We offer a variety of presentations and seminars on topics ranging from "Strategies and Tactics for Creating a Winning Brand" and "Employer Branding" to "Using Green and Cause-Related Marketing to Gain Competitive Advantage."
If you are interested in having us speak to your professional group or association or present at a seminar or program, please contact Ida Cheinman.
Sustainability as a Competitive Advantage
Ida Cheinman has been invited to present to the Balfour Beatty Construction on Sustainability as a Competitive Advantage. As Balfour Beatty
continues its Sustainability Roadmap journey, this presentation will help the internal teams to learn the best ways of communicating the company's sustainability mission to differentiate it from our competition. By invitation only – if you'd like to attend, please contact Ida Cheinman by January 27, 2012.
“Ida took many trains to reach us in Fairfax, Va, where she gave an inspiring presentation to Balfour Beatty's business acquisition team about the importance of communicating sustainable practices and how doing so can differentiate our firm. Ida is clearly passionate about and an expert on sustainability, and we look forward to working with her again soon!”
—Gregory Richards, EIT, LEED Green Associate, Marketing Project Lead, Balfour Beatty Construction
Chesapeake Regional Tech Council (CRTC) Green Markets Forum
The Rules of "Green" Marketing: Your Roadmap For a Sustained Competitive Advantage Without Greenwash
The "green” marketplace has become over-saturated with businesses vying to distinguish themselves and create a sustained competitive advantage. One way to add credibility to a company’s green claims and to avoid greenwashing is the use of third-party endorsements and certifications. However, not all certifications are created equal. With more than 400 different eco-labels and green certifications available, how do you chose what’s right for your company?
This presentation will introduce technology companies to the rules of green marketing, help them navigate the confusing world of green certifications, and provide a roadmap to avoiding greenwashing – both from the marketing and legal perspective.
Speakers:
Ida Cheinman, Principal and Creative Director, Substance151 Benefit LLC
Dana Lynch, Partner, Whiteford Taylor Preston, LLP
To register before 01/31/12, visit the event page.
What's Next in Green and Cause Marketing – Your Roadmap For a Sustained Competitive Advantage: Society for Marketing Professional Services (SMPS) Washington, DC
Being socially responsible, environmentally conscious and financially sustainable is the new survival strategy for the 21st century.
It’s no longer about green marketing or cause marketing campaigns, it’s about connecting company’s purpose to its business strategy. It’s about addressing and engaging ALL stakeholders. It’s about adding words like “passion” into our business vocabulary. And, ultimately, making Purpose the core of a firm’s brand promise.
The presentation discusses new strategies, marketing tactics and best practices to help AEC firms create differentiation and gain competitive advantage in the increasingly crowded, and often confusing, “green” marketplace.
Green Business is Good Business: MD Chamber of Commerce Annual Business Policy Conference
Titled "Green Business is Good Business," this green business session during the Chamber’s annual Business Policy Conference looks at the ways in which businesses have and can implement green tools and methods to proactively address environmental sustainability.
Panelists:
- Jim Bruce, Vice President of Public Affairs, UPS, DC Office
- Ida Cheinman, Principal and Creative Director, Substance151, Benefit LLC
- Mari Snyder, Vice President of Social Responsibility & Community Engagement, Marriott International, Inc.
- Moderator Nathan Beil, President, KCI Technologies
Ida Cheinman's presentation addresses the marketing benefits of doing good to three critical areas that impact a company’s bottom-line: brand building, business development, and employee recruitment and retention.
Ida Cheinman Moderates the Cause Marketing Panel at the SMPS Mid-Atlantic Regional Conference
Society for Marketing Professional Services Mid-Atlantic Regional Conference, "Karma Marketing - How Giving Back Comes Back."
As the business value of social purpose continues to gain momentum, more and more A/E/C firms look to integrate corporate responsibility programs into their business practices and company culture. Cause marketing contributes to a long-term competitive advantage by strengthening a firm’s brand, attracting and retaining the most qualified talent, and forming enduring relationships with clients and partners who share your core values. Hear from a panel of A/E/C firms with some of the strongest corporate social responsibility programs in the region. Learn how doing good has become an integral part of their business strategy and firm culture and how it has positively impacted their employee recruitment and retention, overall brand and bottom line.
- Josh Carney, President, Carney Engineering Group
- Haley Russell, Co-Chair, DC Social Responsibility Initiative, Perkins+Will
- Craig Williams, Principal, David M. Schwarz Architects (DMSAS)
- Moderator: Ida Cheinman, Principal/Creative Director, Substance151 Benefit LLC.
SMPS Maryland “Shop Talk": Rebranding – What is the Marketer’s Role in this Process?
SMPS Maryland kicked off its "Shop Talk" lunch series with Ida Cheinman, Principal and Creative Director of substance151, presenting "Rebranding – What is the Marketer’s Role in this Process?"
Ida led a discussion on navigating a professional services firm through a rebrand – from planning through rollout and beyond. Focusing on helping in-house marketers identify key milestones and ensuring successful planning, implementation and firm-wide buy-in, Ida will offer proven strategies that help marketers sail through the process with ease, confidence and with exceptional results.
Ida helped the attendees to answer such questions as: What is Rebranding? Where Do I Start? What Should My Role in the Process Be? Should I Keep the Process In-house or Hire a Professional?
read recap on Matt Handal's A/E/C industry blog helpeverybodyeveryday.com »
Green is the New Black — A Day in the Life Design Conference
The A Day in the Life Conference was established to give design professionals and students on the East Coast an opportunity to come together in a cohesive environment in order to focus on the advances and challenges of the design profession. Ida Cheinman, Substance151 principal and creative director, joined an expert line-up of speakers with the topic titled “Green is the New Black.”
This year’s conference was held in at Brown Center in the Maryland Institute College of Art (MICA), Baltimore, Maryland, on Saturday, April 9, 2011.
view presentation (PDF 9.9 Mb) »
A/E/C Marketing: How to Market Green When Everyone Else Is
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.
In the past, many A/E/C firms relied on 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.
This SMPS Educational Seminar is approved for 1.5 AIA LUs/CEUs.
What Participants Said:
“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!”
Ida Cheinman is on the Panel at the Emerging Options for Maryland Social Ventures Event
Join ChangeMatters and the Grants Collection/Enoch Pratt Free Library on September 30, 2010 in a working dialogue on Maryland's new first in the nation "benefit corporation" law, and insights for social entrepreneur models.
As the first state in the nation to pass a "benefit corporation" law, Maryland’s designation will give new and existing social ventures an additional way to incorporate community impact and stakeholder concerns in business decisions. In addition to flexibility in drafting corporate charters, the new law will also encourage greater corporate social responsibility reporting and auditing.
How to Market Green When Everyone Else Is — Avoiding Greenwash
Ida Cheinman will present to the Marketing Directors Support Group group on Green Marketing best practices. The talk will cover:
- The ROI of going green – creating competitive advantage through sustainability
- "Whys" and "hows" of strategically integrating an organization's environmentally responsible practices into their branding and marketing initiatives
- Understanding the term "greenwash" and how to avoid it by marketing your efforts responsibly
View Maryland Chamber Blog for the summary post "Growing Your Green Brand."