Credible Strategies for Communicating and Marketing Sustainability (Business to Business or Consumer Products & Services)

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Course Code	SC 103
Duration	1 day
Start and End Time	8:30 am - 4:30 pm
Location	Humber College, North Campus
Course Description	Increasingly companies are being held to account for the short and long-term impact of their product and practices on the planet. Sustainability matters, marketing your green products/processes have the potential to differentiate your organization while shifting attitudes and behaviour to greener choices. The growth of "green" product sales in "business to business" and "consumer" markets is evidence of an appetite among customers and consumers for sustainable consumption. Yet, many companies feel trapped in the "green muting" paradox, unsure of what to communicate about their sustainability programs. In this course you will uncover how to cut through all the clutter to drive wins with authentic and credible "green" messaging. You will apply the do's and don'ts of communicating and marketing sustainability to your company's value proposition and asses how your "green" program can be used to your organizations strategic advantage.
Learning Objectives	Using examples, case studies, best practices and hands-on activities, you will: Understand the concept of Sustainable Lifestyles Marketing (intersection between responsible marketing, green marketing and social marketing) and its aim of fostering sustainable consumption. Describe the business case for Sustainable Lifestyles Marketing for your products. Identify and apply the 10 "best practice tips" for communicating and marketing sustainability effectively. Evaluate your current communications and marketing efforts with a Scorecard for Communicating and Marketing Sustainability. Analyze your campaign's due diligence before going to market with your sustainability communications and marketing program. Receive expert feedback on your go-to-market strategies (either pre or post-launch) to help ensure market credibility and impact. Develop a draft plan of action for your communication and marketing strategy for sustainability.
Trainer and Subject Matter Expert	Anthony Watanabe, Ph.D. - President & CEO, Innovolve Dr. Watanabe has been helping leading organizations successfully adopt sustainability strategies for more than 10 years. Working with organizations like Procter and Gamble, The Minto Group, Sustainable Buildings Canada, and World Wildlife Fund he uses the processes of integrative thinking to build sustainability strategies and create communication and marketing campaigns that align with core business drivers to craft "truly ownable" sustainability agendas. Dr. Watanabe is an accomplished speaker having delivered presentations on sustainability to business, government and civil society organizations in Canada, the United States and Europe. Innovolve Website: http://www.innovolve.com
Who Should Attend	This course will be of value to: Marketing and Sales professionals Public Relations and Communication's personnel responsible for communicating and promoting Sustainability, Corporate Social Responsibility and/or "green" products and services. Sustainability/CSR Coordinators Sustainability Team Leaders and Members
Course Price: Early Registration Date	$349
Course Price: Regular	$399
Sustainability Learning Centre - Continuing Education Units (contact hours)	Certificates of Participation in "Sustainability Education" will be awarded with 6 contact hours for this course.