Why I Market for Sustainability-focused Organizations

Erica Larson studying soil horizons.

Erica Larson

Interests and education.

Sustainability has been important to me ever since I was a little kid. For school projects, I would always choose topics like “water pollution” or “manatee protection policies” because I loved to learn about those things and I was happy to have the opportunity to teach a little something to my classmates.

What I didn’t realize at the time was that what I was doing was a type of education-based marketing. Even in graduate school, when I decided to focus my studies on environmental education, I didn’t recognize that I was being prepared with a solid foundation for marketing sustainability-related initiatives, events, and practices.

Antioch University New England, Environmental Education Class of 2009

My name is Erica Larson and unlike many of my classmates, I wanted to work with adults and was especially interested in the higher education and business sectors. I became fascinated with sustainable business practices and started to see a real direction for where I wanted to take my career. I thought that after graduation I would end up working in a sustainability department of a university or large corporation. I pictured myself implementing sustainability projects and educating about them. That isn’t where I ended up. But, I’ve built a career that’s put me exactly where I am the happiest and where can help people the most.

What do I do?

I am the owner of Pixel Power, a web design and social media marketing agency focused on brand development and strategy for small and medium-sized businesses.

We are a full-service marketing communications agency but our sweet spots include:

  • WordPress Websites
    • SEO, content, brand development
  • Social media management
    • strategy, content writing, graphic design
  • Video Production
    • filming, editing, voiceovers, scripting

My sustainability niche.

As a small business owner, I work with lots of client types. But, as you can imagine from my story so far, I get an extra boost of enthusiasm when I am able to help organizations that consider sustainability a core part of their business practices, services, or their philanthropic efforts.

Part of what makes us a good match is our shared interests and values. But the 17 years of experience that I have working in web design and marketing for sustainability-based businesses such as engineering firms, chemical manufacturers, and conservation organizations certainly doesn’t hurt! 

How did I begin to market for sustainability?

It all started back in 2004 when I took a job in the Biological, Geological, and Environmental Sciences Department at Cleveland State University. There, I had my first real taste of graphic design, performing website updates, and even a little event organization. This led to my very first official marketing position, with an actual marketing title, with Earth Day Coalition (EDC) in Cleveland, Ohio.

After that, it seemed set in stone that no matter what type of environmentally-related job I went after, I was destined for outreach and marketing.

I couldn’t have asked for a better overlap of my education, my seemingly natural computer skills, and my passion for sustainability. My career has led me to work in wonderful places that were each character building and all helped me to determine what is and isn’t for me and each helped me to hone my craft in a different way.

Shout out to these organizations who have been a particularly notable part of my life and helped me to have the knowledge and tenacity to go after my current and future endeavors:

  • Student Conservation Association
  • Cuyahoga Valley National Park
  • Cleveland State University
  • Earth Day Coalition
  • Antioch University New England
  • Avon Lake Environmental Affairs Advisory Board
  • The Bellows Falls Fish Ladder and Visitors Center

Sustainability is People, Planet, Profit

Lots of organizations implement projects that can be considered sustainable. Some even have dedicated “green” departments that are doing wonderful things on a regular basis… but no one knows about it. Most organizations just aren’t set up to market those efforts. They don’t have the staff to do it or don’t have the time to accomplish it.

These are exactly the kinds of people that I can help.

I believe that promoting your efforts to improve the world should always be included in your marketing strategy. It is essential for building a brand personality and showing the human side of an organization. 

If you need someone to help please contact me at erica@pixelpowercle.com or 440-258-5494.

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5 days ago
Pixel Power

✨Erica here! I'm currently neck-deep in reviewing a customer's website content so that we can make recommendations on how to move forward with a more streamlined structure and provide a better experience for visitors.

I LOVE this sort of project because the customer is doing their due diligence and when building a new website you'll get a much better outcome if you do a content review of the old site first.

Never assume that the old website says exactly what you'll want the new one to say or HOW you want to say it.

If your website opening reads like "since 1945 we have been providing the best such and such thing" or "we are an award-winning blah blah" take some time to rethink that.

Your website is not for you, it's for your audience. You have mere seconds to entice them to read on and talking about how great you are isn't going to attract them. Instead, address their pain points and what they will receive and overcome from working with you.

Content reviews focus on:
▪️ Customer-centric writing
▪️ Consolidating content
▪️ Presenting a clear call to action (CTA)
▪️ Site structure and organization

🙇 The CON: Content review, planning, and writing are TONS of work. It takes time, effort, and thoughtfulness.

✨ The PRO: Structurally sound, well-written, client-attracting content.

Need help with yours? Let chat! Email me at erica@pixelpowercle.com
... See MoreSee Less

✨Erica here! Im currently neck-deep in reviewing a customers website content so that we can make recommendations on how to move forward with a more streamlined structure and provide a better experience for visitors. 

I LOVE this sort of project because the customer is doing their due diligence and when building a new website youll get a much better outcome if you do a content review of the old site first.

Never assume that the old website says exactly what youll want the new one to say or HOW you want to say it. 

If your website opening reads like since 1945 we have been providing the best such and such thing or we are an award-winning blah blah take some time to rethink that. 

Your website is not for you, its for your audience. You have mere seconds to entice them to read on and talking about how great you are isnt going to attract them. Instead, address their pain points and what they will receive and overcome from working with you.

Content reviews focus on:
▪️ Customer-centric writing
▪️ Consolidating content 
▪️ Presenting a clear call to action (CTA)
▪️ Site structure and organization

🙇 The CON: Content review, planning, and writing are TONS of work. It takes time, effort, and thoughtfulness. 

✨ The PRO: Structurally sound, well-written, client-attracting content. 

Need help with yours? Let chat! Email me at erica@pixelpowercle.com
2 weeks ago
Pixel Power

We love this kind of feedback! ... See MoreSee Less

We love this kind of feedback!
2 weeks ago
Pixel Power

The hardest thing about web development is not actually building the website itself. It's writing the content that will go on it.

When I start a new website project with a client the first thing we do is review what's on their old website.

🙋 Are they speaking to their audience?
📝 Do they provide enough information?
📣 Is there a clear Call To Action (CTA)?

Usually, I run into content problems like:

❌ Duplicate information
😒 Copy that boasts instead of speaking to readers
❓ Vague descriptions

The good news? We can address all of that and strategize a new plan that will perform better! And, you don't have to do it yourself.

You're probably not a web content writer. It is not like other kinds of writing - it's a whole different animal.

If you're in need of new website content let me help you. I can't tell you how many people get overwhelmed trying to write web content on their own only to come up with ho-hum content that ultimately doesn't do a heck of a lot for their visitors - and they are who your website is for.

💌 Email me, Erica Larson, at erica@pixelpowercle.com
... See MoreSee Less

The hardest thing about web development is not actually building the website itself. Its writing the content that will go on it. 

When I start a new website project with a client the first thing we do is review whats on their old website. 

🙋 Are they speaking to their audience?
📝 Do they provide enough information?
📣 Is there a clear Call To Action (CTA)?

Usually, I run into content problems like:

❌ Duplicate information
😒 Copy that boasts instead of speaking to readers
❓ Vague descriptions

The good news? We can address all of that and strategize a new plan that will perform better! And, you dont have to do it yourself.

Youre probably not a web content writer. It is not like other kinds of writing - its a whole different animal. 

If youre in need of new website content let me help you. I cant tell you how many people get overwhelmed trying to write web content on their own only to come up with ho-hum content that ultimately doesnt do a heck of a lot for their visitors - and they are who your website is for.

💌 Email me, Erica Larson, at erica@pixelpowercle.com
2 months ago
Pixel Power

Are you worried about hiring someone to manage your social media because the posts might not be what you would say?

Our process for managing company social media pages is to get the information straight from you without taking up any more than an hour of your time per month.

How does this work?

⏰ Spend one hour or less virtually with us
🎙️ We record what you say and transcribe our call
✏️ We write the posts using your words
🎨 We design pictures to match your brand
👓 You review the posts using our client portal

This process is what enables you to hand over social media posting while making sure that we're saying the right things!

Interested? Contact Erica at erica@pixelpowercle.com
... See MoreSee Less