strategic mktg 2014

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  1. 1. Strategic Marketing Presented by: Rochelle Stallings CID GCP Stallings Design Studio
  2. 2. Objective #1 1. Expanding your Knowledge 2. Increasing your Bottom Line 3. Being Different 4. Becoming the Expert 5. Mainstreaming High Performance
  3. 3. Expanding your Knowledge Finding green minded partners who follow the markets What are the projections?
  4. 4. Expanding your Knowledge What are Consumers Buying?
  5. 5. Expanding your Knowledge Reducing waste - sells
  6. 6. Expanding your Knowledge The Market is Growing Big Pic
  7. 7. Expanding your Knowledge The Market is Growing Little Pic
  8. 8. Expanding your Knowledge Base The Market is growing
  9. 9. Expanding your Knowledge The Market is Growing
  10. 10. Expanding your Knowledge Asset Management Internal Values Creating a strong company culture Strategic Partnerships Commitment to Continued Learning
  11. 11. Expanding your Knowledge Why do consumers buy? External Values Does it? Save Money Save Time Avoiding Effort Providing Comfort
  12. 12. Expanding your Knowledge Base Selling Long Term Gains
  13. 13. Expanding your Knowledge Selling a A Deeper Understanding Knowing Your Products Where does it come from? Is it of low toxicity? What is the LCC? How does it save? Making a difference with our buying dollars
  14. 14. Expanding your Knowledge Who is keeping Score? Diagnostic Tools Performance Scores Predicting Impacts
  15. 15. Expanding your Knowledge New Technologies SIEBEN LINDEN, Germany (CNN) -- Straw and clay are the building materials of choice for a few dozen ecologically minded people in the eastern German village of Sieben Linden.
  16. 16. Expanding your Knowledge Looking to the Horizon
  17. 17. Expanding your Knowledge Preparing for Code Changes
  18. 18. Expanding your Knowledge Historical Code Changes
  19. 19. Where is your State?
  20. 20. Lets Review What market trends indicate growth in EE and green remodels? How does LCA and LCC enhance your understanding of sustainability? When rating home EE, what score is most important? What does IECC mean and what does it do?
  21. 21. Objective #2 1. Expanding your Knowledge Base 2. Increasing your Bottom Line 3. Being Different 4. Becoming the Expert 5. Mainstreaming High Performance
  22. 22. Increasing your Bottom Line Utilizing the Whole House Approach
  23. 23. Increasing your Bottom Line Utilizing the Whole House Approach
  24. 24. Greening the Office 10 Steps to Savings 1. Use electricity wisely 2. Reduce, reuse, and recycle 3. Use environmentally friendly office products 4. Use non-toxic cleaning products 5. Make eco-friendly food choices 6. Telecommuting from home 7. Transportation carpool or public transport 8. Aim for a paperless office 9. Institute a casual dress code 10. Purchase fair trade & organic goods
  25. 25. Increasing your Bottom Line Know where to go to find savings!
  26. 26. Increasing your Bottom Line Consumers Buy Comfort
  27. 27. Lets Review How does the whole house approach save money? Name 5 things you can do that will save money at the office What do we spend the most energy on at home? At the office?
  28. 28. Objective #3 1. Expanding your Knowledge 2. Increasing your Bottom Line 3. Being Different 4. Becoming the Expert 5. Mainstreaming High Performance
  29. 29. Being Different Provide Home Performance Utility Bill Analysis Blower Door Test Infrared Analysis Duct Testing Moisture Analysis Combustion Safety Weatherization IAQ Concerns
  30. 30. Being Different Homeowner Health & Safety a/keeping-your-family-healthy/ Market your Passion Health, Safety & Comfort Do this at Home
  31. 31. Being Different High Tec Comfort
  32. 32. Being Different Energy Dashboards
  33. 33. Being Different Oberlin College A Dorm Competition
  34. 34. Being Different Synchronizing the Systems
  35. 35. and more Synchronizing Being Different
  36. 36. Being Different Green Mortgages EEMs double-paned windows geothermal water heaters HVAC systems radiant heat barriers improved insulation solar panels
  37. 37. Being Different Diagnostic Resources
  38. 38. Being Different Get Credentials
  39. 39. Being Different Resnet vs. BPI Training Stats Certification Type Costs
  40. 40. Being Different Rating Home Energy Performance
  41. 41.
  42. 42. Being Different More than Energy Energy Water IAQ Design Location
  43. 43. Choose Your Format Utilize Your Partnerships Co Brand and Co Market Utilize Social Media Be a Leader Being Different Putting Proof in the Pudding
  44. 44. Lets Review What are the main elements of Home Performance? What is an energy dashboard? What are home diagnostic tools and outcomes? What is the difference between BPI and RESNET? What is a good HERS rating? Why build a case study?
  45. 45. Objective #4 1. Expanding your Knowledge 2. Increasing your Bottom Line 3. Being Different 4. Becoming the Expert 5. Mainstreaming High Performance
  46. 46. Baby Boomers are Staying Put A Unique Opportunity What does this mean to the future of High Performance Remodeling? I call it job security!
  47. 47. High Performance Remodeling NARI Program NARI's High Performance Remodeling course is multi-faceted, focusing on energy efficiency and conservation, indoor air quality, efficient use of resources, recycling of demolition material and renewable energy sources, among other topics. The program runs for 12 weeks with a 2- hour class weekly. Each class will address specific topics such as building science application, green remodeling guidelines, solar applications, appliance selection and marketing a green business.
  48. 48. Universal Design NARI Program NARI's Universal Remodeling education course will provide you with the tools to sell and conduct remodeling projects that are based on Universal Design principles. These types of projects are attractive not only to those who wish to age-in-place but also families with special needs and families that are forward thinking. You will learn the seven principles of Universal Design, how to interview clients with an understanding and consideration of their special needs, and finally the how-to of building these projects. This course also serves as a prep course for the Universal Design Certified Professional (UDCP) designation.
  49. 49. Certified Green Professional NAHB Program The Certified Green Professional designation recognizes builders, remodelers and other industry professionals who incorporate green building principles into homes without driving up the cost of construction. Classwork leading to the designation provides a solid background in green building methods, as well as the tools to reach consumers, from the organization leading the charge to provide market-driven green building solutions to the home building industry.
  50. 50. REGREEN Trained Professional ASID & USGBC Partnership REGREEN addresses the major elements of any green residential renovation project, including the site, water efficiency, energy and atmosphere, material and resources, and indoor environmental quality. REGREEN Trained professionals have been educated in product selection, building systems integration, and green strategies. As a result, REGREEN Trained professionals are well equipped to make retrofit decisions that improve home performance and indoor air quality, preserve the environment, and save homeowners money. The certificate of completion program is designed to prepare REGREEN Trained professionals to make an immediate and measurable impact on the environment and welfare of their clients.
  51. 51. Lead Safe EPA Program To become a certified renovator, individuals are required to take eight hours of training, of which two hours must be hands-on training, to become certified. This training is good for five years. In addition, renovation firms must be certified by EPA or by a state authorized by EPA to administer its own program and is good for five years.
  52. 52. Healthy IAQ Protocols EPA Program These protocols apply to existing single-family and multi-family low-rise residential buildings. They provide guidance for conducting home assessments and undertaking the responses necessary to maintain or improve indoor air quality and safety. The protocols also can help improve the quality of home weatherization projects and other energy-efficiency retrofit or remodeling jobs, thus reducing failures and call-backs.
  53. 53. Water Sense EPA Program WaterSense helps people save water with a product label and tips for saving water around the house. Products carrying the WaterSense label perform well, help save money, and encourage innovation in manufacturing. WaterSense partners with manufacturers, retailers and distributors, and utilities to bring WaterSense labeled products to the marketplace and make it easy to purchase high-performing, water-efficient products. WaterSense also partners with landscapers to promote water- efficient landscape irrigation practices.
  54. 54. RESNET Trained Professionals RESNET Qualified EnergySmart Contractors are experts in their individual trades and have additional training in safe energy efficient practices. When errors such as improper venting could lead to illness and even death for your family, you want to know that you're working with a trained professional who knows the risks - and how