The Role and Responsibility of Agencies

August 22, 2013

What we are Our mantra

Social Enterprise

Do Well, Do Good.

CURRENT MARKET SITUATION

The opportunity

The challenge

Sustainability and environmentalism = good branding

Worth of investing in environmentalism

THE QUESTION ON EVERYBODYS MIND

What does an agency have to do with environmentalism, sustainability and climate change?

OUR CURRENT WORK:

SOUTH COTABATO, SULTAN KUDARAT, LEYTE, SAMAR, NAGA, ILOILO-GUIMARAS

Allah Valley
Journey To The Valley of the Gods

local economic development via community-based tourism

OUR CURRENT WORK

local economic development via community-based tourism

THE RECENT BATTLE

ECO-TOURISM

MINING

NOT A TYPICAL CAMPAIGN

collaterals

taglines

celebrity endorser

advertising

activations

promotions

This was not a battle of what could be sold better

MINING VS. ECO-TOURISM: THE CHALLENGE

Mineral wealth of the Philippines = $840 billion

How can we convince the country to choose eco-tourism over mining?

3 PRISMS BY WHICH TO DIFFERENTIATE MINING AND ECO-TOURISM

Poverty Alleviatio n
Sustainab ility

Safety

Tourism provides jobs. This boosts the quality of life. Mining is a low jobgenerating industry. It also increases incidences of poverty.

Eco-tourism helps protect and preserve the area

Mining endangers an islands fragile ecosystem thereby causing natural disasters, affecting food & water supplies and causing illnesses

Forests, beaches, etc. can last indefinitely. Dovetails with cultural tourism preserves and passes on heritage.

Mining resources can be exhausted

BUT WILL IT SELL?

2008 showed a stagnation of all industries

Except for tourism .except eco-tourism

HOW DID THE CAMPAIGN DO?

In July of 2012, mining was banned in 78 ecotourism sites across the country. Our island ecosystems were preserved.

WHAT ECO-TOURISM HAS TAUGHT US

The 5 As of tourism are not enough

THE 5 AS OF TOURISM

Attractions

Access

Activities

Amenities

Accommod ations

THE 6TH A: ACCOUNTABILITY

We are accountable for

Our land

Our people

Our culture

WHY REAL ESTATE?

How we use our land can help us or harm us. The real estate industry could be the guardian of our land.

WHY FMCGS?

FMCGs use majority of our resources

FMCGs contribute majority of our waste

This has led countries such as Australia, the UK and India to regulate packaging re-use, recycling and disposal for the FMCG industry.

IS IT WORTH THE INVESTMENT?

According to a global study by Nielsen, 50% of consumers are willing to pay more for goods & services of socially responsible companies. Of the respondents from the Philippines, 2/3s said they were willing to pay more for socially responsible products.

WHAT IT MEANS

Demand for sustainable, environmental products exists.

OUR RESPONSIBILITY

Share of budget

Share of passion Share of influence

Agencys role: help light the way for environmental solutions

Conclusion

Share of Market = Share of Responsibility

Amor Maclang
Director of GeiserMaclang Marketing Communications Inc. Head Strategist for Astrolabe
For more information, please feel free to contact us amor@geisermaclangnetwork.com http://www.facebook.com/amor.maclang