Build green. Everyone profits.

Presentation Transcript

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

TOUCHSTONE CORP. HARBOR PROPERTIES VULCAN, INC.

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

living laboratory for continuous improvement

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

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

Research

Secondary research review
Telephone survey of real estate & finance executives
ENERGY STAR executive interviews with tenants, CRE & finance

GREEN BUILDING RESEARCH SUMMARY REPORT

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

“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

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

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

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.

Contractor: Turner Construction

LEED Consultant: CTG Energetics

TOYOTA EARNED 10% ROI WITH NO COST PREMIUM

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

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

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

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

Contractor: Hoffman Construction Company

FOR BLOCK 4, LISTENING TO THE MARKET & COMMUNITY PAID OFF

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

Contractor: Hoffman Construction Company

FOR BLOCK 4, LISTENING TO THE MARKET & COMMUNITY PAID OFF

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

Print advertising to share how successful projects profited from a green building business strategy

Toyota
Warner Brothers
Harvard
National Geographic

PRINT ADVERTISEMENT

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

Web-site

Communications materials drive people to website
Local green buildings highlighted
Regional resource links
Campaign information

WWW.BUILDGREENNW.COM

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

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

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

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

GREEN BUILDINGS & COMMUNITIES FOR A HEALTHY & PROSPEROUS PLANET