I must say, since getting an iPhone, a day doesn’t go by where I don’t discover (or at least imagine) a new way to use the crazy thing. Sure, it may just be flicking a virtual zero-carbon Zippo lighter for cheap effect at a concert. Then again, it may be an app that lets me blow the whistle on the next major eco-crime.

I’ve found a few cool ‘green’ apps, and along the way have also been working to understand when it makes the most sense for companies to develop their own apps as part of an online or social media marketing strategy. So warm up your touch-screen fingers and let’s have a look.

Findgreen – an industry-leading green app developed right here in Vancouver This app was originally called 3rdWhale, brainchild of a Vancouver-based company of the same name. In October, 2009, 3rdWhale Mobile merged with Colorado-based GenGreen, forming GenGreen Digital Media and inheriting North America’s biggest green business database (and a much more logical and usable moniker) in the bargain. Findgreen has a handy ‘roller’ interface that lets you select categories for green products or services which the app then cross-references with your phone’s location to give you options withing walking, biking or driving distance. It feels a little light on content locally, but a recent partnership with Green Zebra (the eco-conscious coupon book) adds a cool discount feature. When you see a listing with the ‘coupon available’ tag, you can click it for an instant Green Zebra discount that you can use just by showing your phone. Only thing missing? A whole list of the ‘coupon-only’ pages for us Scots.

The Green Book (LITE) – Find one at a used bookstore This app is based on a New York Times Bestseller, billed as the ‘Everyday guide to saving the planet one simple step at a time’. I rather Scottishly opted for the free ‘LITE’ version, and found it to be a fairly basic level offering of green information. Perhaps the paid version  As well, the interface is linear – you flip through it page by page like a little booklet. I’m getting more used to interactive apps on my iPhone and found myself wishing for a bit more fun.

Green Spot – A great place to start some green research Billed as “Your one daily place for news, views, and podcasts on Sustainability and Green Living”, this app gets my vote as an excellent source of stories, articles and podcasts to get the green cells thinking. Good fodder for killing time on public transit. Unfortunately, the interface looks like it was designed in Microsoft Word.

EcoSnoop – Put on your balaclava and get in the trenches When I read about this app’s use of the iPhone camera to catch eco-offenders in the act, and post ‘cases’ according to GPS location, I was intrigued. Not all reviewers share this view – one poster called it ‘a disgusting climate Nazi app’. It hardly seems too offensive at this stage, as most offences are of the ‘Mid-day watering’ or ‘Excessively lit museum’ variety. I think it could go viral with a high-profile post or two, though. Watch for future blog articles as I might try to up the ante with this one.

Got a green app you like? Let me know.

Next post: Does YOUR business need a smartphone app? Some questions to ask that may help you find out.

A Walmart business summit, with keynote speech by Dr. David Suzuki. How could these two seemingly opposed global forces exist in the same confined space? This I had to see.

The sun was just rising as I wheeled up to Vancouver’s Pan Pacific Hotel, to find out what Walmart had up its sleeve when it invited 350 top retail execs and competitors for the Walmart Canada Green Business Summit.

The Mayor, the Premier, environmental alarm, sustainability case studies, live wireless polling, this show had it all. I even got to ask the Walmart CEO, face-to-face, about their business model and position on packaging take-back recycling.

This blog is going to run on a bit, but I wanted to keep all of the info in one document, so grab an organic java and get comfortable.

Vancouver Mayor Gregor Robertson opened with a rapid-fire blitz on Vancouver’s green agenda (unfortunately he didn’t use our new ‘Green Capital’ brand name once that I heard) One stat he lobbed was that Vancouver’s carbon emissions have settled at 1990 levels, even as our population has grown. Still, buildings account for 54% of that carbon. So he’s looking for collaboration with companies that can retrofit buildings – looking to reduce that footprint by 2% per year. He also mentioned the city’s new Open3 program – Open source, open standards, open software – that lets entrepreneurs have access to the city’s data to help develop more efficient systems. Can we become the world’s greenest city? When the Mayor rides his bike to a conference like this and talks with this kind of green acumen, it’s a good start.

Our host, Mark Miller of Discovery Channel fame, kept things moving smoothly, introducing the Main Man of Walmart Canada. In this corner…

The Sustainability Challenge a la David Cheesewright Walmart Canada’s CEO is another leader who bikes to work each day (20k each way) He’s also been at the forefront of making BIG changes. So he welcomed us from a position of inspiration. “You’re here because of a common purpose… Solving some of the problems we’re going to face, requires people to work across boundaries they haven’t had to before.” he said. “Today is your opportunity to start to build a bigger team.”

Rebecca Harris from Blue Sky consulting then led a short collaboration exercise – asking delegates to share a personal breakthrough moment with their table. The hubub of conversation tells me its breaking the ice, but its hard to imagine hardcore business competitors truly collaborating with sworn corporate enemies.

David Suzuki, taking no pinstripe prisoners: “The Triple Bottom Line is absolute nonsense.” Ouch.

Well, he started with good news. “In 1962,” he began, “there wasn’t a single ‘department of environment’ in any government anywhere.” Suzuki then went on to describe how a certain Provincial Minister of Environment told him flat out he puts the economy ahead of ecosystems. Hmmm.

“Nature doesn’t care about human boundaries.” he continued. “Nature sets the limits. We can’t shoehorn nature into the human agenda.”

Suzuki describes groups like The Competitive Enterprise Institute and the Fraser Institute as paid lobbyists, confusing the issue.

“Climatologists say they are over 90% certain we are entering a period of human-induced climate change. Would you get on a plane if it was 90% likely to crash? Or even 10%? We don’t argue with investing money in insurance against theft, earthquakes… When it comes to climate change, we’re not willing to shell out a cent. Why are we turning our backs on the reality of what’s happening to the planet?”

Most surprising to me was his statement that the Triple Bottom Line (equal overlapping circles representing economic, social and environmental interests) is “absolute nonsense”. In reality, says Suzuki, 30 Million species of organisms share one circle. Human beings should have one circle within that. Our economy a smaller circle within that. “We have to start by all agreeing that the health of the ecosystem is the highest priority.” he said, “We make nature pay the price for our economic problems.”

Suzuki further claims that anyone who says we should get a free carbon pass because we live in a northern climate and can’t afford to freeze, is lying. Sweden (somewhere up near Whitehorse in latitude) has had a carbon tax since 1991. They now pay $120/tonne (compared to $15/tonne in BC). Since then they have reduced emissions 8% below 1990 levels, yet their economy grew at a 4% rate.

He pointed to the human ability to envision the future as our survival advantage, and then dropped the responsibility for change loudly on the silent tables of suits before him. “Without the private sector we’re never going to make it.”

He got a thorough, if reluctant, standing ovation.

It was kind of weird to see David Suzuki speaking in front of a Walmart logo. But in terms of getting the agenda back to the big picture, he did not disappoint.

Panel Discussion:

Here, 5 business leaders shared a case study on sustainability, along with a few of their thoughts on the future.

Peter Luik – Heinz – Stat: 98% of tomatoes come from within 100km of their plant. Mr. Luik defined Sustainability as ‘another term for wasting less’. A narrow description of the problem, to be sure. His pet peeve is the lack of commonality in local/provincial/federal recycling standards. Too true.

John Peoples –  S.C. Johnson and Son, Limited Stat: By the end of 2009, GHG emissions at their Canadian marketing facility were reduced by 53%, while manufacturing volume continued to increase.

David Labistour – Mountain Equipment Co-op (MEC) Stat: MEC diverts 94% of their waste from landfill. Yet, says Labistour, their true footprint lies upstream in their products (not downstream in waste) A full 25% of the world’s chemicals are used in textiles, he continues, and processing of textiles may eventually cease to exist in some areas where human needs take precedence over water demands.

Anne Tennier P.Eng – Maple Leaf Foods – Stat: Working on an ‘Integrated ‘Protein Value Chain’ (my vote for the scariest term of the day) In 2006 Maple Leaf created a 30 million litre/year biodiesel plant co-located with their rendering plant. (Biodiesel GHG emissions are 99% lower when compared to petro diesel)

David Cheesewright – CEO, Walmart  Canada Stat: Introduced Walmart’s Personal Sustainability Project – individuals commiting to their own ‘sustainability’ plans, from walking to work to quitting smoking, in front of their peers. Over 200,000 PSPs are now in place chain-wide.  There’s no downside in engaging the masses to do the small things. Being big is not always great, (he acknowledged Walmart is unloved by many) yet when it comes to making sustainable changes, size is an advantage.

Matt Kistler, Wlmart Senior Vice President of Sustainability, on the big picture.

Walmart’s global sustainability guy talked about their ‘360’ approach, which has three pillars “Our footprint, Our Supply Chain, Our customers.” To their credit, Walmart offers clear, broad, aspirational goals: 1) To be supplied by 100% renewable energy; 2) To create zero waste; 3) To sell products that sustain people and the environment.

As the Walmart supply chain represents 92% of their footprint, they are helping fund an organization called sustainabilityconsortium.org – that generates ‘open source science’ available to all. This will be a sustainability research group and a resource for all companies to use.

Their newest initiative is a Canadian version of the Sustainable Product Index. (See separate Green Briefs article on the news release) This Sustainability Index will allow consumers to be able to compare materials, resources and the life cycle of products. Sort of like a planetary version of the Nutrition Information labeling. One day a scannable version will allow us to access information on our smart phone, right from the shelf.

I wanted to go deeper into Walmart’s business, to find out more – I was about to get my chance.

The Big PRESS CONFERENCE. Green Briefs asks the tough questions!

At lunch, the media were invited to a special press briefing on four new announcements from Walmart. We lined up in the chairs, in front of us were the big execs at the big table with the big microphones. David Cheesewright and Matt Sistler unveiled a new Perishables Distribution Centre in Balzac Alberta, new wind and solar power projects in Ontario, the Sharegreen.ca web site, and the new Sustainability Index for Canada. You can read my blog article on the release here, but what really excited me was the chance to ask Walmart Canada’s CEO about the very heart of their business model, and get their response to London Drugs’ Bring Back the Pack initiative.

“We’ve heard a lot about efficiency and streamlining the supply chain, but what about the basic Walmart business model? Selling more stuff? Do you have plans in place to address more sustainable consumerism?”

The short answer was no. Cheesewright talked about giving consumers more and better choices, but at the bottom of it all, the business model stands unchallenged.

“Local retailer London Drugs is now taking back packaging from the consumer at the store and responsibly recycling it. Do you have plans to offer this service with your packaging?”

Again, the answer: No.

Said Cheesewright, “The first thing you would do if you wanted to create a really inefficient supply chain would be to ask consumers to bring back to 313 different locations… one of the good things about Canada is… the program of getting waste either from our stores or from home back into the system is not bad.  If we can get that   consistent across the country that’s a way more efficient way of dealing with the packaging…”

Way more efficient for Walmart, for sure, as consumers face the inconvenience of finding depots and municipalities and local governments pick up the tab for  recycling. London Drugs has been working really hard to make the reverse logistics on recycling take-back work. Seems to me Walmart could do it even better if they tried.

Working Session: Innovation Ideas

The afternoon at the Green Business Summit was spent in working sessions. I was not part of the working groups, but noticed quite a bit of enthusiasm from a room full of such dark suits. At the session’s end, the moderator highlighted several of the ‘sustainability innovations’ various tables had come up with. Among them:

Creating an LED light that uses only 1 watt of power to produce 60 watts of lighting

100% closed-loop cradle-to-cradle product – the bamboo bicycle frame. (I think this exists already, but a nice thought)

Creating universal consumer acceptance of non-white (unbleached) paper. Encouraging greater recycled content, reducing the demand for fiber. (This was introduced by Scott McDougall of Terrachoice Marketing – don’t be surprised if you actually see this one go!)

Create a global standardization for all product manufacturing worldwide. From materials to production. You can’t get on the shelf unless you meet the standard.

The real-time table-top vote clicker. Love to have one of these to judge everything. All the time.

Finalists were judged with a unique system – each delegate clicked their choice on a wireless device and votes were tallied in real time. The winner by a wide margin: Global Standardization.

I’m sure the Walmart juggernaut was listening.

Gordon Campbell addresses the masses.

What began with the Mayor, ended with the Premier, and his messaging was similar. Bring the environment and the economy together in a spirit of ‘coopetition’… (?!) Campbell used the Pine Beetle epidemic to illustrate the multiplying costs of climate change, linking the dying forests to increased flooding (through less water absorption), and rising firefighting costs. He waxed visionary about BC as a world source for clean energy – listing not just hydro power, but cellulosic ethanol, natural gas reserves (?!!) and the always-sexy-but-somewhat-impractical examples of fuel cell development, and the fleet of 20 hydrogen buses in Whistler. No mention of where the hydrogen is coming from.

Then he switched to beating the drum for BC forestry, describing China’s devastating earthquake of a few years back as “a $3 Billion opportunity for Canadian wood.”

After that it was all hope, vision, future, green blah blah blah.

Stop the Grizzly hunt, Gordo.

The last Spike – Sustainability Commitment Signing Ceremony

In a moment designed to be a photo op, but unfortunately over-dramatized with a mounting soundtrack reminiscent of the music track for ‘The Weakest Link’, Walmart Canada challenged companies to take part in a Sustainability Commitment. They asked businesses and organizations to commit to implementing a new sustainable initiative in their business over the next year. Eleven companies had pre-signed the deal, and the Walmart website says another 13 signed on during the day. Here’s the total so far as I have them: 3M Canada, BISSELL Inc, Canadian Tire, Coca-Cola Canada, Hewlett-Packard Canada, Home Depot Canada, Kraft Canada, Maple Leaf Foods, PepsiCo Foods Canada, SC Johnson and Son Ltd, Walmart Canada, Heinz, MacDonalds, Natures Grilling Products, Unilever, Staples, Kruger Products, and Spin Master.

My last Green Briefs 2-bits: Walmart should have had each delegate make a ‘Personal Sustainability Plan’ from this meeting. As it is, I hope to follow up with the companies that made sustainability promises and see where they are in a year.

If there’s a Summit II in 2011, my typing fingers should have healed by then.

Thanks for reading. Over and out.

As part of the Feb 10th Green Business Summit, David Cheesewright made some ‘major announcements’ for Walmart Canada. Here are the strongest 2:

Sustainable Product Index: This will be a system designed to “… help customers across Canada evaluate the sustainability of the products they purchase, from raw materials to disposal.” It is to be implemented in 3 phases:

– Phase 1 – Supplier assessment
– Phase 2 – Creation of database
– Phase 3 – Development and launch of customer tool

This could one day prove to be as powerful a tool as the ‘Nutritional Information’ labeling we all rely on for our food shopping. The trick will be establishing criteria that consistently work across geography and product types.

Green Briefs POV: IMHO,  it wouldn’t hurt to come up with a different name. “Sustainable Product Index” makes it sound like a review of goods that are already sustainable. “Product Sustainability Index” would be closer to the mark.

For more info, here’s Walmarts corporate release.

Welcome to ShareGreen.ca – A new business sustainability resource: This is meant to be the start of a virtual ‘centre of excellence’ for Canadian businesses going green. Among other things, itt features sustainability case studies from Canada’s top brands.

“We have a great opportunity to usher in a new era of collaboration and sharing when it comes to green business practices,” said David Cheesewright, President and CEO of Walmart Canada. “While much work still needs to be done, there is already some strong sustainability work happening across Canadian organizations. Our hope is that the launch of ShareGreen will be a first step to help capture green practices and drive collaboration.”

Green Briefs POV: Looks like a good idea. Though as media colleague Colin Isaacs (Canadian Institute for Business and the Environment) pointed out in the media scrum, a case study by Nestle Water Canada on bottled water, seems to fly a bit in the face of many people who believe the category itself is eco-evil. So it could to be hard to regulate.

You can’t win ’em all.

For more, here’s the official release.

That was the main message I picked up in today’s hour-long webinar with ‘Green to Gold’ author Andrew Winston. The presentation was hosted by the ‘Board of Change’, an up-and-coming organization of green entrepreneurs and sustainable types based in Vancouver.

Winston remotely presented a powerpoint show which, while plagued with a few technical difficulties at the outset, was well worth the time spent eating (no doubt toxic) mini cinnamon buns while waiting.

Winston began by forecasting the global environmental solutions market at a whopping $2 Trillion by 2020 (Source: HSBC) He then quoted some prominent capitalists who said we’re basically losing that race to China and India. Green, he stated, has moved from being about polar bears to being about solar panels.

Besides the usual quick efficiency type of green upgrades that pay for themselves right away (example: one hotel chain that spent $400,000 to replace lighbulbs and reaped $1.2 Million in energy savings the first year) Winston gave the advantage to companies that move quickly to voluntary transparency and sustainability standards.

My favourite quote: “If your competitors have stronger standards than your government, that’s the new standard you have to meet.”

So what is to be done? Winston’s prescription is as follows:

Get Lean, Get Smart, Get Creative. Ask the toughest quations of yourself. How would your company work in a $500-a-barrel oil market? Could you operate if your key product (e.g. plastic bags) were banned?

Beyond that, Winston says, ask the ‘heretical’ questions. Can a shipping company stop turning left? (Yes) Can cement be made in a way that captures carbon instead of emitting it? (Yes, again) What happens if a trucking company decides to actually go slower? The answer, in the case of shipping giant Con-way, was a 3-million-gallon fuel savings from recalibrating trucks to drive at 62 MPH instead of 65.

All in all, it was a great energy boost from the bigs, if a little short on the kind of initiatives Canadian mom & pop small cap firms might implement.

But at least the world seems to be moving in the right direction.

Thanks, Andrew Winston. I needed that. Tomorrow, I attend the Walmart Green Business Summit.

BTW, Winston’s new book is called Green Recovery. Probably worth a read if you like this sort of thing.

There’s something about full-size cars stacked in a dumpster that really makes a guy stop and ponder. I imagine that was the idea behind the display I saw at Nanaimo’s Galaxy Motors on the weekend. As a nifty take on the ‘cash for clunkers’ program, this piece of street art works quite well, practically screaming, ‘Trade in the old piece of crap!!’

But on another level, it makes a statement about our disposable culture that might not reflect too well on the entire automotive industry.

First off, these cars are not antiquated rust buckets. At least, not to my increasingly old-fogey-ish sensibilities. So just what is the lifespan of an automobile supposed to be? Five years? Ten? At what point does increased efficiency of a fresh vehicle make up for the embedded carbon in its manufacture, and the energy required to recycle the old beater?

Moreover,  when you decorate your dealership with a garbage bin full of cars (which were once shiny and new on a lot themselves not that long ago) what does that say about the quality of the product on the outside of the dumpster? You’re next?

Now, if the lot were selling only plug-in electrics and hybrids, the dynamic changes entirely. Heck, you could make the car-in-a-garbage-can your LOGO for an auto dealership like that. Perhaps Galaxy is just ahead of their time.

I figured Detroit would invent the Disposable Car someday. I just didn’t think it would be all of them.

If you are reading this online, you have no doubt seen those motion-graphic info-style videos that redefine the boring statistical approach with hip soundtracks, shoot-from the hip voiceovers and hipster animated graphics.

Well I’m pleased to tell you about a local company who is not only producing these top-quality motion graphic vids, but is pioneering a for-profit/non-profit business model that is quite interesting, indeed.

The company is Thought Bubble, and I had a good chat with founders Jonathan Corbiere and Suzanna Brusikeiwicz, (Pronounced Broo-See-Ke-Vich, as we all know) to find out more. The basic idea is that they do commercial motion graphics projects, for eco-friendly & sustainable companies, (as much as possible), then use a portion of the proceeds to fund similar projects for non-profits with important stories to tell. This could be a charity, a community organization or an author.

To get an idea of the power this medium projects, check out their Thought Bubble demo. It not only describes the ‘information graphic’ approach well, it also tells a nice tidy brand story with the Thought Bubble name as metaphor.

As a majority of respondents in my Green Briefs survey indicated that online video was going to be a top trend for them in 2010, this resource could come in pretty handy.

If you like this style and want to find out more, drop me a line or check out the Thought Bubble website directly.

Last year I wrote about Burnaby-based New World Foods, a solid local contender in the organic granola category. A few days ago I got an email from their Vice President, Rajinder Bagga, asking me to spread the word about their fundraising drive for  Canadian Red Cross Haiti Relief. They are donating 50 cents from every bag purchased, from now until February 28th. It should be noted that the smaller a company, the more difficult it is to absorb a profit hit from such an initiative. Which to me, makes it worth that much more.

The mess in Port Au Prince will take years to clean up, so I encourage you to stock up on some granola and help keep the aid flowing. Even if you have already given in other ways.

What the heck. Buy a few bags for your own earthquake kit while you’re at it.

Look for New World products at London Drugs, IGA, Planet Organic, Whole Foods, Stongs, Sweet Cherubim, Famous Foods and many independent food stores.
For more information email newworld@telus.net.

It’s every green CEO’s nightmare – convincing the board to invest in sustainability only to see the competition rise with the tide of public opinion for doing nothing. This is one of the potential scenarios painted in an interesting report called MapChange 2010, released this week by Change and Angus Reid Public Opinion. (Change is a ‘Green Innovation Brand Agency’ based in Vancouver. Angus Reid – well, 98.9% of you know who they are, 19 times out of 20)

The study used two distinct measurements to gauge actual and perceived leadership in addressing climate change. To measure actual brand sustainability they used Climate Count’s newly released 2010 corporate climate scores. To measure consumer brand perception, Angus Reid Public Opinion conducted an online survey of 2,032 American adults.

Some surprising results: Kellog’s has a perceived climate leadership score of 82. Their actual – just 42. Compare with Stonyfield Farm whose score is almost directly the inverse, with a perceived leadership of only 44 and an actual score of 81. Ouch.

For more details, why not just go download the report yourself. It’s free. And well worth reading if corporate sustainability and public perception are important in your world.

Now I wonder what would happen if Change and Angus Reid applied that methodology to INDIVIDUALS…. hmmmm.

I’m hoping that I will be lambasted by irate backers of BC’s newest Aboriginal Marketing Certification program, pointing me to the obvious websites and supporting information I missed. I really am.

When I read yesterday’s Globe & Mail article showing off the new ‘Authentic Aboriginal’ logo and certification program I was impressed. It is a clean image and a good idea. I would much rather buy goods that I know are supporting legitimate local businesses and artisans, rather than art thieves with connections to Asian factories. It is also a testament to  hard work and community thinking that allowed 60 native organizations to come together under one seal. (Perhaps they should give seminars to our Provincial Government leaders)

But when I went looking for more information about the program, my enthusiasm wilted. There was no link to a website for more information in the Globe, so I Googled the term, only finding more news articles from the same PR release. Looking further to the beautifully art-directed Aboriginal Tourism Association of BC website, (mentioned in the newspaper article as providing the ‘rigorous screening’ for the program), there was not even a mention in the news section, let alone a page or two devoted to this important initiative.

So please, make me wrong. Show me where I can link to more description on the screening process, the marketing minds and designers behind the program, and better yet – a list of approved products and services. And while you’re at it, a place where I can sign up for an e-newsletter to keep me informed.

If that doesn’t exist yet, give me a call. You have a great story to tell, and I can help you find at least one Authentic Aboriginal writer to get it done.

I stood dumbstruck, looking at the latest poster campaign for our Green Capital campaign. Type only, a headline with no direct involvement for the reader, copy with no specifics, and generic web addresses buried at the bottom as a half-hearted call-to-action. How did such a dull poster possibly get made with these ingredients:
1) Vancouver – jewel of the Pacific Northwest, a city many say is the most beautiful on earth.
2) A bold new vision from our City Council aiming to make us  ‘The Greenest City in the World’ by 2020.
3) Hundreds of individuals, businesses, and events that are already getting us well on our way.
4) A creative community bristling with under-recognized designers, artists, marketers most of whom (yours truly included) who would give up some very useful left parts of their anatomy to help tell this story.

Now, I don’t want to throw stones at anyone’s work. I have certainly turned out my fair share of turds, driven by deadline, client intransigence, surplus of alcohol and/or lack of caffeine. But is this really the best we can do to inspire our citizens and get them involved?

My regular Green Briefs readers will know that I firmly believe it is easier to criticize than create. It is therefore my practice to provide some solutions along with the brickbats. (In fact, in an earlier blog post on the Green Capital Campaign I offered several ideas for engaging the public in this worthy vision) So once again, unasked and unpaid, I humbly offer a few suggestions for Mayor Gregor and my hard-working colleagues at the City of Vancouver.

Green Briefs Marketing Recommendation

1) Be specific. State some goals. The Green Capital report is full of bold, visionary specifics that are much more intriguing than the generic and somewhat hazy ‘Bright Green Future’. Use them.

2) Recognize people who are already doing their part. Like maybe, Oh I don’t know… transit riders???!! Extend the Green Capital branding with the term ‘Green Capitalist’ to engage our citizens. (Note that it is quite possible to make a successful type-only campaign if there is no budget for visuals. The copy just has to work harder)

3) Paint a visual picture of the future. Let people imagine what being a ‘Green Capital’ would be like. Tease them with some specific parts of the plan. In all cases, make the call-to-action bolder and specific to this campaign. That way not only will people find answers to these specific issues with one click, you will be able to track the campaign’s success.

So there you have it. A few short hours with Photoshop, Google Images and a PDF copy of the Green Capital report is all it takes. Call me.