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The final project for my capstone Public Relations class, where we aided a local nonprofit with its public relation kit
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Group Member Email Address Adam Wacenske [email protected] Sakura Holst [email protected] Casey Thomas [email protected] Rachael Travers [email protected] Suzanna Slavin [email protected] Carly Moore [email protected] Harris Meyers [email protected] Nicole Hakimi [email protected]
I. EXECUTIVE SUMMARY II. MEDIA RELATIONS
A. Press Kit Materials B. Pitch Letter Samples
III. MEMBERSHIP RECOMMENDATIONS AND PROMOTIONAL MATERIALS
A. Recommended Membership Initiates B. Suggested Websites Enhancement C. One-‐Page Benefits
IV. SOCIAL MEDIA
A. Facebook B. Twitter C. LinkedIn
V. FUTURE RECOMMENDATIONS
We hope you’ll find our public relations recommendations and materials helpful in communicating the benefits of The SEEN to maintain diverse membership and to attract new members in the Finger Lakes region. We also want to thank Anna Kelles for giving us the opportunity to have a real-‐world “client” for the fall 2012 semester. This document includes all the work undertaken this semester, including completed work and work in progress. We also included ideas for future recommendations. The content is divided into the following core sections; Media Relations These documents were created to undertake a media relations program, which can result in generating stories about the Green Resource Hub and The SEEN in media outlets that are read, seen or heard by current and prospective members. Stories by journalists offer valuable third-‐party endorsement – and also can give The SEEN spokespeople the opportunity to share their voice and values. Please keep in mind that these materials are written in a very formal, informational tone, since that is the style expected by journalists. We also applied the writing guidelines by the Associated Press, which is the most commonly used stylebook in public relations. Membership Recommendations and Promotional Materials These documents focus on membership initiatives, including public relations plans and drafts of promotional materials that can edited and be sent to perspective members or current members. The goal of these documents is to educate individuals and businesses about the offerings and benefits of the Green Resource Hub and The SEEN, as well as to encourage them to participate in various activities, maintain a high rate of membership renewals and inspire new members to join. Social Media These documents outline how to network through Facebook, Twitter and LinkedIn. We believe these platforms will be the most beneficial in reaching your audiences. With the implementation of these suggestions, your organization will be more accessible to interested businesses, members and consumers. We wish the Green Resource Hub and The SEEN great success in the future. We admire your mission to create a more sustainable future in the Finger Lakes.
THE SIGNIFICANCE OF A PRESS KIT
To increase media exposure on The SEEN, we completed documents that we believe are the most essential to create a press kit. The press kit serves as a tangible item filled with background information and updates on a business or organization to help build media exposure. We wrote a backgrounder, an executive profile, a fact sheet and pitch letters on The Sustainable Enterprise & Entrepreneur Network (The SEEN) that will provide journalists with useful information to use as a reference when writing articles or producing stories. There is also a media list, so you know who to reach out to at different media outlets. Backgrounders Backgrounders give reporters additional information about a specific aspect of a company or organization. We wrote a backgrounder on The SEEN, which gives insight on the group’s history, mission, and its member benefits and registration. The document is written in prose and is organized by using subheads and bulleted information for easy-‐to-‐scan reading. Fact Sheets Fact sheets are essential documents that give reporters core information at a glance. They include a significant amount of background information on a company in a condensed version, usually in a two-‐column format. We wrote a fact sheet on the Green Resource Hub, which includes key facts about the organization. Executive Profiles Executive profiles, also known as biographies, provide reporters with information about the executive’s role with the company, former work experience, other relevant background (such as awards, publications and kudos) and education. We wrote an executive profile on Anna Kelles, the program director and spokesperson for The SEEN. Anna exudes her passion for sustainability through her career, lifestyle choices and overall beliefs. Since Anna serves as the main spokesperson for The SEEN, we chose to write a biographical summary, so journalists can refer to her for future inquiries. Pitch Letters PR writers use pitch letters to "pitch" or propose a story to an editor. Pitch letters are rarely longer than one page, and short and sweet -‐-‐ no nonsense appeals that describe a good story and encourage the journalist to cover it. Seasoned PR pros send pitch letters to carefully selected journalists who would be most interested in developing these stories. It’s important to have spokespeople for interviews, such as Anna and Bob or other members of The SEEN in specific industries.
Media List We have also complied a media list for your reference. This list includes media contact information. Most material is emailed to journalists today, but hard copies stand out from the clutter. It is important to have one contact for the media to reach out to. Our media list is attached on the CD provided to you. Press Kit Materials Press kit material can be posted on The SEEN’s website under News or in other section that journalists could easily find. This material also can be emailed to specific journalists, and be printed out for face-‐to-‐face meetings for interviews or at events. Hardcopy press kits are usually placed in a paper two-‐pocket portfolio (many of these also have a business card holder slide on the inside front pocket). Some organizations will custom design press kits or use simple, inexpensive two-‐pocket portfolios from Staples and add a logo decal on the cover. Other press kit options include CDs or flash drives. We also recommend that visual material be added, such as an image of Anna Kelles and images of The SEEN events.
Contact: Name Affiliation Email Telephone
GREEN RESOURCE HUB OF THE FINGER LAKES:
THE SUSTAINABLE ENTERPRISE & ENTREPRENEUR NETWORK (The SEEN) FACT SHEET
DESCRIPTION: The Sustainable Enterprise & Entrepreneur Network,
also known as The SEEN, is a program within the Green Resource Hub that prides itself on its strong networking of like-‐minded individuals and businesses that bond over their sustainable practices. The SEEN abides by the Triple Bottom Line, also known as people, planet and profit. An organization under a TBL is otherwise defined as a business that measures success through economic, ecological and social values criteria.
MISSION: The SEEN’s mission is to connect and educate green-‐
minded businesses in order to build a more eco-‐friendly economy in the Finger Lakes. The SEEN commits to sustainable practices, which help lower risk, increase customer loyalty and generate sustainable profitability for businesses of members.
PROGRAM DIRECTOR: Anna Kelles
BENEFITS: Shared Marketing: Members have the opportunity to access the directory of SEEN businesses as well as to promote themselves through The SEEN to growing markets of interest. Members have the ability to jointly advise each other through The SEEN network, building trusting and transparent relationships.
Marketing Opportunities: Members are allowed to showcase their products and tell their personal success stories. In addition, SEEN members can be speakers at events, as well as be featured in print materials and public event announcements. The SEEN members have access to an online calendar, which updates members on upcoming events, a directory of influential people within the organization and job postings.
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Green Resource Hub: The SEEN Page 2 of 2
Monthly Events: The SEEN members have the added benefit of a 50 percent discount off monthly public events. At these events, members can connect with other sustainable-‐focused businesses and organizations to build strong relationships and to achieve personal growth and professional success.
The SEEN Community: The SEEN members are introduced to The SEEN Member Gateway, which gives exclusive access to event listings, discussions forums, and other resources that let members network and contribute to the sustainability community.
MEMBERSHIP: The SEEN invites new prospects to join its dedicated organization by signing up via The SEEN website. Prospects can complete an online form with step-‐by-‐step instructions.
MEMBERSHIP PLANS: Individual Entrepreneur: $50/year Business or Organization: $120 + $8 per full-‐time employee
YEAR FOUNDED: 2011
WEBSITE: http://creating.theseen.org/ ADDRESS: 109 South Albany St. Ithaca, NY 14850 EMAIL: [email protected] TELEPHONE: Green Resource Hub: 607-‐323-‐1HUB (1482)
Anna Kelles: 607-‐342-‐2036
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December 2012
Contact: Name Organization
Phone Email
ANNA KELLES
PROGRAM DIRECTOR, GREEN RESOURCE HUB
Anna Kelles works as an independent consultant in Ithaca, N.Y., with a focus on nonprofit organizations. She divides her time between the American Nutrition Association, serving as project manager to develop and launch the Center for Nutrition Advocacy, and as project director of the Green Resource Hub, leading the Sustainable Enterprise and Entrepreneur Network (The SEEN) program. Through her promotion of The SEEN, Anna hopes to educate and encourage communities to invest in local businesses and enterprises as a network to create a united and sustainable economy in the Finger Lakes region. Anna devoted a number of years towards helping others, both in the United States and abroad. After receiving her undergraduate degree, Anna spent four years in Ecuador, where she promoted sound nutritional and environmental practices, taught biology at a local high school and acted as a tour guide in the Amazon. In addition, she designed a study abroad program for the Yachana Foundation, which is dedicated to finding sustainable solutions to the challenges facing the Ecuadorian Amazon region. Upon earning her Ph.D., Anna moved to Ithaca to accept a teaching position at Ithaca College in sports nutrition, which led to her next career at the New York Chiropractic College as Director of the School of Applied Clinical Nutrition. Anna earned her dual B.A. degree in biology and environmental studies from Binghamton University in Binghamton, N.Y., in 1997. She then continued her education at the University of North Carolina Chapel Hill, where she pursued her Ph.D. in nutritional epidemiology, exploring the link between urbanization and globalization, in addition to researching health-‐related behavior patterns in Cebu, Philippines. Her educational background has led her to achieving many accomplishments in sustainability. She firmly believes in abiding by the Triple Bottom Line, also known as people, planet and profit. Some of her major influencers include Plato, Shel Silverstein, Maya Angelou and the Dalai Lama. Anna currently resides in Ithaca where she grew up.
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December 2012
Contact: Name Organization Email Phone
THE SUSTAINABLE ENTERPRISE AND ENTREPRENEUR NETWORK: PEOPLE, PLANET AND PROFIT IN THE FINGER LAKES REGION
The Sustainable Enterprise and Entrepreneur Network, which is known as The SEEN, attracts members who are committed to investing in the Finger Lakes region’s sustainable economic future. The SEEN is a growing community of businesses, organizations and individuals who bond together to succeed professionally while sustaining the local community and environment. Members share a sense of fulfillment and civic engagement by networking and exchanging ideas with like-‐minded businesses and organizations that abide by the Triple Bottom Line of environmental, social and economic values – people, planet and profit.
The SEEN was created by the Green Resource Hub, a nonprofit based in Ithaca, N.Y., with a mission to expand the marketplace for sustainability in the region and a vision to develop a vibrant, self-reliant regional economy. The Green Resource Hub sought to bring together the enormous talent of people in this diverse and creative region by developing a “chamber of commerce” for sustainable organizations. In early 2009, the Hub gauged local interest by hosting events to explore the formation of a new sustainable business network, which resulted in enthusiastic standing-‐room-‐only crowds. The SEEN set up its charter membership in December 2009 and was officially launched in September 2010, with approximately 100 members.
In 2011, The SEEN hired paid staff to support marketing and programming, as well as to organize monthly networking events and build a supportive online presence on www.theseen.org. With more than XXX members (as of December 2012), The SEEN continues to grow and provides a forum to help innovators bring their eco-‐friendly and sustainable ideas to life, established green-‐related companies to thrive and nonprofits to flourish in green-‐minded causes.
Members Dedicated to Building a Sustainable Regional Economy Members include individuals, businesses and organizations with a focus on sustainable practices in the Finger Lakes region, spanning such diverse industries as: agriculture (gardening, nursing, farming, forestry) arts and entertainment (crafts, leisure, venues) business services (marketing, consulting, legal)
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The SEEN Page 2 of 4 education and outreach (community service, nonprofits, organizations) energy (renewable energy, energy efficiency and production) finance (accounting, banking, investing, lending, insurance) food and hospitality (restaurants, food production, hotels) housing and development (construction, planning, architecture, renovation) manufacturing (production and material manufacturing) media and technology (Web development, graphics, information technology) retail (markets, stores, point of sales) transportation (taxis, car shares, shipping) waste (reduce, reuse, recycle, repurpose) wellness (therapy, spa, health care, spirituality) The SEEN Membership Benefits and Services The SEEN keeps it members engaged through multiple online resources and face-‐to-‐face networking and marketing opportunities. Members share a common goal in investing in the Finger Lake region’s sustainable economic future, fostering a trusting and cooperative environment of interchange, creative energy and business opportunities. Building a more eco-‐friendly economy also results in increasing customer loyalty and generating profits for the businesses of The SEEN. Being a member of The SEEN offers the following benefits: Shared marketing opportunities are available through the online directory of
The SEEN businesses and promotion of The SEEN to a growing market interested in finding local products and services. Members also have the ability to advice each other through The SEEN network, thereby building trusting and transparent relationships. The directory is organized in alphabetical order and by industry to make it easy to search. Listings include the organization’s logo, contact information, website, and a description of the organization’s mission, and its relevant products, services or other features.
Marketing opportunities allow members to showcase their products or tell their story at events, as well as in print materials, Web and social media content, and public event announcements. The SEEN’s website also posts an online calendar and job opportunities, provides recaps on events, shares sustainable opportunities, and links to its Facebook and Twitter for interactive dialogue and exchange. In December 2012, The SEEN added member-‐to-‐member specials to thank and support members.
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The SEEN Page 3 of 4
Monthly events enable members to connect with other green-‐minded
businesses and organizations. Events also highlight guest speakers who share their knowledge and experience, such as Charles Trautmann, executive director of the Sciencenter; Andrew Zepp, executive director, Finger Lakes Land Trust; and Leslie Schill. senior planner, Tompkins County Planning Department. Members have the added benefit of a 50 percent discount, but all events are open to the public to gain new prospects and to reach The SEEN’s goal of educating others on the Triple Bottom Line. This format also gives both members and non-‐members time to meet, establish collaborative marketing initiatives and foster business-‐to-‐business referral systems. The SEEN events have covered such themes as: • Building an Effective Business Team • Creating a Sustainable Marketplace • Celebrating Local Entrepreneurship • Ithaca Mayoral Candidate Forum on Sustainability • Sharing The Wealth: Social and Economic Tools for Building Equity in a
Sustainable Economy • Ten Square Miles Surrounded by Sustainability: Ithaca and Its Emerald
Necklace • Grow Your Sustainable Enterprise by Focusing on Your Relationship • Building a Resilient Tompkins County • Taking Back Our Local Food System • Create Funding Opportunities for Your Business/Organization • Connecting the Dots to Grow and Strengthen Your Business • Building an Effective Business Team • The Promise of Social Entrepreneurship: Creating a Local Economy that
Works for Everyone
The SEEN community welcomes members to be part of an energizing and inspiring group that is building the Finger Lake region’s sustainability economy. The SEEN Member Gateway gives members exclusive access to event listings, discussion forums, and other resources to connect and contribute to the sustainability community.
The SEEN offers two flexible membership plans: Individual Entrepreneur and Business or Organization. Individuals and businesses can easily sign up for either option online with simple step-‐by-‐step guidelines. People who identify themselves as an “individual entrepreneur” pay $50 a year, whereas businesses or organizations pay $120 a year with an additional $8 per full-‐time employee. The online form can be accessed at http://creating.theseen.org/join/.
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The SEEN Page 4 of 4 A Look at Behind The SEEN The SEEN is run by dedicated staff, volunteers and interns who are committed to building a strong and enduring network, along with the support of the Green Resource Hub.
As a founding board member, Bob Rossi is the current president of the Green Resource Hub. He was one of the guiding forces in setting up The SEEN as the Hub's largest and most active program. Bob also serves as the communications director for Comet Skateboards, a local producer of sustainably manufactured skateboards that are ridden globally. Bob earned his M.S. in communication at Cornell and later lectured at Cornell.
Anna Kelles, program director for the Green Resource Hub, firmly believes in the Triple Bottom Line values of people, planet and profit. She is instrumental in setting up events with guest speakers for The SEEN members, as well as developing other networking opportunities and enhancing the group’s online presence. Anna’s career has focused on nutrition, human health and the health of our environment. She received a dual bachelor’s degree in biology and environmental studies at Binghamton University and earned a Ph.D. in nutritional epidemiology from The University of North Carolina – Chapel Hill. Anna also served as the director of the School of Applied Clinical Nutrition at New York Chiropractic College.
Green Resource Hub board members also include Secretary Lance Ebel, an all-‐around natural resource professional with a specialization in forestry and wildlife biology; Treasurer Gay Nicholson, who helped found and develop the Green Resource Hub; and Title Abbie Webb who is committed to sustainable waste-‐resource management, small-‐scale local agriculture and entrepreneur environmental strategies.
Other volunteers and interns also contribute to The SEEN and the Green Resource Hub. For more information on serving as a volunteer or intern, send an email to [email protected] or call 607-‐323-‐1482 (1HUB).
Other Sustainability Programs Offered by the Green Resource Hub In addition to The SEEN, the Hub offers Green Drinks Ithaca, a monthly social event for people interested in sustainability; the Watt Lending Program to reduce energy usage for local businesses and home owners; and the online Green Events Calendar on sustainability events in the Finger Lakes region.
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December 2012
POSSIBLE STORY ANGLES FOR NEWS COVERAGE OF THE GREEN RESOURCE HUB AND THE SEEN
Feature on GRH and its Mission 1) The Ithaca Journal – Contact news editor Steve Gattine to request a meeting.
Prepare a briefing sheet about Green Resource Hub (GRH)’s history and its various programs. Pitch a feature story. Emphasize the availability of local experts.
2) CNY Business Journal – Email Jennifer Creighton or Mark Libbon and pitch them a story about expanding the marketplace for sustainability in the Finger Lakes region.
3) WQNY-‐FM – Submit a story to The Upside about how Green Resource Hub is expanding the marketplace for sustainability here. Submit through: http://www.qcountry1037.com/The-‐Upside-‐/3796474
4) Green Crier – Email JD King and suggest Green Resource Hub as an example of a company that is promoting sustainability.
The SEEN Network 1) WCNY-‐FM – Pitch a story about what the triple bottom line is and why
Central New York business owners are incorporating environmental sustainability in their business models. Focus on the SEEN Network and how it started
Watt-Meter Lending Program 1) YNN Central New York – Pitch a broadcast story on saving electricity and
money, and how the Green Resource Hub’s Watt Meter Lending Program helps Central New York businesses and individuals find out how much electricity their appliances use.
2) The Ecospheric Blog -‐ Email Beth Buczynski and pitch her a story about how consumers can inventory and reduce their electricity usage. Use GRH’s Watt Meter Lending Program as an example.
3) EnergyBiz – Email senior editor Matthew Wheeland about how GRH is helping entrepreneurs and consumers reduce their electricity use.
4) Ithaca Advantage – Pitch a story about how GRH’s Watt Meter Lending Program helps individuals inventory and reduce their electricity use.
DRAFT OF PITCH LETTER TO CENTRAL NEW YORK BUSINESS JOURNAL To: Jennifer Creighton, Central New York Business Journal From: NAME Subject: Expanding the Marketplace for Sustainability in the Finger Lakes Date: December 3, 2012 Dear Ms. Creighton: Central New York Business Journal recently reported that New York is among the top 10 green job-‐creating states in the country. In the Finger Lakes region, the Green Resource Hub is working to expand the marketplace for sustainability even further. The Finger Lakes region is blessed with a diverse and vibrant array of local businesses, organizations, and individuals brimming with innovative ideas and a sincere desire to build a sustainable regional economy. To help facilitate that growth, the Green Resource Hub offers several programs dedicated to a Triple Bottom Line balance of environmental, social and economic values. Those programs include the following:
• The Sustainable Enterprise & Entrepreneur Network (The SEEN), a group of sustainable businesses and nonprofits that connect to build a more eco-‐friendly economy
• Green Drinks Ithaca, a monthly social for sustainability minded people to share ideas
• A Watt-‐Meter Lending Program, which enables businesses and homeowners to track and reduce their electricity usage
• A directory of green businesses in the Finger Lakes region
I think your readers will be interested to know how they can utilize these resources to benefit their people, planet and profits. I will call you in the next few days to see if you are interested in a story about the Green Resource Hub. I can arrange for you to interview executives at the Green Resource Hub, as well as members of The SEEN in different industry sectors. In the meantime, please feel free to reach me by phone at XXX-‐XXX-‐XXX or by email at [email protected]. Sincerely, NAME TITLE
DRAFT OF PITCH LETTER TO WCNY To: Susan Arbetter, WCNY From: NAME Subject: Expanding the Marketplace for Sustainability in the Finger Lakes Date: December 3, 2012 Dear Ms. Arbetter: Last December, WCNY’s “Thursday Morning Round Table” discussed the South Side Innovation Center and its work putting Syracuse on the “green” map. The Green Resource Hub is also working to help expand the marketplace for sustainability in Central New York. The Sustainable Enterprise & Entrepreneur Network (The SEEN), a program of the Green Resource Hub, is a group of sustainability minded professionals who meet bi-‐monthly for networking events and seminars about people, the planet and profits. The members are dedicated to a Triple Bottom Line balance of environmental, social and economic principles. Combining these values ensures that the economic growth and jobs these businesses bring do not come at the expense of the Finger Lake’s region’s social and environmental well-‐being. I think your listeners will be interested to hear about how these entrepreneurs are simultaneously becoming more sustainable -‐-‐ and more profitable. Bob Rossi, president of Green Resource Hub and communications director for Comet Skateboards, a local producer of sustainably manufactured skateboards, is highly active in the local sustainability and social justice movements. Anna Kelles, program director for the Green Resource Hub, is instrumental in developing networking events and enhancing benefits for The SEEN members. Anna’s career has focused on nutrition, human health and the health of our environment. Both Bob and Anna would be good candidates on a “Thursday Morning Round Table” about sustainable business. I will call you in a few days to see if you are interested in a story about sustainability initiatives in the region. I can arrange interviews with Bob, Anna or other members of The SEEN. In the meantime, please feel free to reach me by phone at XXX-‐XXX-‐XXXX or by email at XXX@XXX. Sincerely, NAME TITLE
DRAFT OF PITCH LETTER TO YNN To: Ron Lombard, YNN From: NAME Subject: Watt-‐Meter Lending Program Helps Central New Yorkers Reduce Electricity Usage Date: December 3, 2012 Dear Mr. Lombard: As the holidays are approaching, New Yorkers are looking for new ways to save money. The Green Resource Hub in Ithaca, N.Y., has invested in a new technology that helps Central New Yorkers save on their bills by inventorying and reducing their electricity use. The instrument, a watt meter, measures the amount of electricity a given appliance uses. It can calculate the number of watts the appliance uses at any given moment and the number of kilowatt-‐hours the appliance uses over a period of time. For example, 2003 data from the Energy Information Agency show that computers and appliances account for 24 percent of the electricity used by the average office. Simple efficiency measures can help to reduce this consumption, resulting in dramatic environmental benefits and financial savings. The Green Resource Hub has a supply of watt meters available for Finger Lakes business and home owners to borrow. In addition to the borrowed meter, participants receive an informational packet that includes step-‐by-‐step instructions for conducting an electricity use inventory and a series of recommendations explaining how to apply the results to achieve maximum savings on electricity. I think your viewers will be interested to know how they can reduce their electricity bills and ecological footprints at the same time. I will call you in the next few days to see if you are interested in a story about the Green Resource Hub’s Watt Meter Lending Program. I can arrange for you to interview executives at the Green Resource Hub. In the meantime, please feel free to reach me by phone at XXX-‐XXX-‐XXXX or by email [email protected]. Sincerely, NAME TITLE
HOW TO EVALUATE EFFECTIVENESS OF MEDIA RELATIONS Start by recording media hits into a public relations database. Popular media database platforms include Cision and Vocus. When you log the media hits, record any relevant information about the placement, including:
• Name of media outlet • Type of media outlet • Date of publication • Name of journalist • Title of article • Title of press release or pitch letter that lead to the placement
Other optional factors to record include:
• URL of online publication • Word count • Name of GRH representative quoted • Program(s) the article is about (ex: Watt Meter Lending Program) • Brief summary of article
Once this information is recorded, it can be used to create regular public relations reports. For example, it is important to observe month-‐to-‐month variation in both quantity and quality of media hits. Additionally, look for correlations in media coverage and event attendance, The SEEN membership or web traffic.
RECOMMENDATIONS FOR MEMBERSHIP DRIVE INITIATIVES FOR THE SEEN
This plan focuses solely on retaining current members and recruiting new members to The SEEN. Situation Analysis Currently, The SEEN needs to gain recognition and involvement from the sustainable-‐minded community. Other local organizations, such as Get Your Green Back, Sustainable Tompkins, Local First and Sustainable Resource Center, create confusion among consumers and businesses over what each organization offers. However, no other green business in the Tompkins County offers the Triple Bottom Line training, which should be a central part of all future branding and promotion of the Green Resource Hub and The SEEN activities. Target Audiences The Green Resource Hub focuses primarily on businesses and organizations that are:
• Sustainably minded • Located in the Finger Lakes region, primarily in Tompkins County • Newly founded or firmly established • Cooperative and willing to collaborate with other local businesses • Willing to learn and adopt new marketing practices • The SEEN’s current members who have reaped benefits and wish to remain
members Secondary Audiences
• Businesses and individuals with a potential to become members • Sustainably conscious (whether part of business focus or minor factor) • Possibly new to the sustainable community in the area • Interested in learning and adopting sustainable business practices • Possibly affiliated with current members
Strategies and Tactics The strategy is two pronged: to maintain existing members and to attract new members. This plan outlines specific membership drive tactics. Other supporting tactics, such as social media and media relations, will supplement the overall goal of increasing awareness of the Green Resource Hub and The SEEN.
Renewing Memberships
Objective Tactic Measurement
Define current membership benefits.
Create “How to Benefit from The SEEN Membership” one-‐page handout. Create content for a promotional packet (similar to the Mile High Business Alliance Membership information).
Track membership renewals quantitatively and qualitatively.
Create additional benefits to returning members.
Give members priority at promotional events. For example, offer priority seating, participation in awareness events, extra discussion time with presenters, and other member-‐exclusive offerings. Consider possible discounts or package deals for returning members.
Track attendance and involvement with new benefit offerings. Track membership renewals quantitatively and qualitatively. Analyze survey findings from questionnaires distributed at events.
New/Potential Members
Objective Tactic Measurement
Discover potential members.
Cross examine list of current members and the Green Directory.
Confirm list with GRH employees.
Attract potential members through increased awareness of The SEEN.
Create membership stickers/window decals for current members. Utilize traditional and social media platforms to increase awareness of Green Resource Hub and The SEEN. Promote current members and events through print media, local calendar listings and social media. Generate stories about The SEEN in local media outlets through media relations. Promote events and news through GRH and The SEEN websites and social media. Post available handouts, PowerPoints and other material from events online to share resources.
Monitor increased memberships to The SEEN. Track number of media placements. Monitor traffic through social media platforms and GRH and The SEEN websites.
Spread awareness of The SEEN through media outlets.
Prepare a media list. Create a press kit consisting of a SEEN fact sheet, a SEEN backgrounder and biographies on important SEEN leaders. Prepare pitch letters to specific media outlets with story suggestions. Prepare and distribute
Monitor number of placements in media outlets. Examine content to see if key messages and The SEEN benefits are being covered.
Spread awareness of The SEEN through media outlets.
Prepare a media list. Create a press kit consisting of a SEEN fact sheet, a SEEN backgrounder and biographies on important SEEN leaders. Prepare pitch letters to specific media outlets with story suggestions. Prepare and distribute newsworthy news releases. Consider setting up editorial briefings (one-‐on-‐one interviews with journalists and The SEEN spokespeople at the journalist’s office). Also invite selected journalists to attend major events to find out more and to meet with members.
Monitor number of placements in media outlets. Examine content to see if key messages and The SEEN benefits are being covered.
Make information easy to obtain.
Offer suggestions on the GRH and The SEEN websites.
Measure number of website hits.
SUGGESTED WEBSITE ENHANCEMENT FOR THE SEEN The following are recommended enhancements and comments on various pages of The SEEN website, as well as suggestions on how best to resolve any confusion with content or the organization. Homepage Generally, the homepage is well done. The page makes a pretty good first impression, so our recommendations are focused on the content, organization and layout. The slideshow at the top of the page is eye-‐catching, but the images don’t showcase what The SEEN truly offers. The slideshow makes The SEEN look more like an environmental/activist group rather than a networking opportunity for sustainably conscious businesses. If the slideshow could have pictures of the various workshops and events, it would be a better reflection of the benefits for members. The “Get Involved!” tab on the right of the page is not a clear distinction from registering to become a member or registering for The SEEN email list. That should be listed as two different sections or tabs on the side. Directory The page is well done. We like the segmentation of the various members of The SEEN. The categorizations are appropriate and the sections allow people to conduct a generalized search or a broad individual search. The only change recommended change would be unbolding the font for the various categories, so that the words would be easier to read. News The news section looks really good and has good content, but we are not sure if this is news or a blog. We recommend making it clearer if these posts are written from The SEEN staff for just the website, or if these are press releases. Consider making two sections/tabs under news where one would have any articles published in the media from local papers to blogs from third parties on the various The SEEN workshops. The other would be a blog to share information and recaps of The SEEN workshops and events. The SEEN may want to consider adding another section called “Press Materials” and add the finalized press kit materials here for journalists to access. You can include the link for this section on any future pitch letters or news releases for the media. Another enhancement could be adding an image gallery for journalists to download. This could include images of key staff, best images of events or other photos that help illustrate the Green Resource Hub and The SEEN. Member Benefits This page could be enhanced to showcase your benefits. This is the main tab that potential members would be going to for information to help them register with The SEEN. Consider providing more details on member benefits and post more pictures to visually showcase what The SEEN has to offer. The “Join” button should be moved to the top right, the same place as the homepage, so it’s easier for potential members to join.
Member Gateway Due to technical issues, there were some problems logging in to see all the tabs under the Member Gateway section, but the page seems well done to provide people who aren’t members with useful good content that is well organized. We would actually refer to this page for the “Member Benefits” page for copy and organization. About Us This section contains tabs with specific information about the company. However, we would add a general “About Us” paragraph, so that when people click on the “About Us” section, they have a general overview of The SEEN before deciding to go to the various tabs under the section. In the tabs, some adjustments should be made. The History tab is fine. For the Staff tab, only Anna is featured. We recommend adding the other directors listed under the staff. Volunteers and Interns could be more strongly highlighted, so that when viewers look at the page, they can easily identify the current volunteers and interns. These enhancement would add more substance to this section by showing how people do like to volunteer and intern at The SEEN. -‐About the Hub: It’s good you have the connection with The SEEN and the Green Resource Hub, but the title of the tab could be more distinctive to reinforce what The SEEN is connected to, which would make more sense when the viewer clicks on the tab. Various titles could be “Related Groups,” “SEEN Connections” or other titles that expand on the connections of The SEEN. The website looks quite professional, so now it’s just a matter of making it easier for the viewers to navigate. On the organizational aspect, we recommend moving the “Member Benefits” section right after the “Home” and the “Member Gateway” to the third section, (so after “Member Benefits”). We think prioritizing those tabs would be important since the goal is to increase The SEEN membership. One of the primary goals of the website is to showcase the benefits of being a member and educating users on the purpose of The SEEN. The team believes that these suggestions will enhance the membership drive efforts.
SUGGESTED WEBSITE ENHANCEMENTS FOR THE GREEN RESOURCE HUB The following outlines enhancements and comments on various pages of the Green Resource Hub. The suggestions aim to make the website more clear and user-‐friendly. One recommendation for the entire website is to add links to the Green Resource Hub social media right at the top of each page. These two buttons that link to Facebook and Twitter will encourage users to explore your social media platforms and interact with the Green Resource Hub. Homepage On your homepage, it is important to keep all of the important information easy to see. The first half of the page should have information on the Green Resource Hub, as well as mention The SEEN as a division of the Green Resource Hub. The Prezi presentation is valuable, but should be farther down the page. It is visually jarring to only see part of the video. You should also keep in mind that the information in the Prezi should be available in text form on the homepage, since most visitors will not take the time to watch the entire video. About Us On this page, the copy is good. The use of both pictures and text is visually appealing. Giving headers with the individual’s names would give the page a little more structure. Programs This page should outline all of the programs that are offered by the Green Resource Hub. The first listed should be The SEEN. Provide only a brief overview of the program, including the mission statement, the goals, and a few of the benefits offered such as the Triple Bottom Line worksheets. Make sure a link to The SEEN website is clearly visible. Next the Green Drinks should be described. There should be a brief overview of the event, as well as a calendar listing the next event. It is very important to make sure that these dates are accurate and up-‐to-‐date. After the Watt-‐Meter lending program should be described. The current copy on the GRH website is well written and can be placed here. Make sure to separate the different programs by using headers with the program names. Events This page should have a calendar and brief description of the events offered, like the Green Drinks, networking nights and The SEEN events. Consider adding more images of members engaged at events. You can also post copies of handouts or any PowerPoints presented at the event. Another idea is to separately list the names and affiliations of guest speakers and topics covered at each event, so viewers can quickly grasp the range of notable speakers and appropriate subject matter covered at your events. At the bottom of this page, you should add a link for users to email questions or additional events.
Green Directory This page is well organized. It is beneficial to be able to sort the businesses differently like you can. One minor edit you could make is to separate The SEEN members by putting them at the top or in a different color, which can be promoted as a benefit. Contact Us On this page, it is easy for a visitor to navigate and reach out to the person he or she needs to. However, the titles should be consistent with punctuation. The titles should read General Information, Volunteer, Events, Green Directory and Webmaster. Under general information, you should add the address to the center. The email list is a beneficial feature for users who want to stay involved and it should stay at the bottom of the page.
MEMBERSHIP DRIVE HANDOUT TO POTENTIAL MEMBERS Introduction This one-‐page sheet can be sent to potential members to encourage them to continue their memberships or to attract new members to join The SEEN. Goal The goal of this one-‐page document is to showcase the value of The SEEN. The members get so much out of their membership for a lower cost than other organizations similar to The SEEN. The SEEN is a community for networking, enabling members to collaborate and discuss how to better their business plans. The SEEN wants to promote the networking aspect of the membership benefit. This document can be sent electronically, posted on The SEEN’s website and color copies could be made for distribution at events or at other venues.
BECOMING A MEMBER OF THE SEEN (Draft)
The SEEN keeps you engaged in a vibrant community of like-‐minded individuals and businesses committed to a sustainable future in the Finger Lakes. You’ll have access to online resources and be able to join face-‐to-‐face networking and marketing opportunities. Become part of a trusting and cooperative environment of interchange, creative energy and business opportunities. You’ll learn how to build a more eco-‐friendly economy, resulting in increasing customer loyalty and generating profits! The SEEN abides by the Triple Bottom Line of environmental, social and economic values – people, planet and profit. Shared marketing opportunities are available to you through The SEEN’s online directory of members and promotion of The SEEN to a growing market interested in finding local products and services. *You’ll also have the ability to collaborate through The SEEN network, building trusting and transparent relationships. *Your organization will be part of an online directory that is organized in alphabetical order and by industry to make it easy to search. Marketing opportunities allow you to showcase your products or tell your story at events. The SEEN’s website also posts an online calendar and job opportunities, provides recaps on events, shares sustainable opportunities, and links to its Facebook and Twitter for interactive dialogue. The SEEN now offers exclusive member-‐to-‐member specials. *Your business can be promoted through various The SEEN print materials and public event announcements
Monthly events let you connect with other green-‐minded businesses and organizations. Events highlight guest speakers who share their experiences on best business practices in sustainability. *You’ll be able to network. Events are open to the public to gain both members and non-‐members time to meet, establish collaborative marketing initiatives and foster business-‐to-‐business referrals. *Members have the added benefit of a 50 percent discount. The SEEN community welcomes you to be part of an energizing and inspiring group that is building the Finger Lake region’s sustainability economy. *Members-‐to-‐member benefits include lowering marketing costs, employee benefits, and overhead through member-‐to-‐member discounts on co-‐branded marketing, healthcare services and office maintenance. The SEEN offers two flexible membership plans: Individual Entrepreneur and Business or Organization. Log onto http://creating.theseen.org/join/ for membership details and the online application.
ADDITIONAL COPY FOR MEMBERSHIP DRIVE
The following text can be used in promotional materials for perspective The SEEN members. It can also be used for general educational purposes for external stakeholders. This information could be paired with success stories from companies who use a triple bottom line business model, in order to better demonstrate its benefits. Triple Bottom Line The “Triple Bottom Line” business model is a focal point of the Green Resource Hub. With equal emphasis on people, profit and planet, members will learn how to incorporate this fundamental practice into their own business models. Since many companies do not measure their social or environmental impact, they do not realize the impact these factors have on economic gain. A triple bottom line approach encourages businesses to seek improvement in all three areas.
Introduction We have looked to improve the overall social media presence for the Green Resource Hub and The SEEN. Our team has analyzed current strategy on the three major social media platforms LinkedIn, Facebook and Twitter. This document provides suggestions for future enhancements Green Resource Hub and The SEEN can take to improve current social media strategy. We believe it is necessary to hire an intern solely responsible for maintaining Green Resource Hub’s social media. It is important to constantly monitor each platform and continue to facilitate discussions. Strategies and Tactics The Rochester Business Alliance is an example of an effective LinkedIn group. It actively engages all its members by posting daily discussions and allowing members to post polls and promotions for other members to participate in. This is a private group with nearly 1,000 members. Although this LinkedIn group does not have a subgroup, it is a good example of how to engage members. Sustainable Tompkins, a competitor of GRH, has a very active Facebook and Twitter account. It does a great job of engaging its fans and followers. On Facebook, Sustainable Tompkins has liked other pages that have the same values as it does. It continues to post pictures that will connect with its fans in order to generate comments and likes. It has nearly 1,000 fans because it regularly posts and shares other peoples’ relevant posts. Sustainable Tompkins’ Twitter page has nearly 900 followers. It uses relevant hashtags, tweets at other people and replies to other tweets. It tweets regularly and actively to engage its followers.
STICKERS
We suggest giving away stickers to members of The SEEN. These stickers could be placed in businesses or offices of The SEEN members or used as bumper stickers. There are several inexpensive places, such as www.4print.com and www.ecomarketingsolutions.com, which you could purchase stickers from. The goal of these stickers is to increase awareness of The SEEN brand and create a community among The SEEN members. The design on the stickers could be either The SEEN logo or something that incorporates the triple bottom line.
ITHACA COLLEGE SUSTAINABLE CLUBS Ithaca College has many student-‐run clubs that focus on sustainability. Reaching out to these organizations could increase participation in The SEEN events and could also establish connections for future interns.
Name Contact The Sustainable Conscious Living community http://www.ithaca.edu/reslife/
Ithaca College Natural Lands Jake Brenner (co-‐chair) [email protected] Assistant Professor – Environmental Studies & Sciences
Park Center for Business and Sustainable Enterprise
Marian M. Brown, M.S. '95 Special Assistant for Campus and Community Sustainability 607-‐274-‐3787 [email protected]
Sustainability Initiative at Ithaca College 607-‐274-‐3003 [email protected]
Divest IC http://divestic.wordpress.com/
