Environmentally Friendly Marketing

In honor of Blog Action Day 2009, here are my tips for reducing your marketing department's environmental impact:

• Integrate print and online communications. Print and online media each have their own strengths and weaknesses. By blending both through integrated campaigns, you not only increase your effectiveness; you can reduce publication page counts and the economic and environmental costs associated with them. One of our favorite tactics: instead of using larger direct-mail pieces, we prefer designing oversized postcards directing audiences to the Web.
• Take another look at your print vendors. The printing industry has discovered that the market demands more environmentally conscious alternatives, and many companies have responded with cost-effective means of meeting the need. Even if there isn't an FSC-certified printer in your area, find out what your vendors (and their competitors) are doing to reduce their environmental impact.
• Examine paper choices throughout your college. There is a wide variety of green-certified papers available. Think beyond publication printing, and also consider your institution's choices in letterhead and copier paper stock.
• Don't forget everyday decisions. Print electronic documents only when absolutely necessary. Keep a recycle bin next to your office trash can. Reuse office supplies when possible. Optimize your computer's energy settings.