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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 programs, marketing, communications 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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Project Descriptions
Sustainable Conservation (current client)
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
EcoTalk (past client)
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
Bank of America (employer, 1988-93)
As Vice President for Government Relations, Carolyn managed a tremendous range of complex issues with customer, community and political sensitivities. Issues included branch closures, community reinvestment, lender liability for environmental contamination and reauthorization of the massive Central Valley Water Project. Working at the highest levels of the corporation, she led teams of executives to forge policy positions, evaluate the financial implications and provide substantive support. She crafted position papers, testimony, talking points and more. Carolyn was a co-author of the Bank of America Environmental Principles and a founding member of the Environmental Team – among the first and most far-reaching of any corporate environmental initiative of that era (1992). The Environmental Principles and practices encompassed all aspects of the corporation – from lending policies to business operations to public policy – and presaged the kinds of initiatives that are sprouting up today across the global corporate landscape.
Flex Your Power (employer, 2003-04)
Carolyn managed new initiatives for Flex Your Power – California’s statewide public education campaign for energy and water efficiency that reaches residents, businesses and institutions through partnerships, communications and grassroots outreach. She developed a statewide campaign for water use efficiency uniting California water agencies and other stakeholders to further leverage Flex Your Power's success in reducing energy use. She also developed a strategic plan and budget for a new nonprofit organization dedicated to promoting the efficient use of natural resources. Other projects included launching and editing a biweekly e-newsletter, developing a conference on energy efficiency, crafting local government outreach strategy and writing web content. www.flexyourpower.org
Leopold Conservation Award (current client)
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.
McDonald's (past client)
For three years, Carolyn managed community affairs, crisis communications and media relations for 250 Northern California McDonald’s restaurants. The co-op of nearly 100 diverse owner-operators represented tough city neighborhoods to affluent suburbs to rural Latino communities. She created a successful multi-year partnership with Sugar Bowl ski resort to raise funds and awareness for the charities while advancing restaurant marketing goals. Her proactive media work garnered positive stories in top media outlets such as The San Jose Mercury News, and she provided calm counsel during crises such as racial discrimination allegations against a San Francisco owner-operator (national TV coverage), environmental contamination at the site of a new restaurant, and food contamination. She also managed the grants program and publicity for Ronald McDonald House Charities locally.
Bay Nature Magazine (employer, 2001-03)
As Associate Publisher and Acting Publisher, Carolyn built this new regional nature magazine into a sustainable business in the context of its public service mission and transformative vision. She increased the organization’s financial sustainability by increasing circulation, donations and foundation support. She was responsible for strategy and planning, marketing and outreach, circulation operations, fundraising and financial management, staffing and shaping the magazine. She led the development of special inserts on the health of San Francisco Bay, gardening with native plants and restoring Bay salt ponds.
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.
Save the Bay (Board Member, 1998-present)
Carolyn joined Save the Bay’s Board of Directors to provide communications and marketing expertise at a crucial turning point in the organization’s 45-year history. She created a strategic communications and marketing plan, forged a new message, and helped broaden the organization’s focus to included “celebrate” as well as “protect and restore.” She identified powerful partnership opportunities, such as the San Francisco Giants with their new Bay-front stadium – leading to a highly visible partnership for Save the Bay. Carolyn served as a Board vice president and Executive Committee member during the organization’s most recent strategic planning process and continues to provide guidance on marketing issues.
Savage Beast Technologies -- now Pandora.com (employer, 2001)
As Marketing Director, Carolyn shepherded this music technology start-up company to leadership status through marketing and public relations. She co-created the web user interface of the “Music Genome Project,” which enabled customers to discover new taste-matched music at TowerRecords.com and Barnes&Noble.com. She co-created the online Jazz Discovery Experience and Music Discovery Center, and launched both products. She worked with the technology team to establish a powerful taste-matched music advertising program (the pricing, technical specifications, sales strategy and materials). She also co-authored the business plan.
Sustainable Conservation (current client)
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
41pounds (current client)
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
Fairmont Hotels & Resorts (current client)
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 (past client)
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
Bank of America (employer, 1988-93)
As Vice President for Government Relations, Carolyn managed a tremendous range of complex issues with customer, community and political sensitivities. Issues included branch closures, community reinvestment, lender liability for environmental contamination and reauthorization of the massive Central Valley Water Project. Working at the highest levels of the corporation, she led teams of executives to forge policy positions, evaluate the financial implications and provide substantive support. She crafted position papers, testimony, talking points and more. Carolyn was a co-author of the Bank of America Environmental Principles and a founding member of the Environmental Team – among the first and most far-reaching of any corporate environmental initiative of that era (1992). The Environmental Principles and practices encompassed all aspects of the corporation – from lending policies to business operations to public policy – and presaged the kinds of initiatives that are sprouting up today across the global corporate landscape.
Flex Your Power (employer, 2003-04)
Carolyn managed new initiatives for Flex Your Power – California’s statewide public education campaign for energy and water efficiency that reaches residents, businesses and institutions through partnerships, communications and grassroots outreach. She developed a statewide campaign for water use efficiency uniting California water agencies and other stakeholders to further leverage Flex Your Power's success in reducing energy use. She also developed a strategic plan and budget for a new nonprofit organization dedicated to promoting the efficient use of natural resources. Other projects included launching and editing a biweekly e-newsletter, developing a conference on energy efficiency, crafting local government outreach strategy and writing web content. www.flexyourpower.org
Leopold Conservation Award (current client)
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.
McDonald's (past client)
For three years, Carolyn managed community affairs, crisis communications and media relations for 250 Northern California McDonald’s restaurants. The co-op of nearly 100 diverse owner-operators represented tough city neighborhoods to affluent suburbs to rural Latino communities. She created a successful multi-year partnership with Sugar Bowl ski resort to raise funds and awareness for the charities while advancing restaurant marketing goals. Her proactive media work garnered positive stories in top media outlets such as The San Jose Mercury News, and she provided calm counsel during crises such as racial discrimination allegations against a San Francisco owner-operator (national TV coverage), environmental contamination at the site of a new restaurant, and food contamination. She also managed the grants program and publicity for Ronald McDonald House Charities locally.
Bay Nature Magazine (employer, 2001-03)
As Associate Publisher and Acting Publisher, Carolyn built this new regional nature magazine into a sustainable business in the context of its public service mission and transformative vision. She increased the organization’s financial sustainability by increasing circulation, donations and foundation support. She was responsible for strategy and planning, marketing and outreach, circulation operations, fundraising and financial management, staffing and shaping the magazine. She led the development of special inserts on the health of San Francisco Bay, gardening with native plants and restoring Bay salt ponds.
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.
Save the Bay (Board Member, 1998-present)
Carolyn joined Save the Bay’s Board of Directors to provide communications and marketing expertise at a crucial turning point in the organization’s 45-year history. She created a strategic communications and marketing plan, forged a new message, and helped broaden the organization’s focus to included “celebrate” as well as “protect and restore.” She identified powerful partnership opportunities, such as the San Francisco Giants with their new Bay-front stadium – leading to a highly visible partnership for Save the Bay. Carolyn served as a Board vice president and Executive Committee member during the organization’s most recent strategic planning process and continues to provide guidance on marketing issues.
Savage Beast Technologies -- now Pandora.com (employer, 2001)
As Marketing Director, Carolyn shepherded this music technology start-up company to leadership status through marketing and public relations. She co-created the web user interface of the “Music Genome Project,” which enabled customers to discover new taste-matched music at TowerRecords.com and Barnes&Noble.com. She co-created the online Jazz Discovery Experience and Music Discovery Center, and launched both products. She worked with the technology team to establish a powerful taste-matched music advertising program (the pricing, technical specifications, sales strategy and materials). She also co-authored the business plan.
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