Food Trade Sustainability Leadership Association Webinar

When: July 29th 11 AM Pacific/2 PM Eastern Time
July 29th 11 AM Pacific/2 PM Eastern Time
Cost: $50 non-members, $25 for FTSLA members and affiliates, including Oregon Tilth members (50% off)
(FTSLA members - use member center login for discount, Tilth members - contact joel@tilth.org for discount code)

Registration & Details: Sign up and learn more at http://eo2.commpartners.com/users/ftsla/upcoming.php
For questions or problems with registration, contact Melissa Schweisguth, melissa@ftsla.org, 541-727-0460
Summary: Consumers and other stakeholders are showing increased demand for sustainably-made products. Organic companies face an imperative and an opportunity to communicate about their good social, environmental and economic activities—beyond organic practices—and the associated benefits for communities and the environment. As sustainability claims permeate the marketplace, stakeholders are becoming more savvy and looking for verification. This engaging webinar with industry experts and an interactive Q&A will offer valuable insights and methods to share your sustainability story—including the benefits of organic practices—with impact and integrity.
 
Speakers:
Jen Maxwell-Muir, Founder and Principal, Maxwell PR
Maria Enner-Anes, Director of Marketing & Communications. Nature's Path
Melissa Schweisguth, Director of Membership & Education FTSLA

Learning Objectives: We'll address these areas to empower you for successful action:

1. Latest research on consumer perceptions and interests around corporate sustainability, and how this impacts the marketplace
2. Benefits of communicating about your sustainability practices
3. Identifying issues to focus marketing & communications
4. Crafting a message that's unique and authentic to your brand
5. Maintaining integrity and avoiding 'greenwash'
6. Effectively targeting your audience: consumers, business customers, employees, shareholders, etc.
7. Tips and best practices for high-impact communications
8. Maximizing your use of different tools & venues: packaging, websites, e-newsletters, blogs, websites, social media, campaigns and more
9. How peers are successfully implementing sustainability marketing and communications

Agenda

1. Welcome and Introductions
   
2. Background: External context, stakeholder insights, greenwash, verification (Melissa Schweisguth, FTSLA)
1. Business case
2. Stakeholder insights research overview
3. Greenwashing
4. Backing up claims: Certification, current research, company data
3. Strategies for Successful Communications (Jen Maxwell-Muir, Maxwell PR)
1. Understanding your audience
2. Crafting your message: Determining what your audience cares about and what's central and unique to your brand identity
3. Effectively using multiple modes of communication: packaging, website, blogs, social media, campaigns, promotions, sponsorships, partnerships
4. Example of client company efforts: Kettle
4. Peer best practices (Maria Enner-Anes, Nature's Path Foods)
1. Sustainability marketing focus, strategy and development
2. How marketing & communications activities are evaluated for impact
3. Example of communications materials and campaigns for multiple channels and audiences (consumer, business customer, etc)
   

Q&A and facilitated discussion