Free White Paper: Create Effective Change: Green Tech Case Study in Web Communications

Sample Survey Result of Green Technology Company Website

Introduction: How is an organization perceived by those who may be potential customers but who are also outside of the the core industry of that organization? How can they improve this perception?

Central to creating effective change requires understanding how an organization is perceived by industry outsiders and often requires the utilization of existing tools in a different manner than in the past.  The solicitation of industry outsiders does not imply that these parties are not potential customers or investors.  On the contrary, they include key decision makers such as corporate financial executives, board members, grant approvers, municipal officials, politicians, corporate procurement officers, and green technology advocates. These parties all have either created or have access to established platforms to assist an organization in "spreading the word."  The term industry outsider also includes the general public who stand to recognize that an organization can provide solutions to energy and environmental issues important to them.  Reaching these audiences through carefully crafted (and low maintenance) communication messages that focus on the "benefits" of an organization’s technology as opposed to focusing on "how" an organization’s technology works lies at the core of our recommendations for creating powerful, effective change. Continue reading by accessing this free white paper...

This report is written based on the survey results of two website comparisons. One website was the organization’s existing business website. This organization produces highly technical machinery that can be applied to a number of pressing environmental and energy-efficiency problems. The second website was a test website prepared by GRIPS, LLC (GReen Idea Protection Strategies).  The second site was designed with Customer-Centric Focus (as described in this report). The purpose of the survey was to measure the website visitor’s comprehension of the organization’s products and services and to measure whether the website visitor was motivated to share information about this organization to others. This report also includes valuable communication approaches and potential environmental consumer psychology which can be applied across a number of industries.

About the Author: Allison Frederick writes on environmental and sustainability related issues, particularly as they relate to environmental psychology and green brand strategy.