EXPERIENTIAL MARKETING, COMMUNICATIONS &
EVENT PRODUCTION
• Green Business Summit
• Green Carpet Event
• All About Pets
EXPERIENTIAL MARKETING, COMMUNICATIONS & EVENT PRODUCTION
Institute for Sustainable Practice, Lipscomb University
CLIENT: Institute for Sustainable Practice, Lipscomb University, a 501(c)(3) non-profit organization providing advanced education for the next generation of green professionals leading businesses and communities towards a sustainable future.
ENGAGEMENT: The 2010 Green Business Summit brought together the southeast region's most successful green entrepreneurs and Tennessee's pioneering green business leaders. It included two full days of workshops, the Green Business Exchange trade show, two Keynote Luncheons, the "Tokens" Radio Show featuring Amy Grant, and the first annual Green Business Leadership awards, presented by Waste Management.
The 2010 Green Business Summit targeted B2B engagement, and welcomed 275 participants representing key decision makers from small startups to leading corporations including UPS, Mars, Waste Management, HCA, Caterpillar Financial and more. The summit presented dynamic keynote speakers Catherine Corley, VP of Member Program Development at Sam's Club, and Tom Szaky, CEO and CoFounder of TerraCycle. The 21 breakout sessions included panelists from leading organizations currently implementing sustainable business practices, with a roundtable discussion format on hot green business topics such as carbon footprint calculation, green energy, design collaboration, waste management, credentials and standards, and more. All production costs were covered by cash and in kind sponsorships.
The Institute for Sustainable Practice's expected benefits from hosting this event include increased brand equity and awareness, partner relations, student recruitment, business development, and fundraising. Sustainable Solutions has directed this annual event since its launch in 2008.
CONTRIBUTION: Sustainable Solutions directed this six month project, and was responsible for all aspects of this experiential marketing opportunity for the Institute for Sustainable Practice, from concept to completion.
Scope of Services: Branding, Concept & Content Creation Experiential and Traditional and Online Marketing, Advertising, and Public Relations Resource Acquisition Programming Event Production Onsite Management Business Development Partner Relations Environmental Impact Measurement and Local Offset Program
Sustainable Solutions created the Waypoints on the Journey concept, and programmed the event to include multi-sensory, live brand experiences to connect meaning and relevance. Elements of the event were eco-friendly, and the event engaged in an extensive study of its impact on the environment and creation of an offset program with local benefit. Learn more about this measurement and offset program.
GALLERY: Click the thumbnails below to enlarge images.
Middle TN Chapter U.S. Green Building Council
CLIENT: Middle TN Chapter U.S. Green Building Council, a 501(c)(3) non-profit community of leaders working to make green buildings available to everyone within a generation.
ENGAGEMENT: The purpose of this engagement was to provide creative solutions to update the client's annual awards "gala" into an experiential evening of fun with flair. Expected benefits for the client include increased member attendance and engagement, fundraising, and partner relations.
CONTRIBUTION: The scope of this project was concept to completion, Sustainable Solutions' specialty. The concept of a "Green Carpet Event… an evening of green glamour" was a first for the city of Nashville. Due to the sensitivity of economic influence on discretionary spending, the ticket price was kept at a minimum, and inkind services and products were negotiated to keep costs down. The event was held at Nashville's Hutton Hotel, that implements multiple sustainable practices, and gladly participated as a sponsor to trim costs. Held in the early evening, the event started with arrival and photos for all guests on the "green carpet", including a souvenir take home photo from the event. A signature "green drink," heavy hors d'euvres, and valet parking were included in the admission ticket. The evening included a silent and live auction that successfully benefitted the Y-Build program of the YMCA, and the annual Green Star Awards were presented as the finale to the evening. The chapter enjoyed a profit from the event. The event funding was dependant on sponsorships and ticket sales. Printed materials used recycled paper and soy based ink.
SCOPE OF SERVICES: Event Branding and Concepting Marketing, Advertising, and Public Relations Resource Acquisition Communication Tools & Content Creation Programming Event Production Onsite Management Business Development Partner Relations
GALLERY: Click the thumbnails below to enlarge images.
All About Pets
CLIENT: All About Pets, a small business operation offering boarding, grooming, and products for pets.
ENGAGEMENT: The purpose of this engagement was to provide solutions to convey All About Pets' brand and create materials to market its products and services. Expected benefits from the solution include an increased competitive advantage, enhanced outreach to potential clients, and a medium to showcase All About Pets' niche offerings and value. The client had a very strong idea of the message, but sought creative expertise to develop language, content, visual elements, and an image to convey the class of the operation. Printed materials used recycled paper and soy based ink.
SOLUTION ELEMENTS: Exploration & Discovery Branding & Concept Creation Content Creation Production Management Website Creation
GALLERY: Click the thumbnails below to enlarge images.
SUSTAINABILTY CONSULTING
Institute for Sustainable Practice, Lipscomb University
CLIENT: Institute for Sustainable Practice, Lipscomb University, a 501(c)(3) non-profit organization providing advanced education for the next generation of green professionals leading businesses and communities towards a sustainable future.
ENGAGEMENT: A sustainability assessment of the 2010 Green Business Summit conference was conducted to measure the environmental impact of the event, and a custom offset program created. The Institute for Sustainable Practice’s expected benefits from this measurement and offset were increased brand equity, additional marketing opportunities, added value, and a positive impact on the event’s participants and the environment. This was a first time effort for the event and a starting point as measurement for improvement in the future.
CONTRIBUTION: The event included two full days of workshops, a trade show, two Keynote Luncheons, and the "Tokens" Radio Show. Sustainable Solutions collaborated with partner WAP Sustainability to gather information both during and after the event to quantify the greenhouse gas emissions and landfill waste generated. An effective strategy was created to reduce the summit’s environmental burden through an offset program with direct benefits to the state of Tennessee and Metro Davidson County.
A combination of qualitative and quantitative analysis provided information to develop the concept for a localized offset program to minimize, and then eventually fully offset, the greenhouse gas emissions associated with future Green Business Summits.
A strategy was created using the calculated GHG emissions from the 2010 Green Business Summit, and it can be estimated that 31 acres would need to be preserved to offset the emissions from the event. With this preservation, the emissions from the event would be offset in one year; however the program may be designed to stretch over multiple years.
It was recommended that the Green Business Summit purchase offsets from Tennessee’s Radnor Lake. Radnor Lake is a 1,200 acre state park located in Davidson County just south of metropolitan Nashville. The credits will be certified under the “Avoided Conversion Project” which follows the Climate Action Reserve’s Forest Project Protocol Version 3.1. The Climate Action Registry uses a 20-year time frame in assessing the carbon sequestration and stock potential of a forest. Because of this long time frame and the total number of acres of land planned to be part of the program, it is likely that there will be additional purchasable credits. These may be held to offset the emissions of future Green Business Summits and/or emissions of the Institute of Sustainable Practice.
Learn more about Sustainable Solutions’ role with this project in experiential marketing, communications, and event production.
STRATEGY & DEVELOPMENT
CLIENT: A global manufacturer of construction and mining equipment, utilities, forest machines and industrial machinery.
ENGAGEMENT: Sustainable Solutions' partner WAP Sustainability, worked with the plant's management to create a 24 month plan to address all areas of corporate strategy, and develop implementation resources and support. Expected benefits from the solution include reduced environmental impact, creation of an environmental accounting system to manage operations, increased employee engagement, reduced waste and water use, progress toward goal of zero emissions, increased marketing and public relations opportunities with environmental and social report, and decreased operating costs.
CONTRIBUTION:
• GHG Inventory
• Employee Education and Engagement Program
• Strategy Integration
• CSR Report Development
• Operational Energy and Resource Analysis
• Lifecycle Assessment
• Environmental Impact Analysis
• Waste Audit and Reduction Strategy
• Carbon Offset Investment Programs
• Emissions Reduction Strategy
CLIENT: Manufacturer of cost-efficient precision hardware.
ENGAGEMENT & CONTRIBUTION: Sustainable Solutions' partner WAP Sustainability, developed a companywide sustainability education program focusing on 12 initiatives over a 12 month period to engage 2,500 employees in green initiatives with multiple benefits. Expected benefits are increased employee engagement, decreased environmental impact, reduced waste and water usage, increased energy efficiency, and decreased operation costs.
"Introducing Twelve Changes in Twelve Months"
Be better, become better, learn how… every month on the 12th at noon!
• Employee "Green Team" created
• Twelve initiatives impacted the company's practices regarding energy, water, recycling, teamwork, and more.
• Informative, engaging educational, materials with custom relevance were created to include challenges and employee action
