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