The document provides an overview of a presentation on developing a blueprint for green business sustainability and marketing. It discusses defining sustainability, examples of companies pursuing sustainability initiatives, developing long-term sustainability plans using a PDCA (plan-do-check-act) model, defining an organization's position on sustainability, cost-effective sustainable options, communicating sustainability initiatives internally and externally, and implementing green marketing strategies and tactics.

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. 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 LEED Blueprint for Green Business

3. Definition of Sustainability Blueprint for Green Business

4. Who’s Doing What Cost Competition and Eco-Competitive Walmart Quad Graphics USEPA Smartway Kohl’s Pledges Net-Zero Emissions by 2011 GRI List Blueprint for Green Business

5. Long-Term Sustainability PLAN. Strategy and planning DO. Execution, monitoring and measurement CHECK. Evaluation and Adjustments ACT. Blueprint for Green Business

6. 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 Blueprint for Green Business

7. 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? Blueprint for Green Business

8. Defining Your Position It May Not Be the Right Time for Every Corporation to Participate……. BUT Every Corporation Should Make a Decision Blueprint for Green Business

9. Cost Effective Sustainable Options Site Development Energy and Atmosphere Water Efficiency Materials and Resources Indoor Environmental Quality Facility Management Plans Blueprint for Green Business

10. Site Development Green Site Building and Exterior Management Maintenance Equipment Plantings Animal and Vegetation Pest Control Landscape Waste Irrigation Management Blueprint for Green Business

11. 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 Blueprint for Green Business

12. Site Development Improving Access to Alternative Transportation Parking Incentives Car Pooling Changing Rooms/Showers Offer Telecommuting Options Blueprint for Green Business

13. Light Pollution Reduction Blueprint for Green Business

14. 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 Blueprint for Green Business

15. Energy and Atmosphere Building Operation and Maintenance Conduct Existing Building Commission 5-10% Increase in Energy Efficiency Greenhouse Gases Energy Costs Blueprint for Green Business

16. Water Efficiency Energy Efficiency Landscaping Native Prairie Plantings Restore Native Vegetation Artificial Low Flow Toilets Add Jug/1-Liter Bottle to Tank Blueprint for Green Business

17. Materials and Resources Source Reduction and Waste Management Waste Stream Audit Source Reduction through Purchasing Collection Station Equipment Recycling Life Cycle Analysis of Products Blueprint for Green Business

18. 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 Blueprint for Green Business

19. 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 Blueprint for Green Business

20. 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 Blueprint for Green Business

21. Indoor Environmental Quality Green Cleaning Policy Green Cleaning Equipment Location of Smoking Areas Location of High Volume Print/Fax Machines Blueprint for Green Business

22. 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 Blueprint for Green Business

23. Potential Sustainable Policies Review of Sustainable Policies Building Commission Waste Reduction Policy Exterior Site Management CFL Light Purchasing General Office Purchasing Blueprint for Green Business

24. Typical Plan Outline Organizational Policy Documentation of Activities Purchasing Calculations Photos Responsibility & Training Annual Follow-Up Blueprint for Green Business

25. People Piece – Hotel Towels 33% 45% Blueprint for Green Business

26. People Piece – Residential Energy Reduction 0% -12.2% -15.5% Blueprint for Green Business

27. Where do we go from Here? Circle Back Around and Decide on Strategic Action Perception is Reality Employees Stakeholders Consumers Community Blueprint for Green Business

28. Communicating Sustainability Initiatives Concept began as “Green Marketing” Blueprint for Green Business Blueprint for Green Business

29. Communicating Sustainability Initiatives According to the American Marketing Association… Green marketing is the marketing of products that are presumed to be environmentally safe Blueprint for Green Business

30. Communicating Sustainability Initiatives Concept has expanded beyond products to plant and facilities operation and brand building Blueprint for Green Business

31. 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 Blueprint for Green Business

32. 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 Blueprint for Green Business

33. 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 Blueprint for Green Business

34. Suggested Approaches Environmentally responsible organizations should: Have an environmental policy in place Create and execute an employee awareness strategy Communicate activities and results Constantly refine products and process Be committed from the top down and bottom up Blueprint for Green Business

35. Implementing Strategies & Tactics Cs of Marketing: Customer Cost Convenience Communication Blueprint for Green Business

36. Implementing Strategies & Tactics Ss of Green Marketing: Safety of product Satisfaction of customer Social acceptability of product and organizational processes Sustainability of product and organizational processes Blueprint for Green Business

37. Implementing Strategies & Tactics Identify the company’s target audiences Blueprint for Green Business Both internal and external

38. 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 Blueprint for Green Business

39. Implementing Strategies & Tactics Establish PR/Marketing tactics: Develop value proposition and brand identity Develop appropriate practices to market Determine geography or markets Develop key messages Determine media spokesperson(s) Evaluate what marketing materials will best support the “green” PR program Blueprint for Green Business

40. Internal Communications Educate employees about the company’s green practices, key messages and progress Employees need to Walk the Talk – get involved Blueprint for Green Business Employees are ambassadors to the community and customers

41. 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 Blueprint for Green Business

42. 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 Blueprint for Green Business

43. 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 Blueprint for Green Business

44. External Communications 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 Blueprint for Green Business

45. External Communications Produce a sustainability report Develop white papers for thought leadership Develop community outreach events/programs Blueprint for Green Business

46. Green PR/Marketing Activities Company needs to decide what activities fit with its objectives – not all activities are right for every company Blueprint for Green Business

47. Green PR/Marketing Activities Sustainability reports Blueprint for Green Business

48. Green PR/Marketing Activities Green Media/Blogs Blueprint for Green Business www.treehugger.com www.dotearth.blogs.nytimes.com

49. Green PR/Marketing Activities McDonalds – Entire Sustainability Program Blueprint for Green Business “ Green” News Blog with Executives Sustainability Report “ Green” video communicating initiatives Sustainability web page/micro site

50. 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 Blueprint for Green Business

51. Contact us with Questions RMT, Inc. Nathan Weber 262-879-1212 Ext. 5641 [email_address] www.rmtinc.com Blueprint for Green Business

52. Contact us with Questions Vollrath Associates, Inc. Marilyn Vollrath 414-221-0210 [email_address] www.vollrathpr.com http://twitter.com/Vollrath_PR Blueprint for Green Business