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New Interactive DMA Tool Helps Marketers Address Environmental Concerns
“Truly successful companies know that the bottom line isn’t just a dollar figure,” said Patricia Kachura, DMA’s senior vice president for ethics and consumer affairs. “It’s also measured in the positive impact your organization has on society and the environment.”
“From paper sourcing to list hygiene to waste reduction and management, today’s marketers must apply environmental considerations to the entire marketing equation – and do so with an eye toward business success and continual improvement,” Kachura said. “We wanted to create a tool to help marketers take a comprehensive look at environmental impacts and guide them in creating effective policies and achievable goals.”
DMA’s new policy generator guides marketers through a checklist of environmental considerations related to:
· List hygiene and data management;
· The design of printed marketing materials;
· Paper procurement and usage;
· Printing and packaging; and
· Recycling and pollution reduction.
Jennifer Barrett, Global Privacy Officer at Acxiom and chair of DMA’s Committee on the Environment and Social Responsibility (CESR), which oversaw the development of the new policy generator, commented, “We wanted to create a tool that would be educational for users. If nothing else, we’d like those who use the generator to walk away with a greater understanding of the breadth and complexity of the environmental impacts of the direct marketing community, as well as the opportunities for addressing them.”
To create the environmental policy generator, the Committee relied on the expertise of a number of marketing professionals, organizations, businesses, and environmental experts. Because the business of direct marketing encompasses such a diverse range of companies and practices, there are many differing environmental impacts that were considered.
“In developing this resource, we looked at the current environmental practices and policies of numerous DMA member companies across the spectrum of direct marketing activities,” added Chet Dalzell, Director of Public Relations at Harte-Hanks and chair of the CESR environmental subcommittee. “While not every aspect of the policy generator is applicable to all organizations, we believe we have a useful tool that will help marketers think holistically and proactively about environmental issues from a business and social-responsibility perspective.”
DMA’s Environmental Planning Tool and Optional Policy Generator is available online for DMA members at www.the-dma.org/envgen/.
On March 21, 2007, at 1:00 p.m. (EDT), DMA will host a virtual seminar to help members learn how to use the policy generator more effectively.
DMA members who would like more information, have questions, or would like to share feedback on their experience in using the policy generator can contact DMA at email@example.com.
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The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.
In 2006, marketers — commercial and nonprofit — spent $166.5 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated $1.93 trillion in incremental sales. Last year, direct marketing accounted for 10.3 percent of total US GDP. Also, there are today 1.7 million direct marketing employees in the US alone. Their collective sales efforts directly support 8.8 million other jobs. That accounts for 10.5 million US jobs.
The Power of Direct: Relevance. Responsibility. Results.
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