Strategic Sales & Marketing Case Studies in Green Building
Build Equinox – CERV – Smart Ventilation for Green Homes
I currently help this niche manufacturer develop relationships with green building professionals and partner organizations that share their interest in healthy, durable, comfortable and resilient homes and buildings.
We started by reviewing how the product was positioned in the market and how happy current customers were with the product. I wrote and evaluated a customer survey which told us that they have very high customer satisfaction with the product. The challenge is simply making more professionals aware of the CERV on a tight budget. We developed and are in the process of delivering a marketing plan to include: exhibiting at conferences, giving webinars on Indoor Air Quality and Product Demos, and direct outreach by phone and email to take prospects from interest, to desire, to action. We have registered hundreds of professionals in webinars and continue to speak to a group of architects, builders, engineers, energy consultants and other HVAC interested professionals. We have developed a long term partnership with the GreenHome Institute and work to engage the passive house, net zero and high performance building communities across the U.S.
Passive House Institute US – Building that are healthy, durable, resilient and super-efficient
I have an ongoing engagement with PHIUS to perform a strategic marketing, business development and fundraising consulting. In 2016 we are focused on developing additional sources of revenue for PHIUS via an Industry Advisory Council (IAC). The Council will help strengthen PHIUS’ ties to major manufacturers with the goal of speeding adoption of passive building products, standards, and practices in the U.S. Other projects I have completed for PHIUS include grant writing and fundraising. I authored several grant proposals for PHIUS including a $300K winning proposal to NYSERDA to build several high resiliency and super energy efficient homes on Staten Island (rebuilding from hurricane Sandy) in collaboration with the Bluestone Group (Rebuilding a Resilient Staten Island). In 20012 we developed a Strategic Marketing Plan and Case for Support based on hundreds of constituent surveys and interviews to guide communications and fundraising. The case for support is a marketing document that frames the value proposition of PHIUS to its constituents including building industry professionals, manufacturers, and funders. Both the marketing plan and case for support where based on feedback from both the board, leadership team and survey responses from dozens of constituents. I also contributed to the development of the current website www.phius.org (launched in 2014) including design and information design guidance; this is an interim ‘low budget’ redesign of their old website that is built with Ruby on Rails.