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Improving environmental sustainability of marketing communications

12.21.2010

With one eye on the end of the year and the other on the custom of paying all the year’s debts by New Year’s Eve, I looked back on my blog posts over the course of the year. It turned out I still needed to post a recap of my mid-year series on improving the [...]

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What does sustainable design mean to you?

11.19.2010
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Last night I attended another quarterly SHIFT: A Green Salon event by AIGA Portland (I’ve reported here on SHIFT 2, SHIFT 3, and SHIFT 4, where I also presented), which asks the question from this post’s title. SHIFT 5 celebrated the event series’ 1st anniversary by bringing another great lineup of 10 speakers (the list includes [...]

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Replenish what your marcom consumes

06.09.2010
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This is the eighth and final post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement (in two parts); A model; Rethink; Reduce; Reuse; Recycle. Today: Replenish. A summary post to follow soon. *** The final phase in your effort to green-up your marketing communications program is Replenish. In Replenish, you [...]

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Do-It-Yourself collateral? Make some!

05.27.2010
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As much as I expect to frequently encounter manifestations of Portland’s DYI culture, I can still get surprised. Take Jayne Cronlund’s hand-made business cards: on the front, a watercolor motive and hand-written name of her new business (Flourish does leadership coaching and training), and hand-written on the back her name, phone number, and email. As a [...]

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Recycle your marketing communications

04.20.2010
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This is the seventh post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement (in two parts); A model; Rethink; Reduce; Reuse. Today: Recycle. *** After you rethink your marketing communications program to make it more environmentally responsible, and after you reduce and reuse your tools, whatever’s left must be recycled. Ironically, though recycling sits toward the bottom of [...]

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Applying the principles of “Reuse” in your marketing

04.13.2010
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This is the sixth post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement (in two parts); A model; Rethink; Reduce. Today: Reuse. *** If Reduce depends on measurement, Reuse depends on design, both in marketing communications and in general. Repeated use of an item, or its part, must be built into it at the outset. [...]

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How to “Reduce” in your marketing communications

03.18.2010
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This is the fifth post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement; A model; Rethink. Today: Reduce. *** After the difficult initial step of rethinking your marketing, Reduce may seem temptingly simple: Decrease the consumption of energy and materials in what’s left in your marketing communications mix. There’s more to Reduce than meets the eye, [...]

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