M135 Web

www.ASMIweb.com/Green 1

Green Marketing and Sustainability 2009

Enhance Your Organization’s Market Position by Building an Image around Sustainability and Green Initiatives

You Will Learn to:

Improve Your Bottom Line through Green Marketing Initiatives Gain a competitive advantage by adapting to the attitudes of your consumers towards green practices

Create a Strategic Plan for Your Green PracticesAlign organizational goals and objectives around your company’s green initiatives for successful implementation

Improve the Effectiveness of Your Green Message Combine new marketing approaches with traditional practices to inform consumers of your socially and environmentally conscious products and services

Develop a Customer-Focused Approach to Green MarketingDiscover ways to better understand and educate your consumer on the benefi ts of ‘going green’

www.ASMIweb.com/Green

Green Marketingand Sustainability 2009

Utilize Green Marketing to Gain a Competitive Advantage

In Association with:

November 4–6, 2009Arlington, VA

2 www.ASMIweb.com/Green


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11:30 Workshop Registration

9:00 Build a Green Marketing Campaign Marketing environmentally friendly products and services is not only good for the planet but good for your business as well. It’s important to understand what motivates consumers to buy green and discover ways to convince those who don’t buy green the value of making a switch. It may be a diffi cult task, but developing a successful green marketing campaign will greatly benefi t your business and your consumer alike. In this dynamic workshop you will:

Learn how to gain executive support to for your green marketing initiatives

Harness customer insight into what is important to the average eco-friendly consumer

Identify tools used to develop an effective marketing campaign

Discover various outlets to which you can deliver this unique message in order to ensure visibility and a positive reaction

4:00 Workshop Adjourns

November 4, 2009

CMOs, VPs, Directors, Managers and Analysts involved in:

who should attend:

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Marketing

Public Relations

Advertising

Media

Promotions

Integrated Marketing

Corporate Communications

Planning & Analytics

Marketing Research

Business Development

Brand /Product Management & Development

Workshops are designed to be an interactive way for participants to learn the latest management techniques in order to implement them in their workplace. The workshops provide a platform to learn practical applications of current best practices.



8:30 Conference Registration & Continental Breakfast

9:00 keynote addressCreate a Company-Wide Culture of Sustainability and Green Awareness One aspect of corporate strategy that’s become increasingly essential to each organization’s livelihood is sustainability. Before any company can project a sense of social responsibility to stakeholders and consumers, they must build internal champions of green awareness and sustainability within the organization. During this keynote address you will learn to:

Educate employees on the importance of sustainability and how it directly relates to their jobPromote a company-wide effort to consciously implement and follow green practicesDevelop a sustainable strategy that’s transparent to all departments

10:00 Break & Refreshments

10:15 Develop a Strategic Plan for Green Marketing

Tie organizational objectives and goals to sustainability and conservation initiatives for a more successful implementation

Obtain input of internal and external stakeholders to ensure your green initiatives and plans are fully integrated with your company’s mission

Incorporate existing initiatives and socially responsible actions into your marketing plan

11:15 Ensure the Success of Your Sustainable Business Strategy

Build trust, reputation and brand loyalty through stakeholder engagement

Drive market share by aligning your sustainability strategy with customers’ fundamental needs

Devise strategies for ongoing evaluation of your sustainable business practices

12:00 Lunch Break

top fi ve reasons to attend:

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November 5, 2009

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Measure the ROI of your green marketing initiatives

Leverage customer data to evaluate your marketing practices

Build a social conscience in your employees and customers

Report sustainability efforts to shareholders for increased awareness

Gain a competitive advantage through improved sustainability



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1:00 Align Green Marketing Trends with Your Organization’s Mission

Align organizational mission with societal benefi ts to grow business in a green economy

Explore green communication strategies that connect to your organizational mission

Highlight tools and best practices on utilizing strengths of your mission and your green efforts


2:15 Balance Green Messaging with Traditional Marketing Approaches

Integrate green messaging with traditional business decision inputs

Determine which practices to ‘green’ and which ones to leave unchanged

Learn how to develop easy and cost effi cient green methods

3:15 Measure the ROI of Going Green: A Cost-Benefi t Analysis

Assess the ROI of green marketing on cost savings and brand loyalty

Utilize your marketing ROI to garner executive level buy-in for your green initiatives

Evaluate and modify your organizational strategy based on ROI analysis

4:00Day One Adjourns

“Great content, relevant experience and very knowledgeable for dos and don’ts and lessons learned.”

Nicola Peill,Director, Energy & Climate Strategy,

Akamai Technologies

November 5, 2009, continued



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November 6, 2009

“Good comments about aligning your business’ sustainable goals with your strategic goals.”

Jessica Honan,Marketing Director,

Commerce National Bank

8:30 Continental Breakfast

9:00 keynote addressIdentify Challenges, Opportunities and Implications of Green Marketing on Your Bottom Line As all organizations attempt to promote their environmentally sound practices it’s important to stop and consider what you’re marketing. When promoting your organization as green or sustainable, how will it affect your bottom line? During this keynote address you will learn to:

Assess the social and environmental sustainability of your organization’s practices to understand the value of going greenIdentify possible roadblocks and pitfalls in your strategy as well as ways to combat those issuesLearn where to fi nd new opportunities in promoting sustainable practices


10:15 Understand the Green Consumer

Invest in green initiatives and appeal to the growing green marketplace consumers

Recognize the green consumer’s growth and spending patterns and the benefi t of offering socially responsible products

Understand if, when, and why consumers are buying green

11:15 Educate the Consumer on Your Green Product

Craft messages that attract, engage and motivate consumers to learn more about your product or service

Create a platform that accurately refl ects your green initiatives and informs your consumer

Identify various media outlets to effectively launch and leverage your green campaign

12:15 Lunch Break



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November 6, 2009, continued

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As a conference and training provider, The American Strategic Management Institute is an expert in bringing together leaders to share and discuss best practices and innovations. We connect decision-makers with respected solution providers.

ASMI offers four different pre-designed sponsorship packages: Event Co-Sponsor Session Sponsor Luncheon Sponsor Exhibit Booth Sponsor

For more information on sponsorships or to get started, contact Dave Yerks at 858-866-9381 or email him at [email protected]

sponsorship opportunities

1:00 Leverage Customer Data to Harness Green Initiatives

Utilize customer data and profi les to determine appropriate initiatives and their impact

Discover areas for growth and development through customer feedback

Develop reporting strategies to effectively use customer data in strategic decision making


2:15 Learn How to Stay Ahead of Your Green Competition

Share current statistics on the use of corporate social responsibility and green marketing initiatives in various industries

Learn the value of green initiatives that lend a hand in increasing brand recognition and loyalty

Identify best practices of leading organizations to gain a advantage on the competition

3:15 Bring Authenticity to Your Brand and Avoid the “Greenwashing” Label

Avoid the label of “greenwashing” by going beyond standard initiatives that leave little to no impact

Improve your supply chain and manufacturing operations to support a more legitimate sustainable brand story

Maintain your organization’s reputation by advertising truthful environmental practices or the environmental benefi ts of your product or services

4:00Day Two Adjourns

Venue and Hotel: Green Marketing and Sustainability 2009 will be held at The Performance Institute’s Conference Center in Arlington, VA, just one block east of the Courthouse stop on the Orange Line of the DC Metro. A public parking garage is located inside of the building for $10/day. Continental breakfast, refreshments and lunch will be provided for delegates on each day.

The Performance Institute Conference Center 1515 N. Courthouse Rd., Suite 600Arlington, VA 22201703-894-0920

A limited number of rooms have been reserved at the Arlington Rosslyn Courtyard by Marriott at the prevailing rate of $233.00 until October 5, 2009. Please call the hotel directly and reference code “Green Marketing” when making reservations to get the discounted rate. The hotel is conveniently located three blocks from the Rosslyn Metro station. Please ask the hotel about a complimentary shuttle that is also available for your convenience.

Arlington Rosslyn Courtyard by Marriott 1533 Clarendon Blvd.Arlington, VA 22209Phone: 703-528-2222 / 1-800-321-2211 www.courtyardarlingtonrosslyn.com

Tuition & Group Discounts:The tuition rate for attending the Green Marketing and Sustainability 2009 is as follows:

Offerings Early Bird Regular Rate

Conference $1399 $1599

Workshop – $299

* For the Early Bird rate, register by August 26, 2009

For more information on group discounts for Green Marketing and Sustainability 2009, please contact Dave Yerks at 858-866-9381 or email him at [email protected].

Cancellation PolicyFor live events: ASMI will provide a full refund less $399 administration fee for cancellations four weeks before the event. If cancellation occurs within two weeks prior to conference start date, no refund will be issued. Registrants who fail to attend and do not cancel prior to the event will be charged the entire registration fee.

All the cancellation requests need to be made online. Your confi rmation email contains links to modify or cancel registrations. Please note that the cancellation is not fi nal until you receive a written confi rmation.

Payment must be secured prior to the conference. If payment is not received by the conference start date, a method of payment must be presented at the time of registration in order to guarantee your participation at the event.

Quality AssuranceASMI strives to provide you with the most productive and effective educational experience possible. If after completing the course you feel there is some way we can improve, please write your comments on the evaluation form provided upon your arrival. Should you feel dissatisfi ed with your learning experience and wish to request a credit or refund, please submit it in writing no later than 10 business days after the end of the training to:

ASMI Corporate HeadquartersQuality Assurance805 15th Street, NW – 3rd FloorWashington, D.C. 20005

Note: As speakers are confi rmed six months before the event, some speaker changes or topic changes may occur in the program. ASMI is not responsible for speaker changes, but will work to ensure a comparable speaker is located to participate in the program.

If for any reason ASMI decides to cancel this conference, ASMI accepts no responsibility for covering airfare, hotel or other costs incurred by registrants, including delegates, sponsors and guests.

Discounts• All ‘Early Bird’ Discounts must require payment at time of

registration and before the cut-off date in order to receive any discount.

• Any discounts offered whether by ASMI (including team discounts) must also require payment at the time of registration.

• All discount offers cannot be combined with any other offer.• Discounts cannot be applied retroactively



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Logistics & Registration

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