Lightening Our Step

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Lightening our Step
Environmental Printing Marketing Initiatives
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Change and Initiative

• Fueled by the belief that we need to make
  progressive and radical change because it is the
  right thing to do.

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Our Forests 8,000 Years Ago
Remaining Undisturbed Forests
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Good for Business

• Research shows that companies integrating
  sustainability strategies into the fabric of a
  business will benefit substantially.

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Leading Edge Proposition

• Estimated that only 3.5 of companies worldwide
  have publicly embraced sustainability
• Tipping point where it becomes business as
  usual is 20
• Communicators, printers and marketers are a small
  piece of a large chain but have great influence
  on public perception

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Green Business is Good Business

• No denying the growing interest
• New initiatives everyday. Every publication
  newspaper and magazine has regular environmental
  articles and features
• Different from previous pushes
• Flashpoint for change has arrived

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Paradigm for Change
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Examples of Growing interest

• FSC-certified product sales predicted to grow to
  over 5 billion before 2010
• Green Energy usage was 16 billion in 2004 and
  expected to grow to 120 billion by 2014
• Wal-Mart built 2 sustainable super stores in 2006
  in Colorado and Texas (carry over 400 Organic and
  FSC foods)

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Consumer Thinking

• Recent Global Survey of 20 Countries by
  Synovate and BBC World concluded
• 68 of the world population is concerned about
  climate change
• Over ½ of those concerned have bought green
  products, used energy efficient devices, reduced
  use of packaging or saved power

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Green Thinking
I am buying more environmentally friendly
products than I did even one year ago Agree
71Disagree 23Dont Know / Doesnt Apply 7
I am willing to pay more for environmentally
friendly products Agree 57Disagree
38Dont Know / Doesnt Apply 5
Most companies dont pay enough attention to
their own environmental responsibilities Agree
77Disagree 16Dont Know / Doesnt Apply 7
I find it confusing sometimes to know which
products are better for the environment Agree
71Disagree 23Dont Know / Doesnt Apply 7
Source Ipsos Reid
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I am sceptical about most companies claims of
being environmental consciousAgree
72Disagree 23Dont Know / Doesnt Apply 5
How much would information about a companys
environmental behaviour affect your purchasing
decision?A lot/some 62A little/not at all 35
Which of the following best describes the type of
consumer you are when it comes to buying everyday
products I always purchase environmentally
friendly products when they are available even if
I have to pay more 12I buy environmentally
friendly products, but dont actively seek them
out and wouldnt usually pay more for them
49I buy the product I prefer based on cost,
quality or some other factor regardless of
whether or not the product is environmentally
friendly 12Dont know / doesnt apply 4
Source Ipsos Reid
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Environmental Responsibility the Brand Message

• Corporate social responsibility in response to
  environmental issues..
• Strengthens brand position equity
• Increases ability to attract, motivate, and
  retain employees
• Enhances corporate image among shareholders
  stakeholders
• Increases sales market share

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• The advantage of being a socially responsible
  organization
• Over 30 increase in perception of positive
  overall reputation
• Over 40 increased customer loyalty
• Almost 50 gain in sense of goodwill toward
  company
• Increases shareholder perception of value
• Metafore conference, May 2006 (Lippincott Mercer)
• Communications Consulting Worldwide (CCW)
  calculates that if Wal-Mart had a reputation like
  Target, its stock would be worth 8.4 more,
  adding 16 billion in market capitalization.
• Business Week, 1/29/07
• Formerly about donating, then about marketing,
  now about strategy

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Best Practices

• Create an environmental plan as part of your
  overall business strategy
• Look to minimize waste, rethink product and
  packaging, set aspirational goals
• Think through your marketing plan
• Consumers are flooded by corporate marketing
  campaigns linking brands to social issues. This
  has lead to consumer fatigue and cynicism. Word
  of mouth is the most important marketing currency
  among young people.
• Ensure that your message is clear and genuine
• Put green position ahead of competition

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• Create messages that balance head and heart
• Green is technical and geeky science
  combined with concern for the future of the world
  and our children. Balance is key. Dont be too
  technical or too warm and fuzzy.
• Promote products other attributes
• It cant be just about green. Consumers will
  make the environmental choice if the product has
  strong attributes. The goal is to balance the
  quality and green value.
• Remember that a green declaration opens you up to
  more scrutiny.
• When you talk about what you do right, it
  sometimes points our shortcomings. For example a
  company suggesting it uses 10 organic cotton to
  reduce the use of pesticides, customers may
  respond so that means 90 of what you use is bad
  for people and the planet?

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Best Practices

• Push your supplies to change
• Specify green initiatives
• - FSC paper (SFI)
• Recycled Content (calculator)
• Chlorine Free
• - Waterless Printing
• - ISO 14001
• - Green Power (offset credits)

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Our Commitment What we did

• Commitment from Ownership and buy in from
  Management that we would become Green. Not for
  marketing but because we believe that it is the
  right thing to do.
• Evaluation of processes, equipment, manufacturing
  practices and lifestyle practices

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• Implement Change
• Educate staff
• Switched to Environmentally friendly cleaning
  products
• Switched to fair trade coffee
• Switched to energy efficient lights and
  appliances where possible
• Bought and installed an ink mixing machine to
  eliminate waste
• Bought and installed fountain solution recycling
  unit for the presses
• Researched and added waterless printing as an
  environmental alternative
• Converted most ink (few exceptions) to Soy or
  Vegetable based
• Began a re use program for used photo copy paper
• Recycled computers and monitors through
  responsible disassembly process organization
• Evaluate suppliers and partners in process look
  at environmental practices and sustainability
  policy demand change where possible look for
  a commitment to change

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• Change the Culture
• Declaration of Intentions
• Empower the employees to recommend change
• Introduction of Enviro Achievement Award to the
  employee who makes the greatest contribution to
  the program
• Introduction of Bicycle program with a charitable
  contribution based on days ridden
• Reduce the number of garbage bins and increase
  the number of recycle bins
• Add a battery recycling depositary and
  replacement program (we replace with
  rechargeable)
• Create green newsletter distributed with pay
  stubs

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In the works

• Starting ISO 14001 certification
• Testing for viability of Windmill
• Installing solar panels to produce hot water
• Hybrid delivery vehicles
• Hybrid (or fuel efficient) vehicles required to
  qualify for car allowance
• Composting cafeteria waste
• Re-useable lunch bags

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Our Objectives

• Significantly reduce water consumption (done)
• Significantly reduce energy consumption
  (ongoing)
• Virtually Eliminate VOCs and Toxic chemicals
  (done)
• Slash Greenhouse gas emissions (ongoing)
• Save virgin forests
• 2009 40 of jobs to be green (all or partial)
• 2012 100 FSC paper (or equivalent) 90
  waterless printing and 99 soy inks

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Our Marketing

• After 2 intensive years we are just now beginning
  to market our accomplishments and goals Publish
  and promote our Environmental Declaration
• Added Environmental link to our web site posted
  our initiatives and details of what we are doing.
  Made available our employee Green Matters
  newsletter on line
• Automatically give Green options on quote
  requests
• In the works creating an online community for
  feedback publish our goals and objectives -
  chart and publish our accomplishments
• Overall goal is continued improvement

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What does it mean for forests?

• Waterways are protected
• Wildlife habitat and species are protected
• High conservation value forests are preserved
• More trees are left standing in harvested zones
• Local people are involved in forest management
  planning
• The rights of Indigenous Peoples are respected
  and
• Its all independently audited annually.

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What does it mean for cities?

• More water is filtered, more rain clouds are
  formed, air is cleaned
• Water is filtered more effectively, so treatment
  costs are lower
• More hydropower potential is conserved
• More migratory songbirds are protected
• More pollination and soil formation services
• More and higher quality recreational areas
  available and at hand
• More CO2 is sequestered and more O2 is produced
• Health and social services costs are lower.

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LEED

• LEED promotes a whole-building approach to
  sustainability by recognizing performance in five
  key areas of human and environmental health
  sustainable site development, water savings,
  energy efficiency, materials selection, and
  indoor environmental quality.
• California Study
• 33 diverse buildings built over the last 10 years
  - Cost construction premiums 1.8
• 5 Buildings had no premium
• Green improvements pay for themselves in 3 years
• 30 - 70 Energy Savings and 30 - 50 water
  savings

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Choose Wisely

• Dont use a green message simply because it is a
  trend
• Make sure the message is tied to a core
  brand value and aligned with internal operations
  that are green David Wiggler, VP and Director
  of Digital (New York)
• Dont lie
• In the end it will cost you much more then
  the potential gain. It is better to create a
  policy for improvement and chart your progress.
  People recognize and value commitment.

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• Publix
• Accepting customers who bring their own bags,
  selling reusable bags, still using plastic bags
  for those who want them and for dog owners