Training

Marketing your Green Credentials and Sustainability

Tailored to meet the needs of smaller businesses looking to take their responsible approach to the next level, this workshop was first developed by Manifold Associates in association with The Kent Downs Area of Outstanding Natural Beauty. It’s designed to be interactive and practical, with live demonstration of supporting online resources for ongoing use (at venues where a live Internet connection is available).

Being green goes beyond saving money. We’ll show you how it can be a powerful marketing tool. In an era of heightening green awareness, you’ve got to shout about what you’re doing to reduce your impact on the environment. We’ll guide you through the maze of jargon to help you communicate with the people that matter, in terms they can understand.  Our aim is simple - to help you maximise the benefits of participating in the Green Tourism Business Scheme or Vist Britain's new 'Green Start' programme.

The benefits to your organisation

Marketing your green credentials can help your organisation to:

  • identify key target audiences to inform about the commitments you’ve  made to responsible tourism
  • attract new customers seeking green experiences and lifestyle
  • enhance your reputation as a responsible employer 
  • identify new opportunities to secure media coverage 
  • be ready to gain maximum benefit from London 2012 
  • gain incremental sales and revenues

The benefits to participants

The workshop is designed for owners, managers and other employees responsible for marketing a business serving the visitor economy, who already participate or are considering participating in the Green Tourism Business scheme, or Green Start, and are committed to the concept of ‘responsible tourism’. It is likely to be of particular benefit to those without formal training in sales and marketing.

After successfully completing the programme, participants will be able to:

  • understand the basic principles of content required in policy statements
  • evaluate the options for communicating policy statements
  • identify new opportunities for positive leverage of relationships with key audiences for the message
  • find new ways to have fun in the workplace that will make it a better place in which to work
  • become a positive influence on customers and suppliers, encouraging them to support the responsible approach

High quality skill development

The workshop is delivered by an experienced trainer using high-quality interactive materials. The content is delivered in jargon-free, non-technical language and includes a variety of thought-provoking activities. It provides a range of practical free and low cost ideas for marketing the green credentials of a smaller business serving the visitor economy, together with tips for developing a good working relationship with key stakeholder groups.

Marketing your green credentials – workshop programme

Participants learn and practice skills that they can start applying immediately, to help their organisation maximise the benefits that derive from a commitment to green tourism.

Introduction to green marketing

  • Key target audiences for the responsible tourism message 
  • Essential content for a green policy document 
  • The role and definition of key ‘buzzwords’ such as sustainability
  • Branding and imagery 
  • Case studies 

Getting organised

  • evaluating communication strategies 
  • communicating green principles online and offline
  • the 6 key questions every web site owner must answer
  • media opportunities 
  • supplier relations 
  • workplace and community initiatives
  • consumer education

Optimising web content

  • the principles of excellent web content
  • leveraging search engine optimisation 
  • online advertising opportunities

Operational matters 

  • Legal considerations
  • Online information resources 
  • Preparing for international business