Gail Nickel-Kailing, June 25th, 2012
The point at which a business has the closest relationship with its customer is that time when the customer has made the purchase and is ready to use or consume the product. In the casual restaurant world, that often involves packaging of the food for take out. Burgerville, a “quick” food burger restaurant, and Pagliacci’s, a pizza restaurant, have both used that opportunity to educate their customers about a variety of “green” issues. Here’s how they do it.
Continue reading Green Marketing Strategy: Does your packaging educate your consumer?…
GMC Staff, February 10th, 2012
Most people will tell you that they care about saving our forests and conventional wisdom has been to demonize the print industry as the major culprit behind “killing trees.” In face of that common belief, Dick Kouwenhoven, President and CEO of Hemlock Printers, and his team set an audacious goal: to become the “greenest printer in the world.”
Hemlock has done it! In 2009 the company was named the “Most Environmentally Progressive Printer in Canada” for the fourth consecutive year and received the “International 2008 Heidelberg Eco Printing Award for Most Sustainable Printing Company.”
Continue reading Green Marketing Strategy: Set Audacious Goals…
Gail Nickel-Kailing, March 23rd, 2011
Aveda, founded in 1978, manufactures professional plant-based hair care, skin care, makeup, scents, and other products that are sold in Aveda stores and nearly 7,000 salons and spas in 24 countries. As a company, Aveda has implemented a wide number of environmentally and socially responsible strategies and initiatives. Those range from using natural and organic…
Continue reading Green Marketing Strategy: Lead by Example…
Gail Nickel-Kailing, August 31st, 2010
Columbia Sportswear is a prime example of a Northwestern company: hardworking, modest and passionate about the natural environment. When we asked the management team to describe how they are marketing themselves as a green company, the answer was, “We are not ‘marketing’ so much as hoping to educate and inspire people.”
Recent programs to coordinate the wide range of “green” initiatives going on in silos throughout the company are an effort to put structure in place. Columbia’s corporate responsibility program was founded on labor compliance many years ago, and the company is well
Continue reading Green Marketing Strategy: Leverage Your Location…
Gail Nickel-Kailing, April 28th, 2010
Founded in 1971, Data-Mail, Inc., is one of the nation’s largest volume direct mail processing and computer services companies. Employing over 800 people in a three-shift production environment, Data-Mail can produce over 5 million pieces of mail per day.
Shawn Asselin, Sales Manager for Data-Mail, talks about the company’s wide range of green initiatives, from sustainably-sourced papers and vegetable-based ink to sophisticated recycling/reuse programs.
Continue reading Green Marketing Strategy: Network with your peers…
Gail Nickel-Kailing, March 16th, 2010
Don Carli is Senior Research Fellow with nonprofit Institute for Sustainable Communication (ISC) where he is director of The Sustainable Advertising Partnership and other programs addressing advertising, marketing, corporate responsibility, sustainability, and enterprise communication. Don is an Alfred P. Sloan Foundation Industry Studies Program Affiliate Scholar, Sustainability Editor of Aktuel Grafisk Information Magazine in Sweden and a contributor to PBS “MediaShift.”
Continue reading Green Marketing Strategy: Balance the Use of Online and Off-line Media…
GMC Staff, January 28th, 2010
In 1910, Harold Kirstein’s great-grandfather was a “rag man” or “trash man” who used to pick up newspapers, glass bottles, rags and other usable trash. Over the last century, handling of recyclables has changed from a horse and wagon business to multi-million dollar automated processing business. Kirstein’s great-grandfather’s business evolved into American Recycling and the company became part of Greenstar in 2008.
Continue reading Green Marketing Strategy: Leverage Your Roots…
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