| Consumers are becoming smarter and greener shoppers. People want to buy green, but they want to feel smart and informed when doing it. Educating them on the green benefits of a product or practice will help connect the dots and make them much more receptive customers. At the same time, due to the amount of greenwashing and misinformation that is pervasive in media, consumers feel that brands and retailers can’t be trusted to make truthful green marketing claims and provide information that is credible, straightforward, and useful.Since our inception, Do Your Part® has painstakingly cultivated a niche where women can discover simple and oftentimes inexpensive ways to improve their quality of life.
A Do Your Part® strategic partnership provides the opportunity to transact with green consumers in an honest and transparent environment. Our website, videos, newsletters, and syndicated columns are where visitors discover simple and inexpensive ways to implement everyday green living solutions. More than just an advertising campaign, a strategic partnership is a customized program that connects brands with engaged, committed consumers.
Case Study #1
Problem: A regional retailer is looking to establish a sustainable position in its category and promote its branded eco-friendly products to current and prospective customers.
Solution: Do Your Part® entered into a strategic partnership with the retailer that was designed to promote the retailers green initiatives. Through the development of a comprehensive co-branded marketing program, the retailer will introduce and market Do Your Part® as an extension of it’s sustainable initiatives. Some of the program initiatives include:
• Producing retailer specific Do Your Part® videos and a multi-function video player for use on retailer website.
• Incorporating Terri Bennett and Do Your Part® eco-tips on their website and in advertising and marketing materials, including newspaper, television, eNewsletter and in-store POP materials.
• Special appearance by Terri Bennett at select retail locations where she will host eco-tours with select customers. |
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Case Study #2
Problem: CSN Stores is a top 3 online U.S. retailer of branded home and office products that sells eco-friendly products on dozens of websites that are identified as green, but not easily found. CSN Stores plans to develop a separate green section for each site and wants to promote the new green category and their commitment to sustainability. Solution: Do Your Part® entered into a strategic partnership to assist CSN Stores in introducing their green site categories and products through a comprehensive co-branded promotional marketing program including:
• Development of a substantial Green contest hosted by Terri Bennett and promoted through retailer’s heavily trafficked websites (8 million unique visitors) and eNewsletters (1.1 million subscribers).
• Produce an introductory Do Your Part® video hosted by Terri Bennett for use on the on-line retailer’s landing page explaining the contest and encouraging users to enter the contest.
• Produce a series of eco-tips to weave into the contest’s press releases and Social Media channels.
• Terri Bennett/Do Your Part® endorses certain eco-friendly items. On the web page where the product is sold, those products now have a banner saying, “Do Your Part® Recommends”.
• CSN Stores will be providing Do Your Part® with products that will be promoted on DoYourPart.com and in the eNewsletter.
• Terri Bennett will be available for contest media appearances nationwide and the video shoot when the contest winner’s prize is revealed.
• Do Your Part® will promote the contest via its social media channels (Facebook and Twitter) and in the DoYourPart.com communities. |
