.

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Posted in ads everywhere, corporate responsibility, environmentally responsible, signage, socially responsible | 3 Comments »

The new phone books are here! Oh, goody.

Wednesday, October 22nd, 2008

The new phone book is here! The new phone book is here!

As a teen, one of my favorite comedies was The Jerk starring Steve Martin. It’s a classic filled with unforgettable lines: “You mean I’m going to stay this color?” and “I’ve found my special purpose!” come to mind immediately. Navin Johnson’s excitement when the phone books came was unforgettable:

Navin Johnson: The new phone book is here! The new phone book is here!

Harry Hartounian: Boy, I wish I could get that excited about nothing.

Navin Johnson: Nothing? Are you kidding? Page 73 – Johnson, Navin R.! I’m somebody now! Millions of people look at this book everyday! This is the kind of spontaneous publicity – your name in print – that makes people. I’m in print! Things are going to start happening to me now.

Sorry Navin, but I’m with Harry on this one—but not for the reason you might expect.

The Yellow Pages aren’t the problem. If your customers find you there, you need to be there—like it or not. You need to be media neutral, and I’ve recommended eliminating all Yellow Pages advertising for some clients, and encouraged others to increase their annual spend.

Here’s the problem:


Warning: Video contains one “WTF” F-Bomb | View this video on YouTube

You see, the problem is with the way the content of the Yellow Pages is delivered—the phone book itself.

My personal phone book experiences

  • At home, we get three or four books from different providers
  • At work, we receive a stack about three feet high – this year we were to keep the delivery person from dropping them off
  • Before starting Outsource Marketing in 1997, my employer’s office received so many phone books they were delivered on pallets

    • Like many people, I haven’t used a printed phone book in over a decade, but I use the Yellow Pages online all the time.

    The environmental impact

    Over 540 million phone books were printed and delivered last year. Here’s the impact according to YellowPagesGoesGreen.org:

    To produce 500 million books:

  • 19 million trees need to be harvested
  • 1.6 billion pounds of paper are wasted
  • 7.2 million barrels of oil are misspent in their processing (not including the wasted gas used for their delivery to your doorstep)
  • 268,000 cubic yards of landfill are taken up
  • 3.2 billion kilowatt hours of electricity are squandered

    • Sobering statistics, but if you think eliminating the Yellow Pages is going to be easy, think again.

    The Yellow Pages are big business

    Even though though there is a transition to online Yellow Pages advertising, the money is in the printed books. Here are some Yellow Pages industry statistics from PaperlessPetition.org, a group working to scrap the phone book:

  • Global Industry Revenue: $26 billion
  • U.S. Industry Revenue: $14 billion
  • Revenue from printed directories: 97%
  • Revenue from online directories: 3%

    • What can be done?

    PaperlessPetition.org has a reasonable approach.

    Their first option is to make all phone books strictly on-demand. If you ask for a directory, you get one.

    Their second option is to create an Opt-Out Registry similar to the Do Not Call Registry or the DMA Choice program from Direct Marketing Association that lets you control the types of direct mail you receive.

    I’d recommend that all books should have a URL and a phone number you can call if you’d like to stop receiving printed phone books, or if you see phone books littering your neighborhood.

    So, do you use a printed phone book?

    How would you like phone book distribution to be handled?

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    Posted in environmentally responsible | 33 Comments »

    Bite-sized Friday: Smart, smarter, smartest

    Friday, October 3rd, 2008

    ____________
    SMART

    An embeddable collection of Fortune 500 logos, tagged with words like “logotype”, “symbol” and “acronym” to make it helpful to sort through different variations and approaches to design.

    A useful tool for creative inspiration and competitive intel:


    Via Todd Andrlik on Twitter

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    SMARTER

    In Brainy Brand Names Where They’re Least Expected, Stuart Elliott of the New York Times shares some of the surprisingly creative ways The Atlantic and The Economist are marketing their thought-leading magazines.

    For example, The Atlantic is going local, even advertising in the corner store with their slogan, “Think. Again.”

    An ad for The Atlantic in a corner storeImage: The New York Times

    If The Atlantic and The Economist can do it, you can too.

    ____________
    SMARTEST

    From Sustainable is Good:

    HP has developed a new notebook PC which is sold directly in a messenger bag virtually eliminating all consumer packaging.

    As part of a design challenge by super retailer Wal-Mart, HP developed the concept of selling a laptop computer directly in a stylish messenger bag.

    HP notebook computer with no packaging

    Why aren’t more products sold this way?

    So, where have you seen smart marketing today?

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    Posted in branding, creativity, environmentally responsible, word of mouth | 2 Comments »

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