The Challenge

In 2008, a handful of environmentally conscious associations founded the Convene Green Alliance to encourage and support more sustainable meetings and conferences. The American Society of Association Executives acquired the alliance in 2010 with ambitious plans to share the "go green" message with its members.
 
They needed help establishing the Convene Green Alliance as an objective, credible voice for sustainable and socially responsible conventions. 

Marketing that raises environmental awareness.

Strategy

As part of a mandate that spanned several years, AMP conducted focus groups and surveys to learn about our audience's needs. We then developed a comprehensive marketing plan designed to position the Convene Green Alliance to lead the discussion around environmental issues in the meetings industry. 
 
The plan we developed included the ongoing use of the CGA website, advertising and a membership recruitment brochure targeting professionals within the meetings industry. We also marketed several onsite facility tours of convention centers and hotels, bringing convention planners and convention suppliers together, to share knowledge and experiences. The cornerstone of our marketing effort was a quarterly e-newsletter, branded as Meet Naturally and sent to ASAE members, informing them of all the opportunities available to them to green their meetings. The e-newsletter we developed bested 205 other entries at the APEX publication competition.
 
 
Overall, the marketing plan aimed to cement the credibility of the Convene Green Alliance as the authority on environmental matters for event planners and association professionals. In 2014, the Convene Green Alliance was integrated into ASAE's prestigious Power of A program, dedicated to telling the success stories across the nation, made possible through the work of member-based associations. 
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"You all are terrific, patient, and creative. Please know how much I appreciate all of the hard work."

 Kirstin Clarke - Director, The Convene Green Alliance

What the judges said

"Sometimes, less is more. This simple, two-column layout is short and easy to read. All the 'departments' are on the one page -- Meeting Planner, Innovations, What the Experts Say, Cool Tools. Each has a short feature or two, with links to read more, and plenty of related off-site links for readers wanting to read further on the topic. A very effective way to give your audi-ence a quick monthly overview of the latest developments in the (sustainable meetings) field. Very Kiplinger-esque, and perhaps better."

The Meet Naturally newsletter for Convene Green Alliance won the Grand Prize for Best Newsletter in the annual APEX publication competition, besting 205 other newsletters.