RIDE THE GREEN WAVE. This seems like a great idea, doesn't it? It doesn't take
much effort to put out some recycle bins, and voila! - now
you are a 'green' apartment community, right?
WRONG!
Here's why: Today's
consumer is increasingly educated about the environment and has high expectations for corporate green initiatives. Fortunately, along
with high expectations comes a high level of appreciation for good programs, and the opportunity for companies to build consumer loyalty while doing
the right thing for the environment.
Unfortunately, poorly designed or executed "green" initiatives can sometimes do more harm than good. At best, consumers may think
you're unorganized. At worst, consumers may suspect "greenwashing," what experts call when you market to your residents and prospects that you
are a 'green' community and really all you are doing is a "green-wash," a half-hearted attempt to gain eco-status without the right level of
commitment. Warren Buffet once said, "It takes twenty years to build a reputation and five minutes to ruin it."
So what makes a successful "green" campaign? Planning, Strategy, Backing and Execution.
The right plan is essential before you spend your first dollar on an eco-program. Assemble your "green team" - include any members of the
company who
are "green activists" and top-level staff if possible. How much is your budget? Do you have top-level support in the
organization? Do you need a staged, or tiered, program, to start small as a proof of concept and follow through with more aggressive
initiatives later? You don't have to start with a large budget, necessarily - just an honest commitment and execution plan. In fact, many
eco friendly changes are very low cost and can provide owners and the residents with savings and/or a sense of value.
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Next, what is your strategy? Marketing a 'green' program is very
individualized. How saavy are your prospects and residents? Do you
need to do any education about the program or process? How will you
communicate your program to prospects and residents? Will you need
your own corporate program and logo, or will you just use standard
symbols? Larger companies may consider hiring an outside expert, a
strategist with experience in environmental marketing to build a
long-term plan for the company to execute.
Backing is also key. You may ask, "who wouldn't be in favor of
protecting the environment?" The answer is complicated. Owners,
managers and staff have competing priorities in their daily life.
Sure, they may be concerned about the environment personally. However,
to get them to make that commitment professionally requires support
from the organization as a whole, or in the case of owners, some idea
of the
benefit the company will realize with the program.
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Finally, the fun part is execution. Launch your eco-plan internally
first, before you market it to your residents and prospects. Lead by
example. If you decide to take a staged approach, have a written
action plan to distribute to employees that they may share with
interested
prospects.
Here are some ideas, big and small, to get you started leading your apartment community / company down the green path:
- Recycle - paper, cans, plastic -- offer convenient recycle bins - if you have a trash location,
have recycling in the same area.
- Limit the use of plastic bottles (bottled water)
- Use FSC rated paper products for your brochures and letterhead, and request the same of your
vendors
- Use compact fluorescent lighting where possible
- Encourage your residents to sign up for solar or wind energy programs
- Encourage residents to conserve
- Install energy star rated appliances when you turn apartments
- Low-VOC paints
- Wheatsheet Doors
- Use Recycled Carpet
- Low-E Windows
- White reflective roofs
- Initiate smoke-free environments, floors or apartments
- Ask maintenance to use Green Cleaning Supplies
The most important thing is start soon. Today, Green programs are the symbol of forward-thinking
communities and companies. Tomorrow, they may well be mandatory.
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Sources:
Zvi Rudawsky - Principal -Boutique Apartments - Denver
'Green to Gold' by Daniel C. Esty and Andrew S. Winston
www.stopwaste.org
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