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It’s Lonely Being A Green Marketer in Cincinnati

Wed, Jan 13, 2016 @ 12:18 AM / by Chuck Lohre posted in Industrial Marketing, Marketing, Green Building Marketing, Cincinnati Marketing Agencies, Cincinnati Marketing, Branding Agency, Graphic Design Agency, Industrial Marketing Agency, Design Agency, Cincinnati Marketing Firm, Advertising Agency


Last week our office was on top of the Cincinnati Business Courier's Greenest Projects in the Tri-State for the third year in a row. I wish I were not leading this list.

Let me explain.

We LEED Certified our office Platinum for less than $12 per square foot. We did all of the work, LEED documentation and I was the LEED AP on the project. But very few businesses are doing it. It doesn’t take money; it takes time and common sense. Not designy, not cool, not expensive, not fashionable, not somebody else's opinion of what is beautiful. Learn more.


You don’t build sustainably just to save money. The money part is out of sync with life and ecology. But that doesn't mean sustainability has to cost more. Money is only something we all agree has value. In the future, we will agree that nature has value as well. The ecologies of the planet are more productive rather than monocultures that benefit a few. Photo from the Wilderness Society

When I learned about the holistic LEED, Leadership in Energy and Environmental Design, process; I went all in, started a new brand, Green Cincinnati Education Advocacy, and created the Greenest project in the Tri-State. Big deal, only emersion DESIGN, Melink Corporation and Greensource Cincinnati are Green Building practitioners that have LEED Platinum offices. This article is in response to being the number one office on the Cincinnati Business Courier's Greenest Tri-State Projects list three years in a row. I want to reach out to others that want a more environmental reason to build a project. It doesn't cost more, it performs better, and it tells a more realistic story about our environment and the future of mankind. Our office was included in an article titled, "10 of the World's Greenest Offices."

Like all civilizations, all of the questions of the past are still present. The only thing slowly growing and becoming more accurate over time is science, it will provide the answers. In the '70s, we looked to ecology for the answers. At the time, ecology was a young science and didn't have the answers. Now the study of ecology has a path to the answers. We need to continue to learn and take action. I'm using all of my marketing knowledge to offer the public a chance to learn more. Join us at the South West Ohio Chapter of the USGBC's tours of local Green Homes this year. It's a small group of only a few hundred that are interested. Even fewer commercial project owners are interested or even know what's possible. The first words out of their architect, engineer and builder's mouth is, "Green is more expensive." That's expensive in their mind; it doesn't have to be in yours. Please get in touch if you have any questions about building sustainably or subscribe to our Green tour announcement newsletter. Hopefully next year we won't be the Greenest in Cincinnati.

Living Building Challenge Green_Building Marketing-1.jpgThe Energy Lab at Hawaii Preparatory Academy is a great example of the future (photo) and my new favorite building.

Chuck Lohre LEED AP ID+C is president of Lohre & Associates Marketing Communications, which specializes, in industrial marketing. In 2007, he started Green Cincinnati Education Advocacy a Green Building consulting firm specializing environmental education, LEED Documentation and Green marketing. Chuck’s on the boards of Greater Cincinnati Earth (Day) Coalition and ReSource.

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Get Ready for Another Year of Growth (Construction Equipment Marketing)

Mon, Jan 04, 2016 @ 12:53 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Advertising, Green Building Marketing, Construction Equipment Marketing, Business to Business Marketing, B2B Marketing, B2B Advertising, Business to Business Advertising, Construction Equipment Marketing and Advertising


(We sure have come a long way from the 30% cut in manufacturing in 2008. Finally construction equipment and green building marketing can get back on it's feet and soap box.  This editorial by Mike Eby, Editor-in-Chief, EC&M, sums up the good news. We're looking forward to promoting our clients' solar energy offerings, sustainable building certifications and Green Building marketing home tours. They launched last year and we're alreaady booking them up this year. Learn more and register for the tours if you like. )

Mike Eby

 The data has been gathered, tabulated, and analyzed by a number of different independent researchers and construction economists — and the news is good. Despite a number of economic and political factors taking their toll throughout the world, the groups we follow on a regular basis here at home remain upbeat in their 2016 construction forecasts. Most market segments remain on an upward trajectory or are expected to fall off only slightly from the solid numbers posted this year. Turn to the “2016 Construction Forecast” special report on page 18 for more details.

As noted in FMI’s 3rd Quarter “Construction Outlook Report,” analysts expect 6% growth in 2015 and another 7% next year — reaching a level of $1.09 trillion, the highest total since 2008 (unadjusted for inflation). This report notes the major driving force behind this year’s growth is the manufacturing sector, which posted an impressive 18% jump. Although the firm forecasts this pace will back down a bit in the next three years, it still predicts gains in the 5% to 7% range during this time frame. The other nonresidential market sectors that are posting solid numbers and should continue to do so in 2016 include: lodging (12%), commercial (10%), transportation (9%), amusement and recreation (8%), and office (7%). FMI also notes the residential sector will post gains of 10% this year. The momentum that’s been building in this sector will continue in 2016, as its forecast calls for another 9% rise next year.

As noted in the “2016 Dodge Construction Outlook Report,” total construction starts are estimated to rise 13% to $675 billion in 2015. This group notes that a good portion of this increase came from the electric utility and gas plant categories (a whopping 159% bump). In addition, the residential sector is providing a greater contribution to this current expansion as compared to last year (18%). Looking ahead to 2016, the numbers still look pretty strong in most categories. Dodge forecasts total construction starts to rise 6%, reaching a spending level of $712 billion. Individual market sector growth projections are as follows: single-family housing (20%), multifamily housing (7%), commercial buildings (11%), and institutional buildings (9%). However, its report does note a bit of a drop-off in the manufacturing buildings (-1%) and electric utilities/gas plants (-43%) categories. The big falloff in the second category is directly related to a pullback in the large petrochemical and new power plant sectors.

A quick look at the regional construction starts data in the Dodge report reveals a few interesting projections. Single-family starts should be strong in all regions — so should multifamily, with the exception of the Midwest. The commercial and manufacturing markets will be strongest in the Midwest and Atlantic regions next year. And the institutional and other category should post double-digit growth rates in the Northeast and South Atlantic regions. As you might expect, the South Central region will be hit the hardest in the nonbuilding construction category.

It appears the slow and steady growth of construction activity that’s taken place over the last several years has become a trend. This is the type of news we all like to hear as we move into another exciting and challenging year. I wish everyone out there a Happy New Year. May your business prosper and your personal life be filled with joy.

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Green Building Marketing - USGBC 2016 Green Home Tours

Sun, Dec 06, 2015 @ 07:00 PM / by Chuck Lohre posted in Green Events, Green Building Marketing, Business to Business Marketing, B2B Marketing, B2B Advertising, Business to Business Advertising


Announcing the 2016 U.S. Green Building Council Southwest Ohio Regional Chapter Green Living Member Circle Green Home tour schedule. Eight of the most significant sustainable homes in the Greater Cincinnati area. 

Mission: To provide education on sustainability in everyday tasks by promoting household environmentally sound practices targeting LEED, Energy Star, home gardening, existing building reuse, historical preservation, renewable home energy and sustainable remodeling.

Member Circle Info: Chair: Chuck Lohre, meetings shared with Residential Green Building Member Circle. Learn more at usgbc-cincinnati.org/about-us/committeesmember-circles/residential-green-builders-member-circle.

Green Home Tours: The eight tours per year are listed below. Contact Chair Chuck Lohre to join the Chapter, receive newsletter or register for any of the tours, Chuck@Lohre.com, 513-260-9025. Chapter membership gets you in free to the tours (you can bring a guest). Non-members are asked to donate $15 per person. Tours are sponsored by The Sustainable Partnership of Cincinnati, a group of businesses offering sustainable products and services to create sustainable homes and offices. Learn more at www.tspcincy.com.

January 16, 2016; 10 am till Noon: Moothart Residence – Northside, Cincinnati. LEED Gold. This modern home design has a number of notable sustainable design features, utilizing corrugated metal fiber cement panels, and cedar on the exterior. Passive solar orientation was implemented in the design. The walls and roof were constructed of structural insulation panels (SIPs) which make the house extremely well insulated and quiet. There is a large south facing white metal roof. It is orientated for future solar panels/home battery installation. Learn more. We’re looking for a Chapter member to be the “House Captain” of this tour. You just need to arrive early with the coffee and pastries, introduce the Chapter and the homeowner.

February 20, 2016; 10 am till Noon: Labbe Residence in Montgomery, OH – 
LEED Silver, Architect owned home which will show off its passive solar design in February. Learn more at Stephanie Labbe’s site page on the home.  The home was featured in “Being Green in Cincinnati, Page 50. David Oen is the House Captain.

March 19, 2016; 10 am till Noon: Alscher Hancock Residence in Clifton - This new construction LEED Platinum home is designed for “aging in place” with “minimal utility bills.” The double-butterfly roof conceals over 5,000 watts of solar photovoltaic capacity, and the small front yard conceals three 250-foot geothermal wells serving the 4-ton system that not only heats and cools the house but provides all of its hot water as a natural by-product. Learn more at the home’s blog.  Brent Coleman’s article in the Cincinnati Enquirer. We’re looking for a Chapter member to be the “House Captain” of this tour. You just need to arrive early with the coffee and pastries, introduce the Chapter and the homeowner.

Andy's view
April 16, 2016; 10 am till Noon: Holzhauser Residence, OTR Downtown Cincinnati
 – Renovation to hopefully LEED Platinum. Project includes rental as well as the owner’s residence. Photo is the view across the street. Heather Curless of Greener Stock is House Captain.

Gradually Going Green canning
May 21, 2016; 10 am till Noon: Bacher Residence, Norwood, Ohio
 – 990 sqf  home with an organic garden. 1940s construction of poured concrete offers excellent air sealing. Learn more at Stephanie Backer’s Facebook page “Gradually Going Green.” We’re looking for a Chapter member to be the “House Captain” of this tour. You just need to arrive early with the coffee and pastries, introduce the Chapter and the homeowner.

Cincinnati Green Marketing Green Home Tour
September 17, 2016; 10 am till Noon: Whitney Residence, Anderson, OH – A “Quonset Roof” style barn conversion with geo-thermal and radiant heat. Learn more from Nancy Kibbee’s article in “Natural Interiors.” House Trends’ articles: “Remodeling ideas create a barn re-born” and “Home remodel gives new life to barn.“ We’re looking for a Chapter member to be the “House Captain” of this tour. You just need to arrive early with the coffee and pastries, introduce the Chapter and the homeowner.

Rauh House
October 15, 2016; 10 am till Noon: Rauh Residence, Woodlawn, OH – John Becker designed residence, considered the first international style home in the region. Built 1938. Completely restored in 2013 by the Cincinnati Preservation Association to it’s original plan and upgraded with the latest energy efficiency methods including geo-thermal, added insulation and high performance glazing. Learn more.  We’re looking for a Chapter member to be the “House Captain” of this tour. You just need to arrive early with the coffee and pastries, introduce the Chapter and the homeowner.

November 19, 2016; 10 am till Noon: Walters Residence, East Walnut Hills – 
Samuel Hannaford Home restoration, hopefully to LEED Platinum Certification. Learn more, photo from Brent Coleman’s article for Channel 9. We’re looking for a Chapter member to be the “House Captain” of this tour. You just need to arrive early with the coffee and pastries, introduce the Chapter and the homeowner.

Learn more.

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One Hour Green Building Marketing Tour of Cincinnati

Wed, Dec 02, 2015 @ 12:37 AM / by Chuck Lohre posted in Cincinnati, Green Building Marketing, Cincinnati Advertising, Cincinnati Marketing

1 Comment

Cincinnati Ohio has one of the most concentrated LEED building collections in the world. A quick one hour tour will show you who's a part of this movement.

William_Manning_CplusRA1-300.jpgThe tour starts at the Fire Station No. 9 in Avondale. After your breakfast at Sugar N Spice, step out side and notice the gleaming white concrete blocks that keep the building cool in the summer. The solar shades on the south side also help along with the concrete parking areas. The grounds have native and adaptive landscaping. The polished concrete floors are stained blue in the living quarters. We have used the community room for classes to pass the LEED AP exam. The only problem is that you have to evacuate if the house gets a call requiring all the trucks to leave! Green Cincinnati Education Advocacy hosted an educational event for the opening of the station. Mayor Mark Mallory came and addressed the attendees.

North_Avondale_School_-_2-300.jpgAs we travel south on Reading Road to the North Avondale Cincinnati Public School we'll discuss how Ginny Frazier, a teacher at CPS who couldn't catch a breath in the new schools CPS was building, partnered with Joel Stout, president of the local chapter of the U.S. Green Building Council, to convince CPS to build to LEED standards and along the way got legislation passed in Ohio to require all educational funds reach LEED standards. North Avondale has an active after school green mentoring program run by Ginny Frazier and her Alliance for Interconnection and Connectivity non-profit enviromental advocacy organization. Ohio Leads the Nation with 100 LEED-Certified Public Schools and Hundreds More in the Pipeline,"Ohio is the recognized nationwide leader in sustainable school design, with more than 300 total schools either registered or certified through LEED. On average, Ohio’s first 100 certified schools have been designed to use 35 percent less energy and an average of 37 percent less water than comparable buildings constructed and operated to traditional standards. In addition, these schools provide healthier indoor environments conducive to learning."

1706_Martha1_Northwind_-_12_-300.jpgBut city buildings and schools aren't the only revolution going on in Cincinnati, in 2007 the city wanted to encourage sustainable homes and chose the USGBC LEED requirements to take all the paper work out of the program. It took off like gangbusters, developers turned around in their tracks to the suburbs and returned to build exclusively within Cincinnati. The owners of these homes bring valuable income tax, improve the building base and provide jobs in the city. The next stop will be the Northwind Subdivision of Potter Hill Homes in Northside. It's a cute collection of smaller LEED Silver homes. Of all the many homes in the neighborhood only one owner didn't want the LEED Certification. Potter Hill Homes also offers a solar panel and geothermal package to help the home approach net-zero energy.

P1080309_-_300.jpgNext stop on the wild side. The Cincinnati Zoo also started the movement with zoos in the nation with the Harold C Schott Education Center. This building is a good representation of what a fully featured green building. From the orientation of the building with the solar panels facing the sun and one of the state largest rain gardens in front. The interior of the building tells a visual story of a building you can almost eat: the linoleum floor, wheat straw board, shellac finish, cement paneling and top it off with one of the first waterless urinals in the city. As we drive by the 1600 watt solar panel array which anchors the LEED Platinum entrance village, it produces 20% of the zoo electricity. When the public parks their car under the array and sees solar energy in action, they know renewable energy is here to stay. The zoo represents one of the city's best marketing tools, it attracts visitors from all walks of life. New converts can see how the zoo's projects contribute to sustainability and their excellent signage takes it home for them. You'll note in the photo that the Entry Village restrooms have solar hot water generators on the roof.

UC_Steger_-_2_-300.jpgCincinnati has another pioneer in sustainable building practices, the University of Cincinnati. Through the vision of the University's architect, Mary Beth McGrew, the university recognizes the quality of construction of the LEED process and that it represents the best value for their supporters and doners. UC built one of the first LEED projects in the region in 2002, the Recreation Center and quickly followed up with a unique building that took lemons and made lemonade. The Steger Student Center is an worldwide award winning project that uses the long narrow site which faced the sun and used it to bring light and beautiful views to the occupants. UC has renovated the Van Worner and the Teacher's college as well, demonstrating that you can reuse existing shells and preserve the history and quality of the university while being sustainable.

Lohre_And_Assoc_-_1_-_300.jpgAs we get closer to downtown, we'll cruise by our LEED Platinum office or condo at 126A West 14th St. just to the north of Washington Park, which was built to LEED standards but never certified. One reason I could tell is that they ran the ventilation fans like mad for a several days before opening to meet the indoor air quality standrads. You have to pump 24 cubic feet of air for each square foot of floor space before occupancy!  Our office is the Greenest Office in Cincinnati as awarded by the Cincinnati Business Courier. They started ranking the Green Buildings in Cincinnati in 2014. It's one list we wish we weren't on top of! The office has also been included in a blog post of the top ten Greenest Projects in the world. We're very proud of our sustainable space. 

Times_Star_300.jpgNext is the Times Star Building. Built in 1933 by the Taft Family it was designed as a newspaper production facility. The long low section housed the printing presses and the 14 story tower was home to the Tafts apartment on top and the executive offices below. It's a great building to tour and much appreciated in Cincinnati. Congratulations to Hamilton County for making the effort to make this star shine. It took quite a bit of work to improve the heating systems, lighting systems, water systems, windows, reduce off gassing of interior furniture and improve interior air quality. Recycling and sustainable consumable programs were also put in place.

P1080358_-300.jpgWe'll wind up our tour at the LEED Certified Moerlein Lager House. Cincinnati's first LEED resturant and the Cincinnati Park Board's first LEED project. Really there another attempt for the first LEED restaurant in Cincinnati but an error in their application prevented it from becoming certified. To obtain the tax abatement for a commercial project you have to get approval from the city before starting construction. The confusion came about because for homes in Cincinnati to get the tax abatement you have to get your LEED Certification first and then apply for the tax abatement. The same thing happened to another project but at least we were able to get it LEED Platinum Certified. If and when it ever is used for residential, it will be able to receive the Cincinnati tax abatement.

I hope you have enjoyed this tour of Cincinnati's LEED projects. Our most recent effort to promote the local Chapter of the U.S. Green Building Council has been a series of Green Home tours. You can learn more at the Green Living Member Circle website page. I hope to see you on one of the tours. Subscribe to our newsletter if you would like to get the tour announcements. And as always, I'm available to walk you through the things you can do sustainably for your home or office. Just stop by our office and we can catch some lunch in OTR.

OSFC Executive Director Richard Hickman called today’s announcement “exciting, and certainly a statement on how Ohio has embraced environmentally friendly design. These projects, which represent a commitment to both our schoolchildren and the future of our environment, are the direct result of innovative teamwork from architects, construction managers, trade contractors and our project partners, the local school districts. I commend them for their accomplishments.”

Ohio is the recognized nationwide leader in sustainable school design, with more than 300 total schools either registered or certified through LEED. On average, Ohio’s first 100 certified schools have been designed to use 35 percent less energy and an average of 37 percent less water than comparable buildings constructed and operated to traditional standards. In addition, these schools provide healthier indoor environments conducive to learning.

- See more at: http://ohio.realestaterama.com/2013/12/11/ohio-leads-the-nation-with-100-leed-certified-public-schools-and-hundreds-more-in-the-pipeline-ID0631.html?utm_source=facebook&utm_medium=social&utm_content=3248445#sthash.DimOQXrs.dpuf
Ohio Leads the Nation with 100 LEED-Certified Public Schools and Hundreds More in the Pipeline - See more at: http://ohio.realestaterama.com/2013/12/11/ohio-leads-the-nation-with-100-leed-certified-public-schools-and-hundreds-more-in-the-pipeline-ID0631.html?utm_source=facebook&utm_medium=social&utm_content=3248445#sthash.DimOQXrs.dpuf
Ohio Leads the Nation with 100 LEED-Certified Public Schools and Hundreds More in the Pipeline - See more at: http://ohio.realestaterama.com/2013/12/11/ohio-leads-the-nation-with-100-leed-certified-public-schools-and-hundreds-more-in-the-pipeline-ID0631.html?utm_source=facebook&utm_medium=social&utm_content=3248445#sthash.DimOQXrs.dpuf
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A Friendly Hand with Your New Year's Industrial Marketing Communications

Fri, Nov 27, 2015 @ 03:36 PM / by Chuck Lohre posted in Green Building Marketing, Process Equipment Marketing, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Industrial Marketing Handbook


Thumb - Integrate
Make your website Content Management System (CMS) work with your customer and prospect relationship management system (CRM). Trying to maintain your site, blog, social media and smart phone apps in four different places is impossible. There are many applications that can integrate them. Some recommended applications that help pull all of these pieces of your marketing mix together: Wordpress, Hubspot and Marketo.

five.jpgForefinger - Make Your Website Personal

These days, people expect to have a personal experience when they visit a website, whether it’s to get information or to purchase a product. Either way, it’s up to you to make your site as pleasant an experience as possible. This can work just as well if your business is serious or highly technical. By learning what customers like most, you can adjust your site to cater to your customer. This kind of updating is never a one-time deal where you set it and forget it. This is not how you run your business, so why would you run your website that way? Take time to think about what motivates your customers and integrate those aspects into the content of your site.

Middle finger - Don’t Automate Your Social Media Marketing

But do organize it to be personal and focused on prospects needs. Remember to listen 80% of the time and speak 20%. Segment your prospects and customize your communications. This means very personal small segments and unique data they want. Don’t worry if its not too frequent. When it comes to content, quality is always better than quantity. The secret to internet marketing is hosting great content and having that content linked to your site by the best sites on the interent for the topic you want to rank for. That topic might be "green building marketing," one we wnat to rank for. In 2013 we collaborated with a government official and a green home expert and made a presentation to the regional USGBC conference. We work to have that content referred to on our site as much as possible. Universities, goverment agencies and other important sites want to and will include excellent content on their site with link text of "green building marketing"

Ring finger - Host a Meetup

Your customers want to “see” you from time to time, so why not go virtual? Call it your “Customer Appreciation Virtual Lunch” and deliver pizza to their site. Setting up a video conference online where you can demonstrate new technology, products or services that might otherwise be found in sales literature is an excellent touch point with customers. You’ll be surprised at how getting in front of customers virtually on their laptops put you top of mind when they’re ready to do business. Just kidding, virtual really isn't here yet for industrial marketing. Better to schedule and make presenations to industry associations, chambers of commerse and networking groups.

Little finger - Take Your Marketing Communications Personally

They are a reflection of yourself, your company and your beliefs. Improve on the best things about yourself and work on your faults. This can be one of the most challenging exercises for your business. By honestly looking internally and focusing on your strengths, you are saving time and money by eliminating extraneous and time and efforts. Good luck, look your customer in the eye and listen.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates  

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Alberta introduces economy-wide carbon tax, "Great green marketing."

Sun, Nov 22, 2015 @ 10:26 PM / by Chuck Lohre posted in Green Marketing, Green Building Marketing


(This was just too important not to repeat it here. The tax will be $20 per ton and raise a home's energy cost and estimated $470 per year but the effects of this will be far reaching. We can't wait for the tranformation to come.)

There are no hard carbon targets, but under the plan, Alberta’s carbon emissions will begin to fall under today’s levels by 2030.

The government promised the moves would be revenue-neutral, and all money would be reinvested in the province on such things as new technology to fight pollution and into a new “adjustment fund” to help affected families and businesses deal with the changes.

Alberta’s climate-change strategy was released only hours before Ms. Notley was set to meet with Canada’s other premiers and Prime Minister Justin Trudeau in Ottawa on Monday. Mr. Trudeau and most of the premiers will be headed to Paris for the summit. “Alberta is showing leadership on one of the world’s biggest problems, and doing our part,” Ms. Notley said in statement.

Ms. Notley’s six-month-old government says the lack of a wide-ranging climate policy has hampered the province’s energy industry as it has tried to persuade the United States and other trading partners to accept more shipments of crude from the oil sands.

Indeed, U.S. President Barack Obama said early this month that his country’s efforts to battle climate change would be tarnished by approving TransCanada Corp.’s Keystone XL pipeline that would ship Alberta oil to Texas refineries. He rejected it after seven years of review.

The energy sector had warned that any onerous new costs would be disastrous for an industry under severe financial pressure due to the collapse in crude oil prices.

Still, the plan won endorsements from some of the energy sector’s top executives, including Suncor Energy Inc. Chief Executive Steve Williams, Cenovus Energy Inc. CEO Brian Ferguson and Canadian Natural Resources Ltd. Chairman Murray Edwards, who had been among the sharpest critics of the NDP’s economic policies.

“The framework announced will allow ongoing innovation and technology investment in the oil and natural gas sector. In this way, we will do our part to address climate change while protecting jobs and industry competitiveness in Alberta,” Mr. Edwards said in a statement.

New measures in the policy include:

– A cap of 100 megatonnes on carbon emissions from the oil-sands sector, which had been Canada’s fastest-growing source of emissions, once new rules are adopted. It currently emits 70 megatonnes annually.

– An economy-wide tax of $20 per tonne on carbon-dioxide emissions starting in 2017, rising to $30 in 2018. Equal to seven cents per litre of gasoline. The average household will see heating and transportation costs increase by $470 annually by 2018 under the new rules.

– A phaseout of coal-fired power by 2030.

– Incentives to promote more use of renewable energy sources as well as to improve energy efficiency. The province is aiming for nearly a third of its power to be generated from renewables such as wind and solar power by 2030.

The NDP devised the new strategy with data from research conducted by a panel it appointed, led by University of Alberta economist Andrew Leach.

Politicians, business leaders and environmental activists react to Alberta's strategy to fight climate change

Calgary Alberta Premier Rachel Notley released a sweeping plan on Sunday for reducing carbon emissions. Here is some reaction:

Catherine McKenna, federal Minister of Environment and Climate Change: “This is a strong, positive step in the right direction. We want to send a clear signal to Canadians and our partners around the world that Canada is back and ready to play our part ... Alberta is taking a leadership position on phasing out coal, and as Minister of Environment and Climate Change, I will be looking at ways to help accelerate the reduction of coal power right across the country.

Al Gore, former U.S. vice-president and global climate activist:“Today’s announcement by Premier Notley that Alberta will put an economy-wide price on carbon, phase out coal and increase its commitment to renewable energy and energy efficiency represents an inspiring addition to the legacy of leadership and forward thinking action by Canadian provinces to speed our transition to a low carbon economy.”

Tim McMillan, President of the Canadian Association of Petroleum Producers: “There are opportunities in there – as coal is phased out, natural gas has been identified as one of the major backfills. The changes to the carbon price and the cap that’s put on oil sands, the details are going to matter a lot and we’re keen to be at the table.”

Brian Ferguson, Chief Executive of oil sands producer Cenovus Energy Inc.: “It enables Alberta to be a leader, not only in climate policy, but also in technology, innovation, collaborative solutions and energy development. I believe it will lead to Albertans and Canadians receiving full value for their oil and natural gas resources, while addressing climate change.”

Brian Jean, leader of Alberta’s opposition Wildrose Party: “This new carbon tax will make almost every single Alberta family poorer, while accelerated plans to shut down coal plants will lead to higher power prices and further jobs losses.”

Kathleen Wynne, Premier of Ontario: “Alberta’s new climate strategy, combined with a new federal government that is a true climate change partner for the provinces and territories, positions Canada to enter the Paris conference with a united voice. This unity is a departure from the past.”

Mike Hudema, climate and energy campaigner for Greenpeace:“These policies are important first steps, but much bigger emission reductions will be needed for Alberta to do its part to keep global warming below two degrees Celsius.”

- Jeffrey Jones, Calgary

Follow us on Twitter:  @the_Jeff_Jones@justincgio

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Green Marketing Benefits of LEED Version 4

Mon, Nov 09, 2015 @ 09:47 PM / by Lauren Campbell posted in Green Building Marketing, Cincinnati Marketing Agencies


We all know that a vested interest in the future is what keeps businesses operating. What better way to showcase your investment than working in a green building? Not to mention, the employee perks associated with green building: cleaner indoor environmental quality, more natural lighting, green cleaning products, etc., all of these components contribute to the wellness, health, and productivity of your employees. Helping them stay happier and productive longer.  

In addition to happier, more productive employees, as a business owner you get to be a part of the joyful process of LEED building. Learning the how, why and what of LEED gives individuals a peek into the green building industry and offers a green educational element to your building and to your business. There is something to be said when you take a client through your building and show them all of the sustainable measures you have taken, especially when most of these measures include new technology resulting in a cleaner environment and happier employees.

With the newest version of LEED (LEED v4) introduced at GreenBuild 2013 in November 2014. Many individuals, in multiple industries, are anxious to see what effect this has on business. The amount of transparency that is required for this new version is unparalleled and can only mean that business practices, especially in the supply chain, are going to begin drastically changing. This will help develop credibility with many companies and with more environmentally conscious people and businesses making better decisions regarding their employee and customer health, marketing has found a new opportunity.

Some benefits of LEED version 4 for your business are:

Location of your business: whether in the heart of the city or in the peripheral of the urban core, creating easy access for individuals is beneficial. This provides a marketing opportunity for you. If you are located downtown, where people can access your store/business from public transit, walking, or riding their bike, then you have already expanded your business to reach a demographic of individuals who may not have been able to access your business if a personal vehicle was required. Version 4 has actually added a new category specifically for this purpose. They are emphasizing the importance of accessibility and so should you if you want to expand your marketability. Typically, when operating out of an urban core, re-using buildings is quite common. Whether rehabbing the interior of a commercial building or completely renovating and leaving only the shell of a building, re-using an existing building brings business owners a sound mind; knowing that prime green space or farmland was saved in the process. Utilizing existing infrastructure is a core component of the LEED process and there is a sense of enjoyment that comes from making use of it.

Energy Efficiency: Energy efficiency has never before been such a hot topic. Everyone is looking to maximize energy efficiency and to save money. From a business perspective, the ROI on energy efficiency cannot be beat; yes, it typically requires a higher up front cost, but if planned properly, the money saved over the long run can be extraordinary. This not only helps you save money as a business, but some of that savings can run down the ladder and possibly save your customer money as well. Being able to market yourself and your business as a lower cost option do to savings in other areas, i.e. energy efficiency, allows for clients/customers to see that you still provide high quality services but with a lower overhead due to your intelligent building design choices. This also allows you to market yourself as a financially responsible business owner without having to come out and say it.

Indoor air quality: helps with productivity of your employees and allows for a healthier environment for them and for customers/clients. Does it get much better than saving on healthcare costs for your employees while at the same time increasing their productivity?

This is a win-win situation for everyone. It has been shown that businesses that operate in a LEED certified building decrease employee absenteeism, increase morale, and have a higher employee retention rate (we could link to a legitimate study that shows this). The great thing about having happy, healthy, and productive employees is that they market your business for you. This is a marketing opportunity that goes above and beyond just customers or clients; this also increases your marketability to an entire community, one where people want to work with you and for you.

Responsible Sourcing of All Raw Materials: In addition to using reused materials, if there are some new materials that you would like or must have in your office/building, LEED version 4 has addressed that as well. The new transparency requirements of version 4 are stringent; requiring manufacturers to disclose detailed information regarding the extraction of the raw materials used, the chemicals used in processing the raw materials, and the amount of chemicals still existing in the final product. If your business operates out of a LEED version 4 building, you have been given a marketing opportunity to show your customers, clients, and employees that you care about their health and the environment, adding even more credibility to your name or brand. 

Sustainable Home Guide
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Would you pay $200,000 for this tiny house?, Green Building Marketing

Thu, Nov 05, 2015 @ 09:08 AM / by Chuck Lohre posted in Cincinnati, Green Building Marketing, Cincinnati Marketing Agencies, Cincinnati Marketing



The developer of Cincinnati’s first tiny houses is getting ready to start construction on the homes in Over-the-Rhine.

Brad Cooper, who launched Start Small Homes after he received a $100,000 grant from People’s Liberty, expects construction to begin soon on the two small homes. Cooper's project explores tiny homes as a solution to affordable housing, working to create a market-rate solution for diversely affordable home ownership opportunities.

One of the homes will be sold at market rate, with a list price of $200,000. Going by the usable square footage, that’s about $690 per square foot.

But Cooper said it’s not fair to compare the tiny house’s price on the traditional per-square-foot measurement since it requires all of the infrastructure of a full-sized house.

The other home will be sold to a low-income household rate. Cooper said he is still working out the details on pricing for that home.

Cooper, who is a trained architect, originally wanted to price the homes at $70,000 each. The homes also were originally designed to be smaller with a total of 200 square feet of living space. But he still says at $200,000, a buyer would be getting the tiny home at a good value.

During events held throughout the summer, about 75 people have showed up to learn more about the tiny houses.

Each two-story tiny home has a kitchen and living space on the first floor complete with a refrigerator, butcher block counter and cabinets, and the second floor has a bathroom and the bedroom.

People’s Liberty, a philanthropic lab that invests directly in individuals, has helped Cooper through the process. Jake Hodesh, vice president of operations at People’s Liberty, said they have been working to understand all the processes that go along with building a tiny house.

“We’ve learned alongside Brad what it means to build a tiny home,” Hodesh said. “We’re investing in projects that haven’t been done before.”

The homes, located at 142 and 144 Peete St., will have solar panels and are designed to take advantage of passive cooling. Cooper expects utilities to cost about $50 per month.

Cooper doesn’t have additional sites for more tiny homes at this point, but he has learned ways to bring the prices down. By building more tiny houses at one time, as well as getting smaller lots or building multiple tiny homes on the same lot, he believes he would be able to bring prices down.

Demeropolis covers commercial real estate and development.
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Greenest Condo in Cincinnati Tour, Marketing Green Building

Thu, Oct 29, 2015 @ 09:30 PM / by Chuck Lohre posted in Green Building Marketing, Cincinnati Marketing Agencies, Cincinnati Marketing, Cincinnati Advertising Agency


Residential Green Building / Green Living Member Circle, OTR Condo, Green Home Tour

November 1 @ 1:00 pm - 3:00 pm

OTR Condo 

Lohre LEED Platinum-17large200x480

November 1, 2015, 1 pm till 3 pm, Over-The-Rhine Condo transformed into LEED Platinum. Meet Architect Martha Schickel Dorff and resident Chuck Lohre who did the LEED renovations and documentation. Features include a renewable energy pellet stove, 91% Energy Star plug loads, 31% water savings and 100% sustainable sites credits. Contact Chuck Lohre to register chuck@lohre.com, 513-260-9025.  Learn more.

There is another USGBC tiny space tour on November 14 in Covington:

Tiny Home 

Shotgun Row Covington, KY

November 14, 2015, 10 am till Noon, Center for Great Neighborhoods’ Shotgun Row, Covington, KY. Bradley Cooper’s Tiny Home Project “Start Small” in OTR ( Learn more. ) will not be ready for a tour in November so we are going to tour the best example of existing of tiny homes in Greater Cincinnati. It is the Covington, KY Center for Great Neighborhoods’ Shotgun Row restoration of five vacant and rundown shotgun houses. Here are some articles on the project, provided by the Center for Great Neighborhood, Program Director Community Development, Rachel Hastings:
“First phase of $600K artist homes project unveiled,” Cincinnati Business Courier, Jan 23, 2014 (photos above from article)
“Westside’s Redevelopment Continues with More Projects by Center for Great Neighborhoods,” River City News, Sep 3, 2014
“Covington Project Wins State Preservation Award,” River City News, May 22, 2015

For 2015 the Southwest Chapter of the U.S. Green Building Council, Green Living Member Circle is producing nine Green Home Tours. Contact Chair Chuck Lohre to join, receive newsletter or register for any of the tours, Chuck@Lohre.com, 513-260-9025. Chapter members get preference for the tours and can bring a friend. Attendance is limited to 20, the address will be provided after you register. There is no charge for the tours just your help in promoting them is asked. Learn more.

The 2015 tours are sponsored by The Sustainable Partnership of Cincinnati, a group of businesses offering sustainable products and services to create sustainable homes and offices. Learn more.

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Green Marketing? Getting Creative with Coveted Sustainability

Thu, Oct 22, 2015 @ 09:05 PM / by Chuck Lohre posted in Green Marketing, Marketing, Internet Marketing, Green Building Marketing, Business to Consumer Marketing, Business to Business Marketing, B2B Marketing, marketing agency


Curbside Recycling Isn’t Enough for Sustainability

Recycling isn’t a new idea, though curbside collection and legally enforced recycling in the United States is only about thirty years old, which is relatively new. If you are old enough to remember either of the World Wars or the Great Depression, then you probably remember collecting scrap metals or re-using household items until they couldn’t be used any longer. If you’re in your thirties or forties, you were probably taught how and what to recycle from a young age; and if you’ve grown up in or around big cities, odds are you know exactly what those crate-sized green bins appearing weekly on either side of the street are doing there. 

While it can often seem like much is being done in the way of recycling, the statistics surrounding waste management are quite astounding. According to the Clean Air Council, enough paper and plastic forks, spoons, and cups are thrown away each year in the US that if one was to line them up, they would circle the globe more than three hundred times. In addition, 102.1 billion plastic bags are used, but less than 1% of those bags are recycled. Even more shocking - every American uses enough paper and wood products each year to bring down a 100-foot-tall Douglas fir; while a typical office worker in the US will use 10,000 sheets of copy paper each year. These are not statistics from twenty years ago - this is what the average American consumes each year in the United States today.

At the time of this writing, the US ranks 33rd in the world on the Environmental Performance Index published by Yale University each year. This ranking takes into consideration multiple aspects of environmental health when calculating each country’s score: health impacts, air quality, water and sanitation, water resources, agriculture, forests, fisheries, biodiversity and habitat, and climate and energy. If, despite all of its resources and the vast amount of knowledge available, the US still comes in 33rd - what can possibly be done to reduce waste and encourage those who are not recycling to begin?

Sustainability Lust

This is where coveted sustainability comes into play. Though it sounds like a complicated and technical environmental science term, it isn’t. "Sustainability" is an idea that focuses on balancing society, economy and the environment in order to improve and protect a community’s current and future health. “Coveted Sustainability” is simply a sustainability that is attractive enough to inspire or provoke others into achieving the same thing. 

mage from Why biophilic architecture works: five reasons and case studies. Click on image to go to site.

Coveted sustainability comes in many different shapes and sizes. Whether it’s a company taking a large, unused landmark and turning it into something that benefits the environment and community, such as The Highline in New York City - a park that was created on the foundation of an abandoned railroad; or a carpenter who builds furniture using only the materials he can find, like abandoned barns or fallen trees; or simply a college student finding an abandoned bookshelf on the side of the road and using the wood to build a desk - all take materials that have already been processed and find creative ways of bringing them new life, saving the environment in the process. 

One Man’s Trash Is Another Man’s Art

Some of the biggest supporters and producers of coveted sustainability have been artists. In the last few years, in fact, there has been a movement meant to bring about an increased awareness of the benefits of recycling using coveted sustainability in art pieces that are designed to inspire. These projects range from environmentally-friendly public artwork like the crocheted bicycles that hit Cape Town, South Africa a few years back to an artist in Berlin who turned trash into playful installations, to a company called Sojourner Cyclery, that builds wooden bikes. In an effort to bring this work and the inspiration it provides to the public, “green” organisations across the country are taking advantage of the wealth of artists delving into coveted sustainability, and putting together shows that will, in effect, advocate for the environment in a unique and powerful way.

But I’m No Artist

Does coveted sustainability translate to the average American? It does if you’re willing to get creative. There are more ways to recycle than simply throwing a milk jug into the bin and bringing it to the curb for collection. Thinking about tossing all of those old cds? Think again. If you aren’t looking to make a profit in recycling, try gluing several together in a creative way to make a coaster, or even a table platter. Paint them - turn them into Christmas ornaments. Want to buy a new comforter for your bed but aren’t quite sure what to do with the old one? With a little needle and thread, you can make several couch cushions from the cotton and material. 

The foundation of sustainability is reinvention. Most items in your home will be made of materials that can be repurposed into something more basic. Items like cotton, wood, paper, plastic, and tin can be broken down and saved for craft projects. Do It Yourself sites are full of ideas for recycling every day household items. Old sheets become rags to wash your car. T-shirts you love but don’t really wear anymore become a unique quilt full of your favourite memories.

Image from Sojourner Cyclery. Click on image to go to site.

Get Inspired - Get Art

If you’re looking for some inspiration to get you started in your own coveted sustainability art installation, why not check out some of the work others are doing? Cincinnati Green put on a “Coveted Sustainability” Art Show at their LEED Platinum Office in Over-the-Rhine Cincinnati. Sojourner Cycling featured a wooden tandem bike ridden across country by a father and son team, and other installations will include anything from vintage IKEA furniture to candy wrapper handbags. After the show, when taking inventory, one piece was stolen, so it proved that sustainability is coveted!

Taking a look at the resources you have access to every day is the first step to improving the sustainability of your environment. Get creative - and don’t forget to have a good time doing it!


"Can You Save Money by Recycling?." money. http://www.money.co.uk/article/1010366-can-you-save-money-by-recycling.htm (accessed May 29, 2014).

"Coveted Sustainability Art Show." http://www.greenumbrella.org/event/coveted-sustainability-art-show (accessed May 29, 2014).

"DIY Network." - Home Improvement How-To & Remodeling Projects. http://www.diynetwork.com/ (accessed May 29, 2014).

"EPI." Environmental Performance Index. http://epi.yale.edu/epi (2014).

"History of Recycling." All-Recycling-Facts.comhttp://www.all-recycling-facts.com/history-of-recycling.html (accessed May 29, 2014).

"Inhabitat | Design For a Better World!." http://inhabitat.com/ (accessed May 29, 2014).

"Michael J. Valdes * Redemptive Acts of Carpentry." http://redemptiveactsofcarpentry.blogspot.com/ (accessed May 29, 2014).

"NC State Sustainability." Sustainability at NC State. http://sustainability.ncsu.edu/about/what-is-sustainability (accessed May 29, 2014).

"SojournerCyclery | hand-made wooden bicycle frames." http://sojournercyclery.com/ (accessed May 29, 2014).

"The High Line." The High Line. http://www.thehighline.org/ (accessed May 29, 2014).

"Waste and Recycling Facts." Clean Air Council. http://www.cleanair.org/Waste/wasteFacts.html (accessed May 29, 2014).

contributed by reader, Emma Harriman

Sustainable marketing is one of the hardest products to sell. Because it can't be sold. It is a belief of the individual. Belief in science and your role in the environment is a life long challendge. If you would like help communicating to those early adopters, give us a call. To learn more about the basics of content marketing, click below.

Strategic Content Creation Handbook by Cincinnati Advertising Agency, Lohre & Associates

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