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The Dos and Don'ts of Green Marketing
What does it mean to call your products green, or organic, or natural, or sustainable? These are often ambiguous terms, but we all believe in truth in advertising. So find out how you can stay on the right side of the law as you ride the green wave. This is perfect for the environmentally conscious entrepreneur. Time will be allocated for audience to ask
questions.
Mike Manuel, Principal, Goldberg Kohn
Mike Manuel is a principal in the firm with many years' experience in all aspects of the firm's diverse real estate practice. Mr. Manuel regularly represents both institutional and entrepreneurial clients in the full range of commercial real estate transactions, including purchases and sales, leasing, mortgage and mezzanine finance, syndications, negotiating and closing transactions, restructuring, workouts, and bankruptcy and foreclosures.
Mr. Manuel also heads the Climate Change and Resource Conservation Group. Bringing together expertise in environmental and natural resources issues with nearly two decades of a commercial practice, Mr. Manuel has the knowledge and the experience to fully appreciate the various and rapidly changing legal and policy considerations in this area.
While receiving his law degree from Northwestern University, he was an associate editor for the Northwestern University Law Review. Mr. Manuel sits on the board of the Chicago Access Corporation which oversees the Chicago Access Network Television (CAN TV), a non-profit, quasi-governmental corporation organized to provide cable television access to Chicago residents and Chicago's not-for-profit, arts, social, political and other community organizations.
Gerald Jenkins, Principal, Goldberg Kohn
Mr. Jenkins is a principal in the firm's Corporate, Securities & Tax Group. His experience covers a broad array of corporate issues, including the formation of corporations, partnerships, limited liability companies, foundations and other not-for-profit entities; mergers, acquisitions and dispositions; compensation planning; buy/sell agreements; and ownership transition planning. He advises clients from institutions, venture capitalists and other investors to individual entrepreneurs involved in start-ups.
In addition, Mr. Jenkins counsels clients on a variety of business and tax planning issues. He advises clients on the federal and state income tax aspects of business transactions and investments, and he has created and implemented structures that minimize tax costs in a manner consistent with business and management objectives.
Mr. Jenkins also heads the firm's Information Technology & E-Commerce Law Group. He has worked closely with both Web-based and traditional companies that are deploying e-commerce and Internet strategies. He advises clients on a variety of electronic security and privacy issues, electronic communication and contracting, Web site development, intellectual property and non-competition agreements, and numerous data ownership issues.
Matthew Vander Laan, Senior Vice President, Corporate Affairs, Edelman
Matthew Vander Laan is the Senior Vice President of Corporate Affairs for Edelman Public Relations in Chicago, where he leads a team focused on corporate reputation, issues management and corporate social responsibility.
Mr. Vander Laan and his team design and implement strategic communications programs to help companies project and preserve a positive image in the eyes of their employees and their external constituents. Past and present clients include some of the best known and most respected corporate brands in the world, including ScottsMiracle-Gro, True Value, Michelin, Nissan, Home Depot and ITT Industries.
Mr. Vander Laan joined Edelman in 1997 and holds a degree in communication arts and English.
Ori Sivan, Founder, Greenmaker
Like many children of the 70's, Ori Sivan grew up convinced that ecological collapse was just around the corner. In his early adulthood he discovered and was instantly empowered by the concept of Sustainable Development which reconciled the opposing struggles for economic growth and environmental improvement. With leadership skills honed in the Israeli Defense Forces, Mr. Sivan began to make a name for himself in sustainability circles while still a student: presenting academic papers on environmental economics; organizing student groups; developing curriculum; and consulting to businesses and organizations (including General Electric and The City of Chicago).
In 2005, Mr. Sivan was moved to action by his conviction that engaging the marketplace is the most effective way to foster environmental improvement and sustainable economic growth. He joined forces with his childhood friend Joe Silver, and started Greenmaker Supply Company a one-stop shop for green building materials. Mr. Sivan's visionary approach to green marketing became an award winning phenomenon. His Seven Seeds of Sustainability™ have been featured in Entrepreneur Magazine and on NBC, NPR and countless other national media outlets.
In three short years, Greenmaker was able to produce multimillion dollar revenues despite an historic downturn in the economy. In the fall of 2008, Greenmaker merged with New York based Green Depot to create the nation's largest and most sophisticated chain of green building supply stores. Mr. Sivan currently serves as Director of Market Development overseeing product development and business development lending from his entrepreneurial skills as well as his environmental expertise.
Mr. Sivan holds a master's degree in Environmental Engineering from Northwestern University and a bachelor's degree in Civil and Environmental Engineering from the University of Iowa.
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