April 19, 2011 — DMA CEO Larry Kimmel has sent an Earth Day message to DMA membership, encouraging a stronger commitment to "being green."
The full text of the letter appears below:
This month, many of the world’s most progressive brands pause to tell their story of “being green.” For some, it’s a small part of their mission. For others, it’s part of a larger narrative about social responsibility and sustainability of “people, profit, and planet” – the triple bottom line.
In the direct marketing arena, being green is about reducing waste and increasing efficiency. Since 2005, our Committee on the Environment & Social Responsibility, an initiative of our Board of Directors, has created tools to help marketers chart this course. We offer real, practical steps that any company or group might consider; and we bring them to you for free:
Book your conference room (or desktop), gather your colleagues (or go solo), for a FREE DMA Earth Day Webinar (Friday, April 22, from 1:00 - 2:30 p.m. EDT/10:00 - 11:30 a.m. PDT). Information: http://www.the-dma.org/virtualseminars/earthday2011/ ($199 for non-DMA members) – 10 tips for direct & interactive marketers on improving environmental performance.
Get familiar with DMA’s “Green 15” – 15 principles and practices to adhere to improve environmental performance. http://www.the-dma.org/Green15Toolkit/
Check out DMA’s Environmental Planner: www.the-dma.org/envgen – It lists 115+ practices in five areas specific to direct marketing.
A “carbon addendum” is also slated for the Environmental Planner this quarter – so watch for this key addition for those brands who actively seek to manage their carbon emissions.
Place “Recycle Please” logos on all your print communications materials. Dozens of companies and organizations use the logo, and report no negative effect on response. Help get the message out: Read, Respond, Recycle! Go to http://www.dmaresponsibility.org/Recycle/Recycleplease_GettingInvolved.html
For Members: Stay abreast of environmental and social responsibility developments, including best practices and legal issues. Sign up for DMA’s 3BL (Triple Bottom Line) monthly e-newsletter by emailing us at firstname.lastname@example.org to be added to the 3BL list.
And here’s something extra special you can do for a nominal fee:
Enter the 2011 International ECHO Awards Competition – Regular Deadline April 25/Last Chance Deadline May 5: http://dma-echo.org/call-for-entries/docs/2011-ECHO-ENTRY-KIT.pdf The ECHO Green Marketing Award allows direct marketers to showcase how a DM campaign is aligned with DMA’s Green 15, taking environmentalism into account with everyday marketing decisions.
Every brand, company and organization has its own path toward continuous improvement in its marketing efforts, and that applies to marketing smarter, reducing waste, recycling and making for a better, sustainable workplace environment. I hope Earth Day marks a new day in your commitment to becoming even greener.
Read the full article at Direct Marketing Association: http://www.the-dma.org/virtualseminars/earthday2011/