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Build green. Everyone profits.

Build green. Everyone profits. U.S. Green Building Council. Market Transformation Bell Curve. Build green. Everyone profits. Support innovators & encourage early adopters Build business case Raise awareness Brand green building. innovators in Seattle’s market.

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Build green. Everyone profits.

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  1. Build green. Everyone profits. U.S. Green Building Council

  2. Market Transformation Bell Curve Build green. Everyone profits. • Support innovators & encourage early adopters • Build business case • Raise awareness • Brand green building innovators in Seattle’s market TOUCHSTONE CORP. HARBOR PROPERTIES VULCAN, INC.

  3. Build green. Everyone profits. Planning Process Harvard School of Public Health Landmark Building, Boston, MA Office Renovation LEED-CI Pilot Project • Partnerships / Funding • Research • Planning session • Message development • Communications plan • Materials development • Implementation • Evaluation RECOVERED COSTS FOR GREEN FEATURES IN 10 MONTHS

  4. Build green. Everyone profits. living laboratory for continuous improvement Partnerships / Funding • Partner Benefits • Featured in PR materials • Advertising exposure • Key presence on website • Media added value • Promotion of projects • Positioned as leader • Leveraged impact HARVARD’S NEW OFFICES RECEIVE HIGH MARKS FOR EFFICIENCY

  5. Build green. Everyone profits. Partnerships / Funding • Primary Partners • City of Seattle • King County • NEEA • USGBC • Developer Partners • Harbor Properties • Touchstone Corporation • Vulcan, Inc. raised $290,000 City of Seattle $40,000 King County $40,000 NEEA $25,000 USGBC $155,000 Developers $30,000 LEED certified projects MIXED-USE COMMERCIAL RESIDENTIAL

  6. Build green. Everyone profits. Research • Secondary research review • Telephone survey of real estate & finance executives • ENERGY STAR executive interviews with tenants, CRE & finance GREEN BUILDING RESEARCH SUMMARY REPORT

  7. Findings Interested in concept, not well informed Believe it costs more, makes sense for public Need proof of the business case Don’t believe they have a role to play Build green. Everyone profits. “Green buildings cost more to build.” Research “Only public buildings can afford to build green.” “Green building hasn’t been proven to add value.” “Class A buildings are already green.” EXECUTIVE’S PERCEPTIONS

  8. Build green. Everyone profits. Planning Session Toyota Motor Sales South Campus Headquarters, Torrance, CA Commercial Office Renovation LEED-NC Gold • Agree upon goals • Define measurable objectives • Identify target audiences • Shifted from RE/F to developers & tenants • Negotiate program “must haves” 60% MORE ENERGY EFFICIENT THAN TITLE 24

  9. Build green. Everyone profits. doesn’t look like a Prius, but sure runs like one Message Development • Developer • Higher ROI • Marketing advantage • Stronger brand Building Owner: Toyota Motor Sales, USA, Inc. Architect: LPA Inc. Mechanical Engineer: Glumac International Contractor: Turner Construction LEED Consultant: CTG Energetics TOYOTA EARNED 10% ROI WITH NO COST PREMIUM

  10. Build green. Everyone profits. doesn’t look like a Prius, but sure runs like one Message Development • Tenant • Lower operating costs • Improved health & productivity • Enhanced image Building Owner: Toyota Motor Sales, USA, Inc. Architect: LPA Inc. Mechanical Engineer: Glumac International Contractor: Turner Construction LEED Consultant: CTG Energetics TOYOTA EARNED 10% ROI WITH NO COST PREMIUM

  11. Build green. Everyone profits. Communications Plan • Target audience profiles • Developers / Owners • Emerging 1st time owners • Corporate owned facilities • Green building leaders • Private developers • Commercial tenants • Large anchor tenants • Stable, long-lease potential • Private sector COMMUNICATIONS PLAN

  12. Build green. Everyone profits. Communications Plan Gerding/Edlen Development Company, LLC Brewery Block 4, Portland, OR Mixed-Use Redevelopment LEED-CS Pilot Project • Target audience segmentation • Innovators • Risk tolerant • Action leaders • Forward thinking • Value driven 85% LEASED IN ONE YEAR AT HIGHER THAN MARKET RATES

  13. Build green. Everyone profits. Communications Plan Gerding/Edlen Development Company, LLC Brewery Block 4, Portland, OR Mixed-Use Redevelopment LEED-CS Pilot Project • Target audience segmentation • Early adopters • Value prestige • Opinion leaders • Brand conscious • Adapt to new ideas • Risk takers if others have found success • Strong personal values 85% LEASED IN ONE YEAR AT HIGHER THAN MARKET RATES

  14. Build green. Everyone profits. leased half-million sq. ft. in soft market Communications Plan • Strategies • Case study development • Education & outreach • Position as contemporary standard for quality, and easy to understand Building Owner: Gerding/Edlen Development Company, LLC Architect: GBD Architects Incorporated Mechanical Engineer: Glumac International Contractor: Hoffman Construction Company FOR BLOCK 4, LISTENING TO THE MARKET & COMMUNITY PAID OFF

  15. Build green. Everyone profits. leased half-million sq. ft. in soft market Communications Plan • Develop “Toolkit” • Packaged for easy launch in other markets Building Owner: Gerding/Edlen Development Company, LLC Architect: GBD Architects Incorporated Mechanical Engineer: Glumac International Contractor: Hoffman Construction Company FOR BLOCK 4, LISTENING TO THE MARKET & COMMUNITY PAID OFF

  16. Build green. Everyone profits. Material Development • Communications pieces • Case studies • Advertisements for business journals • Direct mail pieces • Website • Media relations – press releases, articles & events PUGET SOUND ENERGY CASE STUDY

  17. Build green. Everyone profits. Material Development • Print advertising to share how successful projects profited from a green building business strategy • Toyota • Warner Brothers • Harvard • National Geographic PRINT ADVERTISEMENT

  18. Build green. Everyone profits. Material Development • Direct mail • Build strategy • Three waves: • Postcard • Self-mailer • Case study with letter • Mailed to • 6,000 prospective tenants • 300 local developers POSTCARD FEATURING PATAGONIA – GREEN BUILDING TENANT

  19. Build green. Everyone profits. Material Development • Web-site • Communications materials drive people to website • Local green buildings highlighted • Regional resource links • Campaign information WWW.BUILDGREENNW.COM

  20. Build green. Everyone profits. Material Development Puget Sound Energy Corporate Headquarters, Bellevue, WA Tenant Improvement LEED-CI Pilot Project • Media relations • Press outreach on green building trend • Local, private sector green buildings highlighted • Print & broadcast media 199,431 KWh or $10,000 ANNUAL ENERGY SAVINGS

  21. Build green. Everyone profits. walking the talk – a model for energy efficiency Implement Campaign • June 24 launch • 6-month run Building Owner: Bentall Capital Limited Partnership Architect: Mithun Mechanical Engineer: MacDonald Miller Contractor: Lydig Construction COMMUNICATES CORE VALUES OF INNOVATION & ENERGY EFFICIENCY

  22. Build green. Everyone profits. Evaluation Ecotrust Jean Vollum Natural Capital Center, Portland, OR Commercial Office & Retail LEED-NC Gold • Telephone survey • Pre & post • 125 respondents • Measure: • Change in awareness • Attitudes toward green building GREATER ABILITY TO ATTRACT & RETAIN EMPLOYEES

  23. Build green. Everyone profits. could have rented 3x as much space Evaluation • Share campaign & findings to strengthen adoption in other markets Owner & Developer: Ecotrust & Heritage Consulting Group Architect: Holst Architecture Mechanical Engineer: Interface Engineering, Inc. Contractor: Walsh Construction Company IT’S NOT A SOFT MARKET IF YOU BUILD GREEN

  24. GREEN BUILDINGS & COMMUNITIES FOR A HEALTHY & PROSPEROUS PLANET

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