2. Direct Marketing Creative: Green, Brand, Direct Power Sandra J. Blum Karen Rice Gardiner

6. Case #1: Harvard Business Review New Subscriber Direct Mail HBR’s foremost thinkers hold that most leaders want their careers and lives to have a larger purpose—to leave something behind that makes this a different and better world.

7. Case #1: Harvard Business Review

11. Case # 3 Welcome to the First Green Supermarket of Latin America

19. Eco-mailing Case RESULTS Currently (ongoing) this program has prevented 642,262 plastic bags from polluting the environment. The customers approached by the direct mailing maintained their participation in the reusable bag promotion. *On the right: the final cycle of the program, showing the customer’s happiness with the flower grown by the seed-paper.”

20. Green Store

21. Green Store – Indaiatuba, São Paulo

22. Other Green Actions

23. Recycling Station

24. Medicine Disposal Batteries Recycling Mobile Devices Recycling

25. CO2 Control Green Cashier Organic Products

26. Reusable Bags More than 60,000 gallons of cooking oil recycled Good use of natural resources

27. www.giovannidraftfcb.com.br

38. Renewal email

40. Service chit Catalog copy

41. Enewsletter for consumers

42. National Geographic’s staff community NG Green Team- authors columns on tips about reusing, recycling, energy savings and other green practices via employee newsletter Tweets

43. What is LEED

50. Research http://www.costar.com/webimages/webinars/CoStar-Webinar-CurrentTrendsinGreen03082011.pd

55. Active paid search and website optimization Access Intelligence

56. Pop Up Access Intelligence

57. Pulling you in…

59. How it works Consumers can make choices if they want to: • postal mail or email • email only • no third party sharing • no direct mail • collect consumer data to enact preferences • notification renewals will continue

60. Examples of mail choice

61. Example of mail choice

62. Notification of choice vehicle

63. Recognizing that consumers have a choice • weekly reports of consumer feedback • bi-weekly feeds to the marketing database • consumers opt out of specific product promotions.

64. Thank you …

65. Questions?