Proceedings of ASBBS Volume 17 Number 1

The Role of Integrated Marketing Communications in

Sustainability Marketing

Laric, Michael V.
University of Baltimore
mlaric@ubalt.edu
410 837-4935

Lynagh, Peter M.
University of Baltimore,
plynagh@ubalt.edu
410 837-4906

ABSTRACT

Sustainability has become an increasingly important issue. All firms operating in domestic and global
business must be cognizant of all aspects of sustainability. Marketing has to operate in this new
environment. This paper looks at sustainability and its importance in today's business world from the
perspective of marketing and Integrated Marketing Communications {IMC} in maximizing the firms’
efforts in this area. More and more online marketing is helping businesses build and develop new,
innovative and successful IMC programs, and special attention will be given to this function and how it
works with other components. Sustainability is first examines in terms of its macro aspects. Next several
micro examples are used to show how they tackle the challenge of sustainability from the perspective of
IMC. Based on these firms and organizations, the paper looks at what will occur in the upcoming years
regarding sustainability and IMC. The paper will wind up with a relevant summary and conclusions
section. The paper emphasizes the synergistic importance in developing excellent IMC programs.

NEW MARKETING

Marketing used to be thought of as being synonymous with sales. To be a good marketer, according to
the "old school," one had to sell, sell, sell. Harold Hill, The Music Man, was the epitome of a successful
marketer. There was a certain sleaze aspect to this sales approach, so marketing began to shift its focus
from selling to the consumer to finding out what that consumer wanted, and then delivering a product
that satisfied that desire. Thus was born the Marketing Concept. {Kotler and Armstrong, Pg.10}

Time passed and there developed more of a feeling for the needs of society, and a social conscience was
affixed to the Marketing Concept. This new focus has been massaged and tweaked so that a new kind of

ASBBS Annual Conference: Las Vegas 108 February 2010

Proceedings of ASBBS Volume 17 Number 1

marketing has evolved. Today there is a long run aspect to the discipline that involves many
shareholders, spotlights value. Philip Kotler and Gary Armstrong see marketing as The process by which
companies create value for customers and build strong customer relationships in order to capture value
from customers in return. {Kotler & Armstrong, G-5} Any marketing task is accomplished by effectively
combing the tools of the trade to achieve that stated mission. Those tools were named the four P's by
Jerry McCarthy in his book Basic Marketing. Professor McCarthy felt effective marketing required the
expert blending of Product, Price, Place and Promotion. { Perreault and McCarthy, p. 40}

Marketing managers are much more concerned with building long-term relationships with customers,
employees, channel members and all members of the worldwide community. This is an important
concept that relies on the teamwork efforts of all involved. Kotler and Keller feel that there have been
huge shifts in the field of marketing. One need only peer around the corner to see myriad activities that
were non-existent only a few years ago. Students today are BlackBerry Babies many of whom have
never read a real newspaper, or called their girlfriend/boyfriend for a date using a land-line telephone.
These very same future world leaders are, however, very concerned about the world they live in.
Managers are cognizant of the changes and are more and more turning toward holistic marketing. Kotler
and Keller look at Holistic Marketing as the development design, and implementation of marketing
programs, processes, and activities that recognize the breadth and interdependencies of today's
marketing environment. The four key dimensions are: Internal Marketing, Integrated Marketing,
Relationship Marketing, and Performance Marketing. {Kotler and Keller, Pg. xxix}

INTEGRATED MARKETING COMMUNICATIONS

This paper will take one of those P's, Promotion, and look at how it can be used to help achieve the
goals of effective sustainability. Promotion requires the creative mixing of the basic tools which include
advertising, sales promotion, public relations {PR}, sales management, direct, Internet, outdoor, etc.
Belch & Belch see Integrated Marketing Communications {IMC} as A strategic business process used to
develop, execute, and evaluate coordinated, measureable, persuasive brand communications programs
over time with customers, prospects, employees, associates, and other targeted relevant internal and
external audiences. The goal is to generate both short-term financial returns and build long-term brand
and share holder value. {Belch and Belch, Pg. 775} The authors then go on to enumerate the concept of
IMC Management which they see as The process of planning, executing, evaluating, and controlling the
use of various promotional mix elements to effectively communicate with a target market. { Pg. 775}

It is important to note the importance of online marketing as a relatively new component of the IMC
mix. As previously mentioned, the youth of the world have very little contact with newspapers. An
informal poll of students in two marketing classes found that only 10% read a newspaper every day.
Also, it is a misconception to feel that this trend is limited to the young. One of the authors recently
visited his barber, a man looking back on his 70th birthday. This hair clipper made a big deal about how
he can now get his early morning news from a slick new cell phone without ever getting out of bed. This
same author had a brother-in-law, a successful District of Columbia attorney, and inveterate reader of
the Washington Post, who canceled his subscription to the Post, opting to read it online. A Dell Sunday

ASBBS Annual Conference: Las Vegas 109 February 2010

Proceedings of ASBBS Volume 17 Number 1

insert advertisement encourages readers to Go online today for more deals from Dell. See:
DELL.COM/DEALS. (Baltimore Sun, 1 November 2009)

The Dell ad is further evidence that the backbone of IMC is the synergism created when all components
work together to achieve the stated objectives. In many ways this concept is easier said than done. A lot
of cooperation is required. In recent years the theory of IMC has become a reality. Don E. Schultz, a
long-time veteran expert in this area, along with colleagues Kitchen and Kim provide some very
encouraging views on the current status of IMC. These authors relate that the integration of marketing
functions has moved from theory to practice. Its specific applications may vary from market to market,
indeed, from enterprise to enterprise - but integrated marketing communications programs have become
standard for marketing organizations, agencies, and the academic community. (Kitchen, Kim, and
Schultz, Pg. 1)

Little doubt remains regarding the marketing power of good, effective IMC programs. They work well for
Dell, and thousands of others around the world. Hopefully, creative IMC applications can help make the
world a more sustainable place to live in. Such programs can be effective in bringing about more
sustainable practices, but can also help those firms who are taking steps to practice what they preach
improve their brand image. In the following paragraphs the concept of sustainability will be explored.
That will be followed by citing examples where firms have used sustainability to promote their brands.

SUSTAINABILITY

Only a Rip van Winkle type of individual would fail to note that the world has turned green. Everywhere
one turns the topic crops up. Making the world more sustainable is discussed in board rooms, farms,
college classrooms, academic conferences, etc. Everywhere one looks they see green, and it is not St.
Patrick's Day. Jaquelyn Ottman in 1998 saw sustainability as meeting the needs of the present without
compromising the ability of future generations to meet their needs and survive. ( Ottman, Pg., 87) Kotler
and Armstrong in 2009 look at sustainability from a marketing slant. They define "sustainable
marketing" as Marketing that meets the present needs of consumers and businesses while also
preserving or enhancing the ability of future generations to meet their needs. {Kotler & Armstrong, P.
584}. There is a constant theme in terms of this topic. This paper looks at the macro and micro aspects
of sustainability in terms of how firms, educational institutions, etc. use good practices. The next step is
to use IMC to promote their efforts. On a macro level, the topic is viewed from the prospective of
getting more people to "Go Green!" How does IMC help in this endeavor?

SUSTAINABILITY AND THE MACRO ENVIRONMENT

The macro aspects of sustainability are vital. If the world is going to be a more sustainable place, then
corporations and other organizations must adapt to the new reality and adopt IMC as a vehicle to be
used to get this point across.

ASBBS Annual Conference: Las Vegas 110 February 2010

Proceedings of ASBBS Volume 17 Number 1

The basic philosophical change is a conscious move that internalizes what economists call
“externalities.” Shareholders require that corporate accounting report production costs which include
the internal costs of the raw material and labor that take place on the manufacturing floor. Stakeholders
now require that shareholders become cognizant of the external costs like cleaning the polluted air or
water. Stakeholders require that recycling the waste generated which was considered “someone else’s”
problem, be treated as corporate responsibility. The plastic water and soda bottles already require
deposit in some states, in an attempt to discourage filling landfills. The cost of recycling them is
considered to be an externality by the shareholders, but required outside stakeholders to create a
mechanism for internalizing the cost.

On a macro level, we are experiencing a new environment. For example there is growing concern from
citizens groups about environmental issues (pollution free air and water, climate change, energy
conversation). These concerns often require action from government or non-government organizations
(NGO), or from the political process. The Internet has increased the influence of the citizenry by allowing
them to communicate online, organize by interest groups, and start blogs. People become more aware
of the fact that they eventually must pay for externalities. Finally, there is a growing awareness, coupled
with actual resources dedicated by the U.S. Government and the current administration to
environmental issues. There are actual incentives for producing Hybrid cars, alternative energy sources
(solar and wind), energy conversation (via tax credits for solar panels) air purification (as in cash for
clunkers) and other social externalities (insuring those without health insurance and increasing
investments in infrastructure and education. All these initiatives coupled with the financial crisis and the
economic downturn increase the role of the Government, thus making intervention in the free market
system combined with increasing popular awareness of environmental issues a new phenomenon and a
force to reckon with.

The above trends increase the pressure on business organizations and others. Self regulation can help
silence calls for government regulation. Taking on increased commitment to environmental issues can
increase the support of stakeholders, and through that their view of the company and the support for its
products and services. Businesses that ignore externalities or destroy the environment generate
liabilities. Those that increase their social responsibilities, internalize externalities and are committed to
a sustainable environment create assets.

Lazlo uses the term sustainable value to form a framework which identifies the sustainable value as the
stakeholders’ value. Businesses firms and not-for-profit organizations, should strive to increase
shareholders value that at the same time also increases stakeholders’ value. The framework is made of
four quadrants, with stakeholders and shareholders placed on the Y and X axis. Organizations can:

1. Increase shareholders value at the expense of stakeholders’ value

2. Increase stakeholders’ value at the expense of shareholders’ value
3. Increase shareholders value and decrease stakeholders’ value
4. Decrease stakeholders’ value and shareholders’ value

ASBBS Annual Conference: Las Vegas 111 February 2010

Proceedings of ASBBS Volume 17 Number 1

The last option characterized business for many years. Corporations can increase stakeholders’ value at
the expense of shareholders values. -----To be continued

The macro aspects of increasing the public awareness and harnessing business and not for profit
organizations to help influence and guide actions which further global sustainability are the subject of
the next section where we provide examples of organizations and how they use IMC to that end.

SUSTAINABILITY AND THE MICRO SUSTAINABITY

Not for Profit Organizations

Integrated Marketing Communications is important in terms of showing what has been done, what is
being planned, and to encourage others to learn from good examples, and develop excellent sustainable
marketing programs.

Government organizations, educational institutions, public-interest lobbies, etc. must do their part to
make the world a better place to live in both now and in the future. All these organizations promote the
concept of sustainability, and have made great strides over the past ten years. For the most part,
individuals around the world are cognizant of the concept. Online marketing has been a wonderful way
for the dissemination of information on sustainability.

Government

The Environmental Protection Agency {EPA} can be looked at as a major role player in communicating to
everyone {epa.gov}. The EPA follows the internationally accepted definition of sustainability as meaning
the meeting of the needs of the present without compromising the ability of future generations to meet
their own needs. In their early days the EPA served as a watchdog making sure everyone followed the
rules and were not polluters. Near the end of the first decade of the 21st century their mission is now to
make sustainability the next level of environmental protection drawing on advances in science and
technology, application of diverse government regulations and policies, and promoting green business
practices {EPA, Pg. 1}

Non-Government Organizations

The Sustainability Institute is another example of an organization working to promote the "green"
concept. This is a non-profit organization founded in 1996. This Institute applies systems thinking,
system dynamic modeling, and organizational learning to economic, environmental and social challenges
{Sustainer, Pg.1}.

Another organization working to promote sustainability would be an organization named SustainAbility.

This organization, founded in the late 1980's, sees themselves as a strategy consultancy and think tank
working with senior corporate decision makers to achieve transformative leadership on the sustainability
agenda {Sustainability.com, Pg.1} In terms of macro promotion it should be pointed out the value of this
organizations Web address. That address probably was easy to get in 1987. How easy would it be today?

ASBBS Annual Conference: Las Vegas 112 February 2010

Proceedings of ASBBS Volume 17 Number 1

Publishing organizations have been a major factor in promoting sustainability. The Edward Elgar
Publishing Company's fall 2009 brochure titled Environment & Ecology lists myriad books about
sustainability. {Elgar}There are books on Tourism and the Environment (Becken, Pg.21}; Sustainable
Cities {Janssens, etc.}; Handbook of Corporate Sustainability {Quaddus and Saddique}; Sustainable
Innovation and Entrepreneurship {Wustenhagan}, and many more. The Elgar publication also promoted
a new journal coming out in early 2010. The publication will be called The Journal of Humans Rights and
the Environment.

Stylus Publishing 2009 catalog, printed on recyclable paper, reads Earthscan: Publishing for a sustainable
future {Styluspub}. Two of the publications listed are Sustainable Regional Retail Centers by Waer and
Sibley {Waer} and Governing Sustainable Cities {Evans, etc}

It is clear that there is a global interest in promoting the concept of sustainability. It is the effective use
of the tools of IMC, blended together in a strategic manner that helps make the concept become a
reality. Some measures of success are spelled out by Chris Laszlo in his very timely book called
Sustainable Value: How the World's Leading Companies Are Doing Well By Doing Good {Laszlo). In his
book there are eight disciplines that are the backbone of developing and creating sustainable values.
Those eight disciplines are: 1) Understand the current value position 2) Anticipate future expectations 3)
Set sustainable value goals 4) Design Value creation natives 5) Develop the business case 6) Capture the
value 7) Validate results and capture learning 8) Build sustainable value organizational capacity {Laszlo,
Pg. 136}.

What then have some firms done to maximize sustainability efforts? More specifically, how have they
used IMC to achieve the goals set forth by Laszlo (2008). Several firms/organizations/universities will be
looked at including Toyota, Pepsi Cola, Black and Decker, Boeing Aircraft, Arizona State University,
Michigan State University, University of Maryland and Giant Foods.

Educational Institutions

Actually it is hard to find an example of an educational organization that is not involved in some form of
"green" IMC. Part of this is done in response to certain pressures to go with the tide. However, many
firm go green because they honestly believe that this is the right thing to do, and that their actions will
make a difference. Since the authors are educators, a good starting point would be educational
institutions, i.e., Michigan State University and the University of Maryland at College Park.

MICHIGAN STATE UNIVERSITY {MSU}- The latest word coming from East Lansing is "Be Spartan Green."
The MSU home page provides a link to their "Be Spartan Green" site. {MSU} The Web page is loaded
with examples of the things going on at MSU including a brand new recycling facility. The fall 2009 issue
of the MSU Alumni Magazine, with its green cover page, covers the new recycling center and other
efforts. (MSU Alumni Magazine, Cover Page). Mark Fellows writes about the green activities going on at
MSU. He writes that Environmental stewardship makes sense...we have world class faculty, staff and
students who can not only help the university but provide economic and environmental solutions for
Michigan and around the world {Fellows, Pg. 25}. At the Eli Broad College of Business undergraduate
students can specialize in Environmental Studies and combine that with a business area of interest, e.g.,

ASBBS Annual Conference: Las Vegas 113 February 2010

Proceedings of ASBBS Volume 17 Number 1

finance. Even sports gets involved as the theme for the 2009 homecoming game on 17 October was "Be
Spartan Green."

UNIVERSITY of MARYLAND COLLEGE PARK {UMCP}-In October of 2009 UMCP was named "America's
Greenest Campus. Winning this contest reinforces the level of activism and interest that our students
have in environmental issues said Mark Stewart, UMCP Sustainability Coordinator.
{www.newsdesk.umd.edu} A news release on October 15, 2009 Governor Martin O'Malley, the
Maryland Department of the Environment, and the Maryland Higher Education Commission offered
their congratulations. On the front page of the UMCP home page { } on 8 November was a banner
pronouncement stating that junior Joanna Calabrese was awarded the Udall Scholarship for
environmental leadership. The UMCP home page will allow a searcher to go to the Sustainability site. At
College Park, East Lansing and college campuses around the world sustainability is in the classroom, on
the sports fields, in administrative offices, and almost everywhere on campus. It is "buzz IMC" working
every day.

Business organizations

Giant Food-Giant Food is the largest food chain in the Washington, DC, Maryland & Virginia. Recently
Giant changed their logo and redesigned their website. These changes favor a new color scheme that
includes a lot of green. They have been community conscious for years, and now this has carried over to
sustainability.

The Giant Web site is their major IMC tool that promotes sustainability. They have a Plastic Bag
Recycling Program. They accept plastic shopping bags, dry cleaning and newspaper bags. They then send
the bags to their recycling company where they composite decking. In addition, they sell reusable bags
in their stores. They will take deduct five cents from each customer's total shopping bill. Giant has a
large fleet of trucks and they work to fuel usage and CO2 output. They work closely with the trucking
industry and the Environmental Protection Agency {EPA} to reduce greenhouse gases and air pollution.
{Giant Foods Web} Giant, always has acted like a good citizen, has been a leader in sustainability in their
marketing area. They extol their "green" efforts in almost all IMC areas from store POP displays,
newspaper advertisements, radio spots, etc.

SAMSUNG-Samsung Electronics is the flagship company known as Samsung. They are involved in many
types of businesses. They are involved in advanced technology, semiconductors, skyscraper and plant
construction, petrochemicles, manufacturing televisions, fashion, etc. (Samsung.com) There Vision and
Mission is to develop innovative technoligies and efficient processes that create new markets, enrich
people's lives, and continue to make Samsung a digital leader. (Samsung.Com). Sustainability is a vital
part of the Samsung culture.

Yoon Woo Lee, Vice Chairman & CO, in his annual report (2009) spells out the firms plan named "Eco-
Management 2013 which spells out a comprehensive set of goals set to make Samsung a leading Eco-

ASBBS Annual Conference: Las Vegas 114 February 2010

Proceedings of ASBBS Volume 17 Number 1

Friendly company by 2013. The program set up is called PLANET FIRST, and operates under the slogan,
Better Green Experience with Samsung. (Samsung.com)

Planet First is a commitment, a mindset, and a fundamental approach that Samsung believes is critically
important as consumers seek to balance their desires for cutting edge technology while pursuing a green
way of life. Planet First means always considering our impact on the environment first as we continue to
work, develop, engineer, and design innovative products and solutions to inspire and satisfy our
customers. Samsung is committed to providing a better green experience through eco-friendly products,
solutions, and technologies that benefit our customers lives, affirm our shared values, and respect our
planet. (www.Samsung)

How does Samsung communicate to its target market their commitment to sustainability? There are
many avenues both internal and external. First, there has to be a "green" commitment by all those who
are a part of the firm's team. Second, a creative IMC program must be master-minded to get their
message across to consumers. The building of a Web site is an excellent starting point, and, as described
above, the Samsung Web site does just that. That site must be combined with other parts of the IMC
mix to synergistically get their green message across to the target market.

Two examples will be used to explore the way they deliver their message to the consumer. The Samsung
point-of-purchase displays at retail establishments promote the firm's dedication to sustainability. A
recent visit to a Best Buy outlet showed that the company stressed the theme in their very elaborate
display. (Best Buy visit 11/22/09) Another example was found in a full page ad that appeared in ESPN the
Magazine (30 Nov. 09, Pg. 12) The headline at the top of the ad is large, written in green and merely
says GRRRREEN!. The copy, also in green, touts the benefits of their LED TV. A large green leaf at the
bottom of the page directs the reader to the copy which says that the 1.2" ultra slim TV Uses up to 40%
less power. Consumes less energy, when compared to similar size LCD TV. Mercury Free. This is lean and
green in HyperReal. The background is not white, but a very light green. This magazine advertisement
very effectively communicates the commitment of Samsung to sustainability.

Cali Bamboo--Cali is a small firm in California that deals in bamboo products. This firm has taken a
serious look at the environment and developed an entire line of products that can be labeled
sustainable. (www.calibamboo.com) Ezilon recently wrote that there is a growing demand for
environmentally friendly products and that many bamboo-related companies are gaining momentum as
a reliable source for high quality and durable green building materials. {www.ezilon.com} Jeff Goldberg
of Cali is quoted as saying that Sales of bamboo fencing and lumber have skyrocketed in recent years
because homeowners have become weary of ever-decreasing hardwood forests and the threat that this
deforestation poses to an already fragile environment. ...200 years from now, people will look back on
our society and say they had scientific proof about the dangers of deforestation and pollution, and they
did nothing about it? This is unacceptable. We must change the way we interact with our surroundings.
It is the logical and ethical choice. More durable than traditional wood fencing, bamboo fencing has been
known to last for 40 years {www.ezilon.com}

ASBBS Annual Conference: Las Vegas 115 February 2010

Proceedings of ASBBS Volume 17 Number 1

Here is a fairly small firm founded by an energetic entrepreneur who has carved a niche in the market
based, in part, on the temper of the times, sustainability. They have effectively used an integrated IMC
approach to promote themselves. They are no Coors buying NFL spots, but strategically use IMC to take
them down the road to success.

GenGreenlife- Integrated Marketing Communications is one of the marking tools used by the
aforementioned firms like, but there are other ancillary types of organizations working in sustainability.
An interesting firm is one that likes to find The Green Life in Everything, GenGreenlife {GGL}. They
encourage firms to advertise with them, and their Web site (www.gengreenlife} is a poporuie of green
information. The goal of the GenGreen network is to be the most comprehensive and diverse resources
available for people looking to live a locally-focused, environmentally conscious lifestyle. GenGreen is one
of the preeminent aggregators and distributors of environmental content on line GenGreen created and
maintains the largest database of accredited green businesses and organizations in North America. The
GGL Web site contains banner ads for various types of green related products. The site will also direct
searchers to green firms in myriad areas of the country.

Another interesting promotional tool of GGL is the "GenGreen Business Certification" program. This
certification, which must be renewed annually, gauges a businesses' environmentally and socially
conscious behavior based on the following criteria: environmental leadership, resource conservation,
human capital, purchasing decisions and daily operations. There are three levels of certification: Gold,
Silver and Bronze. {GenGreen} Once firms are certified they can use that differentiating factor as part of
their IMC programs.

BE A GREEN IRENE-Greening our world, one home (and office) at a time-This firm provides another
interesting example of the intreiguing use of IMC to foster and promote sustainability. One of the first
things that will support a successful company is the development of a clever name for the firm. Green
Irene both captures attention and tells a little story. Green Irene follows this up with a nice tag line that
tells the receiver what the company is all about. Their Web site, like so many sites dealing with
sustainability, is very green {http://greenirene.com} and features their tag line. Green Irene is both a
vendor of green products in addition to providing consulting services. As stated by Green Irene, Eco-
Consultants come from a wide variety of personal and professional backgrounds, but all are thoroughly
trained by Green Irene in topics such as energy-efficient lighting, energy conservation, toxic-free living,
water purity and conservation, indoor air quality, waste reduction and recycling, and emergency saftey
and preparedness. (GI)

Online promotion is a key ingredient of Green Irene, but they combine that with other tools. There are
local Eco-Consultants that provide a personal selling slant to the firm. One of the authors resides near
Pasadena, Maryland, and his consultant is Jennifer Durkin {http://greenirene.com/jenniferbaltimore}.
Ms. Durkin says on her site that as we green-over your home, not only will it preserve our Earth, but it
also can save you money along with protecting our earth. (ibid) She also works full time at the National
Aquarium in Baltimore, and helps promote her passion for sustainability to the many students, and
visitors who visit the wonderful facility located in Baltimore's Inner Harbor.

ASBBS Annual Conference: Las Vegas 116 February 2010

Proceedings of ASBBS Volume 17 Number 1

MARYLAND GREEN REGISTRY (MGR)-Smart, Green and Growing.-The MGR is made up of organizations
that have completed a best practices profile that covers environmental management and leadership,
waste reduction, energy and water conservation, transportation, and green building design. The motto
of the MGR is Organizations working toward a sustainable Maryland. (Http://
mde.state.md.us/MarylandGreen)

The MGR looks at various aspects of sustainability. The major categories covered are: Home,
Management, Waste, Energy, Transportation, Water, and Green Building. Governor Martin O'Malley
said that The MGR provides an opportunity for these organizations to share their stories and inspire
others to take steps to protect our air, land, and water, including the Chesapeake Bay. We're fortunate
to have more than 80 organizations in our state who have agreed to come forward and participate. The
CSX railroad became the first transportation provider selected to join.(CSX, 6 Nov. 09) From an IMC
perspective, membership in the MGR can be an effective part of their IMC communications. The mere
act of joining provided an excellent PR opportunities for the CSX.

SUSTAINABILITY AND IMC-The universities, firms, organizations mentioned above are representative of
the many throughout the world that promote sustainability. One would be hard pressed to find an
organization or educational institution that was not concerned. The cases cited in this paper are there to
help illustrate the important role that IMC plays in helping to make the world a greener place to live.

Effective IMC will make that dream of a greener world become a reality. On this macro level all parts of
IMC work together to promote sustainability. Television can reach the masses with stories about the
value of good green practices. Radio can target specific specific markets. Point of purchase promotions
can get the message across right at the point of contact. Magazines target specific mass markets. Trade
shows provide an excellent opportunity to get the green message across to specific target markets.
Online promotions have been described in many of the examples covered above, and help define the
green goals of the site developers. Personal selling, direct mail, transit advertising, etc. are all tools that
can be used to get that green message across.

However, it must be stressed that the power of IMC lies not in the single message presented in a radio
advertisement. The real strength of IMC comes from the synergism created when several vehicles are
used to send out the same signal. The Samsung message of Planet First is strengthened when the POP
display, the radio spot, and the advertisement in the ESPN Magazine all tell the receiver the same
message. The combined impact of a well coordinated, well planned, and well executed campaign is
much greater than the impact of each message by itself.

SUMMARY AND CONCLUSIONS-Sustainability is a vital part of the world of the 21st century. It is part of
almost every one's life. Almost all are concerned with making life more pleasant today and to take steps
to insure that future generations are not deprived of vital resources. Sustainability issues involve
everyone in your organization- from the CEO to the janitor. They all have varying degrees of
understanding, involvement, and perspectives about what can be done to assist in making your company
more sustainable. (Planet Partnerships)

ASBBS Annual Conference: Las Vegas 117 February 2010

Proceedings of ASBBS Volume 17 Number 1

This paper has looked at some of the issues related to sustainability. One of the major concerns revolves
around the issue of communications. First, how do you communicate with the population to get them to
be more green in their lives. This would be a macro approach. The second area this paper covers is the
micro aspects. Here firms such as Giant Foods, Samsung, etc. were looked at, and their efforts to be more
sustainable analyzed. The approach was to look at how these firms used an integrated promotions
approach to send a unified message. The hope is that this Integrated Marketing Communications approach
will be effective in attaining their promotion objective, and hopefully thus helping to successfully
achieving the marketing objective.

The encouraging news coming from this research is that sustainability is no longer an alien concept.
There appears to be lots of awareness of the need to be more green in our business and personal lives.
Likewise, there are many firms, organizations, individuals, etc. beating the bushes to promote
sustainability. The firms looked at appear to be using IMC to both promote what they are doing, but also
to encourage others to "go green!" Has the battle been won? No! there are still miles to go, and lots to be
accomplished. There are these exciting signs that IMC is working for many firms. The results will
hopefully be a world where everyone is green and not just the Irish.

References

Arizona State University http://sustainability.asu.edu/ (Accessed 11-20-09)

Becken, Susanne (2005) The Role of Tourist Icons For Sustainable Tourism, Journal of Vacation
Marketing, Vol 11, No 1, Pgs., 21-30.

Belch, George, and Belch, Michael (2009) Advertising and Promotion: An Integrated Marketing
Communications Perspective, McGraw-Hill/Irwin, New York, NY.

Biderman, David (2009). Retailers Get Innovative, The Journal of Commerce, November 16, Pgs. 30-34.

Calibamboo www.calibamboo.com (Accessed 11-20-09)

Edward, The Edward Publishing Company (2009) Environment & Ecology (Fall, 2009)

EPA http://www.epa.gov/ (Accessed 11-20-09)

Evans, etc ( 2005 ) Governing Sustainable Cities

Janssens, Maddy. (2009) Diversity, Economic Growth, and Social Cohesion, University College London.

Lazlo, Chris (2008) Sustainable Value: How the World's Leading Companies Are Doing Well by
Doing Good (Stanford University Press)

Kotler & Armstrong. (2009). Principles of Marketing (13th Ed.) (Pearson)

Kotler & Keller. (2009). Marketing Management (13th Ed.) (Pearson)

Perreault, William D. & McCarthy, E. Jerome ( 1979 ) Essentials of Marketing: A Global-Managerial

Approach (7th Ed.), R. D. Irwin, Chicago, IL

ASBBS Annual Conference: Las Vegas 118 February 2010

Proceedings of ASBBS Volume 17 Number 1

Quaddus, M.A., & Saddique ( 2004 ) Handbook of Sustainability Development Planning.

Stylus Publishing 2009 catalog, printed on recyclable paper, reads Earthscan: Publishing for a sustainable
future Sustainer Sustainability Institute, http://www.sustainer.org/ (Accessed 11-20-09)

Toyota http://www.toyota.com/ (Accessed 11-20-09)

University of Maryland http://www.sustainability.umd.edu/ (Accessed 11-20-09)

Waer, Hussam Al and Sibley, Magda {Evans, etc} ( 2006 ) Sustainable Regional Retail Centers, Liverpool
School of Architecture, (www.liv.ac.uk)

Wustenhagan, Thomas & Hamschmidt, Jost ( 2008) Sustainable Innovation and Entrepreneurship,
Google Books, ISBN-1847200370

ASBBS Annual Conference: Las Vegas 119 February 2010