Green Star - Multi Unit Residential rating tool Marketing kit proposal
The Green Building Council of Australia (GBCA) launched the Green Star environmental rating system for buildings in 2003. Green Star evaluates the green attributes of building projects based on nine categories, including energy and water efficiency and indoor environment quality.
In 2009, the Green Star – Multi Unit Residential v1 rating tool was launched to promote the design and construction of high-performance green residential developments. The Green Star – Multi Unit Residential rating tool v1 enables building owners and developers to:
- minimise the environmental impacts of their developments
- reduce Australia's greenhouse gas emissions
- receive recognition for more environmentally sustainable design
- deliver health benefits and financial savings for building occupants
Since then, the uptake of the residential tool has been slow. In the commercial office market, for instance, Green Star has penetrated the market because tenants were able to see the benefit of operating from a Green Star space. In turn, this led to increased property values and rental returns. In the case of the residential tool, the consumer market is yet to understand the value of a
Green Star rating.
While some multi-unit residential developers are members of the GBCA, others sit outside the GBCA’s traditional areas of engagement. Even more challenging is engaging with the range of owner-occupiers, tenants and investors - many of whom are international. The GBCA’s opportunity is to increase brand awareness and therefore demand for Green Star - Multi Unit Residential v1 properties.
This document outlines a proposal for the development of a Green Star - Multi Unit Residential v1 Marketing Kit, which will appeal to the broad consumer market.
Green Star - Multi Unit Residential v1 Marketing Proposal Kit
The Green Star - Multi Unit Residential v1 Market
By choosing to use the Green Star – Multi Unit Residential v1 rating tool, developers are demonstrating that their project is of a higher environmental quality than the ‘business-as-usual’ apartment offerings in the market.
However, for this message to be conveyed to the target audience, the Green Star brand must be recognised and valued by consumers.
Consumers must be able to easily understand the difference between Green Star and various other star-based environmental rating systems that exist in the Australian residential sector. This will allow them to compare the products under consideration in an informed manner and will support the commitment of developers to the Green Star – Multi Unit Residential v1 rating tool as a
market differentiator.
The consumer market associated with Green Star’s residential tool are predominantly apartment investors, occupiers and tenants with little or no knowledge of the Green Star brand or the benefits that a Green Star - Multi Unit Residential v1 apartment can deliver them.
To support the commitment of developers already using Green Star and to encourage increased use of the tool, the GBCA proposes to develop a consumer-oriented, Green Star – Multi Unit Residential v1 Marketing Kit.
Green Star – Multi Unit Residential v1 Marketing Kit
The intent of the Marketing Kit is to introduce Green Star language into the consumer market and to ensure that the Green Star brand becomes recognisable and valued by consumers. It is envisaged that the Green Star – MURT Marketing Kit would be electronic, but suitable for developers to copy into websites, brochures, magazine articles etc to support their own marketing
materials.
The language used in the kit would be developed specifically for the consumer market. Topics, tone and style appeal to the consumer market and their lifestyle or investment aspirations. The involvement of a public relations agency would ensure that the end product is one that is suited to the consumer market as opposed to the property industry.
Once the Marketing Kit has been launched, we would engage with our sponsors in a media campaign aimed at the consumer market.
Green Star – Multi Unit Residential v1 sales force training
The critical point of contact for Green Star – Multi Unit Residential v1 consumers is the sales force charged with selling the apartments.
In order to impart the benefits of a Green Star apartment to a purchaser, the sales force needs to be equipped with the right language and understand how to appeal to the purchaser.
As part of the Green Star – Multi Unit Residential v1 Marketing Kit project, we propose that sales force training be developed using a delivery method that is effective, accessible and appealing to consumers.
Sponsorship benefits
Why become involved?
From experience, we know early supporters of new Green Star rating tools gain the most market leadership. In the first years after Green Star – Office was introduced, a comprehensive national campaign engaged the property industry to understand and communicate the business case for designing, building, occupying and owning Green Star-rated buildings. This approach has been
highly successful and the Green Star brand is now established as a valuable certification that provides financial, social and environmental benefits to the building owners, occupiers and the broader community.
By sponsoring the Green Star – Multi Unit Residential v1 Marketing Kit, you will position your organisation as a leader in the Green Star residential space. We expect that an effective consumer campaign will position Green Star and your company as market leaders in green residential developments.
Sponsorship benefits include:
- Opportunity for your input into the development phase and promotion of the Green Star - Multi Unit Residential v1 Marketing Kit;
- Have access to the Marketing Kit to incorporate into your project marketing before non-sponsors;
- Train your sales force using the Marketing Kit before non-sponsors;
- Opportunity to submit your Green Star – Multi Unit Residential v1 certified projects for promotion during the associated media campaign and for your communications team to develop an aligned campaign;
- National and international recognition as a leader in sustainable building practices
- Associate your brand with one of the world’s leading environmental rating systems for buildings; and
- Achieve your organisation’s environmental and corporate social responsibility objectives by contributing to a national Green Star project that seeks to address the apartment market.
Sponsorship options
Five levels of sponsorship are available to ensure flexibility and cater for the needs of your organisation:
- Principal ($80,000 + GST) – One Principal sponsor
- Gold ($60,000 + GST)
- Silver ($30,000 + GST)
- Bronze ($20,000 + GST)
Each sponsorship package provides unique benefits that will place your organisation at the forefront of sustainability in residential apartment market. The table on the following page outlines the benefits for each level of sponsorship. Download the supporting PDF for details on sponsorship benefits.
Contact:
Leigh Peckham
Executive Assistant
Green Building Council of Australia
Phone: 03 9988 7973
Mobile: 0415 879 039
Email: leigh.peckham@gbca.org.au
