Township of Langley: Green Building

  • Campaigns
  • Video
In an effort to encourage more builders, both individual and multi-family, to incorporate Green Building practices into their construction, the Township of Langley offered rebates for energy efficient building practices. They needed more uptake on the program.

The Township asked Ion to help them improve traction on the existing program. It is somewhat complex and the channels through which they could promote the program were limited. Its name was also cumbersome and difficult to remember. Ion recommended to go to builders and home buyers directly to see what would both motivate them to build efficient homes and buyers to demand them.

In an effort to encourage more builders, both individual and multi-family, to incorporate Green Building practices into their construction, the Township of Langley offered rebates for energy efficient building practices. They needed more uptake on the program. The Township asked Ion to help them improve traction on the existing program. It is somewhat complex and the channels through which they could promote the program were limited. It’s name was also cumbersome and difficult to remember. Ion recommended that we go to builders and home buyers themselves to see what would both motivate builders to build efficient homes and buyers to demand them. *Full case study is available on desktop

Research

The goals of the campaign were to find a way to encourage builders and developers to construct more energy efficient residential buildings; increase participation in the program; and to increase home energy literacy for home buyers, home renovators, real estate agents and developer. Ion needed to understand what target audiences already knew and what messaging would resonate with them.

Ion conducted two workshops with small and larger builders as well as home owners and realtors. We walked them through the program and its benefits to each of the audiences.

After doing this, we asked them to sit down in groups with provided images and headline possibilities and generate “ads” that spoke to each audience. They were also asked to think about their own headline ideas. The objective was to have them think through the benefits to each audience and tell us what they understood and what they found intriguing.

Strategy

With several audiences to speak to, we established four main messages. For buyers and builders, it was that building green provides greater comfort and a healthier living space. For buyers and realtors, it was that a green built home saves money in the long run with reduced operating cost and more value at resale. For buyers and builders, it was to ensure that a builder meets EnerGuide standards. For all audiences, it was that homes are being built in the Township are changing for the greener.

Our Approach

There is an established system for appliances using EnerGuide certification. As an EnerGuide system is now being applied to homes, we employed the appliance certification as a springboard to build recognition. Morphing homes into appliances allowed us to connect this for all audiences. The brand essence, motivational, accessible, relevant, clear and healthy drove this direction.

Banner Signage

Campaign Ads Print

Information Flyers Print

Video

The Research

Since the implementation of the campaign, the Township has seen almost 100 additional units participate in the program within the year.  They have seen over 1,000 views on our various web pages related to the GBRP targeting different audiences, with the most traffic on the builder page, which is their biggest target. The feel that the banners Ion designed have been very helpful in taking their marketing on the road.

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