"If you build it, they will come" may have worked in the Field of Dreams movie, but isn't always the case with Mitigation and Conservation Bank credit buyers. Join seasoned professionals who are successfully marketing bank credits in multiple Districts, understanding and predicting Market Demand in both up and down markets, and breaking new ground in leveraging the digital age to enhance traditional sales techniques.

1. NMBC
Marketing Mitigation
Banks - Workshop
May 2014

2. Who is MSUSA
MSUSA understands the
environmental mitigation process
from concept and development
through the sale and transfer of
environmental credits, adhering
strictly to regulatory requirements. In
addition to our extensive
knowledge of ecological and
environmental regulations, our
longstanding relationship with the
team of environmental scientists at
Advanced Ecology means that we
have ecological knowledge and
experience on hand to assist with
your solution.

3. Traditional Definition of Marketing
The activities of a company associated with buying and selling a product
or service. It includes advertising, selling and delivering products to people.
People who work in marketing departments of companies try to get the
attention of target audiences by using slogans, packaging design,
celebrity endorsements and general media exposure. The four 'Ps' of
marketing are product, place, price and promotion.
Investopedia explains 'Marketing'
Many people believe that marketing is just about advertising or sales.
However, marketing is everything a company does to acquire
customers and maintain a relationship with them. Even the small
tasks like writing thank-you letters, playing golf with a prospective client,
returning calls promptly and meeting with a past client for coffee can
be thought of as marketing. The ultimate goal of marketing is to match a
company's products and services to the people who need and want
them, thereby ensuring profitability.

4. Marketing Takes Courage:
ROI = Sales
Marketing = an investment.
Marketing is a pipeline of
opportunities.

5. Web 2.0 Interaction
in the Digital Age &
Social Media
April 2014

6. Before You Start
- Project Brief
- Background/overview of the project
- What’s the objective
- Target audience
- Important things to say
- What is the reason for this project
- Source material
- Images
- Video clips
- Music
- Script/Text
- Create a feeling that you want to convey to the end view/user

7. Attracting the Senses through
Marketing
Attracting the senses. By creating something that adheres to the
senses, the person remembers you. The look, feel, sound, interaction of
a piece makes you memorable and stand out from the others. Putting
that little something extra in your marketing piece helps keep you in
mind of your audience.

8. Adhering to the Senses
- Sight
- Colors
- Pictures
- Movement on screen (website, video)
- Touch
- The feeling of something – ex. paper type
- The interaction – how you interact with a piece: folding, different
sides, etc.
- Sound
- The tone you set – ex. The speaker for a video
- Background Music
- Taste
- Products harvested from our banks: salmon, nuts, and honey
The overall feeling a person gets with any piece of marketing material

9. Choosing Color Palettes
- Harley & Indian – color choices
- Color Impact
- Colors chosen for natural
feelings
Source for chart: http://www.fastcompany.com/3028378/leadership-now/what-your-logos-color-says-about-your-company-
infographic?utm_source

10. Websites and Social Media
Websites and social media cater
to every audience, but they need
to have specific information for
each group in an accessible way.

11. SEO: Search Engine Optimization
The process of affecting the visibility of a website or a web
page in a search engine’s “natural” or “organic” (un-paid)
search results.
Meta Data: Optimizing title tags and meta
descriptions by using relevant keywords, limiting characters,
etc.
Content Updates: Updating pages keeps automatic
search engine crawlers coming back and increases
prominence in search engine results.

12. Social Media
- Different social media sites are beneficial to different types of
companies
- Idiosyncrasies of presence in each forum
- Facebook
- Linkedin
- Twitter
- YouTube
- Google+
- Why Linkedin?
- Stay ahead of the curb, have a presence now instead of playing
catch up later
?

13. Video Presentation
and E-card Design
Concepts for
Mitigation &
Conservation Banks
April 2014

14. Videos
- 2 Videos
- 2 Audiences
- Community Outreach v. Direct Marketing
- Market Education v. Community
Education
- Project Brief
- Audience
- Message
- Feeling/Emotion
- Length

15. Video Example -
Crafting the Muddy Boggy
Video
Reason for creating video:
-Policy change from the USFWS
-Rules & Regulations being changed
-Impactor lack of knowledge
-Not a lot of fluff – straight and to the point

16. Video Example -
Crafting the Straus Medina
Video
Reason for creating video:
- Local government and bureaucracy
- Misinformation on credit ratios

17. E-Cards/Email Blasting
- Audience and Message
- Short and sweet
- Laid out for an easy read

18. Maps
- Maps are the easiest
information piece that
everyone can translate
- Visual story
- Information for every
audience
- Can be used in digital
and print media
Maps are the easiest way to
compile a lot of information
for a variety of people to
understand what they want
to get out of it.

19. Analytics
See if your pieces made an impact or if they were successful
in what you wanted them to do.
Use analytics to make marketing decisions. Why continue to
do something that doesn't work?

20. Gross Sales
2008 2009 2010 2011 2012 2013

21. Questions?