In a past blog, we discussed how many very progressive brands are still not using their sports marketing platforms to share their environmental values, instead burying them in the annual sustainability report.
But maybe we should take a step back first, and look at sustainability messaging in general, before we dive into embedding it into any specific marketing medium.
Because frankly, sustainability messaging has typically sucked.
No, really. It has literally been about as enthralling as being asked to turn off the lights when you leave the room.
Many environmental ads in particular have worked from the premise that you simply need to educate folks and they’ll change their behavior. “If they only understood the consequences, they’d do the right thing!”. But to educate someone, you need their attention first.
And in the era of unlimited data packages and fidget-spinners, that’s a challenge.
So what needs to happen here?
In our overflowing-with-bad-news days, we could all use a little lift. So here are a few tips for making your environmental and social campaigns a little catchier.
You catch more flies with honey than vinegar (though according to a lot of amateurs on the web hasn’t proven to be true). What IS true is that people gravitate to positive people, vibrant colors and upbeat music. So if you want to capture their initial attention so you can share your message, be sure you’re getting off on the right foot. Fairy tales don’t open the story in the deep, dark forest.
An analog of the above. Has anyone ever said ‘I absolutely cannot use a laugh right now’? (Seriously? Try to spend less time with that friend – they’re bringing you down, man.) A laugh will always put you in the ‘W’ column. And when the Ws accumulate, you have a winning record.
We have all – sadly – lost our ability to process the written word (yes, even you. Admit it – your eyes went to the images in this post first and more than once since you started reading it). That’s okay. We were built to process visually in the first place. Visuals evoke feelings. Visuals stay with us. So work with that.
If I can see myself in your story, then I could potentially be the protagonist of the story. While I admire Jane Goodall, I can’t see myself becoming Jane Goodall. But I’m probably not as connected / affected as you’d like. But if I see some way to be a hero….well, who doesn’t want that? Which
brings me to my next point.
This is a corollary of Relatable.
Connect the dots for me as to how my individual action fuels a larger impact – and try to be as proximate as possible, i.e. show me where I am the link in the chain, show me how the chain lifts the ship’s anchor, then show me the ship sailing off into the world. Whew…that’s an awkward metaphor. You’ll do better, I’m sure.
But seriously, if you want me to conserve energy at my house, show me (visually) how my small action makes a difference in my community, my country and then the world (in that order). Once you’ve gotten my attention by being funny, that is.
Make a Clear, Reasonable Ask
To close the sale, finish with a solid ask. Preferably one within reach of your customer.
Have you noticed how foundations went from asking for donations to asking for more specific dollar amounts related those to actual items? (Buy someone a goat!) Voila, hella goats.
We have 37 media streams coming at us everyday. We’re getting plenty of asks (Buy me! Like Me! Share Me! And of course, Save the Whales!)
If your message has managed to do all of the above, then Holy Moses, close the sale with a clear, preferably immediate, action-oriented ask. By immediate, I suggest you leverage those unlimited data packages and ‘empower’ me through my cellphone. You know THAT’S within reach..
‘Wow. Great.’ You say. How am I supposed to do all that? Well, as it happens, I brought along a little example that totally fits the bill (not to mention the title of this post).
And since I’ve gotten your attention and made you laugh, here’s my ask: STOP SUCKING! (yes, click on it)
We’d love to hear your comments on this post. If you’ve got a great example(s) to share, please do.
And if you feel your messaging can use a kick in the pants, give me a call. I live for this stuff.
Three is a magic number. Yes it is. It’s a magic number. All you Schoolhouse Rock grads can hum along.
For those not in the know, sports have always embraced threes on the field/court/rink/track. The Triple Crown in horseracing, triple-double in basketball, hat tricks in hockey and the epically elusive triple that has kept hundreds from hitting for the cycle in baseball. It turns out, the front office is becoming as enamored of the three as the lockeroom, as countless franchises and leagues have embraced a triple-bottom-line approach to managing the business, that is putting equal emphasis on profits, planet and people, in their pursuit of success.
The State of Green
Next week marks the 5th installment of the Green Sports Summit, the annual conference of the teams, leagues, facilities and universities who are forging a smarter, more resilient path to maintaining a competitive advantage in their operations – gameday and beyond. What began as a like-minded group of clubs and venues in the ever-tree-loving Pacific Northwest has now blossomed to over 200 members, committed to sharing numbers, experiments and pushing one another to greater efforts in driving costs and carbon footprints downward while remaining committed to providing exceptional fan experiences.
So it seems like as good a time as any to reflect on each of the major North American leagues’ ‘State of Green’.
The graphic above gives you a quick visual rundown of where each of the leagues currently stand in terms of team awareness/engagement in responsible operations, but it doesn’t really tell the whole story. At the league level, we have had early innovators who have plateaued in their commitment and laggards who have leaped ahead with great gusto.
The percentages associated with each of the leagues refer to the number of clubs in the league who also maintain an individual membership in the Green Sports Alliance. Nice to see MLB batting .750. Hockey and basketball teams are also posting up playoff-worthy stats, and hopefully moving toward conference champ levels. The NFL seems to be in a position that describes the league itself – a bit lagging on the social leadership front (despite a few shining stars – more below). And perhaps most surprising of all, the MLS. With an outdoor summer season, a veneration of natural grass surfaces and a disproportionate fan base of 18-34 year olds who are arguably more environmentally aware, it’s a bit of an eye-opener to see them with a relegation-level number of engaged clubs.
The great news is that all of the major U.S.-based leagues are members of the Green Sports Alliance, an organization dedicated to “Leveraging the cultural & market influence of sports to promote healthy, sustainable communities where we live & play.” The pretty good news is that many of their individual teams are as well. But as you can see, there is still room for improvement.
But a parent can only do so much with its adult children – so to gain some insight into these participation numbers, we feel its best to start with a look at their most fundamental relationship’s influence and guidance to date. In this post, we characterize each league’s approach and most notable efforts to date.
The critical thing to remember is that we are making candid observations about what has been undertaken to date and not ‘grading’ each of them – every action undertaken by these leagues is noteworthy and commendable. We hope our exploration will ignite their innate competitiveness to move the ball down the field even more.
Strategy synopsis: League Leadership, Continuous Improvement, Strong Acknowledgement of Individual Clubs’ Efforts
The league was the absolute forerunner and a early champion of leading all its clubs by providing practical resources for greening operations. They established the first ‘Greening Advisor’ in 2006 in collaboration with the NRDC to guide clubs toward resources, and Commissioner Bud Selig was recognized for his active advocacy in providing league office resources to all member clubs. MLB has certainly played a role in encouraging its franchises to adopt and share best practices, though the 81-game schedule and lower ticket prices are likely also a factor in incentivizing clubs’ efforts to root out efficiencies in operations. It didn’t hurt that Green Sports Alliance chairman, Scott Jenkins, was coming from MLB, but other early leaders including Joe Abernathy of the St Louis Caridnals, Brad Mohr of the Cleveland Indians (now working his mojo for the Cleveland Browns), and the Phillies and Twins organizations were equally instrumental in leading the way with novel energy, water and waste management solutions.
Strategy synopsis: Unified Voice, Fan-Facing Communications, Community Connections
A league with a similar, aggressive early move on greening, the NBA Green Week remains one of the most visible with fan-facing efforts, starting in earnest in 2007. Whatever the NBA does, it does with the entertainment and celebrity factor in mind. While individual club efforts are less celebrated than the league-branded and promoted Green Week, the Portland Trailblazers early, aggressive stewardship of their facility and their community is notable. This could well be that Blazers owner Paul Allen who also owns the NFL Seahawks, was an instigator of getting the original clubs together to discuss energy savings options. The league’s began by doing environmental assessments of its offices and the NBA Store. One small, but remarkable outcome was eliminating BPA from its licensed products – 4 years before the US FDA required this. NBA Green Week was started in 2009 with a heavy and very public focus on community service projects involving health & greenspace, specialty apparel and PSAs featuring players. The NBA has done the most effective job of harnessing star power in its community-directed messaging. Additionally innovative, they have taken their sustainability values with them overseas, incorporating responsible event practices and associated fan-messaging into the NBA EuropeLive Tour.
Strategy synopsis: Clinical, strategic and unrelenting. Taking it to the boards.
While arriving a bit later than its peers, the NHL has taken no small measures since beginning its NHL Green program in January 2010. Moving as fast and forcefully as its game, just shy of 2 years later the league’s stewardship of investment and commitment to greening all of its events, its own operations and those of ALL 30 member franchises led to the 2011 Beyond Sport ‘Sport for Environment’ Award. This recognized the greening of its Draft, Winter Classic, All-Star Game and Stanley Cup Championship, the establishment of a Greening Advisor, but more importantly a dedicated team to put all 30 clubs through en environmental audit, and experimentation with new technologies on behalf of all its venues to guide their investments and upgrades responsibly. It also acknowledged the adoption by all 30 teams of the ‘Rock and Wrap It Up’ food recovery program. Again, to emphasize – all 30 clubs. Astonishing, really, for a league that has had two significant work stoppages, including the loss of an entire season. Other firsts include the first League Sustainability Report, issued in 2014 and the first league level Official Energy Provider with Constellation Energy. It doesn’t hurt that they have a passionate spokesman in Andrew Ference and another in former New York Ranger great, Mike Richter, who now runs a venture capital firm investing in clean technologies.
The next step will see how these very significant and substantive actions are translated to fans – and beyond.
Strategy synopsis: First mover with strong influence potential, several superstars, must lead strongly to keep pace
As with many things, the NFL has been a pioneer, and this is true on the sustainability front to some extent as well, with greening of the SuperBowl going back to 2000. Improving the environmental aspects of championships and all-star games is no mean feat, as they are moving feasts, with multiple venues, stakeholders and local regulations changing every time it comes around. Their focus has been in five key areas: solid waste management, material reuse, food recovery, sports equipment and book donations and greenhouse gas reduction. The man at the head of the parade is Jack Groh, Director of Environmental Sustainability for the NFL, who begins speaking with the host city and organizing committee up to three years ahead of the event to move the needle as much as possible with the various moving parts. And measure and report it each time. As of 2011, the league has also been addressing responsible management of its three primary offices in Manhattan, Culver City and Mount Laurel, New Jersey. The league also benefits from having one of the earliest pioneering teams in all of sports ‘greening’ in the Philadelphia Eagles. Their efforts date back to 2003 when building Lincoln Financial Field (where a guy by the name of Scott Jenkins was in charge). The Eagles are committed to becoming the first net positive sports facility, by generating more energy than they use. SuperBowl 49 was the first played under LED field lighting reducing the electricity demand there by 75% (and eliminating that tricky blackout problem). SuperBowl 50 has an even more broad-ranging plan with its dual commitment to sustainability and social impact, but these need to be showcased more prominently. In fact, the last 4 SuperBowls have made it a point to proclaim themselves loudly the ‘Greenest Super Bowl Ever’, bringing the topic front and center while millions are watching, fan and non-fan alike. The annual one-upmanship of this claim is a laudable practice under Mr. Groh’s leadership.
While the NFL may have been the earliest league onside, it has not been as aggressive as other leagues in pushing the ball down the field or in field coverage through stewardship of its franchises. Then again, they may well have the most difficult owners to wrangle.
Strategy synopsis: Read and react. Looking to the yeoman to report back.
The new kid on the block, and with many items to manage as the league continues to grow and develop, but to our minds the one with the most to gain, and the fan base most likely to reward their efforts and fully engage and amplify both team and sponsor messaging (18-34 year olds). While the league has a ‘Greener Goals’ designated initiative under its broader MLS Works community relations program, at present this is in transition while a number of new MLS partners settle in to their chosen activations.
In truth the league has learned it may be best to take its cues from the best practices that emerge from its teams and fortunately there are a fair few doing some terrific community-based work. The Portland Timbers #StandTogether Week is a terrific example of combining social and environmental measures with a week full of projects that has fans and non-fans alike working with players, front office and mascot on community improvement projects. Portland was also the site of the 2014 All-Star Game where a strong recycling initiative was on tap. The rival Sounders play in the very responsibly managed CenturyLink Field and have emulated their Cascadia rivals with their ImpactSeattle program, also focused on a series of community projects centered on a single week and partnered with existing non-profit organizations. These are smart in several ways – the single week enables the club to get player participation up and simplifies this for the players. It also provides the media with several options to provide profile. It helps the club manage the partner relationships & requests, and finally it provides a solid focal point for the supporter groups and the community-at-large to direct their energy and time. It’s easily incorporated into the clubs’ existing media buys as an ad ‘snipe’ or tag in radio and TV. Naturally the social media on the lead-up and in the activity capture is also easier to manage and more impactful.
The LA Galaxy are celebrating their 20th anniversary with the 20 for Twenty campaign, consisting of 20 community service projects focusing on human and environmental health over the course of the 2015 season.
The MLS would do well to take note of the simple, yet effective framework of these team initiatives: they leverage their more ‘accessible’ players’ willingness to go out into the community and the mobilization capacity and fanatical civic pride of their supporters groups to reach into the community providing both tangible service outcomes and connection to the casual and non-fans of the club. This is what we’d call a triple bottom line impact effort (social good, environmental gain and club ROI on marketing and likely sales).
We are the champions, my friends
So who’s winning? We all are for now, but you know you’re only as good as your last outing, so we look forward to reporting significant ball movement by all of these leagues heading into the 2016 Summit.
Over the course of the next few weeks, we’ll be going into greater detail on the actions of each of these leagues’ franchises in a framework that provides both an assessment and decently fair context for comparison. Hopefully, we’ll give you enough stats and insight to draft your fantasy green team.
As sports facilities around the world invest millions to improve in-stadium technologies (including Wi-Fi, Beacons, and giant HD screens) all to increase fan engagement through the use of handheld devises, Old Trafford has taken a step back and said “not so fast.”
The biggest news in college sports in 2014-2015 will no doubt be the brand new 4-team playoff system at the FBS (Football Bowl Subdivision) level. Another story that merits significant attention is that the Zero-Waste Movement (i.e. diverting 90% or more of waste from landfill via recycling and composting) is gaining real traction at stadia and arenas across the country. We take a look at 3 schools moving towards the Zero-Waste route this season:
If you think about it, it’s remarkable how the NFL has been able to expand itself into the behemoth sport entity that it is today. In the beginning, the NFL practically went an entire work week without satisfying their fans core desire – games. However, we all know in the 1970’s that changed with Monday Night Football (MNF). The NFL built momentum with MNF and it gave fans something to look forward to, after arguably the most loathed day of the week.