Marketing Green: Your Roadmap for a Sustained Competitive Advantage

  • Tue, November 18, 2014
  • 5:30 PM - 8:00 PM
  • Of Love and Regret | 1028 S Conkling St, Baltimore, MD 21224


  • Special price for members

Registration is closed


Marketing Green: Your Roadmap for a Sustained Competitive Advantage Without Greenwash


Tuesday, November 18
5:30 - 8:00 pm
  Of Love and Regret
1028 S Conkling St, Baltimore, MD 21224

Sustainability has become both a corporate responsibility and a mainstream practice, as well as the new survival strategy for the 21st century. In today’s business setting, environmental and social responsibility is the force driving many purchasing decisions. Being recognized as a “green” firm creates a strong competitive advantage in three critical business areas: brand building, business development, and employee recruitment and retention.

But how do you stand out in the increasingly crowded “green” marketplace? This program will cover the “whys” and the “hows” of creating differentiation through a sound green marketing strategy, as well as most current best practices.

The participants will walk away with a set of practical recommendations that they can immediately use in their marketing programs.


Learning Objectives

The participants will:

  • Become familiar with emerging trends in green marketing that have direct impact on their firm’s bottom line.
  • Learn how to gain a sustained competitive advantage in the marketplace by incorporating sustainability into their branding and marketing strategies.
  • Understand how to navigate a confusing world of green certifications and trustmarks in order to avoid greenwash.
  • Gain practical knowledge about communicating their firm’s “green” efforts using today’s marketing best practices.


From Previous Participants:

“The speaker was very knowledgeable and enthusiastic about the subject.”

“Very interesting and informative. I would like to share that insight with my company.”

“Got me thinking about what I can do around here to be more sustainable.”

“I really enjoyed your presentation and took away many good points.”

“I really enjoyed the presentation. I thought it was well done and enlightening. Thank you so much!”


Speaker Bio

Ida Cheinman

Principal/Creative Director

Substance151, Benefit LLC

Ida Cheinman has over 15 years of design and management experience in brand strategy and design across print and digital media. With a niche focus on the built environment industry and sustainability, her clients range from A/E/C firms, to environmental non-profits, to USGBC chapters, including: U.S. Green Building Council Maryland, Delaware Valley Green Building Council, The Institute for Integrative Health, The ASSOCIATED Sustainability Initiative, Barton Malow Company, EBA Engineering, TerraLogos eco architecture, PLDA Interiors, The Traffic Group, Straughan Environmental and many others. Her work has earned multiple design awards and industry recognition and appears consistently in national and international design publications.

When founding Substance151, Ida made a commitment to advance sustainable values through the firm’s design practice, education, and community involvement. Under her leadership, Substance151 has built a solid reputation for its stellar strategy and design work and its passion for advocating environmentally and socially responsible business practices. Ida has been recognized by Bmore Media as one of Baltimore’s Green Masterminds and named an Eco CEO by Baltimore SmartCEO.

Ida holds her MFA in graphic design from Towson University and BA in graphic design from the State University of New York. She is on the board of the U.S. Green Building Council (USGBC) Maryland and the Society for Marketing Professional Services (SMPS) Maryland (2013–2014 Chapter President). She also sits on the Maryland Chamber of Commerce Marketing Committee and THE ASSOCIATED Sustainability Initiative Executive Committee.

She frequently speaks and writes on the subjects of branding and green/impact marketing. 

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