Eco-Friendly Digital Marketing Internship

In high school and early years of college my Facebook addiction appeared to distract me from what many others thought I “should” be focusing on. As I got older my Facebook addiction led to a fascination with Twitter and other forms of social media. Suddenly I was studying social media and digital public relations strategies in school. Within three years my degree in public relations went from cool to awesome. I was taking innovative journalism classes tailored to social media strategies and search engine optimization and all things digital. Was this too good to be true? Can I really make a career out of this?

Photo: DirJournal.com

It turns out you can. And there is quite the demand for digital agencies and social media strategist as the digital revolution continues to grow according to The Detroit News article, Aging Nation, Technology Give Rise to Five Hot Jobs. There is real value in social and digital and more and more people are recognizing that. The job market is fierce and there is good news for college students. According to The Detroit News Article. “By 2018 a million new jobs expected to be created.”  I don’t know if fate or luck or destiny brought me to my current internship in the digital marketing field, but the future is looking nice for me and for the digital agency.

The Detroit News: Aging Nation, Technology Give Rise to Five Hot Jobs

It’s restaurant week here in Ann Arbor! That means gourmet food at phenomenal prices. Megan and Lauren are both on vacation, so Eric Rodriguez (our Client Services Manager) and I decided to take on A Taste of Ann Arbor.

Seva is nestled into the heart of downtown on E. Liberty St. As a fully vegetarian restaurant, Seva takes pride in creating new, tasty, and organic dishes. Eric chose the Burrito con Elote stuffed with butternut squash, corn, beans, and cheese (which can be modified into a Vegan dish) while I munched on a Quinoa-Spinach Salad. Both were served by friendly staff that smiled as they passed and never let our water glasses go dry. 

Seva offers as many organic and local products as possible. In keeping with the eco-friendly theme, the restaurant offers biodegradable items, such as little paper cups of salsa and guacamole instead of plastic. If you are looking for a natural pep, try one of their juiced drinks. I decided to order a Ginger Shot. The ingredients are simple: ginger, which is known for its healing properties.

The vegetarian hot spot offers reasonable prices, but during Ann Arbor’s Restaurant Week, Eric and I enjoyed our entrees for $12 and found a new place to frequent.

More and more corporations are starting to combine their advertising efforts with the trend to go eco-friendly, a relationship known to some as eco-advertising or eco-vertising.  This relationship allows corporations to benefit from advertising about their attitude and interventions in regard to eco-friendly business. 

Despite the message the eco-friendly ads these corporations are sending  many are forgetting that the means through which they are sending them are far from eco-friendly.  Using mass print media such as magazines or newspapers, fliers or billboards all of which require paper, printing, transportation, and numerouse other un-natural and environmentally deterring resources to create.  The big question is, is it the profit margin of this new niche market they are trying to capitalize on or are they really hoping to make a difference? 

Although some corporations unfortunately might be making the choice for the wrong reasons there are many out there that are leading the way in eco-vertising. 

For starters Toyota known today for being one of the leaders in Hybrid cars took their eco-friendly outreach to a whole new level when introducing their 3rd generation Prius at the 2009 Detroit Auto Show.  Instead of handing out glossy brochures inside large plastic bags to be carried around the show by as many people as they can get their hands on, they chose to continue to make positive changes by handing out paper cards in the shape of their new car with seeds embedded in them.  When placed in soil and given water and light the seeds in these cards provided beautiful flowers for their audience to remember them by all summer long.  Stepping out of the box and into an eco-friendly mindset Toyota not only lead the way with their eco-friendly car but also stood as one of the eco-vertising leaders at the 2009 Detroit Auto Show!

So how many other ways can a company eco-vertise? 

Curb, a natural media company based in London, UK has answered this question with their unique eco-vertising concepts.  Clean advertising and snow tagging are two out of the many I found interesting in their bag of tricks.

• Clean advertising: laser cut stencils are put on surfaces like a pavement and the surface is then cleaned to let the message shine through the dirt and grime.
• Snow tagging: company logos/messages are branded into the snow for a winter advertising.

Despite the out of the box thinking and unique eco-vertising techniques being developed there are other ways to go green which can start sooner than you think.  One niche that I personally have become a big fan of that is growing exponentially is the use of digital media as a platform for advertising.  It requires nothing but the power of technology that is already on the desktops and palms of your target audience.  Digital media eliminates the need for most (or at least some to start with) print material and provides mass outreach like never before, best of all this method of going green saves you some green at the same time!

Derek Mehraban (CEO, Ingenex Digital Marketing) continues to develop the digital media presence for individuals and businesses so they can eco-vertise to reach their audience.  Mehraban is not only focused on providing an eco-friendly service but like Toyota, he supports this green initiative through other parts of his company.  In Mehraban’s case it is not an eco-friendly pamphlet but a unique eco-friendly internship program that helps interns like myself reduce the carbon footprint on the world.  

Deepti Dewan Chowdhry

In the interest of eco-friendliness (naturally), I bring you this update from an unlit bedroom with the power of my laptop’s battery.

So much of what we hear lately is about going green. As a Michigan State student (and lifelong fan), I’ve been yelling “Go Green!” as long as I can remember. Fortunately, the agricultural history of America’s first land-grand institution backs that phrase up, and with the help of the estate of Nick Drake, combined for a beautiful ad for the university and a reminder of who’s been going green from the start.

So what does it take to “Go Green?” My boss, Derek, recently let me know about a really great piece from trendwatching.com, a site that gives some great insights into trends across all industries — in other words, a goldmine for entrepreneurs. The article, Eco-Bounty, is part of their monthly trend briefing, a detailed profile of whoever or whatever is making the most buzz.

The key bit of information the article provides for marketers, entrepreneurs, and anyone else feeling the eco-friendly movement starting to gain speed is laid out in a very simple way: being green isn’t just nice to Mother Earth — it’s where the money is. Want green? Be green.

Eco-consciousness is becoming a status symbol. Excess is out and cheap is chic (you have to wonder if Steve and Barry are wishing they’d not overextended themselves to the point of bankruptcy last year — I can imagine Starbury Shoes are probably looking pretty good to a lot of families right now). From solar-powered boats to grass-covered roofs, there are a lot of ways that individuals and businesses can make themselves stand out in a way to showcase their brand as trendsetting, young, and conservational all at once. Greenwashing is already becoming a concern for eco-conscious consumers, so companies who want to claim their eco-friendliness had better be prepared to back it up.

With a recession in full-swing, there’s no better time than the present to start thinking about conserving, whether you’re a college student trying to stretch out that food budget for the week, or a CEO looking to save on energy costs — making an investment in green now will keep you from going in the red later.

Nate Erickson

Ingenex Digital Marketing is looking for 5 or so quality interns for Summer 2009 Eco-Friendly Digital Marketing Internship. This internship is a combination of networking, real life experience, face time in a professional office, and training on digital media. It rocks! And it won’t take too much of your time.

You come to Ann Arbor once a week to work for 2.5 hours. You learn about all forms of digital media. You work for real clients and non-profits. And you do the rest from the comfort of your apartment, library or coffee shop. It’s a low emission, kind internship for people who want to grow in the digital space.

If you have the goods – apply to this post. We will accept applications through April 15. The next class of interns will begin May 18. Please apply to the internship in a variety of ways. Make a comment on this blog post with why you feel your a good candidate. Connect w/ me on Linkedin and ask for an intersnhip. Be creative online and get our attention. It may just pay off for you.

Also, if you’re not looking for an internship consider taking the New Media Drivers License course at Michigan State University. It will rock your world.

Is Apple the most Eco-Friendly company? At least, and according to a survey from Enviromental Leader, Apple is considered the most Eco-Friendly company for most consumers, closely followed by HP and Microsoft. But is this perception based on real facts, or is only due to Apple marketing strategy?

According to Greenpeace’s last “Guide to Greener Electronics”, in a 1 to 10 scale Apple’s score is only 4.1, ranking 13th on the list, far behind from the highest score company, the Finnish company Nokia.

Apple was just an example and it is a company that is currently improving in being more eco-friendly. Actually the last Ipod Nano is the most eco-friendly mp3 player that Apple had ever produced, reducing some of its more contaminant components like the batteries.

So how much of ecofriendlyness is real and how much is just pure marketing? Nowadays many products and companies claim to be “green”, but many times that is only a way of attracting the consumer and means nothing. In fact, about two thirds (66%) of the US citizens that participated in the Environmental Leader survey were willing to pay a certain premium (up to 5%) for a green product.

It is proven that in todays world eco-friendly and green products sell. However, if you care about this matter, do some research before buying a new laptop or a new cellphone. Maybe you will change your mind.

According to a New York Times article published on Saturday, the nighttime dimming of skyscraper lights is finally starting to become widespread and noticeable. The article says that lights were more often dimmed during World War II and the energy shortage of the 1970s, but otherwise it’s normal for buildings to have way too many lights on at night.

Timers, motion sensors, and light dimmers are all being used to reduce the energy waste associated with superfluous lighting. These projects are easier in modern times because the cost of the technology has dropped significantly. One interesting point is that landlords have an easier time renting space if their building has been approved for environmental efficiency. However, if tenants have to pay for electrical bills themselves, they are more likely to install efficient lighting devices.

MSU’s EJ Magazine published an article by Amanda Peterka entitled “Blackout!” in their Fall 2006 issue that covered the same topic. Both articles mention groups like New York City Audubon and International Dark-Sky Association (IDSA), which have been highly instrumental in bringing about large-scale changes in huge American cities like New York and Chicago. According to Peterka, the IDSA certified Flagstaff, Arizona as the first International Dark Sky City in 2001. New York City was given a 9 on the IDSA’s 9-point scale of light pollution (i.e. wasted/unnecessary light and sky glow).

To me this seems like a no brainer. There is absolutely no reason to keep these skyscrapers lit up at night. All unused and extra light should be turned off. Savings will come in electric bills and carbon emisssions. It’s not a complete solution, but — as with most environental action these days — it’s a step in the right direction.

After GM unveiled the Chevrolet Volt, there were some other manufacturers that wanted to join (and compete) for the electric car market. BMW with the future Mini E, Tesla with the Roadster, Smart with the Smart ForTwo Electric and Nissan with the yet to be confirmed Mixim (currently only a concept car) will be the first  electric cars competing for this new market, and I’m sure that not the last ones.

The impact of a growing market of electric cars will be beneficial for the environment. These cars will not contaminate with any kind of emissions and also will help to reduce the economic dependence that the United States have on oil, both foreign and domestic. According to the electric car impact study that is being developed by GM and other 30 companies, the Chevrolet Volt will require about 8 kilowatt-hours of energy to recharge its batteries, and that should be enough for getting about 40 miles on the road. So 8 kilowatt-hours of electricity that can be obtained by using renewable energies will save 2 to 3 gallons of gas. Also, the average price of the kilowatt-hour in the States is about ten cents, so recharging the Volt batteries would be under $1.

According to the Energy Information Administration, only 7% of the energy used in the USA comes from renewable sources, while 40% comes from Petroleum. If the car industry has learned from the errors of the past and the electric car becomes successful, this will probably a turning point for the use of renewable energies in America, and the progressive reduction of the oil dependence, which will make transportation more eco-friendly than it had never been before.

Whether referring to it as a wireless, cell, or mobile phone, many people would admit that they would have an extremely difficult time living without their (non-landline) phones. Gone are the days of tripping over twenty foot cords, remembering anyone’s telephone number, and of Mom picking up on the other line yet again to interrupt your two hour phone-fest with your BFF. This should be no surprise to anyone who hasn’t been on a tropical island, Castaway-style, for the last ten or so years.

More interesting is the emergence of mobile marketing, in which companies can contact their customers and vice versa using mobile phone technology. SMS (short message system) technology has enabled corporations to reach people on a medium that most have either on their bodies or extremely close to themselves all day long. In targeting users of mobile phones, marketers can more effectively reach their intended audience, and thus have a greater chance of gaining the interest of their recipients. This strategy for connecting with consumers is about to become very popular with marketers, according to the Mobile Marketing Association – so get ready for mobile campaigns to start arriving in your mobile’s Inbox.

Mobile marketing is not only an innovative way for companies to connect with consumers – it can also help to reduce consumption of paper. As part of mobile campaigns, paperless coupons for discounts on products, services, and event tickets are being sent out to mobile phone users. This is in contrast with coupons sent in e-mail messages or found on company websites, which the users must print out themselves. To receive the coupons on their mobile phone, consumers can send a message to the short (usually five digit) number advertised, and receive a reply with a coupon message or code that is enacted when they make a purchase. Kroger is just one retailer that will be going mobile with its marketing efforts, and surely won’t be the last.

Users can also subscribe to receive text messages from retailers by joining mobile communities, such as Coca Cola’s Sprite Yard, which will give people that join access to exclusive downloadable content. When used by brands that can offer perks such as games, sneak peeks of upcoming films, and sound bites from popular artists, mobile communities will appeal to a large demographic.

Marketers know that the mobile phone has become a key component for staying in touch all over the world, and are now adapting to connect with target audiences on the device that most can’t live without. How successful such efforts will be remains to be seen, but it won’t be long before mobile marketing comes to a phone near you.

Have you used a mobile coupon yet?

I started my journalism program at Michigan State thinking that I would focus mostly on environmental reporting. As I progressed in the program, I realized that it wasn’t such a good fit. Most news organizations are dissolving their teams of environmental reporters, if not removing science from their coverage altogether. The New York Times does an excellent job at it, but – as a privately owned paper – they operate much differently than newspapers and television stations that are part of huge corporations.

The second reason I strayed is because environmental journalism is almost always about large-scale problems and disasters that seem irresolvable. For example, global warming has become one of the top concerns of the human race. But even if there is a multinational effort to reduce the amount of carbon emissions and take other necessary precautions, the effects of human pollution might already be too pervasive.

This presents a problem for the journalism industry, because the audience has a tendency to become desensitized when it is presented with overwhelmingly negative news on a regular basis. People do need a shock in order to change their habits and, say, stop throwing those pop cans in the trash (this is a common act in states where you don’t get the 10 cent deposit back). But when faced with too much shock, people just reel in terror.

People also need to feel that they can make a difference (i.e. – self-efficacy), and that any behavior changes won’t harm their lifestyle or priorities. I think that a combination of shock and empowerment have led to some significant improvements over the past few years. If everyone switches from incandescent bulbs to the twisty fluorescent ones, that could mean a drastic reduction in electric bills and, therefore, usage of coal at power plants. It’s a small step, but a beneficial one.

The other danger is that words, ideas, and actions that were once revolutionary can become watered-down clichés. Many businesses these days advertise “green” or “eco-friendly” practices, without actually living up to or providing any credible evidence for their claims. How do we pick apart the honest companies from the fraudulent ones?

In our first meeting at Ingenex Digital Marketing, we were given the tasks of finding out how to increase the size and scope of the internship, and how to make the internship more eco-friendly. I think I’ll come up with more ideas once I get a better understanding of what digital marketing actually entails (during my two tours in a university, I never had a class in marketing, advertising, or business). However, as I think of ideas to make the internship more eco-friendly, I will keep in mind the necessity of combining shock and self-efficacy to produce real results in the target audience. (Please visit my personal Digital Marketing Blog for updates on my Eco-Friendly Internship experience.)