This document discusses green marketing and green building trends in Michigan. It provides statistics showing growth in green building certifications in Michigan and other Midwest states. Education, government and healthcare have the highest projected growth rates for green buildings. The top motivations for green building are government/corporate mandates, differentiation, environmental stewardship, serving unmet needs, and PR/marketing benefits. The document outlines strategies for marketing green facilities, including targeting early adopters and LOHAS consumers concerned with health, environment and sustainability. Case studies demonstrate how green developments can benefit local communities.

1. GREEN MARKETING
JUNE 2, 2009
DETROIT
Presented by: Tracy Koe Wick
Neumann/Smith Architecture
www.neumannsmith.com

2. HOW TO SUCCESSFULLY MARKET
YOUR NEXT GREEN FACILITY
Green marketing in the real estate world
involves attracting end users, investors, and
target consumer groups to sustainable
facilities.

3. THE STATE OF GREEN BUILDING IN MICHIGAN
120.0
100.0
80.0
60.0 Gold
40.0
Silver
20.0
0.0 Certified
www.usgbc.org
May 20, 2009

4. THE STATE OF GREEN BUILDING IN MICHIGAN
Percentage of Total Certified
Projects Midwest
Michigan Illinois Indiana Wisconsin
17%
6% 38%
39%
www.usgbc.org
May 20, 2009

5. PROJECTED ANNUAL GROWTH RATES FOR
GREEN BUILDINGS
Projected Annual Growth Rate for Green Buildings by
Market Sector
Projected Growth Rate in Green
Market Sector Construction
Education 65
Government 62
Institutional 54
Office 48
Healthcare 46
Residential 32
Hospitality 22
Retail 20

6. TOP 6 MOTIVATIONS FOR GREEN BUILDING
Government or Corporate Mandates

7. TOP 6 MOTIVATIONS FOR GREEN BUILDING
To Differentiate Built Products

8. TOP 6 MOTIVATIONS FOR GREEN BUILDING
To Do the „Right Thing‟

9. TOP 6 MOTIVATIONS FOR GREEN BUILDING
To Serve an Unmet Need

10. TOP 6 MOTIVATIONS FOR GREEN BUILDING
For Public Relations Benefits

11. TOP 6 MOTIVATIONS FOR GREEN BUILDING
Direct Financial Return

12. WHO BENEFITS?
Benefits are unequally distributed between those who pay for the project and
those who utilize the facility.

13. 601 Forest
Case Study

14. CASE STUDY: WHO WILL BENEFIT?
601 Forest, Ann Arbor ∂ Green Urban Living
‘A retail and residential development with the
sophistication and scale necessary to
create activity and reenergize the South
University area.’

16. 601 FOREST / WHO BENEFITS
Definition of Community
 Neighbors who live or own property in
adjacent area
 Employees who work downtown or at the
University
 Businesses in the district
 University students, professors, and
employees
 Ann Arbor residents

17. 601 FOREST / WHO BENEFITS
Benefits to the Community
 The development responds to the City‟s
request for downtown density
 The site, proximate to central campus,
concentrates students near the University
 Architecture melds with surroundings
 Job creation
 Tax income
 Economic development for small businesses
 Revitalization of district

19. 601 FOREST / WHO BENEFITS
How do Neighbors & the Community Benefit?
 Improved retail options
 Parking solutions
 Neighborhood improvements/new investment
How will Ann Arbor Benefit?
 Contaminated site will be cleaned
 Infill site will not contribute to sprawl
 LEED standards assure efficient water & energy
use

20. 601 FOREST / WHO BENEFITS
How will the Businesses Benefit?
 Increased residential density with high
disposable income
 Development will kick start neighborhood
revitalization, encouraging others to visit area
 Development will attract improved
transportation
 Development will provide improved parking

21. WHO SEEKS GREEN FACILITIES?
Early Adopters are Key
 Private-sector buyer or owner is innovator
 Institutional or government-sector buyer is
often driven by policy considerations or
mandates

22. TOP TEN INDUSTRIES BUYING OR LEASING
GREEN FACILITIES
Green Space (Leased & Purchased)
 Law 14%
 Insurance 10%
 Financial 9%
 Agricultural/Mining/Utilities 8%
 Real Estate 5%
 Accounting 5%
 Engineers/Architects 4%
 Computers 4%
 Government 3%
 Business Services 3%
 Medical 3%
CoSTAR Study

23. ENVIRONMENTAL CONSUMERISM
Consumers are joined by core societal value -
a quest to preserve the earth and the health of
its inhabitants.
 Expect product
performance, convenience, price, safety
 Purchase personal rewards too, such as the
prospect of healthier, more fulfilled lives and the
power to make the world a better place

24. “Lifestyles of Health
and Sustainability
(LoHAS)”

25. LOHAS
Lifestyles of Health & Sustainability
www.lohas.com
 $209 billion U.S. marketplace for goods and
services focused on health, the environment,
social justice, personal development and
sustainable living.
 Approximately 19% percent of the adults in the
U.S., or 41 million people, are currently
considered LOHAS Consumers.

27. LOHAS
LOHAS Market Sectors
 6 Sectors Representing $209.3 Billion Annually
Estimated US Market in Billions
0.4
6.1
10.6
24.2
Personal Health
118.0 Green Building
50.0 EcoTourism
Natural Lifestyles
Alternative Transportation
Alternative Energy
Green
Building
$50 Billion Source: Natural Marketing Institute

29. LOHAS
 The LOHAS market is unified by values
 Holistic worldview
 Mind-Body-Spirit connection
 Personal Fulfillment is important
 Promote integration of spirituality into
mainstream
 Support clean energy, recycling
 Looking for experiences that enhance well being
 Interested in organic, whole foods, spas, social
justice, environmentalism, planet preservation

31. WINNING GREEN MARKETING STRATEGIES
 Websites
• Collect customer information online
• Online (paperless) forms
• Integrate video, audio
• Consider using a green web hosting service like
HostPapa.com
 Video

33. WINNING GREEN MARKETING STRATEGIES
 Communications
• Webinars
• Teleconferences
• Email
• Website posts to RSS
• SMS

34. WINNING GREEN MARKETING STRATEGIES
 Media/Publications
• Use online banner advertising
• E-blast circulation
• Event Sponsorship

35. WINNING GREEN MARKETING STRATEGIES
 Internet
• Pay per click
• Cross links
• Forums
• Blogs www.neumannsmith.com

36. WINNING GREEN MARKETING STRATEGIES
 Printing
• Respect the
environment. Print
Responsibly.
• Use recycled content
paper and vegetable-
based inks
• Contact a Green
Printer, such as
www.my1stop.com/green-printing

37. WINNING GREEN MARKETING STRATEGIES
 Charitable Partnerships
 Social media
• Groups
• Conversations
• Community

38. Questions
?

39. WINNING GREEN MARKETING STRATEGIES
 Product Design
• Engage a qualified LEED design team
• Let architecture work FOR you
• Tell your story

40. AAA of Michigan
Case Study

44. Tracy Koe Wick
LEED AP, MUP
tkwick@neumannsmith.co
m
www.neumannsmith.com
248-352-8310