John Davidoff and other top marketers and research executives took the stage Dec. 3 & 4 at the 2nd annual Good and Green™ – The Green Marketing Conference to help attendees gain a deeper understanding of dynamics that affect the behavior of today's eco-conscious consumer.

John’s presentation and panel, titled “Reaching New Markets: The Power of Partnership Marketing on the Green Scene,” addressed how corporations can be more environmentally responsible and partner with purpose with nonprofit organizations to achieve joint marketing and business goals. Watch John's presentation below:

The panel shared the top seven critical elements for successful corporate/nonprofit partnership marketing:

1. Missions of both organizations should complement one another (but don't search for perfect alignment – you won't find it)
2. Clearly define goals, a vision and plan for where the relationship will go
3. Transparency about motivations and expectations
4. Sufficient capacity to dedicate needed resources to activate joint initiatives
5. Communicate. Communicate some more. Then keep communicating.
6. Expect that both parties will seek revenue and awareness increases
7. Take time to enjoy the greater good of your efforts (and let the world know about it)

As 2008 winds down and eco-momentum in the marketplace swells into the New Year, consumers will accelerate their alignment of social beliefs and personal values with those of brands and companies that not only have a cool product and smart slogan, but also educate and engage consumers to help them down the sustainability path.

Davidoff Communications offers Mission-Driven Marketing™ as one high impact strategy to build brand awareness in the growing green economy.