Build green. Everyone profits. - PowerPoint PPT Presentation

Build green. Everyone profits.

U.S. Green Building Council

Market Transformation Bell Curve

• 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

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

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

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

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

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.

Mechanical Engineer: Glumac International

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

Mechanical Engineer: Glumac International

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

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

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

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

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

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

GREEN BUILDINGS & COMMUNITIES FOR A HEALTHY & PROSPEROUS PLANET