Meeting Agenda, June 14, 2004
Wellman, advertising and design, Wellman Advertising (www.wellmanad.com)
Pring, Seafood Watch Program, Monterey Bay Aquarium (www.seafoodwatch.org)
B Mathison, media expert and author, Be the Media (www.bethemedia.com)
Robin, moderator, C3SN Co-founder and managing director, In3 (www.in3inc.com)
Sessions are highly interactive ... participation is encouraged.
(See below for agenda and speaker bios)
Introductions: Audience and Panelists: 6:30pm
Marketing and the Conscious Consumer: LOHAS market overview;
frame the issues and opportunities. Daniel Robin, moderator
Role of Media Advertising: Phil Wellman, Media Advertising
& Design, Wellman Advertising (www.wellmanad.com)
a Tipping Point: Consumer Awareness and Behavior Change:
Serena Pring, Monterey Bay Aquarium Seafood Watch Program (www.seafoodwatch.org).
With 3.6 million pocket guides distributed so far, and the program
now poised to go national, how did they do it?
& Refreshments Break (10-15 min.)
in Independent Media:
Media Within Your Reach: David B Mathison, media expert and
author, Be the Media (www.bethemedia.com/)
identify key issues, answers, and
More Networking: ~9:00-9:30pm*
Note: these timeframes are approximate. We will honor the wishes
of our host, and may need to adjust or end earlier.
Detailed Program Description
Media, Marketing and the Conscious Consumer
Robin, moderator, will set the stage with a synopsis of the
LOHAS* consumer trends study third year results, and frame the
issues and opportunities presented at the recent LOHAS 8 conference.
The Role of Media Advertising
Wellman, Media Advertising & Design will present examples
of his client work and then serve as an "expert witness"
as we explore the following issues:
1. Does traditional media advertising really work? If not, then
2. What are the best ways to promote your conscious business?
3. How do you effectively reach the mainstream with a LOHAS* message?
his work, Phil says: "My objective is to position clients
to profit meaningfully. In other words, by identifying and meeting
real customer needs, they optimize their opportunity to achieve
a deeper sense of purpose, creative satisfaction and abundant
LOHAS = Lifestyles of Health and Sustainability (see www.lohas8.com
Reaching a Tipping Point
Pring, Program Assistant to the Seafood Watch Program at the
Monterey Bay Aquarium, will talk about the Seafood Watch Pocket
Guide, which was created to help make the best possible seafood
choices from local markets or restaurants. The program was developed
in 1999 as an outgrowth of the 1997 aquarium exhibit entitled
"Fishing for Solutions" that raised awareness about
the ecological and health problems of unsustainable fishing and
aquaculture. First with the Aquarium's own café, the interest
in choosing wisely spread to the general public, and the concept
of a consumer guide for sustainable seafood was born. With more
than 3.6 million pocket guides distributed to date, the program
is poised to provide regional guides for every area of the United
How does a consumer judge what is good to eat and good for the
oceans? Some of the ecological issues are
consumer demand for popular seafood is depleting fish stocks
around the world and harming the health of the oceans.
Fish are being caught faster than they can reproduce and today,
according to some studies, 90% of large fishes such as tuna,
swordfish and cod are gone.
unintentionally catch seabirds, sea turtles, mammals and other
marine life, which is also upsetting the balance of marine ecosystems
and, in some cases, driving populations into decline.
Some fishing gear damages the seafloor habitat that many species
need to survive.
or fish farming, can help alleviate some of the pressure on
our oceans but some aquaculture methods have their own negative
effects on the marine environment.
guides are free and distributed to the public by the Monterey
Bay Aquarium and through partner zoos, aquariums and other institutions.
See www.seafoodwatch.org or call (831) 647-6873.
Trends in Independent Media
How can we use the "media revolution" (independent,
locally owned, progressive and alternative) to reach and influence
our target audiences? Even though the so-called "alternative
press" is far from reaching any sort of tipping point, and
is still considered a novelty with little real impact, progress
is being made. From the Internet to recent films like Fahrenheit
9/11 or even Supersize Me, there is a media revolution under way
that is gaining momentum. Is this a backlash to the incestuous
media conglomerates of Viacom, Disney, AOL Time Warner and GE?
media such as the Internet - used as a grass roots organizing
and fundraising tool, for example -has become a powerful conduit
for drawing attention to and informing us about previously hidden
social and environmental issues, but we "progressives"
are not at the table. This mainstream media monopoly virtually
ignores "LOHAS" businesses (and the interests of conscious
consumers, business owners, and sustainability advocates), even
though the values are mainstreaming, and the more successful companies
are being acquired by their larger corporate counterparts.
WITHIN YOUR REACH
What if you were to "be the media"
reclaim the power to influence and reach a broader audience with
your important message. The large conglomerates try to tell us
what to eat, think, buy ... but through the work of media expert
David Mathison, and others, there are practical methods of making
money while being a voice for important stuff like sustainability.
How can media be used to transform the marginalized social justice,
environmental, sustainability and corporate responsibility movements?
Mathison will discuss his new book "Be The Media,"
and explain how, until recently, creating and distributing books,
music and film required years of education and the expensive assistance
of publishers, labels, studios, distributors and lawyers. Today,
however, there is a flourishing "middle class" using
low-cost tools and new methods of distribution to directly connect
with their audience, while keeping more of their rights and royalties
and 100% of their intellectual property.
Wellman, President, Wellman Advertising & Design. Phil
Wellman has been President and Creative Director for Wellman Advertising
and Design since 1982. His pioneering customer-driven approach
to advertising and design has been responsible for the success
of companies in a wide variety of industries. Current objectives
include bringing his positioning and brand development skills
to sustainability-oriented businesses. Phil's personal passion
for typographic design has resulted in high praise and numerous
Past clients have included Marriott Hotels, Ventana Resort, Cyberware,
Synopsys, Extraordinary Golf, National Geographic Society, Foster
Farms, Fresh Express, Sambraillo Packaging, Mountain Sun Juices,
Committee for Sustainable Agriculture and Whole Foods Market.
Current clients include Red Shift Internet Services, Monterey
Bay Blues Festival, Monterey Jazz Festival, Treadmill Sportswear,
Monterey County Weekly, Wright Design
Design Services, Pacific Eye Center and Swing Thing Golf. Visit
online at www.wellmanad.com.
Pring, Monterey Bay Aquarium. Serena works for the Monterey
Bay Aquarium's Seafood Watch program, designed to shift the buying
habits of consumers to support sustainable fishing and aquaculture
operations. Serena coordinates the distribution of the Seafood
Watch cards and responds to questions and visitor comments about
sustainable seafood both from aquarium visitors and through the
aquarium web site. In addition Serena is responsible for updating
the Seafood Watch website and coordinating outreach events. Serena
has been with the Seafood Watch program for 3 years.
Before joining the Seafood Watch team, Serena coordinated a coalition
of community members concerned with youth issues at the United
Way of Santa Cruz County. Serena has also held internships with
the State Assembly Office in Santa Cruz and the student chapter
of CALPIRG (California Public Interest Research Group). Serena
Holds a Bachelor of Arts degree from the University of California
at Santa Cruz in Biology and Environmental Studies.
Mathison is an internationally recognized media expert with
more than 20 years experience in the content industry. He has
created solutions that directly connect the world's largest publishers
with mass audiences, leveraging both mainstream and alternative
outlets for maximum exposure. His work provides millions of global
citizens with free news, financial data, audio and video information
on the web's most popular sites. His book, Be The Media,
is an extension of his award-winning work in eliminating inefficiencies
in publishing, providing all participants with more egalitarian,
democratic and open systems. David was VP of Global Syndication
for Reuters, the world's largest international news and television
agency, and in 1999 became chairman, CEO and co-founder of Kinecta,
an award-winning solution for publishers to manage content relationships.
Kinecta was sold to Stellent in 2002. David holds a B.A. degree
from the State University of New York, and a Masters degree in
International Affairs from the Columbia University School of International
and Public Affairs.
Robin, C3SN co-founder, brings more than 20 years executive/board,
financial and venture development experience to clients. Daniel
is principal of Daniel Robin & Associates, a leadership consulting
and training firm established in 1985 (www.abetterworkplace.com),
and managing director of Integrated Investments International
In3 is a "venture catalyst network," specializing in
clean and sustainable technology, product and service commercialization.
In3 assists investors and companies with reaching their goals
through market trends and strategy consulting, investment match
making, team development, training and coaching. Daniel received
his bachelors in Computer & Information Science from University
of California at Santa Cruz, completed advanced studies in Marketing
and International Business (UC Berkeley), and earned certificates
in coaching and conflict resolution, with master's level/trainer
certificates in NeuroLinguistic Programming (NLP) and public speaking.
Daniel co-writes popular film reviews for Bay Area Connection
Magazine with his wife, Karin.
Examples, Links and Resources
website links to "LOHAS" media, by type: http://www.in3inc.com/cultural_evolution.html#media
and LOHAS Journal (http://www.lohasjournal.com/)
and LOHAS 8 Conference (http://www.lohas8.com)
Media Association (http://www.ema-online.org/)
-- EMA mobilizes the entertainment industry in a global effort
to educate people about environmental issues and inspire them
into action. EMA, a non-profit created in 1989, founded by some
of the biggest names in the film and television world, promotes
the powerful concept that through television and film, the entire
entertainment community could influence the environmental awareness
of millions of people.
Media links: www.michaelmoore.com/links/index.php?linkType=Alternative%20Media
links in the Film Industry:
Feature documentary analyzes the very nature of the corporate
institution, its impacts on our planet, and what people are
doing in response. Based on Bakan's book "The Corporation:
The Pathological Pursuit of Profit and Power", the film
has been generating popular support from street level to the
boardrooms of the Corporate Social Responsibility movement.
9/11, Michael Moore's pseudo-documentary about Dubya and
the 9/11 tragedy ... what he knew, didn't know, did or didn't
Winner of the top prize at the Cannes Film Festival
Opened nationwide on June 25th, 2004
Size Me (www.supersizeme.com),
a film about a man who committed to attempting to eat McDonald's
food (if you can call it that) for every meal for a month. Frightening
but enlightening. Eat a light meal before seeing this film and
be careful at the snackbar.
award-winning film by the producer of Somewhere in Time and
What Dreams May Come and author of The Force is With You: Mystical
Movie Messages That Inspire Our Lives. Indigo is about loneliness,
redemption, and the healing powers and grace of the new generation
of "Indigo" (psychic and gifted) children being born
into the world. Although the story is fictional, the emotions
and actions come to life. About founder Stephen Simon and his
book's "Institute for Spiritual Entertainment."
Anyone who attends a C3SN meeting will have access to the other
members' "requests and offers" information, available
online at www.cccsn.net (click on the "Members" button).
join a Special Interest Network (SIN), go to: http://www.in3inc.com/joingroup.html
Forums, a threaded
be added to the
C3SN event reminder list; to be removed
Coast Commercial Sustainability Network homepage: www.cccsn.net