Archives for category: marketing

As 2013 comes to a close, this likely represents the last post on activelymovingwater.com  (oh, the memories). My wife and I have relocated  to Bend, Oregon and I’ve made the conscious decision to close the water rights door behind me.

Last year, I came to the realization that I loved marketing and branding, but I didn’t love the bureaucracy, controversy, and snails pace, I experienced in the water market.  My original vision for Lotic LLC was “water marketing”, my reality looked like a stack of papers.

I asked myself : why did I just create a job for myself I didn’t enjoy?  Good question. So, I decided to change this job.

Since this time, I’ve shifted my portfolio from water rights clients to “digital branding” clients. You can learn more about this work at :

http://corbinbrands.com/work/

If you’d like to follow my thoughts and life adventures in this next chapter, you can do so on the following channels:

instragram: @corbinbrands

twitter: @corbinbrands 

thoughts: http://corbinbrands.com/thoughts/

You can also reach me via email: chris@corbinbrands.com  It was a good run;  thank you for listening.

It’s your life–but only if you make it so.  -Eleanor Roosevelt

Over the last 6 months, I’ve had the fortunate opportunity to work on a rebranding project with CLEARAS WATER RECOVERY. The client compared this work to making sausage. “The ingredients are not remarkable, and the process is messy, but the final product sure is enjoyable.”

Here’s a look at some of the brand collateral we created during this process.

1. Name. We began with a list of 50+ names and settled on Clearas Water Recovery due to our ability to secure the business name and the domain clearaswater.com.

2. Logo. The company efficiently cleans water using a sustainable, biological process. The logo is designed to reflect this value proposition.

ClearasWaterLogo_Final4

3. Video. The company is working on a new installation in Cape Cod and needed a 4 minute video to play on a loop during the opening reception. We’ve also embedded this video into their webpage and the company will use the video to open presentations or email directly to perspective clients.

Advanced Biological Water Treatment System from Clearas Water Recovery on Vimeo.

4. Website.  Frequently the first and most important brand experience is the website. We constructed a new web presence encompassing all of the brand elements. This includes a multi-media experience designed to reach the target market through several mediums.

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 5. Printed materials.  To support these digital touch points, we also developed a brochure and business cards.

print-clearas
The five touch points highlighted above were created in a systematic process beginning with a marketing blueprint to build a foundation. The basis of this work includes a deeper dive into marketing communications and multiple revisions along the way. Moving forward, we will focus on content creation and adjustments to better position the brand.  After all, brand collateral doesn’t make a brand.

Your Brand is not what YOU say it is. It is what THEY say it is.

 

I appreciate the use of digital media and design to educate a potential customer and tell a story.  Well played and worth sharing.

 

The Unfiltered Truth About Water
The Unfiltered Truth About Water

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For the third straight year (Year 1 &  Year 2)  I’m calling all entrepreneurs with a “fire in the belly” to apply to PERC’sEnviropreneur Institute HERE.  Similar to last year, I’ll leave you with these words of inspiration from the The Icarus Deception.

The challenge of our time is to find a journey worthy of your heart and your soul.

I’d also strongly recommend reading this book shortly after you apply.

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This time last year I reflected on my 11 lesssons of 2011. Although many of these lessons hold true for 2012, I’ve decided to share 1 piece of news for the New Year: a Montana Water Bank Update.

Today, I enter my fourth year of determined effort to establish Montana’s first Water Bank. 2012 ended on a high note with a letter (above) from the DNRC determining our application correct and complete. This is a step in the right direction, but far from the finish line. As we begin this next chapter, I’m reminded of this quote by Benjamin Frankin:

Diligence is the mother of good luck.

Happy New Year!

Additional information regarding this water bank are found in this Ecosystem Marketplace article: Can his water bank help Montana solve its water troubles?

A friend just shared this video from Charity: Water.  I thought it was a terrific use of digital media and story structure to convey a message. I also thought it was worth sharing.

Water Changes Everything. from charity: water on Vimeo.


 

As part of my new emphasis in marketing communications, I’ve contracted with a number of organizations/companies to build, or better position, their web presence. I soon realized the “shoemaker’s children were going barefoot” and decided to repackage my own website.  Between the work on my own site and the other projects, I learned some lessons along the way.

1. The website framework clarifies your vision.  The website framing makes you consider, clarify, and articulate to the best of your ability your vision. This is challenging, but also provides additional strategic planning value to you and your organization.

2. Focus on your target market.  The fact that communication via your page is with anyone in the world makes you change your voice and messaging to anyone in the world. The key is to remain focused on your target market, and make sure your message resonates with this audience.

3. A content management system is key. All of the websites, I’ve recently developed are built on a WordPress platform. My old site was not. This new framework allows me to easily edit the content on each page and create new content as my work evolves. In today’s digital world, content is king and the ability to modify this content is recommended.

4. Content is king. The website is frequently your first “touchpoint” with a potential customer, donor, stakeholder, etc. Developing content on this site via the blog also allows for a richer customer service experience.  Creating this content on these specific topics also increases your search rankings.

5. Choose your channels. As I disclosed previously, I use multiple digital media channels.  Most of the channels are for listening, and only a few are for sharing. It’s easy to use too many channels for sharing. It’s better to use a couple effectively, than several poorly.

 

* Disclaimer this post is taken from my alter ego personal blog. Don’t say I didn’t warn you.

Last Friday, (5/23/12), I had the fortunate opportunity to participate in my first podcast with 406startup. Even better, the topic was MARKETING and the subjects were Big Sky Brewing CompanyLotic Water, and Linsey Corbin – my three favorites. Here is the link to the show:

Episode 3; Chris Corbin of Lotic Water & Corbin Brands

If you don’t have 35 minutes to spare, which I completely understand, the three marketing lessons I presented are:

  1. You must start with a great product.
  2. Differentiate at all cost.
  3. Fail frequently.

And, if you do have time? Enjoy the show.

Slightly over a week removed from the Mitigation Banking Conference, I’ve finally found time to reflect on the lessons I learned at this event. The top 5, in no particular order, are as follows:

1. Highly fragmented and localized markets. Wetland mitigation banking success in Florida doesn’t lead to mitigation banking success in California. Similar to the water market, ecosystem service markets vary from basin to basin, state to state, and regulatory office to regulatory office.

2. Face time matters. I sponsored last year’s event and strategically followed up with likely clients. An email and phone call will never replace interpersonal communication–at least for me.

3. Regulations drive mitigation markets.  It became obvious the majority of buyers for wetlands, streambank, and species credits, don’t do it because they like the product ( think iPhone or Car). They buy them because they have to. Similarly, simple supply and demand will eventually determine water allocations–and already does in certain markets– but regulatory closures are expediting many of the water quantity markets.

4. Regulators are also a target market. In most traditional markets, you direct your marketing efforts to the buyer. This is where mitigation markets differ. Because regulators are forcing the purchase, they play a critical role in the transaction. In some instances, they drive every deal.

5. I love water. I really enjoyed the conference and have tremendous respect for these markets and their players. I also greatly appreciate my  water work within these mitigation markets. Although, time and time again, I was thankful for working in water markets. As cumbersome and inefficient as they be, water rights are assets that have survived the test of time.

I even splurged for an airport shoeshine on my way.

I’m on a 10-day California journey that will culminate with a water rights presentation at the National Mitigation and Ecosystem Banking Conference. The take home message for the presentation is this:

water rights will play a critical role in ecosystem service markets of the West, so understanding and managing these assets should remain a top priority.

This previous post expands on this vision and role of water rights in these ecosystem service markets. I hope to see you there or along the way. Safe travels.