One of our innovative collaborations, REA250, is proud to volunteer our efforts to facilitate this important renewable energy discussion.  Tickets are $10, $8 for Nevada Museum of Art members.  Seating is limited.  Tickets can be purchased online in advance at the NMA online ticket office.

About
Regional and national business, education, community, and arts leaders converge at the Nevada Museum of Art for a half-day summit charting Northern Nevada’s course toward developing new vibrant communities growing out of the arts, sustainable energy businesses and economies, workforce education and training initiatives, and the environment in the twenty-first century.

Why
As the nation begins to recover from the current economic downturn, the only precedent for which is the Great Depression, Northern Nevada is poised to lead the way to recovery in a New Economy based on clean, sustainable, and renewable energy; strong, effective businesses that create good jobs and foster long term economic prosperity; and rich environments in the arts, education, and the outdoors.

Why the Nevada Museum of Art
As a catalyst for innovation, education, and economic development, the Nevada Museum of Art plays a powerful role in creating a vibrant community fabric by initiating and convening dialogue around important civic issues such as sustainable energy.

Format
Four panels—one each on art, environment, business, and workforce training and education—followed by a keynote address delivered by Chevron Energy Solutions CEO Jim Davis, address how art, business, education, and environment each serve as catalysts for stimulating a new paradigm in Northern Nevada’s culture and economy.

Keynote Address
Jim Davis, CEO of Chevron Energy Solutions (CES), will present a keynote address about the prospects for expanding and sustaining renewable energy programs in Nevada. Chevron Energy Solutions (CES) is one of the world’s leading energy efficiency and renewable energy services companies and the largest developer of solar power solutions for education facilities in North America.

Joan Myers: Western Power
Photographer Joan Myers recognizes that as consumers we often take the source of our power supply for granted, paying little attention to how energy is generated and distributed. In her series of panoramic photographs, Western Power, Myers makes visible a range of power plants—fueled by uranium, oil, gas, coal, water, solar, wind, and geothermal energy—throughout the Western United States. The photographs in this exhibition are a part of the Nevada Museum of Art’s Carol Franc Buck Altered Landscape photography collection.

EXHIBITION DETAILS Joan Myers: Western Power features six platinum palladium photographic prints in the Museum’s Prim Theater Gallery. The exhibition is organized by Ann M. Wolfe, and accompanies the Nevada Museum of Art Sustainable Energy and Communities Summit organized
by Colin M. Robertson on Friday, October 16, 2009. Joan Myers, Solar Troughs, Kramer Junction, 1999/2002, platinum palladium print with watercolor Collection of Nevada Museum of Art, The Altered Landscape, Carol Franc Buck Collection

Panel 1: Art and Architecture

Moderator: Colin Robertson, Curator of Education, Nevada Museum of Art

Objectives: a) to launch the Summit and one of its central ideas—that vibrant communities are created through networks connecting the arts, education, and business; b) to express the ways in which art and architecture, and the modes of artistic practice artists and architects use every day, catalyze cultural and therefore environmental change; c) to address the ways in which art can precipitate dialogue about renewable, sustainable energy
Panelists: Heather Lineberry, Interim Director, Arizona State University Art Museum; Don Clark, AIA, Cathexes Architecture; Christine Fey, City of Reno Arts and Culture Manager; Dr. Howard Rosenberg, Chair, University of Nevada Department of Art

Panel 2: Community and Environment

Moderator: Colin Robertson, Curator of Education, Nevada Museum of Art Objectives: a) to illustrate how the physical environment of
Nevada functions as a kind of catalyst for technological innovation in renewable energy production, making Nevada the environment for building new communities and economies based on clean energy; b) to present the ways in which Reno, specifically, and Nevada, in general, are utilizing the physical environment, institutional and intellectual resources, and organizational and community leaders to effect lasting change in the socio-economic and cultural fabric of the region through sustainable energy evolution; and c) to demonstrate that Nevada’s business and educational environments can foster long-term economic prosperity and the conditions necessary for strong, vibrant communities and environmental sustainability

Panelists: Philip Satre, Chairman of the Board of Directors, NV Energy; Jason Geddes, City of Reno Environmental Services Administrator; Dr. Steve Wells, President, Desert Research Institute; Stacy Crowley, AIA, LEED, Kiley Ranch Communities

Panel 3: Business and Sustainable Energy Business Incubators
Moderator: Jill Derby or Susan Clark Objectives: a) to demonstrate how Nevada is using safe havens, business incubators and accelerators to create the conditions for innovation and competition essential to stimulating new economic drivers in industries cultivating opportunities in renewable and sustainable energy sectors; b) to address the ways in which business and institutions of higher education are working together to precipitate a surge of businesses and future business leaders committed to lasting energy sustainability, independence, and efficiency

Panelists: Dr. Thomas Harris, University of Nevada, Reno; Fred Sibayan, CEO, Vortex IP; Amy Berry, Manager of Corporate Communications, Mariah Power; James Croce, President/CEO, Nevada Institute for Renewable Energy Commercialization

Panel 4: Education and Workforce Training
Moderator: Susan Clark
Objectives: a) to demonstrate that education and workforce training in new technologies is essential to creating the conditions that will yield successful businesses in an economy revolving around renewable and sustainable energy; b) to illustrate that Nevada’s institutions of higher education are ready to begin training and education programs in collaboration with labor organizations to prepare  workforces for new job opportunities in sustainable energyrelated industries, and supporting the successes of businesses in a new energy economic paradigm

Panelists: Dr. Ted Plaggemeyer, Dean of Math, Science, Technology & Engineering, Truckee Meadows Community College; Danny Thompson, Executive Secretary/Treasurer, Nevada State AFL-CIO; Larry Mosley, Director, Nevada Department of Employment, Training and Rehabilitation

At first, it seemed like a tried-and-true idea – aligning a shopping mall brand with good will.  In today’s tough economy, the standard “come to our mall” pitch wouldn’t likely work; especially in light of the fact that a much larger destination with highly recognizable brand name stores was about to open in the same community.

“Through ‘Kindness Is Your Currency,’ we will reward people who already spend time and money to support organizations in our community,” said Larry Hunt, Property Manager of The Summit. “But more importantly, we want to encourage others to be kind as well. These are challenging times and we want people to focus on the positive, get out and help each other.”  The campaign could be monitored through their “Kindness Is Your Currency” website, a Facebook page, twitter account and “numerous Reno blogs”.

A shopping mall dedicating its resources to create a campaign that encourages and acknowledges random acts of kindness?  Shocking, in a way, given the tough economic climate we’re all facing – let alone the advancement of real competition in the retail market locally.

I applaud The Summit for engaging their agency to do something different that might have a positive effect on us all.  The launch of their “Kindness Is Your Currency” campaign was both brave and innovative.

But then came the monetary payoffs for this random kindness:

They were never shy about this pay-off aspect of the campaign, and made it perfectly clear at the onset that not only is kindness a currency, but that you could be rewarded with shopping incentives for engaging acts of kindness in your daily life.

“Karma Cards” were  issued to individuals “caught in the act” of kind deeds.  These Karma Cards, unsurprisingly are retail marketing mechanisms to drive traffic to their retailers: 15% off coupons at Dillard’s, etc.  In addition, they also served as “drawing tickets” for final prizes that include The Summit gift cards, a top prize of $3,000, two $1,000 prizes and two $500 prizes.

So there you have it.  Kindness is apparently a physical currency as well.  Be kind to your fellow wo/man, and you might be rewarded with cash and prizes.  What kind of message is that about those acts of kindness that go unrewarded?  What motivation might inspire new acts of kindness based on the desire to be recognized?

As an avid supporter of non-profits, with a deep personal appreciation for the rules of Karma, I’m conflicted about this whole retail manipulation of something that should be ingrained in our personalities – and not positioned as a promotional campaign for a shopping mall.

While they may have their retail oriented hearts in the right place – why is it necessary to physically reward anyone with shopping money for something we should all do as part of our daily lives without compensation?  Doesn’t it take a bit away from the Pay It Forward philosophy that the act is the reward itself?

If I follow the logic, the reason I may now engage in a random act of kindness is in hope that I’ll be recognized on the campaign’s site and be physically rewarded with cash?  What does that say about those acts of kindness that are done without expectation of reward and return?  Granted – this is retail, and you can’t simply have a “do good” campaign out there for the sake of promoting goodness – there must be a financial payoff.  But is that a smart marketing position for a retail mall to take, however altruistic its intent may have been?

A shopping facility of this size and nature must spend its marketing and advertising dollars wisely; and they’ve dedicated a great deal of budget and energy to positioning themselves as the “kindness” place to shop.  But I’m concerned that this kind of positioning may not be sustainable – and kindness may run its campaign course when the chill of the holiday shopping season arrives.  Will kindness be tossed aside for the consumer dollar then?  And if it’s not sustainable – does it make The Summit appear as though they leveraged good deeds for the sake of short-term retail sales?

As I mentioned, I’m conflicted here, and welcome your thoughts and perspective on this effort – whether positive or negative.  What do you think about this campaign?

Everyone is feeling the pinch of today’s economy, and there’s no surprise in the fact that the first thing to be eliminated is often marketing and advertising related.  It’s survival of the fittest – and tightening of the financial belt is running rampant in small companies to the biggest of corporations.

I came across James Surowiecki’s article in The New Yorker, that clearly illustrates how two similar companies—Post and Kellogg, created a case study in the nation’s infamous Depression.

“Post did the predictable thing: it reined in expenses and cut back on advertising,” he noted. “But Kellogg doubled its ad budget, moved aggressively into radio advertising, and heavily pushed its new cereal, Rice Krispies.”

And what were the results in that economy?  Kellogg’s strategy paid off.  “By 1933, even as the economy cratered,” Surowiecki continued, “Kellogg’s profits had risen almost thirty per cent and it had become what it remains today: the industry’s dominant player.”

There it is – the lesson of history that today’s Recession cannot deny.  Those who can afford to keep investing grow stronger, while the weak grow weaker – largely due to the fact they are struggling to stay afloat financially.  But there’s more.  When the weak scale back on marketing, campaigns from stronger companies have a far great impact.

Of note in the Surowiecki’s article is the important differentiation between risk and uncertainty.  Risk requires a business to make its decisions based on a range of possible outcomes.  Uncertainty, which is rampant throughout our society today, thrives on a lack of potential outcomes, leaving everyone wondering exactly what might be expected next.

The author makes sense of today’s obvious state of uncertainly: “So it’s natural to focus on what you can control. [M]inimizing losses and improving short-term results. And cutting spending is a good way of doing this.”

And so it becomes obvious that the majority of companies today who are focused on decisions that may cause them long term harm, may, in fact be missing the opportunity of their lifetime by allowing a good marketing opportunity pass them by.

Have you seen signs of this business pattern in your operations?  If so, what do you think the best way to handle that lack of action and confidence might be?

As a previous Subaru owner with a deep appreciation for nonprofits and their increasingly difficult missions, I instinctively reacted to the car company’s new “Share the Love” campaign.  This innovative campaign runs through January 2nd, and hits directly on a common value that the car company knows runs throughout it’s owner’s profiles – passion for social causes.  The incentive is simple, yet delivered in a very clever way – making the campaign much more interesting and engaging overall.  Simply put, customers select one of five charities to receive a $250 donation from Subaru of America, as an incentive for the purchase or lease of a new Subaru.

This is a minor win for the consumer – who might feel strongly about one of the five charities, but a major win for the car manufacturer who clearly defines their brand as charitable and socially responsible.

Five fortunate nonprofits are the recipients of the campaign’s efforts: Boys & Girls Clubs of America, Habitat for Humanity International, Meals On Wheels Association of America, the National Wildlife Federation and the American Society for the Prevention of Cruelty to Animals (ASPCA).

For those who’ve been following Subaru’s “Love. It’s What Makes a Subaru, a Subaru” brand campaign (which launched in April to support the new Forrester crossover), this new extension is predicted to raise over $5 million in sales revenues – even in today’s stumbling economy.

“In looking for a way to stand out during the December selling period, one of the pieces of research we see is that our customers are socially involved, very involved with supporting their communities–we see that often,” says Kevin Mayer, Director of Marketing Communications for Subaru.

Personally, my Subaru has long had bumper stickers promoting anything from political perspectives to concerns for the environment.  And it seems a very natural extension that they would use this common  buyer trait to extend their brand positioning.  Smart move all around.

In this unprecedented  poor year for the auto sector, Subaru–which has a small lineup of vehicles, and yearly sales of around 250,000 vehicles– is bucking the trend.  This campaign is one of the innovative ways brands can align themselves with social causes for both their mutual benefit.  A win/win for everyone involved.

Christmas has come for me, a few weeks later than expected. Like a 6 year old unwrapping the perfect gift, I purchased my ticket for The Green Man in the Black Rock Desert later this year.

It’s a giddy joy confirming your place on the Playa. The online ticket process this year was amazingly easy – and fast. I got my ticket in about 5 minutes online. Kudos to the BM staff for making this process go so well.

This is just the beginning of the experience. Now comes the fun part…just what will we do with our camp to take part in The Cooling Man, and see what we can do to make this year a carbon neutral celebration of art and culture.

No matter what we finally do… the anticipation of working with the camp, and seeing friends and acquaintences on the Playa is, for me, as good as Christmas can be at any time of year.

It’s an unfortunate reality of our society that our thoughts generally turn to philanthropy and good will once a year… and this is that time.

Having worked with a variety of nonprofits, including the local United Way, I know too well that it’s part of the overall strategy to use this seasonal compassion to restore the donation coffers, and work harder than just about any other time of year.

A Toronto-based agency, ACLC, has created a truly poignant campaign for the Canada’s Salvation Army. The campaign sends a message we should all understand – no matter what the season.

“Invisible” says it all. Those less fortunate aren’t seen – including the children and elderly who deserve everyone’s support. When they are, we look away. How many of us lock our car doors when someone is begging from the street? How often have you offered food instead of money to a homeless person? What can we do to care for those who deserve help?

Check-out the television spot: http://www.glossyinc.com/invisible2.html

You don’t have to give money to make a difference. You can simply give a little time by volunteering…or get involved by adding your ideas to how we can all work to make a real change in our materialistic culture for those who can’t help themselves. All too often, we blame those less fortunate, passing them off as “lazy” or “stupid”.

Count your blessings – and share them with someone who isn’t as fortunate.

We’re working on creating a new brand campaign for the Nevada Alliance for Arts Education (NAAE). The logo you see above is brand spankin’ new, designed by Tony DeVincenzi, and will be released publicly in a new website and PR campaign next month. This isn’t just a project to us – it’s a passion.

Somewhere along the line, in our ever increasingly competitive and materialistic culture, the Arts were dropped from our main educational funding streams. ‘Readin’, ‘Writin’ and ‘Rithmatic became the “holy trinity” of a good education. Little did we know what that shift would eventually cause a lack of understanding that arts are an essential part of being a well-rounded, well-educated person in society.

According to a study recently released by the Maine Alliance of Arts Education, young people who participate in the arts for at least three hours on three days each week through at least one full year are:
• 4 times more likely to be recognized for academic achievement
• 3 times more likely to be elected to class office within their schools
• 4 times more likely to participate in a math and science fair
• 3 times more likely to win an award for school attendance
• 4 times more likely to win an award for writing an essay or poem

And… young artists, as compared with their peers, are likely to:
• Attend music, art, and dance classes nearly three times as frequently
• Participate in youth groups nearly four times as frequently
• Read for pleasure nearly twice as often
• Perform community service more than four times as often

So why aren’t we funding arts education as a formal and required part of our school systems? In Nevada, we have no State or District-level arts assessment requirements. No certification or licensure requirements for arts teachers or specialists or regular classroom teachers and no state-sponsored school for the arts. Obviously, we need advocacy if we want to make arts education a mainstream part of our culture.

Recently released is a new website that you can quickly visit and register your support:

If we can increase funding through politics, we can fund arts educators, and subsequently – teach our children the value of the arts in every aspect of our lives (including the sciences). This is just the beginning of the NAAE efforts, and we hope to collaborate it closely with many other arts organizations and efforts throughout the state.

As R.E. Allen Chairman & CEO AT&T Corp. has said:
“A grounding in the arts will help our children see; to bring an uniquely human perspective to science and technology. In short, it will help them as they grow smarter to also grow wiser.”

There is a difference between intelligence and wisdom. In today’s world, wisdom is often in shorter supply.

I’ve been fortunate to have had alot of experience in brand development and marketing for non-profits. A few of them from the “inside” as the Director of Marketing (for United Way and Sierra Arts), but more recently as a marketing and management consultant.

The more exposure to new clients, projects and challenges I’ve met – the more of the very same challenges I’ve come to see the typical trends that each face together. Many nonprofits see themselves as “charities”, and not businesses. Nothing is further from the truth. In fact, running a successful nonprofit is more challenging in many ways than being in the “default” business worlds. There are advantages…and disadvantages. Now I know that the principles of marketing are exactlyt the same for both types of business.

Among marketing professionals, it is generally agreed that an organization’s greatest asset is its brand. Unfortunately, brand assessment isn’t routinely considered relevant by non-profit management groups. Building on their current strengths, nonprofits need to take a step back and view their brand through the eyes of their potential donors to begin the process of expanding an existing brand or building a new one.

Defining a future non-profit brand is much easier than altering an existing one. The one question non-profit organizations need to ask (as does any business) is “what do we do better than anyone else”?

To build a truly meaningful brand, your cause must be truly unique. Since this differentiation (commonly known as value proposition) sets your mission apart from all others, make sure the organization (staff, Board and volunteers) not only honestly believes it, but can execute it every level of contact with your public. Once your brand is defined, every facet of the organization must be centered on that mission in every way.

The basic essentials of branding provide nonprofits with the structure needed to reflect on their individual brand process.
Begin with a current brand perception audit from individuals from a range of business sectors and private individuals from your community. Be certain to allow them a high degree of anonymity to enable them to answer questions about your current or proposed brand with blunt honesty. Then collate and listen to those answers – for that is the true basis of your brand.

Next, set a tactical plan to bridge the gap between current perceptions and your brand goal. As with any planning process for change, a series of activities that results in a successful brand shift takes time and patience. The greatest stumbling block for nonprofits lies in execution, as most plans are begun but are then left to collect dust on the shelf. Don’t forget that the nonprofit brand lives in the minds of each volunteer and donor, often resulting from years of multiple message layering. One “we’ve changed or we’re new” announcement simply won’t begin the process. Consistency is the key.
Most importantly, the key to a successful brand plan requires top-down commitment and dedicated involvement. An internal campaign to educate, inform, and establish complete buy-in from every organizational member is critical. For any brand perception to be actuated, it can’t become the latest “fad”. It must reside in the hearts and minds of every individual that works with, and for the nonprofit Monthly, weekly and even daily meetings are needed to be certain that a consistent message is being delivered – and most importantly, acted upon.

Every brand should be re-evaluated continuously to be certain that the appropriate message and delivery of services are in sync. By analyzing present perceptions and projecting future brands, the planning process can follow naturally. Most importantly, integrating the organization in the process is critical to deliver on the brand promise.

Daunting, isn’t it? The blank page. A flat canvas. Nothing but white space.

In a world of possibilities, it’s always hard to know where to begin. No matter where you start, it’s at least a start…and from there, who knows what grows.

So what’s the purpose of this blog site, anyway? Blatant promotionalism of our most excellent little company SmartBrand? Well…duh…yes. Of course.

But hopefully more. Much more.

Ahead we’ll find some insighful commentary on the current state-of-the-marketing/advertising community here in northern Nevada and the west coast. A handful of interesting tips and tricks that we’ll leak to unsuspecting world from our bag of knowledge. Perhaps even some interesting photos of cultural phenomena like Burning Man… innovations, trade shows, hot designers like Tony DeVincenzi (yes…he’s related) … or whatever marketing and business related interests we stumble on.

More importantly…we’re going to light a fire or two (not literally…but it is getting cold outside!).

We’ll provide interesting links to passionate sites like www.downtownmakeover.com and whaever else we happen to feel is worthy of your time… and your comment.

So.. what are you hunting for? Pictures of naked kittens? (you know who you are) Political debate on the upcoming elections? (turn off the telly and get involved) Venting on the lack or real professionalism and business creativity in our community? (once again, my inside voice escapes outside) Let it out…and give us a spin on the topic. I’m hoping someone starts a fight that’s worth fighting.

Let’s just do it. (with no apologies to Nike, whatsoever).

Blog on.