Discovery Studios Develops original content for Planet Green and other Discovery media

Discovery Studios Discovery Studios is the recently-created division of Discovery Communications charged with developing and producing original series, specials, theatrical documentaries and short form content for Discovery’s television networks. Veteran television executive Nancy Daniels has been named Vice President of Development and Production for Discovery Studios. Based in Burbank, Calif., Daniels will oversee all West Coast production and development activities for Discovery Studios. Projects now under her supervision include programs for TLC, Travel Channel, Planet Green, Discovery Health Channel and others. About Discovery Studios Discovery Studios is devoted to the creation of original television series and specials, theatrical films and short-form content within Discovery Communications, the number-one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 170 countries. Through TV and digital media, Discovery's 100-plus worldwide networks include Discovery Channel, TLC, Animal Planet, The Science Channel, Discovery Health and Discovery HD Theater. Discovery Communications is owned by Discovery Holding Co. (NASDAQ: DISCA, DISCB), Advance/Newhouse Communications and John S. Hendricks, Discovery's founder and chairman. For more information about Discovery Communciations visit www.discoverycommunications.com. For more information about Planet Green visit planetgreen.discovery.com For more information about SUBMISSIONS visit submissions.discovery.com

Discovery is introducing Planet Green, a cable brand promoted as the first 24-hour channel dedicated to eco-friendly living. The 24-hour eco-oriented lifestyle network will launch with 50 million cable homes. It is the highest-profile cable channel introduction of the year, and an equally risky one. By wrapping itself in the planet, Discovery is betting that “eco-tainment” will appeal to viewers.

The channel’s programming is studded with celebrities such as

• Chef Emeril Lagasse hosting a cooking show featuring organic and locally grown foods, and "Entourage" star Adrian Grenier living a green life.
• "Greensburg," a 13-episode documentary series, follows the story of a small Kansas community coming together after being hit by a 5-rated tornado in May 2007. The series is produced by Leonardo DiCaprio's production company, Appian Way, along with Craig Piligian's Pilgrim Films & Television.
• "Hollywood Green," a weekly entertainment magazine, will showcase earth-conscious celebrities.
• "G Word," a daily series hosted by two news correspondents
• "Wrecklamation," billed as recycling on steroids.

The channel has almost all original programming — partly because there was not an available vault of entertaining environmental programming to tap into. Part of their challenge has been educating the production community that may have had certain expectations of what green content is.

Planet Green's Target Audiences

Planet Green will speak to people who want to understand green living and to those who truly want to make a difference by providing tools and information to meet the critical challenge of protecting our environment. Planet Green's platforms include leading eco-lifestyle website TreeHugger.com and the recently launched solutions-oriented PlanetGreen.com.

Discovery is also launching Discovery Education Green, a K-12 service that hosts dynamic media content correlated to state standards. Discovery Education Green will help teachers integrate Green lessons into their curriculum and empowers students to make more environmentally conscious decisions.

Planet Green's Promotion

Timed to the switch from Discovery Home to Planet Green, Discovery marketers are conducting “Random Acts of Greenness.” At the Indianapolis 500 last month, they handed out T-shirts and beach balls to consumers who exemplified green living, and sponsored the cleanup day after the race. The giveaways will continue in New York, Milwaukee; Washington; and San Diego, San Francisco and Oakland, Calif.

On launch day, Wednesday, June 11, 2008. Mr. Zaslav will throw out the first pitch in Washington, and the stadium’s JumboTron will count down to the channel’s 6 p.m. debut. Also that day, all the Discovery cable networks will show green logos.

The New York Post is going green on Wednesday, too: the newspaper will turn its flag green that day and feature advertisements for the channel all week. The newspaper will also give away 250 bicycles with Planet Green branding.

“This is a new genre,” Ms. O’Neill said. “People don’t have any set expectations of what green media is, and we’re defining it — as really funny, engaging, entertaining and definitely credible.”

Planet Green: planetgreen.discovery.com

Discovery Studios: www.discoverystudios.com

MARYLAND
1 Discovery Place
Silver Spring, MD 20910
Tel: +1 (240) 662-2000

LOS ANGELES
2600 West Olive Avenue
5th Floor
Burbank, CA 91505
Tel: +1 (818) 333-5255

The award-winning show was based on Common Vision's  DVD "Planting the Vision." The special episode of "Natural Heroes" aired on PBS across the nation. This award is a huge tribute to programs like Natural Heroes and the featured groups that are working for positive change. We hope many more people will see the show and be inspired to plant a tree in their community!

Watch a 6-minute trailer for the DVD "Planting the Vision" below.

> Watch the Natural Heroes Fruit Tree Tour Promo on the Natural Heroes site

U.S. co-ops serve some 120 million members, or 4 in 10 Americans.

Cooperatives operate in every industry including agriculture, childcare, energy, financial services, food retailing and distribution, health care, insurance, housing, purchasing and shared services, telecommunications, and others.

With the increasing trend of family and friends sharing resources, cooperatives provide a natural marketing strategy.  Cooperatives depend on word of mouth to spread the word about good solutions, good providers, and they buy from one another, as well. 

Joining a cooperative can be a great boost for small and new business people who need to network and get those crucial "first users" for endorsements and recommendations...as well as ongoing market niche sales.

Cooperative business is a rural tradition that has spread through many urban industry niches, as well. Some of the successful cooperative niches include:

• Agriculture
• Food retailing
• Childcare
• Professional organizations
• Banks and credit unions
• Development funds
• Economic development
• Energy
• Health
• Housing
• Purchasing

SOURCES:

California is home of thriving cooperatives, especially in agriculture and food sectors. The California Farmers Markets are just one example of cooperative organization. There's also the Farm Credit Council, Rural Business, Rural Electric Cooperatives and even Rural Telecommunications.

But urban cooperatives are also thriving -- whether they are formal or informal.  Some city cooperatives include babysitting coops, daycare and preschool facilities, garage sale and flea markets, dog walking, carpooling...and even Friday night datenight card parties! 

Cooperatives are the epitome of word of mouth referral sales!

National Cooperative Business Association

Marketing the agritourism business is a little different than retail businesses.

Retailers depend on repeat business. Agritourism operators depend on word of mouth between satisfied visitors who visit very rarely (if their visit is even repeated)...but who can tell LOTS of other people to come, see, enjoy and experience the adventure.

On-farm or on-ranch activities are diverse across America...and the globe. Options include

• bed and breakfasts
• on-farm camping
• farm vacation
• ranch vacation
• youth exchange
• Elderhoste
• wagon rides
• horseback rides
• U-pick fruit and vegetables
• on-farm processed product purchases
• on-farm agricultural craft and product purchases
• farm/ranch tours
• school tours
• garden tours
• winery tours
• technical agricultural tours
• historical exhibits
• petting zoos
• exotic animal farms

Potential agritourist visitors read the following types of media (in order of favorites)

• Newspapers
• Travel magazines
• Cuisine magazines
• Environmental magazines
• Internet

Tell Your Story...So That It's Repeatable!

But by far, visitors learn of agritourism sites mostly from FRIENDS and Word of Mouth (79%)! Additional sources include newspaper and magaizine articles, business signs, the Internet, fliers, agritourism map, tourism bureau and magazine ads.

Editorial Coverage is Better than Paid

Although newspaper and magazine articles (which do not typically result in costs to the operator) reached 38 percent and 28 percent of visitors, respectively, paid advertising in similar outlets was considerably less effective, reaching only 13 and 8 percent.

Word and Deed Make up the Successful Agribusiness

Since word-of-mouth advertising has consistently been noted as an effective publicity technique for agritourism sites, operators should keep in mind that a visitor is likely to tell her/his friends about a positive (or negative) experience.

Therefore, in addition to any formal advertising, attention paid to the customer service aspect of an agritourism operation is likely to enhance the reputation of the site and maintain a flow of visitors. After all, agritourism and on-farm nature tourism combine elements of farming and ranching with the service sector. Agritourism operators are thus likely to be most successful when they are able to skillfully manage both.

 SOURCE: UC Small Farm Center

Cause Marketing Regulations

Research has shown that consumers are increasingly seeking more than just a quality product -- they want to purchase brands that resonate with their values. Marketers are therefore investing in cause marketing to leverage the emotional bonds consumers have with causes in a manner that translates into increased purchases and brand loyalty.

The growth and popularity of cause marketing techniques to promote commercial products has risen significantly over the last decade.

86% of Americans want companies to talk about their efforts to support social causes. However, only about 40% of Americans believe companies are communicating that information well. A survey of leading Fortune 500 consumer product manufacturers and national and regional retailers engaged in cause-related marketing showed that 100% of them intended to maintain or increase their involvement in those programs.

Cause marketing (also known as cause related marketing or commercial coventures) is a commercial marketing partnership between a business and a nonprofit entity to market an image, product or service linked to a social cause or issue, for mutual benefit...and the benefit of the public.

Suggestions

In April 1999, the Attorneys General (AGs) of sixteen states, and the District of Columbia Corporation Counsel produced a preliminary report, entitled "What’s in a Charity's Name?", which sought to inform the public about the consumer law standards and policy considerations related to such campaigns. The AGs are primarily concerned that many cause marketing campaigns may deceive, mislead or confuse consumers.

• Cause marketing advertisements should disclose that the commercial sponsor has paid for the use of the nonprofit's name and logo.
• Nonprofits should avoid entering into exclusive cause marketing relationships, which the AGs believe increase consumers’ misperceptions regarding product superiority.
• If a percentage of the consumers’ purchase will only be given to the charity above a certain threshold, and that threshold is not met, a statement that such percentage will be given, without explaining the condition, will be misleading. Most states that regulate commercial co-ventures require the commercial co-venturer to disclose in each advertisement, the amount, in dollars or percentage, of the purchase that will benefit the charity of purpose.

Charleston Principles: Guidelines for Charitable Solicitations Using the Internet

These Principles have been adopted as guidance to state charity officials, but with the express intention of both creating a climate in which creativity and enterprise in the use of the Internet to support charitable activities is encouraged and in which the public interest is vigorously protected

Because disclosure to the public promotes informed giving, charitable organizations are encouraged to satisfy the IRS "widely available" standard by posting, without charge, their current Unified Registration Statement, their last three IRS Forms 990, and their complete IRS Form 1023 or 1024 application and resulting determination letter on their Web pages. Links to other sites that provide such information, including any relevant state agency, or other Web sites, are also encouraged. Such postings, however, do not currently fulfill any applicable registration requirements.

Download the PDF of the complete Charleston Principles

Read more about Cause Marketing at CaliforniGreenSolutions.com