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GreenWave Strategies
Positive steps today for a sustainable future |
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GreenWave Strategies builds awareness and action through integrated marketing, communications, fundraising and partnerships. We collaborate with visionary businesses, media and environmental organizations to expand their success and shift the cultural paradigm toward sustainability. |
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Sustainable Conservation
Sustainable Conservation initially retained GreenWave Strategies to create a strategic communications plan to bring the “best kept secret in the environmental movement” into the limelight. The project began with a disciplined and collaborative strategic planning process, which included stakeholder research, message development and testing, communications strategy and tactical planning. In addition to the plan for the organization as a whole, we developed strategic marketing plans for each of Sustainable Conservation’s 15 distinct projects. With a strong message and modest resources, we have gained significant visibility for the organization, including The New York Times, KGO-TV Evening News (ABC, San Francisco), National Public Radio, The Fresno Bee, Stanford Social Innovation Review and numerous trade publications that reach the target audience. GreenWave also plays a key role in website content, newsletters, annual reports, direct mail, donor appeals and special events. We’re particularly proud of the dramatic change in the organization’s culture, with message and media firmly embedded in strategic planning, personnel reviews and day-to-day creative thinking – all of which contribute to the tremendous success. www.suscon.org
Amid rising public interest in climate change and Green living, 41pounds retained GreenWave Strategies to take their newly launched junk mail reduction service to the next level – and dramatically increase their impact on saving trees, water and greenhouse gas emissions. After spearheading a redesign of the 41pounds website and marketing materials, GreenWave created a highly successful partnership program for environmental organizations and quickly engaged premier partners such as Grist, American Forests, Laurie David’s Stop Global Warming campaign, Trees for the Future and Carbonfund.org. The partnership program, along with earned media and other promotions, dramatically increased 41pounds’ customer base, revenue and positive impact on the planet. GreenWave’s work led to media coverage from The New York Times, National Public Radio, Smart Computing and others, as well as considerable blog coverage. This fall, we will be launching an online advertising campaign which includes a video developed in partnership with Frame by Frame, as part of their Green Mynt program. www.41pounds.org
Building on their long-standing leadership in sustainability, Fairmont Hotels & Resorts retained GreenWave Strategies to develop a major eco-focused event for their top corporate clients, held at the Fairmont’s San Francisco hotel. GreenWave worked closely with Fairmont’s Corporate Director of Environmental Affairs to develop a highly relevant theme for the event and messaging that supported Fairmont’s brand. We signed on influential experts for the formal presentations and panel discussion, worked with the event production company to embed the theme in all aspects of the event, and shepherded the entire event to a successful conclusion. Speakers included Google’s Global Food Service Manager to discuss the rewards and challenges of serving local, sustainably grown food; and the president of Seven-Star – the company charged with greening Al Gore’s Live Earth Concerts around the world.
EcoTalk
At a crucial turning point in its evolution, EcoTalk retained GreenWave to secure sponsors for the show – the only national radio program on commercial radio dedicated to environmental news and commentary. Within two months, GreenWave negotiated sponsorships with companies in socially responsible investing, software, technology, personal care products and travel. GreenWave then developed a business strategy and plan to take the radio program beyond its Air America broadcast to reach a wider and more mainstream audience. We provided strategic guidance on all aspects of the show, from programming to financial management, to strengthen the show’s impact and effectiveness. For additional visibility, we continue to develop event sponsorships, media partnerships and other promotional initiatives. www.ecotalk.net
Leopold Conservation Award
Sand County Foundation retained GreenWave to help bring the Leopold Conservation Award to California in order to recognize farmers and ranchers who demonstrate outstanding environmental stewardship. In partnership with Sand County Foundation, California Farm Bureau and Sustainable Conservation, we work to hone the message, publicize the nomination process and publicize the award winners’ accomplishments. We have secured a strong media partner and have reached a countless of farmers, ranchers and opinion leaders to solicit nominations and underline the importance of voluntary conservation.
HealthNet/Foundation Health (past client)
To educate low-income consumers and family physicians about a new Medi-Cal product, Carolyn designed a $1.5 million multi-lingual public awareness campaign that ran in 13 languages in 11 counties across California. The campaign utilized billboards, radio and print ads, as well as public relations and grassroots outreach. Carolyn managed all aspects of the campaign, including research, creative strategy, media buy, copy-writing and production.
Metropolitan Transportation Commission (past client)
Carolyn led a five-agency team to launch a new Bay Area transit and traffic information hotline (predecessor to “511”) with advertising and public relations. She developed radio and print ads, billboards, brochures and media kits, and created business development materials to attract technology partners that would leverage the system.