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Tofu - They “litter”-ly became environmentalists, Breakthrough Energy launches Cipher, what is a campaign, and more
They “litter”-ly became environmentalists
A review of how a famous climate campaign strategy linked psyche and change
When I was first introduced to the “Don’t Mess With Texas” campaign, I was watching TV with my parents and saw the now-famous Stevie Ray Vaughn commercial that signaled Texans to pick up their trash because no one messes with us. [Read more]
Breakthrough Energy launches Cipher, a new platform for climate journalism
Seismic shifts are happening in the climate (tech) media landscape…
Just a few months after GTM (Greentech Media) was folded in by Wood Mackenzie and reemerged as Canary Media in a new alliance with The Rocky Mountain Institute, Breakthrough Energy (Bill Gates’ network of investment vehicles, philanthropic programs, policy advocacy and other activities committed to scaling climate technologies) this week announced the formation of Cipher:
“The mission of Cipher is to help accelerate the technological transformations required to get to net-zero greenhouse gas emissions by 2050 through trustworthy and objective journalism.” (Cipher website)
Cipher secured Amy Harder, a longtime energy and climate change journalist, as its executive editor. Before joining Breakthrough in early 2021, Amy has covered these topics for Axios, The Wall Street Journal and more.
Initially, Cipher will publish a weekly email newsletter and video content. You can subscribe to Cipher here.
What do you think about this latest addition to the climate tech media landscape? Let us know in the comments below.
What we’re reading…
If you’re intrigued how the principles of one of the most successful public environmental campaigns (Don’t Mess with Texas - see our article above) can be applied to modern-day B2B marketing, then read this guide by leading B2B agency Incisive Edge.
What is Campaign Marketing [Strategy & Examples]
Campaign marketing is very simply an approach to marketing whereby a brand, product or service is promoted via one – or a series of – clearly-defined and structured marketing campaigns, each of which having one clear goal in mind. [Read more via Incisive Edge]
From the community
👋 Welcome new Tofus!
Thank you to everyone who’s subscribed to this newsletter and joined the Tofu Slack community, here’s a roundup of our newest members! You can learn more about new members on #introductions, where you can say hi and welcome them to the community.
Geoff Skigen: “I'm a Creative Director (Copywriter) here in San Francisco. I can't seem to find a posted full-time role as a Creative Director (or similar role) either with a nonprofit or for-profit organization that is 100% committed to Climate Tech/Marine Conservation. Open to your advice and look forward to learning from all of you. My portfolio site is: www.skigencreative.com. My LinkedIn profile is: www.linkedin.com/in/gskigen/”
Tad Frizzell: “I’m an American living in Paris, France. After 20 years of using copywriting in my own entrepreneurial ventures I’ve just started freelancing. I primarily want to serve climate-focused businesses. I’m open to global collaborations while I work to cultivate this Euro niche. I geek out about website copy, CTA’s and email sequences, and especially love putting together a comprehensive copy-based system for lead generation and conversion. https://tadfrizzell.com
Tyler Steinhardt: “I run business development and partnerships for Pique Action - we're a new media company focused on climate solutions. We're looking to help climate companies with their video needs. We produce our own content and also do creative agency work. Looking to build my climate crew out here in LA!”
Betsy Harbison: “I head up marketing for Bright Power, a leading energy and water management partner for the U.S.'s largest real estate owners and operators. I also work at GreenPortfolio which helps consumers take climate action through their personal finance management. Looking forward to contributing to the community!
We’re hosting our next marketing in climate webinar, 'Defining your Marketing Tech Stack', on 9/30, 10 am PT / 1 pm ET. Featuring fellow Tofu Ted Dillon, Marketing Director at Clean Energy Ventures, as well as Sarah Kim, VP of Marketing at Aurora Solar, and Amanda Luchetti, Co-founder at Dayani.
✔️ What is martech?
✔️ Why consider it across B2B and B2C in climate tech?
✔️ How do you make sure your martech stack aligns with your business goals and marketing strategy?
✔️ How to evaluate your current tech stack and new technologies?
✔️ What are the must-haves to put in place?
❓ Matt Seneski asked for suggestions for platforms or groups that can help him get the widest distribution for sending out a survey to potential customers via email and social media.
🎌 Elizbeth Landau is looking for advice regarding Twitter and Facebook flagging climate finance ads as a cause/social/political issue.
✨ Did you know that Tofu has a vibrant jobs channel featuring new jobs in climate tech marketing every day?