J500 Media and the Environment


Have some pain reliever, you won’t mind if it’s green… by michellemcgown
October 18, 2008, 6:58 pm
Filed under: Business + Politics | Tags: , ,

Sending a message that’s both compelling and meaningful while still giving direct information seems to be a tough one. After listening to Jeni Rogers speak today to the topic of getting buy-in for green programs I’m armed with some key points to lead me along the path.

I much appreciated Jeni’s take on the internal and external messaging since it’s often tougher to convince your colleges to listen than it is to convince a client to listen. We’re taught to question each other in our daily work environment, constructive criticism and feedback is what keeps us on our toes. However, trusting our colleges to all be on the same page so that we can lead our clients is sometimes a tough pill to swallow. Jeni reinforced the idea of making sure that we are educated in the topic at hand (in many different angles) before trying to educate someone else. Then, once we have the information needed, crafting that into a statement that is meaningful and not just another generic pitch. However, to make this even more tricky, making sure that the brand’s identity isn’t lost in the “green spin.” So now that we have all these balls to juggle, how do we do it? Well, it sounds like the best way is to tell them what they want to hear!

It sounds simple but to identify each group’s “pain” as Jeni put it and help them understand how this new concept will address that concern. It makes us sound a little bit like a camp-counselor but I think that’s ok because it’s so true. It’s human nature to want your problems fixed and to help someone understand how your product/service will help relieve that “pain” is the quickest way to tug at their heart strings. It’s a great way to put it in perspective to know how to craft a message that’s both compelling and meaningful. With some careful execution we can be just what the doctor ordered!

Michelle M.

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2 Comments so far
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Michelle,
One of the things Jeni also addressed was the fine line between responding to your audience while also educating them. In other words, sometimes we don’t know what we need until we have more information. How do you address this in your work with schools and other ciients?
Simran

Comment by j500

This is a tricky thing to do, especially in the public sector. We’re always surprised to see what districts are already informed about LEED and other environmentally friendly building decisions and what districts are completely un-informed. During the long range planning phase for a district we like to ask questions about their current concerns. We’ll toss in some questions about their impact on the environment as well as their teaching styles etc. This gives us an opportunity to gauge their reaction to the question and know more about their interest before we push any further information on them. During our discussion about services that we offer as a firm we always metion the ability to design and construct LEED accredited facilities and give them an opportunity to ask questions. Like I mentioned in class, even if they’re not interested in the accrediation we always try and slip in as many green design decisions as we can. We should call ourselves “green ninjas” 🙂
-Michelle

Comment by michellemcgown




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