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Green Apple Group is a green advertising agency specializing in sustainability consulting and strategic fully-integrated marketing campaigns.
As consultants, we offer the latest industry perspectives and initiatives to enhance your company's growth, as well as your bottom line.

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Get Ready for GreenBuild 2010, Nov. 17-19, Chicago PDF Print E-mail
Written by Paul Nutcher   
Tuesday, 12 October 2010 19:44
Check out this Exhibitor Checklist from Green Apple Group and make sure you have all the communications tools you need to reach out to the AEC Industry professionals at GreenBuild.

Trade Show Graphics:

The way you look at the show can influence how potential customers perceive how well your product works and how they will be treated by your organization. Make sure your booth graphics have a central theme and look professional, and always remember to present your product benefits.

New Product Press Release:

A trade show is a great venue for launching new products. Have press releases ready to tell the story of a new product or a new development about an existing product. Call a press conference to take advantage of the trade media editors and construction writers attending the show. Make sure to bring press releases to the news conference and your booth. Drop off an e-Press Kit that contains your public relations materials, product photography and video content in the press room. These are all important resources to writers trying to make deadlines during the show.

Display Advertising:

Most trade shows have daily publications where you can buy space to promote that exciting new product your technical department has spent all year developing. Working with a marketing agency can help your company gain getter pricing for media buys. Ads in the show dailies should have your booth number clearly marked so they create more foot traffic to your exhibit.

Green Product Literature:

With new versions of LEED coming out and a growing demand for product information by specifiers and contractors about the sustainable attributes of a product, a solid print piece showing how your product fits into a LEED project is a must. Only marketing consultants with the right credentials can develop these types of pieces as a traditional agency may be marketing lobster traps and checking accounts one day and then your building product the next. Look for agencies with LEED-APs on staff. The best will know how to assess a product for green attributes and help you promote the financial incentives available to the product's buyers all wrapped around a creative concept.

Web Site Updates:

There are many ways to use Web sites to drive traffic to your booth. Whether it's a micro-site for promoting a new product or just an update to your main site with the booth number clearly visible, visitors should be able to locate you at the show. Electronic media can be a very effective tool for creating a buzz before the exhibition opens.

Social Media:

Tweet from the show, or go "viral" before the show. Even your prospects unable to attend can learn more about your product launch on Twitter and other social media outlets. LinkedIn and Facebook also represent important new platforms to promote your product benefits or maximize branding impressions. Posting to social media platforms are no longer optional parts of an integrated marketing program.

Call Paul Nutcher, CSI CDT, at Green Apple Group for a free consultation by phone or during the trade show at 407-579-8683, or e-mail him directly at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Green Apple Group , LLC  has a legacy of more than 32 years of providing successful architectural marketing programs for building industry stakeholders with a specialty in sustainability consulting.

green apple group, green apple consulting, green apple consultants, green apple pr, green advertising, green marketing, sustainability, green product, LEED





 

 
What is Greenwashing? PDF Print E-mail
Written by Paul Nutcher   
Wednesday, 14 July 2010 20:16
Greenwashing is the unjustified appropriation of environmental virtue by a company, industry, government, politician or even an non-governmental organization (non-profit) to create a pro-environmental image, sell a product or a policy, or to try and rehabilitate their standing with the public and decision makers after being embroiled in controversy, according to SourceWatch.org.

Furthermore, the Federal Trade Commission regulates consumer goods making environmental claims such as recyclable, bio-degradable, among others. The Environmental Protection Agency regulates claims made by businesses selling building products to the AEC Industry. In some cases especially in states such as California, the restrictions on such term as recyclable and other environmental claims can be even stricter than federal regulations.

So greenwashing could land the offender in trouble with a federal agency or state regulators and should be avoided by following the existing standards for reporting of the sustainable attributes of building products. Companies selling building products should become familiar with the standards such as ASTM E-2129 or the relevant ISO 14000 Standards.
 
A Truly Green Organization PDF Print E-mail
Written by Paul Nutcher   
Sunday, 11 July 2010 18:36

A truly green organization is green from the inside out. They’ve looked at not just the products they make, sell or use but at the life cycle impacts of their services and products. For example, a company serious about being green might want to look at their carbon footprint, which is the amount of carbon dioxide (and other Green House Gases, GHGs) emitted by their organization each year. Then they might want to take steps to mitigate the GHGs that they emit so that they offset their emissions to the greatest extent possible.  There are many ways to do this.

The easiest and cheapest ways to reduce an organization’s carbon foot print is to look for energy efficiencies, water conservation measures and resource use reductions in everyday business practices. Planting a tree is great but if all else stays the same the energy, water and resources are still being depleted. Car pooling to job sites cuts the amount of fossil fuels used to do business and that saves on resources. A fleet of plug in electric vehicles is even better, especially if solar panels are generating the electricity to recharge the vehicles. Imagine eliminating all your gasoline consumption for a year. That's doing good for the environment while savnig money. Consider the savings by eliminating bills for expending fossil fuels.

There are product certifications available and third party organizations that will audit a company’s operations and business practices to look for sustainability improvements. Green Apple Group offers many of these services and also  helps companies navigate through all of these green labeling schemes based on our expertise and experience in this area. A company can only truely consider themselves green after a third-party has verification the organization's overall environmental footprint. There are some very sophisticated environmental impact calculators out there that predict how much a company contributes to such measurements as: drinkable water depletion and even species extinction. I’m not suggesting digging that deep, but significant reductions in fossil fuel consumption is a great place to start. Or, call Green Apple Group for a free initial consultation.

 

 

Life Cycle Analysis, LEED, Collaborative for High Performance Schools, GreenGlobes green product assessment

 
Money for Manufacturers PDF Print E-mail
Written by Paul Nutcher   
Wednesday, 14 April 2010 13:10

The Obama Administration has announced a multi-agency funding opportunity to support an Energy Regional Innovation Cluster. This pilot initiative will spur regional economic growth while developing innovative energy efficient building technologies, designs and systems. Seven federal agencies released a combined Funding Opportunity Announcement making up to $129.7 million available over five years to support the cluster.

(Source: www.energy.gov/hubs/eric.htm)

Solar funding, Energy Efficient upgrades, LEED, Energy Regional Innovative Clusters

 

 

 

 
California Adopts First Statewide Green Building Code PDF Print E-mail
Written by Paul Nutcher   
Saturday, 20 February 2010 14:45

"Calgreen" is now the first of its kind green building code that every new building project in California will have to follow starting January 2011.

The new green building code will requre all new buildings to reduce water consumption by 20%, divert 50% of construction waste from landfills, separately meter indoor and outdoor water use (nonresidential only), and submit to mandatory inspections of mechanical systems equipment (nonresidential buildings over 10,000 sq ft, 930 sq. m. only).

The California Building Standards Commission approved the Green Building Standards Code unanimously in January. According to the state's Air Resource Board, the new standard will reduce California's greenhouse gas emissions by 3 million metric tons carbon-equivilent by 2020.

More than 50 jurisdictions in California already have stricter green building requirements. The state incorporated sustainable building approaches from several voluntary programs in development of their own standard.

 

 

 
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