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These articles represent a selection of our perspectives
on strategic
communications. Please refer to our Terms
of Use policy regarding acceptable use of content
on the ICF International Web site.
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Strategic Communication: Raising the Profile of Corporate Sustainability Efforts
Written by Tony Silva, Cody Taylor, and Billy Grayson of ICF International, this white paper discusses green marketing and legitimate green claims. While many companies have built strong reputations as leaders in sustainability, others have been accused of "greenwashing." Greenwashing refers to communications efforts that misrepresent, overstate, or exclude environmental information. Such claims damage credibility with investors, employees, and prospective employees. The authors examine best practices around effective green marketing and ways to avoid greenwashing.
Primer
on Information Design for Transportation Agencies
Prepared by William Schroeer of ICF International for the American Association
of State Highway and Transportation Officials (AASHTO), Standing Committee on
Planning, July 2006, as part of the National Cooperative Highway Research Program
(NCHRP), Project 08-36. How can we use the vast array of data that are collected
by transportation agencies to create information that is easily understood and
acted on by target audiences? Practitioners have powerful data management, integration,
and dissemination tools to work with. However, the NCHRP believed that a more
sophisticated approach to developing and communicating information was needed
to further improve the decision-making process. This primer aims to educate and
guide transportation professionals as they create information graphics for documents
and presentations.
Achieving
Behavior Change Through Effective Social Marketing
Published in ICF International's Perspectives, a quarterly
report that provides executive briefs on key insights and
perspectives, Fall 2003.
Breaking
Through the Clutter: A Strategic Marketing Plan
Prepared for Million Solar Roofs (MSRI), an initiative
to install solar energy systems on one million U.S. buildings
by 2010. The June 2002 article evolved from ICF International's
implementation of a 2½-year-long strategic marketing
plan for the California
Energy Commission that promotes renewable technologies
to homeowners and commercial building owners.
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