Blueprint for green business final 042210


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RMT, Inc. and Vollrath Associates discuss how your company can become sustainable and how to market and communicate those green initiatives.

Blueprint for Green Business - Earth Day - April 22, 2010

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  • sustainability survey filetype:pdf
  • “ Long-term” ; Basic steps in the “Plan-do-check-act” management approach
  • Evaluate/rank significance of stakeholders Power & influence of stakeholders Opportunity to engage stakeholders for input Identify sweet spot for approach, strategy, and opportunities
  • Incentives -Priority Parking -Casual Fridays -Raffles
  • General Office Purchasing - Cleaning Supplies, Disposables, IAQ Conscience Products
  • Source reduction – our office stopped purchasing plastic cups Recycling added storage and space for recycling aluminum, plastics, and batteries
  • Be aware that a number of manufactures and retailers (Walmart) have their own standards for Hg content per bulb and do not include bulb life NEMA – Association of Electrical and Medical Imaging Equipment <25 Watts to have <5 mg Hg/unit 25-40 Watts to have < 6 mg of Hg/unit Power Plant Will Emit 13.6 mg of Hg to Power an Incandescent Bulb 3.3 mg of Hg to Power a CFL Bulb Source reduction – our office stopped purchasing plastic cups Recycling added storage and space for recycling aluminum, plastics, and batteries
  • Source reduction – our office stopped purchasing plastic cups Recycling added storage and space for recycling aluminum, plastics, and batteries
  • -Adhesives & VOC content less then VOC limits of SCAWMD Rule #1168 -Sealers used as fillers must Bay Area Air Quality Mangement District Regulations -Paints/Coatings w/ VOC content that does not exceed Green Seal Standard GS-11 50-200 g/liter of product (minus h2o) & <1% total organic compounds -Carpet meet req. of the CRI Green Label Plus Carpet Testing -Carpet cushion meets req. of the CRI Green Label Testing program -Composite panels 7 agrifiber products that contain no added urea-formaldehyde resins Sustainable Cleaning Products – Green Seal GS-37 Industrial and Institutional Cleaners *General Purpose, Restroom, Carpet, and Glass Toxicity Tests, Skin Absorption, Prohibited Ingredients (Heavy metals including, lead, hexavalent chromium, or selenium; either in the elemental form or compounds, 2-butoxyethanol, Alkylphenol ethoxylates, Phthalates), Ozone, and VOC requirements also the packaging
  • l
  • General Office Purchasing - Cleaning Supplies, Disposables, IAQ Conscience Products
  • General Office Purchasing - Cleaning Supplies, Disposables, IAQ Conscience Products
  • Introduce herd effect in highly personalized form . The hotel sign in the bathroom informed the guests that many prior guests chose to be environmentally friendly by recycling their towels. However, when the message mentioned that majority of the guests who stayed in this specific room chose to be more environmentally conscious and reused their towels, towel recycling jumped 33%, even though the message was largely the same. Attaching no strings increases response to the message . Using the same hotel as the one mentioned in Chapter 2, researchers tried out two different versions of the sign. The first one: if you reuse the towels, a donation will be made to a nonprofit environmental organization.  The second version: the donation has already been made, since the hotel trusted you’d reuse the towels anyways. Recipients of the second message reused their towels 45% more than the recipients of the first one.
  • Residential Natural Gas Fuel Conservation 1 st an Interviewer gave a selected group of residential customers tips for saving natural gas and all agreed to try. NO CHANGE IN USAGE 2 nd an Interviewer gave a selected group of residential customers tips for saving natural gas and offered those residents saving energy to put their names in the paper. Saved on average 422 cubic meters of natural gas (one month later – 12.2%) 3 rd the Researchers told each residential customer that it would not be able to publish their name Increased their savings to 15.5% for the rest of the winter
  • Blueprint for green business final 042210

    1. 1. Blueprint for Green Business Sustainability & 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
    2. 2. Definition of Sustainability <ul><li>Sustainability </li></ul><ul><ul><li>People (Social) </li></ul></ul><ul><ul><ul><li>Social, Wages, Wellness </li></ul></ul></ul><ul><ul><li>Environmental </li></ul></ul><ul><ul><ul><li>GHG, Water, Energy </li></ul></ul></ul><ul><ul><li>Economics </li></ul></ul><ul><ul><ul><li>Brand, Cash Flow, ROI </li></ul></ul></ul><ul><li>Greenhouse Gases </li></ul><ul><ul><li>Carbon Disclosure Project </li></ul></ul><ul><ul><li>Global Reporting Initiative </li></ul></ul><ul><li>LEED </li></ul>Blueprint for Green Business
    3. 3. Definition of Sustainability Blueprint for Green Business
    4. 4. Who’s Doing What <ul><li>Cost Competition and Eco-Competitive </li></ul><ul><li>Walmart </li></ul><ul><li>Quad Graphics </li></ul><ul><ul><li>USEPA Smartway </li></ul></ul><ul><li>Kohl’s </li></ul><ul><ul><li>Pledges Net-Zero Emissions by 2011 </li></ul></ul><ul><li>GRI List </li></ul>Blueprint for Green Business
    5. 5. Long-Term Sustainability <ul><li>PLAN. </li></ul><ul><ul><li>Strategy and planning </li></ul></ul><ul><li>DO. </li></ul><ul><ul><li>Execution, monitoring and measurement </li></ul></ul><ul><li>CHECK. </li></ul><ul><ul><li>Evaluation and Adjustments </li></ul></ul><ul><li>ACT. </li></ul>Blueprint for Green Business
    6. 6. Long-Term Sustainability <ul><li>PLAN. </li></ul><ul><ul><li>People, Environment & Economics </li></ul></ul><ul><ul><li>Internal and External Factors </li></ul></ul><ul><ul><li>Benchmarking Competitors </li></ul></ul><ul><ul><li>Level of Effort </li></ul></ul><ul><ul><li>Top to Bottom Consistent Message & Involvement </li></ul></ul><ul><ul><ul><li>Stakeholders </li></ul></ul></ul><ul><ul><ul><li>Clients </li></ul></ul></ul><ul><ul><ul><li>Employees </li></ul></ul></ul><ul><ul><ul><li>Community </li></ul></ul></ul><ul><li>DO. </li></ul><ul><ul><li>Implement the Plan </li></ul></ul><ul><ul><li>Establish Cross-Functional Teams </li></ul></ul><ul><ul><li>“ Organizational Effort” </li></ul></ul><ul><ul><li>Important to Stakeholders </li></ul></ul>Blueprint for Green Business
    7. 7. Long-Term Sustainability <ul><li>CHECK. </li></ul><ul><ul><li>Is it Working? </li></ul></ul><ul><ul><li>Can’t Reduce what you don’t Measure </li></ul></ul><ul><ul><li>Monitoring Endpoints </li></ul></ul><ul><ul><ul><li>Energy </li></ul></ul></ul><ul><ul><ul><li>Water Use </li></ul></ul></ul><ul><ul><ul><li>Waste </li></ul></ul></ul><ul><ul><ul><li>Materials Used </li></ul></ul></ul><ul><ul><ul><li>Recycling </li></ul></ul></ul><ul><ul><ul><li>Packaging </li></ul></ul></ul><ul><li>ACT. </li></ul><ul><ul><li>Management review </li></ul></ul><ul><ul><ul><li>Evaluate system performance, outcomes, and strategy. </li></ul></ul></ul><ul><ul><li>Does our vision fit? </li></ul></ul><ul><ul><li>Do we need to adjust our strategy? </li></ul></ul>Blueprint for Green Business
    8. 8. Defining Your Position <ul><li>It May Not Be the Right Time for Every Corporation to Participate……. </li></ul><ul><li>BUT Every Corporation Should Make a Decision </li></ul>Blueprint for Green Business
    9. 9. Cost Effective Sustainable Options <ul><li>Site Development </li></ul><ul><li>Energy and Atmosphere </li></ul><ul><li>Water Efficiency </li></ul><ul><li>Materials and Resources </li></ul><ul><li>Indoor Environmental Quality </li></ul><ul><li>Facility Management Plans </li></ul>Blueprint for Green Business
    10. 10. Site Development <ul><li>Green Site Building and Exterior Management </li></ul><ul><ul><li>Maintenance Equipment </li></ul></ul><ul><ul><li>Plantings </li></ul></ul><ul><ul><li>Animal and Vegetation Pest Control </li></ul></ul><ul><ul><li>Landscape Waste </li></ul></ul><ul><ul><li>Irrigation Management </li></ul></ul>Blueprint for Green Business
    11. 11. Site Development <ul><li>Green Site Building and Exterior Management </li></ul><ul><ul><li>Fertilizer Use </li></ul></ul><ul><ul><li>Snow Removal </li></ul></ul><ul><ul><li>Cleaning of Building Exterior </li></ul></ul><ul><ul><li>Exterior Paint and Sealants </li></ul></ul><ul><ul><li>Exterior Building Maintenance </li></ul></ul><ul><li>Establish Native Plantings </li></ul>Blueprint for Green Business
    12. 12. Site Development <ul><li>Improving Access to Alternative Transportation </li></ul><ul><ul><li>Parking </li></ul></ul><ul><ul><li>Incentives </li></ul></ul><ul><ul><li>Car Pooling </li></ul></ul><ul><ul><li>Changing Rooms/Showers </li></ul></ul><ul><li>Offer Telecommuting Options </li></ul>Blueprint for Green Business
    13. 13. Light Pollution Reduction Blueprint for Green Business
    14. 14. Light Pollution Reduction <ul><li>Eliminate Light Trespass from the Building and Site </li></ul><ul><li>Improve Night Sky Access </li></ul><ul><li>Reduce Developmental Impacts on Nocturnal Sites </li></ul><ul><li>Suggest </li></ul><ul><ul><li>Shielding all bulbs >50 watts </li></ul></ul><ul><ul><li>Measuring Interior and Exterior Candela Values at Property Boundaries </li></ul></ul>Blueprint for Green Business
    15. 15. Energy and Atmosphere <ul><li>Building Operation and Maintenance </li></ul><ul><li>Conduct Existing Building Commission </li></ul><ul><ul><li>5-10% Increase in Energy Efficiency </li></ul></ul><ul><li>Greenhouse Gases </li></ul><ul><li>Energy Costs </li></ul>Blueprint for Green Business
    16. 16. Water Efficiency <ul><li>Energy Efficiency Landscaping </li></ul><ul><ul><li>Native Prairie Plantings </li></ul></ul><ul><ul><li>Restore Native Vegetation </li></ul></ul><ul><li>Artificial Low Flow Toilets </li></ul><ul><ul><li>Add Jug/1-Liter Bottle to Tank </li></ul></ul>Blueprint for Green Business
    17. 17. Materials and Resources <ul><li>Source Reduction and Waste Management </li></ul><ul><li>Waste Stream Audit </li></ul><ul><ul><li>Source Reduction through Purchasing </li></ul></ul><ul><ul><li>Collection Station Equipment </li></ul></ul><ul><ul><li>Recycling </li></ul></ul><ul><li>Life Cycle Analysis of Products </li></ul>Blueprint for Green Business
    18. 18. Materials and Resources <ul><li>Light Bulbs – Toxic Material Source Reduction </li></ul><ul><li>Inventory Light Bulbs </li></ul><ul><ul><li>Total Hg in each Light Bulb </li></ul></ul><ul><ul><li>Lumen Hours of Light Output per Bulb </li></ul></ul><ul><ul><li>Number of Bulbs of Each Type </li></ul></ul><ul><ul><li>Overall Weighted Average Target of <100 pg/lumen hour </li></ul></ul><ul><li>Develop a Light Bulb Purchasing Plan to Reach Target </li></ul>Blueprint for Green Business
    19. 19. Materials and Resources <ul><li>Waste Management Policy </li></ul><ul><ul><li>Construction and Demolition Debris </li></ul></ul><ul><li>Optimize Use of Alternative Materials </li></ul><ul><ul><li>Bamboo Flooring </li></ul></ul><ul><ul><li>Linoleum Flooring </li></ul></ul><ul><ul><li>Sunflower Board </li></ul></ul><ul><ul><li>Wheatgrass Cabinets </li></ul></ul><ul><ul><li>Cork Flooring </li></ul></ul>Blueprint for Green Business
    20. 20. Materials and Resources <ul><li>Optimize Use of IAQ – Conscience Products </li></ul><ul><ul><li>Paints and Coatings </li></ul></ul><ul><ul><li>Adhesives </li></ul></ul><ul><ul><li>Sealants </li></ul></ul><ul><ul><li>Carpet </li></ul></ul><ul><ul><li>Composite Panels </li></ul></ul><ul><ul><li>Agrifiber Products </li></ul></ul><ul><li>Sustainable Cleaning Products </li></ul><ul><li>Janitorial Closets </li></ul><ul><li>Disposable Cleaning Supplies </li></ul><ul><li>Entryway Systems </li></ul>Blueprint for Green Business
    21. 21. Indoor Environmental Quality <ul><li>Green Cleaning Policy </li></ul><ul><li>Green Cleaning Equipment </li></ul><ul><li>Location of Smoking Areas </li></ul><ul><li>Location of High Volume Print/Fax Machines </li></ul>Blueprint for Green Business
    22. 22. Indoor Environmental Quality <ul><li>Green Seal </li></ul><ul><ul><li>Construction Materials, Equipment and Systems </li></ul></ul><ul><ul><li>Facility Operations, Maintenance and Services </li></ul></ul><ul><ul><li>Hospitality, Lodging, and Food Service </li></ul></ul><ul><ul><li>Home Products and Services </li></ul></ul><ul><ul><li>Office Products and Communications </li></ul></ul><ul><ul><li>Personal Care and Consumer Packaged Goods </li></ul></ul><ul><ul><li>Transportation and Utilities </li></ul></ul>Blueprint for Green Business
    23. 23. Potential Sustainable Policies <ul><li>Review of Sustainable Policies </li></ul><ul><ul><li>Building Commission </li></ul></ul><ul><ul><li>Waste Reduction Policy </li></ul></ul><ul><ul><li>Exterior Site Management </li></ul></ul><ul><ul><li>CFL Light Purchasing </li></ul></ul><ul><ul><li>General Office Purchasing </li></ul></ul>Blueprint for Green Business
    24. 24. Typical Plan Outline <ul><li>Organizational Policy </li></ul><ul><li>Documentation of Activities </li></ul><ul><ul><li>Purchasing </li></ul></ul><ul><ul><li>Calculations </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><li>Responsibility & Training </li></ul><ul><li>Annual Follow-Up </li></ul>Blueprint for Green Business
    25. 25. People Piece – Hotel Towels 33% 45% Blueprint for Green Business
    26. 26. People Piece – Residential Energy Reduction 0% -12.2% -15.5% Blueprint for Green Business
    27. 27. Where do we go from Here? <ul><li>Circle Back Around and Decide on Strategic Action </li></ul><ul><li>Perception is Reality </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Stakeholders </li></ul></ul><ul><ul><li>Consumers </li></ul></ul><ul><ul><li>Community </li></ul></ul>Blueprint for Green Business
    28. 28. Communicating Sustainability Initiatives <ul><li>Concept began as “Green Marketing” </li></ul>Blueprint for Green Business Blueprint for Green Business
    29. 29. Communicating Sustainability Initiatives <ul><li>According to the American Marketing Association… </li></ul><ul><ul><li>Green marketing is the marketing of products that are presumed to be environmentally safe </li></ul></ul>Blueprint for Green Business
    30. 30. Communicating Sustainability Initiatives <ul><li>Concept has expanded beyond products to plant and facilities operation and brand building </li></ul>Blueprint for Green Business
    31. 31. History <ul><li>Widespread thinking on sustainability in everyday activity began in the late 1980s </li></ul><ul><li>Term “Green Marketing” came into prominence in the late 1980s and early 1990s </li></ul><ul><li>Corporate Social Responsibility (CSR) Reports started in the 1980s </li></ul>Blueprint for Green Business
    32. 32. Benefits of Green Marketing <ul><li>Enhances the company’s reputation </li></ul><ul><li>Positions the company as an environmentally conscious business that betters its customers and communities </li></ul><ul><li>Builds customer loyalty and brand recognition </li></ul>Blueprint for Green Business
    33. 33. Benefits of Green Marketing <ul><li>Differentiates a company among its competitors </li></ul><ul><li>Positions the company as a healthy, environmentally conscious place to work </li></ul><ul><li>Communicates the company is committed financially to “green” practices </li></ul><ul><li>Puts the company in a league with the leaders </li></ul>Blueprint for Green Business
    34. 34. Suggested Approaches <ul><li>Environmentally responsible organizations should: </li></ul><ul><ul><li>Have an environmental policy in place </li></ul></ul><ul><ul><li>Create and execute an employee awareness strategy </li></ul></ul><ul><ul><li>Communicate activities and results </li></ul></ul><ul><ul><li>Constantly refine products and process </li></ul></ul><ul><ul><li>Be committed from the top down and bottom up </li></ul></ul>Blueprint for Green Business
    35. 35. Implementing Strategies & Tactics <ul><li>Cs of Marketing: </li></ul><ul><ul><li>Customer </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Communication </li></ul></ul>Blueprint for Green Business
    36. 36. Implementing Strategies & Tactics <ul><li>Ss of Green Marketing: </li></ul><ul><ul><li>Safety of product </li></ul></ul><ul><ul><li>Satisfaction of customer </li></ul></ul><ul><ul><li>Social acceptability of product and organizational processes </li></ul></ul><ul><ul><li>Sustainability of product and organizational processes </li></ul></ul>Blueprint for Green Business
    37. 37. Implementing Strategies & Tactics <ul><li>Identify the company’s target audiences </li></ul>Blueprint for Green Business <ul><li>Both internal and external </li></ul>
    38. 38. Implementing Strategies & Tactics <ul><li>Target Audiences – Examples: </li></ul><ul><ul><li>Internal Audiences: </li></ul></ul><ul><ul><ul><li>Employees and their families </li></ul></ul></ul><ul><ul><li>External Audiences: </li></ul></ul><ul><ul><ul><li>Existing and potential customers </li></ul></ul></ul><ul><ul><ul><li>Shareholders/investors </li></ul></ul></ul><ul><ul><ul><li>Suppliers and vendors </li></ul></ul></ul><ul><ul><ul><li>Environmental organizations </li></ul></ul></ul><ul><ul><ul><li>Other businesses (industry/community) </li></ul></ul></ul><ul><ul><ul><li>General public and the community </li></ul></ul></ul>Blueprint for Green Business
    39. 39. Implementing Strategies & Tactics <ul><li>Establish PR/Marketing tactics: </li></ul><ul><ul><li>Develop value proposition and brand identity </li></ul></ul><ul><ul><li>Develop appropriate practices to market </li></ul></ul><ul><ul><li>Determine geography or markets </li></ul></ul><ul><ul><li>Develop key messages </li></ul></ul><ul><ul><li>Determine media spokesperson(s) </li></ul></ul><ul><ul><li>Evaluate what marketing materials will best support the “green” PR program </li></ul></ul>Blueprint for Green Business
    40. 40. Internal Communications <ul><li>Educate employees about the company’s green practices, key messages and progress </li></ul><ul><li>Employees need to Walk the Talk – get involved </li></ul>Blueprint for Green Business <ul><li>Employees are ambassadors to the community and customers </li></ul>
    41. 41. Internal Communications <ul><li>Kick off the program with a company-wide “Green Week” </li></ul><ul><li>Post various “Green” communications throughout the office to educate employees </li></ul><ul><li>Establish a green Intranet site for news and updates </li></ul><ul><li>Set goals; keep employees informed of achievements/progress </li></ul><ul><li>Reinforce teamwork; recognize success </li></ul>Blueprint for Green Business
    42. 42. External Communications <ul><li>Develop targeted media list of key environmental media outlets </li></ul><ul><li>Position the company and management as a resource to business media & leading environmental trade publications/blogs </li></ul><ul><li>Develop a list of “hot” topics journalists/bloggers want to write about – have the company speak to those topics </li></ul>Blueprint for Green Business
    43. 43. External Communications <ul><li>Develop targeted media pitches/story ideas with an environmental angle </li></ul><ul><li>Announce new sustainability developments and innovative practices/services </li></ul><ul><li>Schedule speaking engagements at local business clubs/environmental organizations </li></ul>Blueprint for Green Business
    44. 44. External Communications <ul><li>Execute social media marketing where it fits with the PR program </li></ul><ul><li>Develop a sustainability micro site off the company’s homepage outlining sustainability practices/marketing materials and showing metrics </li></ul><ul><li>Initiate an active blog allowing management to converse with customers/employees about green initiatives/services </li></ul>Blueprint for Green Business
    45. 45. External Communications <ul><li>Produce a sustainability report </li></ul><ul><li>Develop white papers for thought leadership </li></ul><ul><li>Develop community outreach events/programs </li></ul>Blueprint for Green Business
    46. 46. Green PR/Marketing Activities <ul><li>Company needs to decide what activities fit with its objectives – not all activities are right for every company </li></ul>Blueprint for Green Business
    47. 47. Green PR/Marketing Activities <ul><li>Sustainability reports </li></ul>Blueprint for Green Business
    48. 48. Green PR/Marketing Activities <ul><li>Green Media/Blogs </li></ul>Blueprint for Green Business
    49. 49. Green PR/Marketing Activities <ul><li>McDonalds – Entire Sustainability Program </li></ul>Blueprint for Green Business “ Green” News Blog with Executives Sustainability Report “ Green” video communicating initiatives Sustainability web page/micro site
    50. 50. Summary <ul><li>Communicating sustainability can have a positive impact across many audiences </li></ul><ul><li>Plan must be tailored to the company’s products/services and business strategies </li></ul><ul><li>An opportunity to build your brand </li></ul>Blueprint for Green Business
    51. 51. Contact us with Questions <ul><li>RMT, Inc. </li></ul><ul><ul><li>Nathan Weber </li></ul></ul><ul><ul><li>262-879-1212 Ext. 5641 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul>Blueprint for Green Business
    52. 52. Contact us with Questions <ul><li>Vollrath Associates, Inc. </li></ul><ul><ul><li>Marilyn Vollrath </li></ul></ul><ul><ul><li>414-221-0210 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>Blueprint for Green Business