The Buzz

Subscribe to Email Updates

Lisa R Cassidy

For nearly 20 years, Lisa has worked with a range of organizations from high tech startups to Fortune 500 companies across several industries. She is often charged with one simple mission to “make it happen.” As a result, Lisa is adept at developing breakthrough strategies and seeing those same strategies build brands and long-term equity. Her “can do” attitude allows her to make things happen and continually exceed client expectations. As a non-traditional marketing and communications consultant, Lisa believes her work really begins after the strategy and planning has been developed. Actual implementation is often what separates good brands from great ones. Maximizing budgets, modifying strategies on the fly and ultimately delivering results are key to Lisa’s success throughout the years. Lisa is currently Senior Strategist & Founder for ecoImagine.
Find me on :

Posts by Lisa R Cassidy

Profits and Purpose: How Sustainable Business Practices Become a Competitive Advantage

By Lisa R Cassidy |   Nov 06, 2018

 

 

Sustainability. Social consciousness. Upcycling. Pre-cycling. Global warming versus climate change. What does it all really mean and why should you care? 

Well, as a business owner, you are in a unique position. Businesses have the ability to tackle sustainability issues linked to consumption, waste, recycling, clean energy, education, equality and climate change (to name a few) more so than individuals - and faster than government. But even more importantly, businesses have a lot to gain financially.

In today’s environment, endorsing and implementing sustainable business practices has a competitive advantage. Not only can it help you cut costs, increase market share and motivate the best people to work for you, it can propel your business to the top as a market leader.

6 Ways To Maximize Your Next B2B Marketing Campaign

By Lisa R Cassidy |   Oct 30, 2018

Successful marketing means getting in front of the right audience, with the right message, at the right time.  

It is a process designed to ensure that all messaging and communication strategies are consistent across all channels and are centered on the prospect’s needs.  

While there is no one sure-fire formula to creating a successful marketing campaign, the following six methods are sure to maximize the impact.

 

Zero Waste Design Guidelines Offer Architects Innovative Design Options for Reducing & Diverting Waste

By Lisa R Cassidy |   Aug 16, 2018

In New York City, the Department of Sanitation (DSNY) exports more than 12,000 tons of waste each day. Because there is no waste storage requirements for commercial buildings, each building can manage waste as they see fit. For many building owners, waste is a costly process. It is managed manually and stored indoors or on loading docks.

Unfortunately, New York City is not the only major city facing high costs and antiquated processes when it comes to managing waste, but they are among the few with very aggressive zero waste goals.  According to OneNYC, “The City is committed to becoming a worldwide leader in solid waste management by achieving the goal of Zero Waste by 2030, eliminating the need to send waste to out-of-state landfills and minimizing the overall environmental impact of the city’s trash.”

In an effort to achieve this goal, New York-based Clare Miflin, architect at Kiss + Cathcart, Architects, brought together a team of architects and planners to develop a set of guidelines, called the Zero Waste Design Guidelines, that would offer architects innovative waste solutions for new building designs.

How Marketing Consultants Can Help You Do What You Do Best

By Lisa R Cassidy |   Jul 12, 2018

As a Marketing Consultant with over almost two decades of experience working with a variety of companies ranging from Fortune 500s to start-ups, I have found that most companies have a lot of good ideas and even more number one priorities. The value a marketing consultant to organizations like this is focus.  

Marketing Consultants are typically hired for a purpose and are measured against that objective on a regular basis.  The sheer presence of a Marketing Consultant not only holds that person accountable, it holds members of the organization accountable as well. I mean, when it comes down to it, it’s really about accountability after all, isn’t it? 

[Slide Deck] Leveraging Social Media to Get Your Recycling Message Heard

By Lisa R Cassidy |   Jun 12, 2018

Whether we like it or not, social media is here to stay so it's time to embrace it! For those getting started, this presentation will walk you through the essential elements for getting started and how to leverage best practices in social media to get your recycling message heard.

Closing the Loop: How to Win at Composting While Avoiding Painful Fines At the Same Time

By Lisa R Cassidy |   Mar 21, 2018

Did you know that when it comes to winning and losing, the fear of loss is far greater than the joy of winning? In study after study, “loss aversion” has proven to effect decision-making in ways that you may not expect. For example, a person is less likely to sell something they own for $10, than they are to buy the same item for $10. People are also more likely to become politically involved when their rights are threatened, than if there's a vote on a law that would give them more rights. Why? According to psychologists Amos Tversky and Daniel Kahneman, “Evolution has made pain a more urgent matter than pleasure, since avoiding pain is the thing that can keep you alive.”

Knowing our propensity to take action to avoid pain, can be a good thing. This brings me to the purpose of this article. Composting is not typically something a business owner, a manager or even a resident feels obligated to do just because it is a good idea. Nor does it feel like winning when it is done well. Yet, composting is an opportunity to win and avoid pain all in one – and that is something worth considering.

5 Best Practices for Managing, Tracking and Reducing Waste in Commercial Buildings

By Lisa R Cassidy |   Mar 18, 2018

According to the U.S. Environmental Protection Agency (EPA), manufacturing facilities and commercial buildings are responsible for nearly half of the 167 million tons of waste that wind up in incinerators or landfills each year.1

There are many things that facility managers, building owners and property managers can do to improve or enhance their sustainability efforts.

Listed below are five best practices for managing, tracking and reducing waste.

 

 

Success Stories In Waste Reduction and Recycling

By Lisa R Cassidy |   Mar 13, 2018

Waste reduction and recycling stories are all around us.  Listed below are some "best hits" in waste reduction and recycling from schools to Ellis Island. Enjoy!

 

Three Digital Marketing Methods Every Property Manager Can Use To Promote Their Multifamily Recycling Program

By Lisa R Cassidy |   Jan 25, 2018

According to the US Census Bureau’s 2016 American Community Survey, there are more than 18.9 million multifamily households in buildings with 5 or more units.  If you include 2 to 4 unit buildings, multifamily households represent 61% of all households in the US.1

In recent years, most multifamily residents have begun viewing recycling programs as an added benefit. According to an article in Propertymanagementinsider.com, in 2015, recycling was among the top five community amenities in the National Multifamily Housing Council/Kingsley Apartment Resident Preferences.

This is a pretty significant and welcome change. Historically, resident turnover, space constraints and the inconvenience of storing and sorting recycled materials has made it more challenging to get residents of multifamily units to recycle correctly and consistently compared to single family dwellings. However, thanks to property managers, easily accessible collection points (in some cases on every floor) are now much more common. Availability of colored bins alongside trash dumpsters and easy to understand signage is also more the norm, then the exception.

So, the question becomes, how do you continue to foster participation, while decreasing costs and increasing education? Simple. Frequent and clear communication.  Okay, not so simple. However, we know it works.  The growing trend in most successful recycling programs is to go to residents directly and on a continuous basis.

[Slide Deck] What The Right Tools, a Realistic Budget and a Focused Marketing Strategy Can Do To Help Your Recycling Message Get Heard

By Lisa R Cassidy |   Dec 19, 2017

As with most things, one size does not fit all. Gone are the days of mass produced print pieces, email campaigns and informational web pages written for one audience.

Content that works is customized and written for sub-segments within your target audience. It is written in multiple forms - whether it is a social media post, email, blog article, third party digital publication, company web site or video – to ensure it gets found. And it is written for all the various stages in the learning process – from first time recyclers to recycling champions.

In this PowerPoint, I will provide you an example of a recycling manufacturer that went from no web site to over 10,000 visitors in one year. No google presence to dominating page 1 search results, organically and through paid search. No videos, social media posts or blog articles to published content in all 3 areas every month and hundreds of social interactions.