Green Marketing

Nicor Gas Goes Green—and Makes Good

Nicor Gas Goes Green—and Makes Good

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The Illinois-based natural gas company sparks awareness of its energy efficiency program among B2B prospects and homeowners.

Is marketing data quality driven by visions of green?

Is marketing data quality driven by visions of green?

Hundreds of articles, webinars and materials have focused in the last few years on how marketers can become more environmentally friendly. While many organizations want to be considered green marketers with a reputation as good stewards of a healthy environment, are green goals really a driving factor behind marketing?

Former Proximity London partners launch United

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Founding Proximity London partners Duncan Gray and Elly Woolston, along with planner Steven Dodds, have founded United, an agency catering to clients looking to have a positive impact on society in addition to commercial success.

Case Study: P&G rebate program helps fill shopping baskets

Case Study: P&G rebate program helps fill shopping baskets

A shopper marketing program helped Procter & Gamble drive incremental sales while driving awareness of its Future Friendly platform, which aims to educate consumers on the sustainable use of its existing products

FTC updates 'Green Guides' to environmentally friendly marketing

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When a company promotes itself as "green" or "environmentally friendly," a common reaction from consumers is probably, "Who isn't?" Or as the Los Angeles Times puts it, "many businesses that say they're green are more interested in greenbacks."

Verizon promotes paperless billing, green initiatives

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Verizon has launched the 'Great Paper Escape' sweepstakes and integrated campaign to promote its online billing service and overall environmental efforts.

Inbox Insider: Tie your marketing e-mails to consumers' passions

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Marketers don't need to have the most exciting products to reach consumers, as long as they tie those offerings to consumers' passion points. For instance, just in time for Earth Day, April 22, online file-sending service YouSendIt is using e-mail to promote its services as environmentally conscious.

Pillars of the Earth-friendly

Pillars of the Earth-friendly

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Consumers seek products that are good for the environment, as long as green choices don't make a dent in their wallets.

GE Analytical Instruments taps 90octane for search marketing

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Environmental technology manufacturer GE Analytical Instruments has chosen search marketing agency 90octane to increase international awareness of its redesigned site, www.geinstruments.com.

UPS e-mail marketing effort promotes carbon offset initiative

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UPS is using an e-mail marketing effort to promote an initiative to offset carbon dioxide emissions generated by the transport of packages. The shipping company is targeting environmentally conscious consumers and businesses with the campaign, which launched October 6. UPS began offering some US shippers the opportunity to pay a small fee to offset the environmental impact of their shipments this week.

SmartPower, Climate Culture launch PSA to promote green university contest

SmartPower, Climate Culture launch PSA to promote green university contest

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Nonprofit marketing company SmartPower and environmental online community Climate Culture are conducting a PSA effort promoting the America's Greenest Campus contest. The PSA stars hip-hop mogul Russell Simmons and drives viewers to the initiative's microsite, where users can enter the contest.

WWF integrated campaign urges action on climate change

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World Wildlife Fund (WWF) is conducting an integrated public awareness campaign asking voters in five states to urge their senators to support climate-change legislation. Developed with Core Strategy Group, the campaign consists of a two-week TV ad buy in Alaska, Indiana, Maine, Montana and North Dakota. It also includes a microsite, ActForOurFuture.org, as well as search engine marketing, telemarketing, e-mail, social media and online banner and video ad components.

Organic Trade Association finds lift in social marketing

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Marketers are excited about consumers' engagement with social media and on blogs, but measuring social media buzz is still a challenge. For the Organic Trade Association (OTA), which ran a blog-based campaign, the goal was to create buzz about organic foods for people who are not already organic converts.

What does the future hold for catalogs?

What does the future hold for catalogs?

Whether retail or b-to-b, the economy and rising print and postal costs are crunching the catalog sector. Our experts assess what the future holds for the popular sales channel.

Ogilvy & Mather forms sustainability practice

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In a strategic move intended to make it easier for clients to access the agency's experience in sustainability-related issues, Ogilvy & Mather Worldwide has expanded its global sustainability practice, unifying multiple offerings into a new entity called OgilvyEarth. The new cross-discipline practice will be focused on helping businesses deal with the communication of sustainability, from both cultural and business perspectives.

New Toyota Prius push
looks to reach masses

New Toyota Prius push
looks to reach masses

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Toyota and its AOR Saatchi & Saatchi LA are launching a nationwide, integrated campaign to promote the new, third-generation Toyota Prius.

Method selects Euro RSCG SF as its new digital agency

Method selects Euro RSCG SF as its new digital agency

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As the new digital AOR for premium eco-friendly home care products brand Method, agency Euro RSCG San Francisco will be looking to make digital a bigger part of the brand's customer communication efforts.

Euro RSCG San Francisco named digital AOR by Method

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Premium eco-friendly home care products brand Method has named Euro RSCG San Francisco its digital agency of record. The agency is tasked with developing a new Web site and a holistic online consumer experience for the brand. The team at Euro RSCG will also develop branded promotion ideas in the digital space to drive awareness and encourage trial.

It's easy being green - with the right tactics

Reducing your company's negative environmental impact can be cost-effective and efficient if you choose the best strategies. Four industry experts discuss the top ways to wise up and eliminate direct mail waste

USPS OKs two-way postage for reusable envelopes

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The US Postal Service has approved the first two-way postage indicia for mailers using reusable envelopes.

Green pushes have ally in Obama

Green pushes have ally in Obama

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As the country anticipates Barack Obama's inauguration this week, wondering if he can turn the economy around, marketers touting environmental messages wonder what the new presidency will mean for green marketing.

In Circ: Rodale's Chris Lambiase on Organic Gardening

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Rodale's Organic Gardening magazine is upping its rate base from 235,000 to 260,000 as of its February/March 2009 issue. DMNews chats with publisher, Chris Lambiase, about the rate base bump, cross-marketing at Rodale, and, of course, organic gardening.

Creative solutions from Wellpoint, AstraZeneca and Wet International Inc.

Creative solutions from Wellpoint, AstraZeneca and Wet International Inc.

Wellpoint's dimensional mailer targets health benefits managers; direct mail unlocks protected Internet resources for AstraZeneca; and Wet International's digital campaign gets personal.

Mailers moving toward environment best practices: WEC roundtable

Many companies in the mailing industry are integrating sound environmental practices, but the industry, as a whole, needs to get greener, speakers at the World Environment Center roundtable on sustainability in the mailing industry said. They also agreed the industry needs to do a better job of telling its story.

A natural education

A natural education

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Consumers are increasingly interested in information about organic and all-natural foods - and marketers are responding with education-oriented campaigns.

HP announces partnerships with MySpace, MTV

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HP executives focused on how the company will capitalize on what they called the transformation of print from analog to digital, and announced key partnerships with brands such as MTV, MySpace and others to help achieve HP's goals, at the company's annual Imaging & Printing Conference in San Diego.

Spotlight Conversation: DM takes the stage in Vegas

Spotlight Conversation: DM takes the stage in Vegas

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DMA head Greco discusses DMA08, legislation and more.

Chevron puts energy into conservation awareness

Chevron puts energy into conservation awareness

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Chevron Corporation launched a public education campaign last week to promote energy efficiency. The "I will" campaign features print and television ads, as well as an updated microsite, www.willyoujoinus.com, which provides energy conservation tips and information.

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