PROUDLY PRESENT 30 JUNE 09

WATERSEDGE, SYDNEY

1 JULY 09
MERCURE, MELBOURNE

GREEN

FORUM
2ND
ANNUAL

MARKETING
DISCOVER why sustainable companies are performing
well despite the economic downturn.

BE INSPIRED by case studies from IBM, The Body Shop,

Living Edge, Paperlinx and more . . .

RECEIVE expert tips on delivering a powerful and

credible ‘green’ message and gaining competitive advantage.

BE GUIDED to identify and implement sophisticated

marketing strategies to reach and inform even the most
skeptical consumer.

BE EMPOWERED with the latest Australian

and International research on consumer attitudes to green
product marketing.

WATCH successful green product marketers tell their

story and explain their collateral

PLUS Exclusive half-day technical Workshop

with Scott McDougall, CEO, TerraChoice, North America’s
premier Green Marketing Agency and author of the
world-leading “Six Sins of Greenwashing” study.

event partners

Earthmoving Ideas + Insights www.artswift.com

 PROGRAM

8.50am Opening Remarks from the Chair

Michael Walsh, Executive Director, Ethical Investor

9.00am Is green marketing immune to the recession?

> Is sustainability a discretionary expense or “Win-Strategy” in times of
economic turmoil?
> Why the current flight to quality should reinforce sustainability as a
source of advantage
> How do consumer attitudes to climate change fit in?
> How successful have recent ‘green’ marketing campaigns been?
Jeremy Barker, Partner, AT Kearney
Andy Baker, Director, Mobium Group

9.45am Building A Smarter Planet – The next leadership agenda for IBM
> IBM’s Smarter Planet Campaign is reportedly one of the largest
green marketing campaigns to date.
> Discover what is behind IBM’s leadership agenda and what the
company hopes to achieve.
> Can a series of ads really start a conversation with customers that
will lead to profitable engagements, unprecedented partnerships
and systemic transformations that help advance sustainability?
Mark Willson, Director of Marketing and Communications, IBM Aust/Nz

10.20am Morning Coffee

10.50am International Keynote – market segments for green products

and how to sell to them
> How to identify the market.
> What channels work best for each individual group?
Scott McDougall, CEO, TerraChoice

11.35am Beyond Green Policy Tokenism – 10 Principles to Drive Real

Green Outcomes

Drawing on two of the latest consumer and business to business

research studies, ‘What Assures Consumers on Climate Change’ and
‘The State of Green Purchasing in Australia’, this session provides
insights into converting green intent into real green outcomes.
Ross Wyatt, Associate Director, Net Balance Management Group

12:00pm Lunch

GREEN MARKETING – Scott McDougall, CEO of leading North American

TECHNICAL WORKSHOP
Monday 29 June, Sydney
Thursday 2 July, Melbourne
Environmental Marketing Agency TerraChoice
(and globally-recognised thought-leader on
marketing environmental products and credentials)
presents a half-day technical and interactive workshop
on the latest thinking in Green Marketing.

workshop
M
1.00pm Panel Session – What to green? The company, its supply chain or its products –
a marketing perspective?
A panel with experience in prioritising between these areas of focus and the issues they face.
Panelists: Rowan Dowland, General Manager Marketing & Development, MECU
Angus Dennis, Investment Specialist, Equities & Responsible Investment Leaders,
AMP Capital
Helen Bloustein, Executive Manager Sustainability & Education, Vic Super

Moderated by: Marcus Field, Managing Director, Evolution Media (producer of

ResponsibleTV)

1.45pm LIVING EDGE – ‘People, Product and Planet’ Campaign – The power of building sustainability
into your brand and across everything you do
> How to communicate sustainability internally and externally.
> Gaining competitive advantage by adopting a unique approach to your brand.
> Staff education and behavioral change initiatives.
> Delivering a message that is authentic, credible and greenwash-free.
> Creating the sort of engagement that makes your staff proud to work for the company and
ensure your customers are more enthusiastic about dealing with your brand.
Mary Holmes, People, Product and Planet Manager, Living Edge
Ben Peacock, Republic of Everyone

2.05pm PAPERLINX – ‘ENVI Carbon Neutral Paper’ Campaign

> With so many ‘green’ paper products, how do you become a market differentiator?
> How product/services can be designed to deliver growth in tough economic times.
> Bringing the ENVI product to life – what research of the market was involved?
> Lessons learnt one year on.
Paul Allen, GM Marketing, Paperlinx (ENVI Carbon Neutral range)

PROGRAM
Followed by questions and answers

2.30pm Afternoon Break

3.00pm Green Values vs Green Products – What’s the best driver for your brand?
> Making sustainability a credible part of the corporate DNA.
> The role of partnerships
> How to use marketing power to educate & influence government, media and society.
Adam Valvasori, Values Manager, The Body Shop (melbourne)
Mark Lincoln, Managing Director, Lush Australasia (Sydney)

3.30pm Top tips for creating a credible ‘green’ brand

> Third party verification.
> How relevant are eco-labels?
> Lessons from Europe.
Panelists: Victoria Coleman, Senior Policy Officer, Sustainability, CHOICE
Sydney Birchell, Trade Practices Lawyer, Optim Legal.
Angela Nicholls, Sustainability Communications Manager, Visy (Melbourne)
Paul Klymenko, Research Director, Planet Ark (Sydney)

Facilitated by: Katie Patrick, Executive Director, Green Pages Australia (Sydney)
Matt Murphy, Resources Reporter, The Age (Melbourne)

4.20pm Close of conference and networking drinks

The workshop is a must-attend for any You will hear about:

business looking to convert green credentials > Validation and 3rd party
into a winning brand, marketing strategy, verification
communications and positioning.
> Segmenting the market
Scott is widely known as an environmental writer > Environmental marketing
and industry expert. He is the author of the Six Sins instruments and how to use them
of Greenwashing study, released in November 2007,
which garnered mass media attention, including > Ecolabelling
TV appearances on Canada AM, Business Week, > How to use the market to
The New York Times, The Economist, Newsweek and advance sustainability in your
Marketing Magazine. organisation.
register now
YES, please register me! Sydney Melbourne
Enquiries
CONTACT: Cheryl Early Bird Registration Rates – Book and Pay by Friday 12 June 2009
Samarasinghe $795 Conference and Workshop
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Fax: 02 9810 6746
standard Registration Rate – after 12 June 2009
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Email: Why not bring a colleague along and save!!!
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Mail to: Ethical Investor Dockside 8, 37 Nicholson St Balmain NSW 2041