You need to upgrade your Flash Player This area showcases our latest work and requires Macromedia Flash 8 player or higher because of the rich media content. If your Javascript is turned off, you will see this also. Upgrade your player to the latest version.

Navigation

Skilled Labor

BUILDING A GREEN PLATFORM

Introducing PlanIt Earth™

The barriers may seem significant to companies who have yet to realize and communicate their own “greenness.” But, as with any other marketing challenge, a clearly structured plan and execution strategy bring success within reach.

In response to this growing need, Baublitz developed PlanIt Earth: Environmental Marketing Plan™. PlanIt Earth™ enables a company to:

  • clearly define the green value of a product or service
  • articulate that value to the emerging green market
  • demonstrate to customers how these green qualities will benefit them economically
  • sidestep the pitfalls that are unique to green marketing

With a solid three-part marketing framework, PlanIt Earth™ works for any company in the construction and building materials industry. The result: a larger share of the expanding, multibillion-dollar market for green products and services.

The Environmental Impact Assessment

How can a company craft a clear, compelling “green” story? It begins with the first step in the PlanIt Earth™ process: the Environmental Impact Assessment, a proprietary process that enables manufacturers and others to engage in a thorough review of key elements in its products and processes.

This rigorous tool unearths green attributes and opportunities in several critical areas:

  • Materials and resources: Use of recycled, renewable, low-emitting, and other materials; location of end use; and more.
  • Third-party certifications: The options, benefits and costs of obtaining a variety of certifications.
  • Life Cycle: Product life expectancy, maintenance costs, and more.
  • Manufacturing processes: Green practices used; reclamation methods; packaging; transportation, and other issues.
  • Indoor Air Quality: Whether a product meets standards; VOCs and other destructive elements; whether a product is biodegradable; and other factors.
  • Future Design Options: Exploring strategies for adopting greener materials and processes

With a complete Environmental Impact Assessment, a company brings clarity and specificity to its green claims. This crucial tool also establishes fundamentals that will enable a manufacturer to push its green message into the marketplace and differentiate itself from competitors.

The Environmental Marketing Plan

Because the best marketing plans are both detailed and comprehensive, Baublitz Advertising created the Environmental Marketing Plan, the second step of the PlanIt Earth™ process.

This green-focused planning program contains several critical elements to success, including:

  • Competitive Market Research: This defines the marketing landscape and enables a company to properly position its products.
  • Green Creative Platform: This tool articulates key points of differentiation and hones the messages that define green benefits, resonate with customers, and establish leadership in the marketplace.
  • Delivering the Message: Selling and promotional tools, targeted media, direct marketing, trade shows, web and interactive messaging, and a host of other marketing tactics are all part of a company’s arsenal for effective delivery of its green message.

The Environmental Marketing Plan creates a clear, well-reasoned path for any company in the construction and building materials industry.

End-to-End Process

Successful execution of a marketing program becomes much more likely with a detailed plan in hand. Still, there are key considerations to the execution process.

First, the development of all marketing tactics must be timed so that they support and enhance one another. Secondly, care must be taken to identify and address key audiences along the sales channel. Thirdly, the budget must be allocated appropriately so that the highest priorities receive adequate funding.

Finally, the plan must include specific, measurable objectives. These benchmarks should be monitored regularly so that a company can change course or reallocate resources to optimize the program’s performance.