Acorns to Mighty Oaks, Growing a Healthy Urban Forest

September 14-16, 2010
Raleigh, NC
The year’s conference theme, addresses the critical concerns to sustaining our urban forest landscapes. In addition, ACT is sponsoring a day-long workshop on Marketing Trees on September 14 with Kristian Darigan Merenda, Senior Vice President at Edelman.


The location for the conference is the City of Oaks. The conference will feature expert invited speakers, continuing education contact hours from ISA, SAF, and APA, a lively exhibit gallery, tasty food, networking, and tours.
Pre-Conference Community Tree Leadership Forum
Marketing Trees: Leveraging a Positive Perception in a Competitive Marketplace
Tuesday, September 14, 2010- 9:00 am to 4:00 pm
A pre-conference workshop will take place at the Sheraton Hotel. Participants need not be attending in the full conference, but pre-registration and $25.00 fee is required. Below is a description and the draft agenda for the workshop. Space is limited. Marketing is an important strategy to help agencies and community groups define their value and services in the marketplace. We all operate in a very competitive marketplace. Aside from competition from related and unrelated causes urban forestry is faced with very specific challenges in getting public recognition: the use of jargon- heavy technical language, limited budgets, and the reality that less than 7% of all donated dollars are contributed to environmental causes. Join professional marketing consultant and Edelman Senior Vice President, Kristian Darigan Merenda, to learn about increasing media coverage, understanding key audiences, strengthening name recognition, increasing community stakeholder and fundraising support, effectively planning communications campaigns, and influencing citizen perceptions about trees.
Workshop Agenda and Topics
9:00-12:00 noon
Part 1: Marketing Trees: Creating and Leveraging Your Brand Identity, Kristian Darigan Merenda
* General Overview
* Understanding Key Audiences and Creating a Brand Identity
* Laying the Foundation for Increasing Community Stakeholder and Fundraising Support
* Toolchest for Effectively Planning Communications Campaigns
12:00 to 1:00pm
Lunch (provided)
1:00-4:00pm
Part 2: Cause Marketing for Trees: Where Business Strategy Meets Corporate Citizenship, Kristian Darigan Merenda
* What is Cause Marketing?
* Selling Cause Initiatives
* Diagramming Your Cause
Related Resources:
Acorns to Mighty Oaks, Growing a Healthy Urban Forest