blueprint for green business final 042210

Blueprint for Green BusinessSustainability & Marketing Breakfast

Presented By: Nathan C. Weber, P.E., LEED AP, RMT, Inc. Marilyn Vollrath, President, Vollrath Associates, Inc.

April 22, 2010

Blueprint for Green Business

Definition of Sustainability Sustainability

People (Social) Social, Wages, Wellness

Environmental GHG, Water, Energy

Economics Brand, Cash Flow, ROI

Greenhouse Gases Carbon Disclosure Project Global Reporting Initiative

LEEDBlueprint for Green Business

Definition of Sustainability


Who’s Doing What Cost Competition and

Eco-Competitive Walmart Quad Graphics

USEPA Smartway

Kohl’s Pledges Net-Zero

Emissions by 2011

GRI List


Long-Term Sustainability

PLAN. Strategy and planning

DO. Execution, monitoring and

measurement

CHECK. Evaluation and

Adjustments

ACT.


Long-Term Sustainability PLAN.

People, Environment & Economics

Internal and External Factors

Benchmarking Competitors

Level of Effort Top to Bottom Consistent

Message & Involvement Stakeholders Clients Employees Community

DO. Implement the Plan Establish Cross-

Functional Teams “Organizational Effort” Important to

Stakeholders


Long-Term Sustainability

CHECK. Is it Working? Can’t Reduce what you

don’t Measure Monitoring Endpoints

Energy Water Use Waste Materials Used Recycling Packaging

ACT. Management review

Evaluate system performance, outcomes, and strategy.

Does our vision fit? Do we need to adjust

our strategy?


Defining Your Position

It May Not Be the Right Time for Every Corporation to Participate…….

BUT Every Corporation Should Make a Decision


Cost Effective Sustainable Options

Site Development Energy and

Atmosphere Water Efficiency Materials and

Resources Indoor Environmental

Quality Facility Management

Plans


Site Development

Green Site Building and Exterior Management Maintenance Equipment Plantings Animal and Vegetation Pest

Control Landscape Waste Irrigation Management


Site Development

Green Site Building and Exterior Management Fertilizer Use Snow Removal Cleaning of Building Exterior Exterior Paint and Sealants Exterior Building

Maintenance

Establish Native Plantings


Site Development Improving Access to

Alternative Transportation Parking Incentives Car Pooling Changing Rooms/Showers

Offer Telecommuting Options


Light Pollution Reduction


Light Pollution Reduction

Eliminate Light Trespass from the Building and Site

Improve Night Sky Access Reduce Developmental Impacts on Nocturnal

Sites Suggest

Shielding all bulbs >50 watts Measuring Interior and Exterior Candela Values

at Property Boundaries


Energy and Atmosphere

Building Operation and Maintenance

Conduct Existing Building Commission 5-10% Increase in

Energy Efficiency

Greenhouse Gases Energy Costs


Water Efficiency Energy Efficiency

Landscaping Native Prairie Plantings Restore Native

Vegetation

Artificial Low Flow Toilets Add Jug/1-Liter Bottle

to Tank


Materials and Resources Source Reduction and Waste Management Waste Stream Audit

Source Reduction through Purchasing Collection Station Equipment Recycling

Life Cycle Analysis of Products


Materials and Resources Light Bulbs – Toxic Material

Source Reduction Inventory Light Bulbs

Total Hg in each Light Bulb Lumen Hours of Light Output per

Bulb Number of Bulbs of Each Type Overall Weighted Average Target

of <100 pg/lumen hour Develop a Light Bulb

Purchasing Plan to Reach Target


Materials and Resources Waste Management

Policy Construction and

Demolition Debris Optimize Use of

Alternative Materials Bamboo Flooring Linoleum Flooring Sunflower Board Wheatgrass Cabinets Cork Flooring


Materials and Resources

Optimize Use of IAQ – Conscience Products Paints and Coatings Adhesives Sealants Carpet Composite Panels Agrifiber Products

Sustainable Cleaning Products Janitorial Closets Disposable Cleaning Supplies Entryway Systems


Indoor Environmental Quality

Green Cleaning Policy Green Cleaning

Equipment Location of Smoking

Areas Location of High Volume

Print/Fax Machines


Indoor Environmental Quality Green Seal

Construction Materials, Equipment and Systems Facility Operations, Maintenance and Services Hospitality, Lodging, and Food Service Home Products and Services Office Products and Communications Personal Care and Consumer Packaged Goods Transportation and Utilities


Potential Sustainable Policies

Review of Sustainable Policies Building Commission Waste Reduction Policy Exterior Site Management CFL Light Purchasing General Office Purchasing


Typical Plan Outline

Organizational Policy Documentation of

Activities Purchasing Calculations Photos

Responsibility & Training Annual Follow-Up


People Piece – Hotel Towels

33%

45%


People Piece – ResidentialEnergy Reduction

0%

-12.2%

-15.5%


Where do we go from Here?

Circle Back Around and Decide on Strategic Action

Perception is Reality Employees Stakeholders Consumers Community


Communicating Sustainability Initiatives

Concept began as “Green Marketing”

Blueprint for Green BusinessBlueprint for Green Business

Communicating Sustainability Initiatives According to the American Marketing

Association…

Green marketing is the marketing of products that are presumed to be environmentally safe


Communicating Sustainability Initiatives

Concept has expanded beyond products to plant and facilities operation and brand building


History

Widespread thinking on sustainability in everyday activity began in the late 1980s

Term “Green Marketing” came into prominence in the late 1980s and early 1990s

Corporate Social Responsibility (CSR) Reports started in the 1980s


Benefits of Green Marketing

Enhances the company’s reputation Positions the company as an

environmentally conscious business that betters its customers and communities

Builds customer loyalty and brand recognition


Benefits of Green Marketing

Differentiates a company among its competitors

Positions the company as a healthy, environmentally conscious place to work

Communicates the company is committed financially to “green” practices

Puts the company in a league with the leaders


Suggested Approaches

Environmentally responsible organizations should:Have an environmental policy in placeCreate and execute an

employee awareness strategyCommunicate activities and resultsConstantly refine products and processBe committed from the top down and bottom up


Implementing Strategies & Tactics

Cs of Marketing:CustomerCostConvenienceCommunication



Ss of Green Marketing:Safety of productSatisfaction of customerSocial acceptability of product

and organizational processesSustainability of product

and organizational processes



Identify the company’s target audiences


Both internal

and external

Implementing Strategies & Tactics Target Audiences – Examples:

Internal Audiences: Employees and their families

External Audiences: Existing and potential customers Shareholders/investors Suppliers and vendors Environmental organizations Other businesses (industry/community) General public and the community



Establish PR/Marketing tactics:Develop value proposition and brand identityDevelop appropriate practices to marketDetermine geography or markets Develop key messages Determine media spokesperson(s)Evaluate what marketing materials will

best support the “green” PR program


Internal Communications

Educate employees about the company’s green practices, key messages and progress

Employees need to Walk the Talk – get involved


Employees are ambassadors to the community and customers

Internal Communications Kick off the program with a company-wide

“Green Week” Post various “Green” communications

throughout the office to educate employees Establish a green Intranet site for

news and updates Set goals; keep employees

informed of achievements/progress Reinforce teamwork; recognize success


External Communications

Develop targeted media list of key environmental media outlets

Position the company and management as a resource to business media & leading environmental trade publications/blogs

Develop a list of “hot” topics journalists/bloggers want to write about – have the company speak to those topics


External Communications Develop targeted media pitches/story ideas

with an environmental angle Announce new sustainability developments

and innovative practices/services Schedule speaking engagements at local

business clubs/environmental organizations



Execute social media marketing where it fits with the PR program

Develop a sustainability micro site off the company’s homepage outlining sustainability practices/marketing materials and showing metrics

Initiate an active blog allowing management to converse with customers/employees about green initiatives/services



Produce a sustainability report

Develop white papers for thought leadership

Develop community outreach events/programs


Green PR/Marketing Activities

Company needs to decide what activities fit with its objectives – not all activities are right for every company


Green PR/Marketing Activities

Sustainability reports


Green PR/Marketing Activities Green Media/Blogs


www.treehugger.comwww.dotearth.blogs.nytimes.com

Green PR/Marketing Activities McDonalds – Entire Sustainability Program


“Green” News

Blog with Executives

Sustainability Report

“Green” video communicating initiatives

Sustainability web page/micro site

Summary Communicating sustainability can have a

positive impact across many audiences Plan must be tailored to the company’s

products/services and business strategies An opportunity to

build your brand


Contact us with Questions

RMT, Inc.Nathan Weber262-879-1212 Ext. [email protected]


Contact us with Questions

Vollrath Associates, Inc.Marilyn Vollrath414-221-0210mvollrath@vollrathpr.comwww.vollrathpr.comhttp://twitter.com/Vollrath_PR


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