1. Green Marketing and Sustainability 2009
Green Marketing
and Sustainability 2009
Enhance Your Organization’s Market Position
November 4–6, 2009
Arlington, VA
by Building an Image around Sustainability
and Green Initiatives
Utilize Green You Will Learn to:
Marketing Improve Your Bottom Line through Green Marketing Initiatives
Gain a competitive advantage by adapting to the attitudes of your consumers
to Gain a towards green practices
Competitive Create a Strategic Plan for Your Green Practices
Align organizational goals and objectives around your company’s green initiatives
Advantage for successful implementation
Improve the Effectiveness of Your Green Message
Combine new marketing approaches with traditional practices to inform
consumers of your socially and environmentally conscious products and services
Develop a Customer-Focused Approach to Green Marketing
Discover ways to better understand and educate your consumer on the benefits
of ‘going green’
In Association with:
www.ASMIweb.com/Green 1
www.ASMIweb.com/Green

2. workshop
Green Marketing and Sustainability 2009
November 4, 2009
Workshops are designed to be an interactive way for participants to learn the
latest management techniques in order to implement them in their workplace. The
workshops provide a platform to learn practical applications of current best practices.
11:30
Workshop Registration
12:00
Build a Green Marketing Campaign
Marketing environmentally friendly products and services is not only good for the planet but
good for your business as well. It’s important to understand what motivates consumers to buy
green and discover ways to convince those who don’t buy green the value of making a switch. It
may be a difficult task, but developing a successful green marketing campaign will greatly benefit
your business and your consumer alike. In this dynamic workshop you will:
Learn how to gain executive support to for your green marketing initiatives
Harness customer insight into what is important to the average eco-friendly consumer
Identify tools used to develop an effective marketing campaign
Discover various outlets to which you can deliver this unique message in order to ensure
visibility and a positive reaction
John Rooks
President, The Soap Group
4:00
Workshop Adjourns
who should attend:
CMOs, VPs, Directors, Managers and Analysts involved in:
Marketing Promotions Marketing Research
Public Relations Integrated Marketing Business Development
Advertising Corporate Communications Brand /Product Management
& Development
Media Planning & Analytics
2 www.ASMIweb.com/Green

3. day one
Green Marketing and Sustainability 2009
November 5, 2009
8:30
Conference Registration & Continental Breakfast
9:00
keynote address
Create a Company-Wide Culture of Sustainability and Green Awareness
One aspect of corporate strategy that’s become increasingly essential to each organization’s
livelihood is sustainability. Before any company can project a sense of social responsibility
to stakeholders and consumers, they must build internal champions of green awareness and
sustainability within the organization. During this keynote address you will learn to:
Educate employees on the importance of sustainability and how it directly relates to their job
Promote a company-wide effort to consciously implement and follow green practices
Develop a sustainable strategy that’s transparent to all departments
Andrew Bennett
Chief Strategy Officer, Euro RSCG Worldwide
10:00
Break & Refreshments
10:15
Develop a Strategic Plan for Green Marketing
Tie organizational objectives and goals to sustainability and conservation initiatives for a
more successful implementation
Obtain input of internal and external stakeholders to ensure your green initiatives and plans
are fully integrated with your company’s mission
Incorporate existing initiatives and socially responsible actions into your marketing plan
Perry Goldschein
Partner, S Dialogue
11:15
Ensure the Success of Your Sustainable Business Strategy
Build trust, reputation and brand loyalty through stakeholder engagement
Drive market share by aligning your sustainability strategy with customers’ fundamental needs
Devise strategies for ongoing evaluation of your sustainable business practices
Perry Goldschein
Partner, S Dialogue
top five reasons to attend:
Measure the Leverage Build a social Report Gain a
ROI of your customer data conscience in your sustainability competitive
green marketing to evaluate employees and efforts to advantage
initiatives your marketing customers shareholders through improved
practices for increased sustainability
awareness
www.ASMIweb.com/Green 3

4. day one
Green Marketing and Sustainability 2009
November 5, 2009, continued
12:15
Lunch Break
1:00
Align Green Marketing Trends with Your Organization’s Mission
Align organizational mission with societal benefits to grow business in a green economy
Explore green communication strategies that connect to your organizational mission
Highlight tools and best practices on utilizing strengths of your mission and your green efforts
Karen Grimm
SVP, Chief Strategy Officer, Siddall, Inc.
2:00
Break & Refreshments
2:15
Balance Green Messaging with Traditional Marketing Approaches
Integrate green messaging with traditional business decision inputs
Determine which practices to ‘green’ and which ones to leave unchanged
Learn how to develop easy and cost efficient green methods
3:15
Measure the ROI of Going Green: A Cost-Benefit Analysis
Assess the ROI of green marketing on cost savings and brand loyalty
Utilize your marketing ROI to garner executive level buy-in for your green initiatives
Evaluate and modify your organizational strategy based on ROI analysis
4:00
Day One Adjourns
“Great content, relevant experience and very
knowledgeable for dos and don’ts and lessons learned.”
Nicola Peill,
Director, Energy & Climate Strategy,
Akamai Technologies
4 www.ASMIweb.com/Green

5. day two
Green Marketing and Sustainability 2009
November 6, 2009
8:30
Continental Breakfast
9:00
keynote address
Identify Challenges, Opportunities and Implications of Green Marketing on
Your Bottom Line
As all organizations attempt to promote their environmentally sound practices it’s important
to stop and consider what you’re marketing. When promoting your organization as green or
sustainable, how will it affect your bottom line? During this keynote address you will learn to:
Assess the social and environmental sustainability of your organization’s practices to
understand the value of going green
Identify possible roadblocks and pitfalls in your strategy as well as ways to combat
those issues
Learn where to find new opportunities in promoting sustainable practices
Grant Draper
President, F.D.Element
10:00
Break & Refreshments
10:15
Understand the Green Consumer
Invest in green initiatives and appeal to the growing green marketplace consumers
Recognize the green consumer’s growth and spending patterns and the benefit of offering
socially responsible products
Understand if, when, and why consumers are buying green
John Friedman
Senior Director, Public Relations, Sodexo, Inc. and Chair, Board of Directors; Sustainable
Business Network of Washington (SB NOW)
11:15
Educate the Consumer on Your Green Product
Craft messages that attract, engage and motivate consumers to learn more about your
product or service
Create a platform that accurately reflects your green initiatives and informs your consumer
Identify various media outlets to effectively launch and leverage your green campaign
John Friedman
Senior Director, Public Relations, Sodexo, Inc. and Chair, Board of Directors; Sustainable
Business Network of Washington (SB NOW)
12:15
Lunch Break
www.ASMIweb.com/Green 5

6. day two
Green Marketing and Sustainability 2009
November 6, 2009, continued
1:00
Measure the ROI of Going Green: A Cost-Benefit Analysis
Assess the ROI of green marketing on cost savings and brand loyalty
Utilize your marketing ROI to garner executive level buy-in for your green initiatives
Evaluate and modify your organizational strategy based on ROI analysis
Don Allen Holbrook
Partner, The Vercitas Group
2:00
Break & Refreshments
2:15
Learn How to Stay Ahead of Your Green Competition
Share current statistics on the use of corporate social responsibility and green marketing
initiatives in various industries
Learn the value of green initiatives that lend a hand in increasing brand recognition and loyalty
Identify best practices of leading organizations to gain a advantage on the competition
John Rooks
President, The Soap Group
3:15
Bring Authenticity to Your Brand and Avoid the “Greenwashing” Label
Avoid the label of “greenwashing” by going beyond standard initiatives that leave little to
no impact
Improve your supply chain and manufacturing operations to support a more legitimate
sustainable brand story
Maintain your organization’s reputation by advertising truthful environmental practices or the
environmental benefits of your product or services
John Rooks
President, The Soap Group
4:00
Day Two Adjourns
sponsorship opportunities
As a conference and training provider, The American Strategic Management Institute is an expert in
bringing together leaders to share and discuss best practices and innovations. We connect decision-
makers with respected solution providers.
ASMI offers four different pre-designed sponsorship packages:
Event Co-Sponsor Session Sponsor Luncheon Sponsor Exhibit Booth Sponsor
For more information on sponsorships or to get started, contact Blake Humble at 858-866-9352 or
email him at Blake.Humble@ASMIweb.com
6 www.ASMIweb.com/Green

7. Green Marketing and Sustainability 2009
Logistics & Registration
Cancellation Policy
Venue and Hotel: For live events: ASMI will provide a full refund less $399
Green Marketing and Sustainability 2009 will administration fee for cancellations four weeks before the event.
be held at The Performance Institute’s Training If cancellation occurs within two weeks prior to conference start
date, no refund will be issued. Registrants who fail to attend
Center in Arlington, VA, just one block east of the and do not cancel prior to the event will be charged the entire
Courthouse stop on the Orange Line of the DC registration fee.
Metro. A public parking garage is located inside
All the cancellation requests need to be made online.
of the building for $10/day. Continental breakfast, Your confirmation email contains links to modify or cancel
refreshments and lunch will be provided for registrations. Please note that the cancellation is not final until
delegates on each day. you receive a written confirmation.
Payment must be secured prior to the conference. If payment
The Performance Institute Conference Center is not received by the conference start date, a method of
1515 N. Courthouse Rd., Suite 600 payment must be presented at the time of registration in order
Arlington, VA 22201 to guarantee your participation at the event.
703-894-0920
Quality Assurance
A limited number of rooms have been reserved ASMI strives to provide you with the most productive and
at the Arlington Rosslyn Courtyard by Marriott effective educational experience possible. If after completing
the course you feel there is some way we can improve, please
at the prevailing rate of $209.00 until October
write your comments on the evaluation form provided upon
5, 2009. Please call the hotel directly and your arrival. Should you feel dissatisfied with your learning
reference code “Green Marketing” when making experience and wish to request a credit or refund, please submit
reservations to get the discounted rate. The hotel it in writing no later than 10 business days after the end of the
training to:
is conveniently located three blocks from the
Rosslyn Metro station. Please ask the hotel about Corporate Headquarters
ASMI: Quality Assurance
a complimentary shuttle that is also available for
c/o Thompson Publishing Group
your convenience. 805 15th Street, NW – 3rd Floor
Washington, D.C. 20005
Arlington Rosslyn Courtyard by Marriott Note: As speakers are confirmed six months before the event,
1533 Clarendon Blvd. some speaker changes or topic changes may occur in the
Arlington, VA 22209 program. ASMI is not responsible for speaker changes, but will
Phone: 703-528-2222 / 1-800-321-2211 work to ensure a comparable speaker is located to participate in
the program.
www.courtyardarlingtonrosslyn.com
If for any reason ASMI decides to cancel this conference, ASMI
Tuition & Group Discounts: accepts no responsibility for covering airfare, hotel or other
costs incurred by registrants, including delegates, sponsors and
The tuition rate for attending the Green guests.
Marketing and Sustainability 2009 is as follows:
Offerings Early Bird Regular Rate Discounts
• All ‘Early Bird’ Discounts must require payment at time of
Conference $1399 $1599 registration and before the cut-off date in order to receive any
Workshop – $299 discount.
• Any discounts offered whether by ASMI (including team
* For the Early Bird rate, register by August 26, 2009 discounts) must also require payment at the time of
registration.
• All discount offers cannot be combined with any other offer.
For more information on group discounts for • Discounts cannot be applied retroactively
Green Marketing and Sustainability 2009, please
contact Dave Yerks at 858-866-9381 or email him
at Dave.Yerks@ASMIweb.com
www.ASMIweb.com/Green 7

8. Green Marketing and Sustainability 2009
Logistics & Registration
to register
Call Fax this Form to Visit
877-992-9522 866-234-0680 www.ASMIweb.com/Green
Registration Form
Yes! Register me for Green Marketing and Sustainability 2009
Add the Workshop: Build a Green Marketing Campaign
Please call me. I am interested in a special Group Discount for my team
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Priority Code: M135-WEB
8 www.ASMIweb.com/Green