Our principal product is the book, "The Art of Cause Marketing," available from Amazon.com by clicking on the cover icon on the left. Be sure to click on "Paperback" link.

Greenbranch Enterprises Inc. is also ready to supply you and your organization with consulting services in the areas of cause marketing and cause-related marketing.

Half-day and day-long "hands on" seminars, consultation on strategy preparation, cause campaign copy review services, and speeches and papers on the techniques of cause and social marketing are among the services available.

A detailed description of the seminars will be found at the bottom of this page.

Contact Richard Earle for further information.

Recent activities and presentations:

American University School of Communication, Graduate Seminar on Social Advertising, February 21, 2006 —Guest Lecture

Mass. Department of Social Services, Quarterly Statewide Meeting, Dec. 8, 2005,—Keynote

Tufts Medical School, November 7, 2005,—Guest Lecture

Arizona Department of Health Services, Social Marketing Conference September 1, 2005,—Keynote

Tufts-Emerson Advanced Marketing Class, April 11, 2005,—Guest Lecture

Boston College, Graduate Marketing Class, March 28, 2005,—Guest Lecture

Harvard School of Public Health ,Winter Period Course "Managing a Media Campaign",January 4-25, 2005,—Co-Teacher

5th Annual National Center for Responsible Gaming Conference on Gambling & Addiction, Las Vegas. Nevada, December 5-7, 2004,—Panelist

Responsible Gambling Council ,Perspectives on Prevention, Toronto Canada April 19, 2004—,Panelist

Boston College, Graduate Marketing Class, April 12, 2004—Guest Lecture

Drug Policy Alliance 2003 Biennial Conference.Meadowlands, N.J. November 5-8—Speaker

US Department of Health and Human Services, Center for mental Health Services, State Partnership Meeting, Washington DC, January 23, 24, 2003—Facilitator

Haitian Media Leader Training Day, Brooklyn, New York, December 14, 2002—Guest Speaker

Social Marketing in Public Health,12th Annual USF Conference,Clearwater Beach FL June 21, 2002—Workshop presenter

Boston College, Graduate Marketing Class, April 29, 2002—Guest Lecture

Westfield State College, Guest Lecture Series, Westfield MA,April 8, 2002 —Speaker

Tufts Medical School,March 28, 2002—Guest Lecture

Eastern Connecticut State University Guest Lecture Series,February 20, 2002—Speaker

7th Annual Innovations in Social Marketing Conference, Washington, D.C. June 3-5, 2001—Presenter

6th New England Conference on Problem Gambling, May 15, 2001, Marlborough, MA—Workshop Presenter

McGill University,Harvard University 2nd International Think Tank on Youth Gambling Issues,May 4-6,2001, Montreal, Quebec—Speaker

Emerson,Tufts Medical Messenger Lecture Series,March 29, 2001,Emerson, Boston, MA—Speaker

Boston University American Marketing Association (BUAMA) Networking Night, January 31, 2001—Keynote Speaker

Harvard COOP Author Series, November 6, 2000—Reading and Discussion

Causemedia Seminar on Cause Marketing, October 12, 2000—Presenter

National Council on Problem Gambling, Philadelphia, PA, October 5-7, 2000—Presenter

11th World Conference on Tobacco OR Health, Chicago, August 6-11, 2000—Panelist

Milwaukee Ad Club, Ad Day 2000, April 11, 2000—Keynote

American Marketing Association, Monthly Networking Meeting, Boston, April 6, 2000—Featured Speaker

Current and Recent Consulting Contracts:

SmartPower—Advertising Consultant

Massachusetts Tobacco Control Program–Advertising Consultant

Massachusetts Council on Compulsive Gambling–Advertising Consultant

Clean Energy Funds Network—Marketing Consultant

Clean Energy States Alliance—Advertising Consultant

Danya Intl. for ONDCP Youth Anti-Drug Program—Strategy Consultant

University of Toronto Youth Gambling Media Campaign Evaluation—Advertising Consultant

Center for Community Health, Education & Research, Inc. Dorchester, MA—Facilitator

E-Call: the Massachusetts Recycling Hotline–Marketing Consultant

Citizen Government Foundation–Marketing Consultant

American Legacy Foundation—Member, Media/Countermarketing Panel

Partnership for a Drug-Free America—Member, Social Marketing advisory Board

How to Be Cause Effective

A one-day “Immersion” Seminar on the Techniques of Social Marketing

A Comprehensive day of instruction in Social Marketing for decision makers at government agencies and non-profit organizations, including hands-on training in planning, RFP preparation, strategy construction, research interpretation, production, and media. Participants will be shown many examples of cause advertising, good and bad, and will take part in breakout sessions where an actual cause campaign will be strategized, created, presented and critiqued.

Sessions will be taught by Richard Earle, President of Greenbranch Enterprises, and recognized national authority on Social Marketing. Author of “The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy” Mr. Earle is a former Executive Vice President, Group Creative Director at Saatchi & Saatchi, New York, and was a Senior Creative executive at Grey, Doyle Dane Bernbach, and Compton Advertising. Also participating will be Barbara Fagan, 20-year advertising professional and former senior creative executive at Grey Advertising, and Lord Geller Federico.

A copy of Mr. Earle's book “The Art of Cause Marketing” will be provided to each participant together with other course materials.

Seminar Schedule (Subject to Change)

Rate the Ad (20 minutes)

A warmup exercise.

Participants will be shown a group of 6-8 public service announcements on a number of social issues and asked to rate them on criteria such as target, principal message, effectiveness, etc. The same commercials will be re-rated at the end of the session with the benefit of lessons learned in the seminar.

Planning: Strategy and Scope (30 Minutes)

How to develop and precisely describe a marketing Strategy.

• What problem(s) the advertising should address.

• Assigning an appropriate budget.

• Identifying the type and scope of the agency you should seek.

Preparing an RFP & Selecting an Agency (30 Minutes)

• How to write a concise and clear RFP.

• What to ask—What to ask for.

• Pros & Cons of speculative work.

• What to ask for in an oral presentation.

• How to analyze a proposed budget.

• How to analyze creative work, historical and speculative.

How to Write a Strategy (45 Minutes)

• Comparison of Standard Strategy and the new “Planners” Creative Brief.

• Role of Research.

• Importance of precise identification of target & clear description of Style & Tone.

• How to make the document clear and simple.

• Examples of existing strategies & advertising written to them.

How to Judge Copy (45 Minutes)

• Importance of Strategic Consistency.

• How to spot “smoke & mirrors.”

• Presentation Discipline.

• How to critique the work without killing the spirit.

Research (30 Minutes)

• Deciding the type of research best suited to your project.

• Samples of research questionnaires.

Production & Media (30 Minutes)

• Analyses of production budgets.

• TV, radio, print, outdoor. Similarities and differences.

• Set discipline.

• When a change is cheap, and when it's not.

• Media de-mystified. GRPs, media environment, blitzes vs. long run.

Lunch Break

Classic Examples (45 Minutes)

• Cause advertising examples will be viewed, discussed and analyzed, using criteria from the morning lessons.

• Warmup ads will be shown again and re-rated.

Practical Exercise (2 Hours)

• Participants divided into 2 groups, each with a facilitator. Each is given a different campaign assignment.

• Each group prepares a strategy, develops some rough executions.

• Each group will present their work and be critiqued by the other group.

Summation, Conclusions, Admonitions, Questions (30 Minutes)