Today’s business success requires that organizations demonstrate their environmental commitment and social purpose, engaging internal and external stakeholders in a meaningful and relevant way. So it is imperative for A/E/C firms to market their environmental and social initiatives – to help create differentiation and gain competitive advantage in the increasingly crowded “green” marketplace.
Reasons to market green:
- Create a competitive differentiator
- Build brand loyalty and corporate reputation
- Increase employee recruitment and retention
In the past, many A/E/C firms relied on demonstrating their commitment to the community and the environment through the number of LEED-certified projects or LEED APs. Today, when most firms have LEED-certified projects in their portfolio and LEED APs on staff, A/E/C marketers need to move their message beyond LEED to remain competitive.
Learn how to gain a competitive advantage by incorporating sustainability into your firm’s branding and marketing strategies, i.e., how to use appropriate, credible green certifications and trustmarks; calculators to see (and change) the environmental impact of your firm’s printed pieces; and best practices for marketing green on the web and with PR campaigns.
Avoid “greenwashing” by being authentic and transparent. Align your claims with internal company practices, use clear and specific language and make sure to have a proof for any public-facing brand story.
Testimonials from Previous Participants:
“The speaker was very knowledgeable and enthusiastic about the subject.”
“Very interesting and informative. I would like to share that insight with my company.”
“Got me thinking about what I can do around here to be more sustainable.”
“I really enjoyed your presentation and took away many good points.”
“I really enjoyed the presentation. I thought it was well done and enlightening. Thank you so much!”
If you are interested in having us speak on this topic to your professional association or present at a seminar, please contact Ida Cheinman.
