Kiwano Marketing is a regular contributor to The Green Economy Post. This is our latest article on one of the leading sources of information for businesses in the sustainability sector

“For most people, green marketing is not only about marketing strategies with a smaller impact on the environment. Green marketing is also about helping a business become socially responsible as well: to provide better products, improve working conditions and contribute to the community.

1. Enhanced reputation and brand image
A survey done by Cone Inc. titled “Millennial Cause Study” found that 83% of people will trust a company more if it is socially/environmentally responsible. The same survey also found that 66% of this group recommends products/services if the company is socially responsible. CSR initiatives generate good feelings towards a company’s products or services, compelling customers and media to talk about the organization and its positive impact on the community.”

Continue reading this article at The Green Economy Post.

Recommended reading:
Get involved with your community
Marketing diversity: leveraging the power of local communities
Eco marketing: a global trend

The Networking Ninja of Kiwano Marketing will be live-tweeting at the Forum for Women Entrepreneurs Gala on Monday, January 18, 2010. This anticipated and well-attended event celebrates the FWE’s mission of mentoring and educating women entrepreneurs. Can’t make it to the event? Not to worry, I’ll be sharing all of the night’s key happenings and takeaways using hashtag #fwegala.

FWE’s 2010 sold-out Gala focuses on celebrating and recognizing the people who invest in entrepreneurs.

The keynote speaker panel includes high profile investors and entrepreneurs from the popular shows Dragons’ Den and Fortune Hunters:

• Arlene Dickinson, CEO of Venture Communications and Star of CBC’s Dragons’ Den
• Dianne Buckner, Host of Dragons’ Den and Former Host of Venture, on CBC Television
• Michael Hyatt, CEO and Co-Founder of BlueCat Networks

It’s great to see local non-profits taking brave new steps and effectively getting their message out with the help of social media. As Kiwano is made up of two women entrepreneurs, we are proud to support the FWE in their first foray into the exciting world of live-tweeting!

Feel free to join in on the conversation tomorrow night by tweeting using #fwegala or by following @FWEBC on twitter.

I had the pleasure of visiting CBC Vancouver’s Open House last Friday, as part of a tweetup organized by Marketwire. The all-day event of CBC’s new broadcast centre in downtown Vancouver was a packed affair of fundraising, musical performances, and meeting some of the key supporters of social media at CBC.

Photo Credit: CBC Open House and Food Bank Blog (@GusF, @DoryLanenter, yours truly, @ChantalJura, @mettlelurgy)

I loved how much focus was put on donations to the Greater Vancouver Food Bank. A lively twitter feed of updates throughout the day and a widely-used hashtag, #cbcopenhouse, added to the sense of community. You could drop off non-perishables at the door or make donations in person, through the phone, or online. On-site, you could walk through and learn about different aspects of the broadcast centre and chat with journalists, on-air personalities, staff, and a host of hard-working volunteers.

The transparency of this event demonstrates to me the willingness of CBC to adapt its communication and PR strategies to a conscious online community. Kudos, CBC, to a fresh new start in Vancouver— I look forward to more exciting events involving our local community.

Help us to help those in need. On Friday, December 4 from 5:30 a.m. to 9:00 p.m. CBC/Radio-Canada Vancouver opens its doors and welcomes everyone to visit our newly renovated, state-of-the-art broadcast centre at 700 Hamilton Street and to take part in our annual Food Bank Day Fundraiser.

Watch live TV and Radio broadcasts, meet CBC News TV, CBC Radio, Radio-Canada and CBC Radio 3 personalities and staff, tour the building, and enjoy four Big Ticket Concerts throughout the day. All our local and regional shows are broadcasting special live programs to help inspire your generosity towards those who need the services B.C. food banks provide. – full post here

So we know that we threw a pretty awesome blast for our Green Launch Party last week. Our raffle raised over $150 for the Stanley Park Ecology Society in one night, and this was graciously matched by Red Case Creative. And, it’s gratifying to see that noted sustainability publication, Granville Magazine, had such a great time…

Hilary Henegar, the Digital Editor of Granville Magazine, was one of our guests of honour at Green Launch. I met Hilary early on in my small business career, and she’s been a great source of inspiration, ideas, and support. Hilary tirelessly promotes all types of green issues and lifestyle choices, and has created quite the community of discussion on twitter. She also provided a lot of comments for my Biking and the New Green Movement post, and I’ve guest-blogged about networking event Power Plant for Granville Online. Hope to see many more collaborations between us in the future!

Check out Granville Magazine’s coverage of the night, with pictures from our professional photographer, Jonathan Evans.

Granville’s post mentioned that the most touching part was when I thanked all of our friends and family for their support. This was indeed a very special moment for me– we threw the launch party with the sole purpose of providing a proper ‘thank you’ for all the friends and contacts who have watched us grow and offered tremendous support and assistance in these last six months. Kiwano really couldn’t have done it without you!

Recommended reading:
Green Consumers: Biking and the New Green Movement
Social Media Quick Tips From The Networking Ninja
Tips For Successful Social Media Time Management

Coming off of Kiwano’s recent partnerships with Bridge to a Cool Planet and the Stanley Park Ecology Society, I thought it was high time to comment on the merits of social media specifically for non-profits and charities. It’s great to see so many of these organizations beginning to explore an increasingly powerful base of online supporters and fundraising opportunities. And all in good time, too – as societies become increasingly flooded with different grabs for our attention, so must conscious organizations evolve in order to thrive.

Social media is a wonderful way to tap into a powerful, two-way marketing and outreach program. It’s a versatile tool that hits all of a non-profit’s basic premises: awareness, outreach and, of course, fundraising. Getting social media added as a part of your non-profit’s traditional marketing program, however, may be a challenge. We’ve all heard the buzz, but why should non-profits especially benefit from using social media? Perhaps some of the reasons below will help convince your most stringent board members and advisors.

Why should non-profits use social media?

With both Bridge to a Cool Planet and the Stanley Park Ecology Society, social media has been in the forefront of Kiwano’s marketing strategy. We’ve had great success in very little time in areas such as promotion, awareness, and community involvement. Need to get your new marketing strategy approved by a board of directors? Here are some crucial reasons for making the case for social media:

It’s cheap/free: social media is cost-efficient, and this is important for all organizations, whether profit and non-profit. Most of the tools and platforms you’ll encounter are free to sign up and use. Adding on to this point, be especially wary of any websites that demand money.

Utilize skills of existing resources/personnel: The actual ‘cost’ of social media falls into your time commitment. As Mitch Joel states in Six Pixels of Separation, it’s no longer how much money you invest, but how much time you spend making connections using the web’s powerful new online tools. As with any new emerging technology, the learning curve can be steep and daunting. Instead, it’s time to look within (or without, if your organization lacks the workforce or expertise). Perhaps the newbie who just started out is a secret twitter addict. Or maybe your receptionist is on Facebook all the time. It’s time to break the “don’t ask don’t tell” mentality surrounding the use of social media in workplaces. If you have the expertise on board already, make it a positive. Your ‘expert’ will most likely be glad (and flattered) to be a part of helping you implement and maintain your organization’s social media platforms.

Don’t have the personnel or knowledge within your organization? Consider partnering with a local marketing firm – one that falls in line with your non-profit’s goals and ethics. Kiwano chose to sign an exclusive, long-term partnership with the Stanley Park Ecology Society (SPES) because we wanted to help conserve and raise awareness of the natural park right in the middle of downtown Vancouver. Find marketers that share your non-profit’s passion and goals, and you’ll have a great chance for a mutually beneficial alliance.

Local or far-reaching: One of the biggest dilemmas faced by non-profit organizations is reach. Instead of expensive international advertising campaigns, social media levels the playing field as it has no restrictions on where and how you market. SPES’ social media marketing focuses on building connections within the local Vancouver community. A more nationally focused non-profit, on the other hand, can easily expand their efforts to include all of Canada – all without the costly budget of more traditional marketing techniques.

Social media is predominately a casual forum of communication, and thus is a great and low-risk way of combining marketing, networking and outreach all at once. Want to obtain more information about how your non-profit can benefit from using social media? Get in touch or check out some of these great resources below:
Building Trusting Relationships Through Social Media
Social Media for Small Businesses
Tips for Successful Social Media Time Management

For most people, green marketing is not only about marketing strategies with a smaller impact on the environment. Green marketing is also about helping a business become socially responsible as well: to provide better products, improve working conditions and contribute to the community. But exactly how can you get your company more involved with your city?

A good first step is to write a corporate social responsibility (CSR) plan. There are many reasons why companies should become socially responsible. A Marketing Blog by Marketing Journal did a great job listing all the benefits you can reap:

1. Enhanced reputation and brand image
A survey done by Cone Inc. titled “Millennial Cause Study” found that 83% of people will trust a company more if it is socially/environmentally responsible. The same survey also found that 66% of this group recommends products/services if the company is socially responsible. CSR initiatives generate good feelings towards a company’s products or services, compelling customers and media to talk about the organization and its positive impact on the community.

2. Increased profit and customer loyalty
Who doesn’t feel good about doing business with a company that cares for the environment and its community? As mentioned on our previous blog post, Green Marketing: A Sound Business Strategy, Generation Y is acutely aware of the threats of pollution, extinction, and global warming, and will reward companies that reach them with dollars and word of mouth (while punishing those that don’t). In fact, the Cone Inc. survey found that over two-thirds of the people surveyed consider a company’s social and environmental commitment when deciding where to shop, and 89% are likely to switch from one brand to another (price and quality being equal) if the second brand is associated with a good cause.

3. Creating new business opportunities
Not only will customers give preference to socially and environmentally responsible companies, but most businesses will as well. Since we started Kiwano Marketing, I have noticed an increasing number of organizations that will only do business with socially/environmentally sound companies. By implementing a corporate social responsibility plan, you will also be exposed to new contacts as fruit of your closer involvement with your community.

4. Increased ability to attract and retain employees
Socially responsible companies are known to value their employees. Not only these corporations are better able to retain high-quality staff, they are the main preference for professionals who have strong social and environmental values. A recent poll on green employment by MonsterTRAK.com found that 80% of young professionals are interested in securing a job that has a positive impact on the environment, and 92% would be more inclined to work for a company that is environmentally friendly.

5. Increased productivity and morale
Everyone likes to know they’re making a difference in the world. Studies have demonstrated that employees at socially and environmentally responsible organizations feel more motivated at work when compared to companies that do not have concrete CSR initiatives.

6. Preferential government and regulatory treatment
Did you know that most governments provide benefits to socially responsible companies? The U.S. government, for instance, has a special category for this type of organizations when getting an RFP out. This means that, if you’re offering exactly the same product or service (and under the same conditions) to the government, and your company is socially active while the other is not, chances are you’re going to land the deal.

7. Increased operational efficiency and reduced operating costs
The reality is, if you have a CSR strategy, you’re probably looking to your bottom line and making sure there are no redundant costs. Environmentally responsible organizations have reduced costs on packaging, paper and water usage; even on electricity. Common practices involve turning off computers and lights at the end of the day, reusing marketing materials, reducing the number of disposable cups and rethinking printing habits. Some companies opt to give away office supplies and computers not in use, while extending the life cycle of electronic equipment such as monitors and printers.

8. Innovation in market through cooperation with local communities
Organizations with sound CSR plans are usually much involved with their local community and tend to invite influential members to their strategic meetings. This practice not only makes it more likely that the product or service will be well received in the community, but it also provides a broader pool of ideas, leaving socially responsible organizations one-step ahead of the competition.

A solid CSR plan will provide you a framework for your green marketing initiatives and will keep your business aligned with your goals. There are many resources available to help you with this task. For instance, Abertis has its CSR plan available for download, while Amway published a two-page document making the case for its corporate social responsibility plan.

Implementing CSR initiatives in your business is a great way to maximize your marketing efforts and leverage your sales, but it is important you’re doing it for the right reasons. Before writing down your CSR plan, think of your goals for your community, for the environment and for your business. What can you do to make your community a better place? How can you align it with your business? How can you communicate your CSR plans? I’ve listed some resources below that will help you get started.

Recommended reading:
The Make Good Blog: Doing The Right Thing? The Motives Behind CSR
Marketing Diversity: Leveraging the Power of Local Communities
CSR: An Implementation Guide for Canadian Business

Last week, I guest blogged for Granville Magazine on networking event Power Plant. We thoroughly enjoyed ourselves at this defining event for Vancouver green leaders; it’s packed with the perfect mix of energy, ideas, and casualness. And we’re all about the casualness.

This event was packed with connections, and Kiwano certainly made a big one with B2CP, as we’ve previously announced.

Next was Kevin Washbrook, founder and organizer of Bridge To A Cool Planet, an initiative aimed at bringing together the people of Vancouver to call for “real action on climate change” at the climate talks in Copenhagen in December. Kevin and I spoke afterwards about his passion to bring awareness about climate change through the International Day of Climate Action, on October 24, by gathering as many people as possible on the Cambie Bridge. “If you do one thing this year [for climate change], come to the bridge… This is not a protest,” Kevin stressed, “It’s a celebration!”

Read the entire guest post at Granville Online.

We also scooped an awesome photographer for our upcoming event in November. Jonathan Evans Photography has graciously agreed to cover Kiwano’s Launch Party (more details soon!) and you can see some of the photos he took from Power Plant here.

As the Networking Ninja of Kiwano Marketing, I look forward to attending and blogging about more of these events in the near future.

Last night, I met with the folks behind Bridge 2 Cool Planet, a one day event for climate change occurring on October 24, 2009 (mark your calendars!). There will be a parade, a banner drop, an eco-fair for green businesses, live music, movies, and speakers. This event takes place around Science World and the Cambie Bridge, the latter of which will be closed for the entire day.

With only three weeks left before the big day, I asked organizer Kevin Washbrook how people can get involved. The easiest way to get in touch is through the website’s help wanted page. They also have a Facebook fan page and are tweeting at @b2cp. The most crucial thing is to raise awareness and have all of Vancouver come out on October 24, 2009 – please help spread the word to your friends, family, coworkers, and communities.

Bridge to a Cool Planet is a grassroots effort to bring people from all walks of life together to call on governments to fight global warming. Bridge’s goals are ambitious and all-inclusive:

• Through spectacle, celebration, sheer number of participants and collective calls for action, we will show national media and senior levels of government that the public is united in support of strong action to fight global warming.
• We will build bridges between Vancouver’s cultural communities as well as environmental and social justice movements to increase understanding of our common concerns and the strength that lies in working together.
• We will create exciting venues where the public can find out about the concrete steps they can take in their own lives to reduce emissions, save energy, and fight global warming.
• We will keep it fun, welcoming and all inclusive, because good things happen when people are creative, spontaneous and happy.

Kiwano Marketing is pleased to be the exclusive marketing firm for Bridge 2 Cool Planet. We’ll be working closely with Kevin and his team to help raise awareness for Vancouver’s contribution to the International Day of Climate Action.

It’s my second year volunteering with the VIFF’s Media Outreach department, and I’m glad to see that they’re being much more inclusive of social media and bloggers this year. The Vancouver Film Festival starts today and runs for three weeks until October 16. They’ll be showcasing an astonishing 377 films from all over the world – it’s definitely an event not to be missed!

My task this year is to promote The Way of Nature category: “This year’s environmental series offers both shocking news on the mess we’re making in some of the most beautiful parts of the planet and possible redemption in the rediscovery of the ways of nature in others.”

I can’t be happier giving a little love to these deserving documentaries. Most are insightful commentaries on important green issues, wonderfully researched, and bring to light some passionate individuals and organizations. Looking to learn more about a hot topic in environmentalism? Chances are, you’ll find it at the VIFF.

Tonight, for example, is the premiere of At The Edge of the World, an exciting documentary which showcases one organization’s ongoing struggle against the Japanese whaling industry.

“Tracking the whaling fleet (which slips through a loophole in the conservation laws to kill and process close to a thousand whales each season) over the glorious vastness of the Ross Sea, the crews of the two Sea Shepherd vessels face crippling seasickness and deadly ice packs. Tedium is mitigated by the frigid beauty of their surroundings (captured in breathtaking frames by no fewer than seven sure-footed cinematographers) and regular safety drills.” – full description here

What’s so special about tonight’s 8:45pm showing at Granville 7 Theatres? Some of the crew will be in attendance tonight. If you were going to go to yet another Hollywood blockbuster tonight, why not try something new and make your way down to At The Edge of the World instead?

Does marketing today adequately reflect North America’s diverse demographics? Has the shift to internet marketing and customer-driven interactions changed anything about how we market to the different audiences on our virtual doorstep? After meeting one of the co-founders of Schema Magazine, Alden Habacon, I started looking inwardly at how diversity is reflected within the marketing industry. The short answer is, yes, we’ve gone far since a few decades ago. However, just like other aspects of marketing, there are always ways to improve on our current strategies and thinking. Working together with grassroots community organizations, I believe, is the best step forward for diversity initiatives in current marketing practices.

Where is Diversity Marketing?

There’s no doubt that we’ve come a long way from the original source which sparked the debate on diversity marketing – namely, the 1983 article “The Globalization of Markets.” While not the author’s original aim, Levitt’s article got people talking about the hard questions which had been previously ignored or sidelined. Suddenly, everyone had an opinion about whether advertising, and marketing in general, required special tailoring to different cultures. Did all of those big advertising campaigns really need to waste time catering to ‘ethnic’ demographics? Levitt, and the conventional marketing wisdom at the time, certainly didn’t seem to think so.

From that point on, however, diversity marketing has really started to take off in the minds of academics and professionals alike. People said, yes, of course, we need to be sensitive to cultural differences – not only to successfully market our products and services, but also to create bridges across local communities and fully represent actual population demographics. (This paper summarizes some of these developments and also breaks down Levitt’s original argument into digestible terms.)

Where Are We Now?

This is all well and good, but apart from that big “ah-hah!” moment of the early eighties, there’s been arguably little development in the field of diversity marketing. Although we’ve successfully refuted the model of a standardized form of marketing, applicable across a wide spectrum of factors, we haven’t really found a replacement which emphasizes inclusion. I’m not saying that efforts haven’t been made; some of the campaigns out there today would have been unforeseeable more than thirty years ago. Progressive companies and organizations have taken it onto themselves to become more representative and welcoming to the local communities that they serve.

However, there’s still a long way to go before we see the answers to true diversity in marketing. Instead of solely reacting to the latest public outcry of inherent racism in this ad or that campaign, marketing strategy needs to evolve to anticipate and integrate diversity during its planning and creative stages. Pockets of “the Canadian public,” as we’re fond of short-handing, are providing valuable feedback into what’s wrong with the current system. It’s up to us, as advisers of a company’s public image and messaging, to ask these tough questions about diversity. They aren’t necessarily the easiest ones to ask your clients, but they are crucial for maintaining a good connection with their customer base.

In some ways, the questions Kiwano has been asking about green marketing are similar to the ones posed by diversity marketing. Companies may be overwhelmed with how to begin including more diversity into their marketing programs. With so many voices and directions, how does one decide where to spend the effort? In my opinion, the most effective strategy would be to start connecting with and learning from culture-driven organizations within your local community. For years, they’ve noticed how companies have stereotyped, marginalized, and outright excluded diversity from their marketing strategies. Instead of trying to come up with ways to ‘appease’ the cultural differences in your customers, I suggest you tuning in to what these grassroots organizations are advocating.

Perhaps out of fear of losing corporate accounts, marketing has largely taken a backseat to including diversity in their every day work. It’s time to begin leveraging the hard work and dedication of those who have already taken diversity thinking beyond the reactionary stage. What organizations in your local community will challenge your current marketing ideologies on diversity and inclusion?