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Root Concepts specializes in green marketing

BRINGING WEB 2.0 EXPERTISE, FOUNDERS LOCATE FIRM AT SONOMA MOUNTAIN CLUSTER

ROHNERT PARK – The Sonoma Mountain Business Cluster, known for its eco-conscious mix of tenants, has attracted a firm that specializes in Web 2.0 branding and marketing for green companies.

Co-founded by Dominique Pacheco and Michael Edo Keane, Root Concepts already has local clients for its blend of content creation; search-engine placement; audio, video and Web community-building; and viral marketing.

Traditional Medicinals, EO Products, Strauss Creamery, Viva Terra and Barbara’s Bakery Puffins Cereal are Root Concepts customers, and Codding Enterprises just signed on.

“We want to concentrate on green products and services,” said Ms. Pacheco, whose background is in fine art consulting and sales. Her media-savvy partner has been a filmmaker, artist and director.

Moving into the business incubator at the Sonoma Mountain Village will allow previously self-funded Root Concepts to move to the next level, she said.

“We had production needs and office needs. We had been doing audio and video, but now we’re expanding into a full-service Web marketing company.”

Root Concepts has three full-time employees and a support staff of artists and editors that expands and contracts depending on the project.

With eventual angel and venture funding in mind, the firm is building a Web site to spotlight its capabilities.

“We’ll treat ourselves like one of our own clients, and Eco4ever.com will be our showcase. Our slogan will be ‘We help you get found (on the Web), and we help you keep your community there.’”

When Wheatabix bought Barbara’s Bakery in Petaluma and was put in charge of the Puffins Cereal campaign, Root Concepts was called in.

“We knew we needed a firm that understood viral marketing better than we did,” said Wheatabix trademarking manager Matthew Gillespie.

Root Concepts identified three demographics that would support Puffins communities: health-conscious natural and organic food consumers; ecologists and bird enthusiasts who find the Puffin story compelling; and children, who love penguins and puffins.

Using the concept of “Puffin Love,” they set up three blogs for the separate groups and one Web site where they could all meet at www.puffinscereal.com. “Now we have a base we can build on,” said Mr. Gillespie.

According to Codding Enterprises’ Chief Sustainability Officer Geof Syphers, a marketing firm with a sincere commitment to serving sustainable companies and products isn’t easy to find.

“I’m done wasting time with superficial greenwashing from firms who don’t have any real understanding of environmental principles. Root Concepts works calmly at the center of the swirling world of green marketing, delivering appealing messages that stand up over time,” he said.

The respect is mutual. “Being here is a fantastic opportunity. This whole Sonoma Mountain project is like no other in the U.S., with its commitment to reuse, solar energy and paper-saving Web-based business practices,” said Ms. Pacheco.

For more information, visit www

.rootconcepts.com.