Managing Your Urban Forest Resource




Conference Home Agenda Location and Lodging Workshop Registration Conference Mailer (printable pdf) Sponsorship and Exhibitor Options (printable pdf) Media / press release (printable pdf)		Pre-Conference Workshop A pre-conference workshop sponsored by the Alliance for Community Trees (ACT) will take place at the Sheraton Hotel. Participants need not be attending in the full conference, but pre-registration and $25.00 fee is required. Below is a description and the draft agenda for the workshop. Space is limited. Visit the Registration web page to claim your seat. Marketing Trees: Leveraging a Positive Perception in a Competitive Marketplace 9:00 am to 4:00 pm, Tuesday September 14, 2010 About the workshop Marketing is an important strategy to help agencies and community groups define their value and services in the marketplace. We all operate in a very competitive marketplace. Aside from competition from related and unrelated causes urban forestry is faced with very specific challenges in getting public recognition: the use of jargon- heavy technical language, limited budgets, and the reality that less than 7% of all donated dollars are contributed to environmental causes. Join professional marketing consultant and Edelman Senior Vice President, Kristian Darigan Merenda, to learn about increasing media coverage, understanding key audiences, strengthening name recognition, increasing community stakeholder and fundraising support, effectively planning communications campaigns, and influencing citizen perceptions about trees. Workshop Agenda and Topics 9:00-12:00 noon Part 1: Marketing Trees: Creating and Leveraging Your Brand Identity, Kristian Darigan Merenda General Overview Understanding Key Audiences and Creating a Brand Identity Laying the Foundation for Increasing Community Stakeholder and Fundraising Support Toolchest for Effectively Planning Communications Campaigns 12:00 to 1:00 pm Lunch (provided) 1:00-4:00 pm Part 2: Cause Marketing for Trees: Where Business Strategy Meets Corporate Citizenship, Kristian Darigan Merenda What is Cause Marketing? Selling Cause Initiatives Diagramming Your Cause

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