Green Building - Build Green NW
Download
Report
Transcript Green Building - Build Green NW
U.S. Green Building Council
Build green. Everyone profits.
Build green. Everyone profits.
Support innovators &
encourage early
adopters
Build business case
Raise awareness
Brand green building
Market Transformation Bell Curve
innovators in
Seattle’s market
TOUCHSTONE CORP.
HARBOR PROPERTIES
VULCAN, INC.
Build green. Everyone profits.
Planning Process
Partnerships / Funding
Research
Planning session
Message development
Communications plan
Materials development
Implementation
Evaluation
Harvard School of
Public Health
Landmark Building, Boston, MA
Office Renovation
LEED-CI Pilot Project
RECOVERED COSTS FOR GREEN FEATURES IN 10 MONTHS
Build green. Everyone profits.
Partnerships / Funding
Partner Benefits
living laboratory
for continuous
improvement
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
Build green. Everyone profits.
Partnerships / Funding
Primary Partners
Developer Partners
City of Seattle
Harbor Properties
King County
Touchstone Corporation
NEEA
Vulcan, Inc.
USGBC
raised
City of Seattle
King County
NEEA
USGBC
Developers
LEED certified
projects
MIXED-USE
COMMERCIAL
RESIDENTIAL
$290,000
$40,000
$40,000
$25,000
$155,000
$30,000
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
Build green. Everyone profits.
Research
Findings
Interested in concept,
not well informed
Believe
it costs more,
makes sense for public
Need proof of the
business case
“Green buildings
cost
more
to
“Only public
build.”
buildings
can
“Green building
afford
to
build
hasn’t
been
“Class
A
green.”
proven
to
add
buildings are
value.”
already green.”
Don’t believe they have
a role to play
EXECUTIVE’S PERCEPTIONS
Build green. Everyone profits.
Planning Session
Agree upon goals
Define measurable
objectives
Identify target
audiences
Toyota Motor Sales
South Campus Headquarters,
Torrance, CA
Commercial Office Renovation
LEED-NC Gold
Shifted from RE/F to
developers & tenants
Negotiate program
“must haves”
60% MORE ENERGY EFFICIENT THAN TITLE 24
Build green. Everyone profits.
Message Development
Developer
doesn’t look like
a Prius, but sure
runs like one
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
Build green. Everyone profits.
Message Development
Tenant
doesn’t look like
a Prius, but sure
runs like one
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
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
Build green. Everyone profits.
Communications Plan
Target audience
segmentation
Gerding/Edlen Development
Company, LLC
Brewery Block 4, Portland, OR
Mixed-Use Redevelopment
LEED-CS Pilot Project
Innovators
Risk tolerant
Action leaders
Forward thinking
Value driven
85% LEASED IN ONE YEAR AT HIGHER THAN MARKET RATES
Build green. Everyone profits.
Communications Plan
Target audience
segmentation
Gerding/Edlen Development
Company, LLC
Brewery Block 4, Portland, OR
Mixed-Use Redevelopment
LEED-CS Pilot Project
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
Build green. Everyone profits.
Communications Plan
Strategies
leased halfmillion sq. ft. in
soft market
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
Build green. Everyone profits.
Communications Plan
Develop “Toolkit”
leased halfmillion sq. ft. in
soft market
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
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
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
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
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
Build green. Everyone profits.
Material Development
Media relations
Puget Sound Energy
Corporate Headquarters, Bellevue, WA
Tenant Improvement
LEED-CI Pilot Project
Press outreach on green
building trend
Local, private sector
green buildings
highlighted
Print & broadcast media
199,431 KWh or $10,000 ANNUAL ENERGY SAVINGS
Build green. Everyone profits.
Implement Campaign
June 24 launch
6-month run
walking the talk
– a model for
energy efficiency
Building Owner: Bentall Capital Limited Partnership
Architect: Mithun
Mechanical Engineer: MacDonald Miller
Contractor: Lydig Construction
COMMUNICATES CORE VALUES OF INNOVATION & ENERGY EFFICIENCY
Build green. Everyone profits.
Evaluation
Telephone survey
Ecotrust
Jean Vollum Natural Capital Center,
Portland, OR
Commercial Office & Retail
LEED-NC Gold
Pre & post
125 respondents
Measure:
Change in awareness
Attitudes toward green
building
GREATER ABILITY TO ATTRACT & RETAIN EMPLOYEES
Build green. Everyone profits.
Evaluation
Share campaign &
findings to strengthen
adoption in other
markets
could have
rented 3x as
much space
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
GREEN BUILDINGS & COMMUNITIES FOR A HEALTHY & PROSPEROUS PLANET