Green Star Project Marketing Kit and Style Guide

Transcription

1 Green Star Project Marketing Kit and Style Guide

2 -- 2 Congratulations on successfully achieving your Green Star certified rating. We know your project team has worked hard to achieve this rating, and we want to help you share your project s story and capitalise on the marketing opportunities that Green Star certification can offer your business. This Marketing Kit and Style Guide outlines the ways that you can leverage your project s achievements, how you can work with us to promote your certification and the best methods for getting the word out within your own business networks. Some of these activities and opportunities include: Positive alignment of your project with the Green Star brand via the Green Star certified logo Building the profile and awareness of your building, fitout or community by working with us to develop a project case study Issuing a media release announcement of your project s certification Raising awareness of your certification achievement via the GBCA website, monthly Green Building Voice enewsletter and GBCA social media networks Publicising your achievement by hosting a GBCA site tour of your building, members evening or certificate presentation (all certified projects) or plaque presentation (As Built and Interiors certified projects) Speaking or presenting at GBCA engagements and events. Working with us to market your project s certified rating can help you achieve: Positive brand recognition for your project and company Competitive advantage by differentiating your project in the marketplace Greater awareness of your company s sustainability initiatives. 161 Castlereagh St, Sydney 6 Star Green Star Office Design v2 To discuss your options and how we can work together to promote your certified rating further, please contact: The GBCA Marketing Team Phone (02) marketing@gbca.org.au Web gbca.org.au

3 -- 3 The GBCA can help you to market your Green Star certified project through: Your Green Star certificate Now that your project is certified, the GBCA Marketing team will produce your framed copy of your Green Star certificate. Your framed certificate is a certification fee inclusion and should be displayed in your building s reception area to ensure that staff, clients or customers are aware of the investment that has been made into protecting and improving their health and wellbeing. You can arrange to have your certificate presented by a GBCA representative at an event hosted by you at your building or fitout, such as a GBCA Member Evening or at your project s official opening. You can also arrange for additional framed Green Star certificates to be produced by contacting the GBCA Marketing team. Project advertising and marketing collateral: You can use the relevant Green Star certification logo for the purpose of marketing or advertising your project. Project Presentations: When making presentations to prospective clients or tenants, you can use the relevant Green Star certification logo to highlight the sustainable aspects of your project and build positive brand recognition. The Green Star certification logo is a symbol of excellence and can be used exclusively by applicants in compliance with the Style Guide below. Other organisations (such as ESD consultants or architects) that have worked on certified projects can issue a request to the GBCA for permission to use the mark. Such licenses when issued are subject to an additional fee. Using the Green Star certified logo All Green Star certified projects are entitled to use the relevant Green Star certification logo on marketing collateral that promotes their project. The certification logo can be used on: Hoardings: Green Star - Design certified buildings can display their certified logo on hoardings during the construction phase to publically promote their building s sustainable design credentials. Project websites: If your project has its own web page or site, you can display the relevant Green Star certification logo to promote your project s sustainable achievement.

4 -- 4 Media campaign Your project may generate media coverage, and the GBCA can work with your Public Relations team to reach a wide Australian audience. The GBCA can provide executive endorsement of your project and its sustainability achievements for your media release, in the form of quotes from our Chief Executive. Where you have provided permission for us to promote your project, the GBCA reserves the right to mention your project in media releases, reports, presentations, brochures or promotional material where appropriate. The GBCA will always use content that has been previously approved by your company. If you have any media related enquiries or would like to discuss options for media promotion of your certified project, please contact GBCA Communications Manager, Karen Jamal at karen.jamal@gbca.org.au. Announcement on the GBCA enewsletter and social media GBCA announces recently certified projects in our monthly enewsletter Green Building Voice and via social media. Green Building Voice is distributed to approximately 16,000 individuals, while the GBCA website attracts around 18,000 unique visitors each month. Branding opportunities Your corporate logo may also be used by the GBCA in association with your certified project in presentations, case studies, business cases, fact sheets and trade show exhibitions. This provides ongoing promotion of your organisation s sustainability achievements and an opportunity for positive brand association with Green Star and the GBCA. Green Star project case studies The GBCA regularly works with applicants and project teams to complete case study profiles of certified projects. Case studies are distributed by the GBCA via our online communications channels, publications, brochures and presentations. Key statistics and/or quotes from case studies may also be reproduced in external publications, providing further opportunities for the promotion of your project to a broader audience. GBCA courses and events The GBCA may invite a representative from your project team to participate or present at various GBCA events. Sharing the experiences of achieving certification for your project offers a valuable opportunity for raising industry awareness of your business and your project, and demonstrating your company s commitment to professional development and information sharing. The GBCA may also refer to your project at Green Star courses or in our online learning modules. Establishing your project as an example of best practice or sustainable innovation can help you achieve additional industry exposure, raise your company s profile, as well as contribute to industry development. Imagery Upon certification, you will be invited to provide the GBCA with a set of high quality images of your project. These images will be used by the GBCA to promote your certification achievement and form an important part of the ongoing promotion of your project by GBCA. Images may be used to supplement case studies, PowerPoint presentations, fact sheets, brochures, or may be supplied to external media organisations to support media coverage of your certification. To help ensure you are fully capitalising on all opportunities for project exposure, please provide as many high resolution, print quality.jpeg photographs of 300dpi or above as possible. Please note that receipt by GBCA of your images will be taken as permission for their use by GBCA. GBCA site tours The GBCA regularly conducts site tours of Green Star certified projects around Australia. Working with us to host a guided site tour of your building, fitout or community can generate significant interest in your project and act as a unique brand positioning opportunity. If you are interested in working with us to organise a site tour of your project, please contact the GBCA Professional Development team on events@gbca.org.au or (02) International opportunities The GBCA is a founding member of the World Green Building Council (WGBC) which provides opportunities to raise the profile of Green Star projects internationally. From time to time, the WGBC produces publications which feature green building case studies from around the world. Where appropriate, the GBCA will work with you to gain additional exposure in WGBC publications.

5 -- 5 You can gain further exposure for your Green Star certified project through: Your website Many organisations use their company website to promote their Green Star certified projects and sustainability credentials. For example, the City of Melbourne includes detailed information on its website about its 6 Star Green Star CH2 development, which reinforces the Council s commitment to sustainability. See Some projects have even developed dedicated websites to showcase their project and monitor the performance of their sustainability features. For inspiration, see the 6 Star Green Star Office Design v1 certified Szencorp Building s website: Other marketing initiatives Project applicants have also had success promoting their Green Star certified ratings through: Advertising: media releases, print, television, billboards and radio Internet: promotional videos, enewsletters and videos Display material: exhibition stands, lecterns, posters, flags etc Publications: newsletters, bulletins, brochures, fact sheets, tenant guides etc Public speaking opportunities: conferences, courses and events Events: trade shows, launches, community awareness days and education and training seminars Internal communications: staff updates, newsletters and intranet sites Building Hoarding NEW WORLD OF AUTHENTIC LUXURY HAS EMERGED Designed as Australia s most environmentally sustainable luxury residential tower, Convesso was one of the first projects to participate in the Green Star Multi Unit Residential rating tool and has achieved a 4 Star Green Star Multi Unit Residential PILOT Rating, representing best practice. Green star is a comprehensive national, voluntary environmental rating scheme that evaluates the sustainable design of a building. AUSTRALIA S GREENEST LUXURY RESIDENTIAL TOWER Sustainability has been an integral part of Lend Lease s culture for more than 50 years. We believe in creating safe, healthy and sustainable communities throughout the world. Convesso is an important part of this legacy and has been designed with functional and aesthetic excellence in mind. There are five underlying principles to Convesso s approach to sustainability: Indoor Environment Quality Water Recycling and Usage Energy Consumption and Management Building and Operational Performance Facilities and Infrastructure

6 -- 6 Style Guide

7 -- 7 Green Star certification mark The Green Star certification mark combines the Green Star logo with a distinctive numerical device that designates a level of Green Star certification, the rating tool name and version, along with the year of certification. Once a project has been certified, the Green Star certification mark appropriate to the level of certification (see 4, 5 or 6 Star Green Star) may be used in collateral and other marketing materials to promote the associated Green Star project. Note: On 1 January 2013, the Green Building Council of Australia introduced time limits on Green Star Design ratings. This policy means that Green Star Design ratings awarded to projects registered on or after 1 January 2013 will expire 24 months after the building s practical completion. Use Green Star certified projects Use of the Green Star certification mark is authorised by the GBCA only after your project has achieved Green Star certification. Use of the Green Star Certification Mark on anything other than promoting a Green Star certified project is prohibited. The Green Star certification mark may be used on business and marketing materials associated with a particular Green Star certified project. Additional uses must be approved by the GBCA Marketing team. No other trade marks owned by the GBCA may be used for promotion of your Green Star project. If you have any questions about using the certification mark to market your certified project, please contact the GBCA Marketing team marketing@gbca.org.au.

8 -- 8 Green Star certification mark approved use The Green Star certification mark must only be used in accordance with the Trade Mark Rules and in accordance with the Green Star certification agreement and this Style Guide in: Promotional material for the building that has been awarded a Green Star certified rating General organisational reporting where specific reference is made to that building. Provided it is used in conjunction with specific reference to the certified building, the Green Star certification mark may be used in: Advertising: media releases, print, television, billboards and radio Internet: dedicated section on your website, promotional videos and in your e-newsletters Display material: exhibition stands, lecterns, posters, flags and building hoardings Publications: newsletters, bulletins, brochures, information sheets, tenant guides and other marketing material Presentations: conferences, events and courses Events: trade stands, launches, community awareness days and education and training seminars Internal communications: staff newsletters and intranet sites. The Green Star certification mark may not be used: In any way without specific reference to the certified building To promote a building design or project other than the certified building In a way that is misleading In a way that is likely to adversely affect the interests of the GBCA or to bring Green Star into disrepute On any product packaging or marketing material To promote the organisation generally, without specific reference to the certified building.

9 -- 9 Green Star colours for print and screen Print The colour PMS and colour breakdowns for Green Star certification logos are as follows. Please note that while the CMYK matches are as close as possible to the PMS colours, the nature of the four colour printing process may result in slight variations to colour, depending on the printer and paper stock used. Green PMS 376 PMS 376 C = 50 M = 0 Y = 100 K = 0 PMS Cool Grey 11 C = 48 M = 36 Y = 24 K = 66 PMS Cool Grey 11 Screen The RGB on-screen colour breakdown is as follows. R = 158 G = 197 B = 77 R = 67 G = 70 B = 80 Green R = 158 G = 197 B = 77 Cool Grey R = 67 G = 70 B = 80

10 -- 10 Green Star specifications Minimum size There is a minimum size for print and digital reproduction. To ensure the text in the logo is legible, the minimum size related to width is illustrated below. Logo Width Printed minimum width: 30mm On screen minimum width: 120px Clear space The logo is most effective when surrounded by as much uninterrupted space as possible. A minimum clear space around the logo is indicated by x which is double the height of the green panel with the type green building council australia in white. 2x x 30mm = Minimum Width 2x 2x 2x Greyscale The greyscale version of the logo is to be used only for black and white mediums. Mono The mono logo should be used only for one colour reproduction. Black is preferred. A reverse option is also available. 80% Black 40% Black Mono Positive Mono Reverse

11 -- 11 Green Star in text Now that your project has received a Green Star certified rating, please ensure the achievement is promoted correctly. Refer to the following written style guidelines when describing your Green Star rating in text: Refer to the following written style guidelines when describing your Green Star rating in text: 4 Star Green Star - Office Design v2 Best Practice 5 Star Green Star - Office As Built v2 Australian Excellence 6 Star Green Star - Office Interiors v1.1 World Leadership Gaining GBCA approval The Green Star certification mark must be used according to these guidelines. Any use outside the scope of this document must receive approval from the GBCA Marketing team. GBCA reserves the right to approve or disapprove the use of any GBCA trade mark on non-gbca printed materials or websites. Text, graphics, layout and other elements of content in the Green Star certification mark are owned by the GBCA and are variously protected by copyright, trade mark and other laws. Unauthorised use of the Green Star certification mark may violate trade mark copyright and other laws, and is accordingly prohibited. All words must start with capital letters, the rating achieved must be written as a number and the rating tool and version must be stated. You can also add further descriptiors that relate to the achieved rating. ie. This project has been awarded a 5 Star Green Star Office Design v2 certified rating from the Green Building Council of Australia which represents Australian Excellence in environmentally sustainable design Describing Green Star The Green Star rating system is a comprehensive, national, voluntary environmental rating system that evaluates the environmental design, potential performance and construction of buildings and communities. Green Star rating tools are available for a range of project types, including offices, schools, hospitals, retail centres, industrial facilities and multi unit residential properties. ANY UNAUTHORISED USE OF A GBCA TRADE MARK MAY RESULT IN LEGAL ACTION For further information please contact: Green Building Council of Australia Marketing Phone (02) marketing@gbca.org.au Web gbca.org.au Other Green Star descriptive copy may be found on the GBCA website: