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Green Home Tours, Southwest Ohio USGBC Chapter

Mon, May 29, 2017 @ 09:56 AM / by Chuck Lohre posted in Marketing Communications, Business to Consumer Marketing

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Mission: To provide education on sustainability in everyday tasks by promoting household environmentally sound practices to transform the way homes are designed, built, and operated enabling healthy, prosperous and environmentally and socially responsible living.

Committee Chair: Toni Winston, Tiburon Energy

Contact to Volunteer or Participate: toni@tiburonenergy.com

Green Home Tours: No charge for USGBC Ohio members (you can bring a guest), join the Ohio Chapter. If you don't have a USGBC Ohio membership registered account, go to www.usgbc.org and click on “Account” in the upper right. A window will come up, click on the “Don’t have an account? Create one.” Once you register your free account, you should be able to pay your dues for the "USGBC Ohio Chapter". You don't have to register as a USGBC business. Non-members are asked to donate $15 per person at the door. Contact Chuck Lohre to register for the tours or be introduced to any of the owners of past and future tours, Chuck@Lohre.com, 513-260-9025. 

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.

2017 Tours
 
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• Sep 16, 2017, 10 am till Noon, - Melink Residence, Indian Hill. Steve Melink is the owner of Melink Corp. net-zero manufacturing facility. Melink designed and constructed the solar array at the Cincinnati Zoo. The home has many energy efficiency features including a solar array. Learn more from Brent Coleman's WCPO.com article.
 
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• Oct 6, 2017, 6 to 8 pm, - Theobald Residence, Covington, KY. Builder and owner of the first private container home in the region. Two shipping containers side-by side will be renovated off site with recycled materials featuring contemporary design for an efficient, flexible and environmentally conscious dwelling.
 
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• Oct 21, 2017, 10 am till Noon, - Yankie Residence, Madeira, OH, possible LEED Platinum renovation. Paul Yankie of Green Building Consulting, owner and house captain. This renovation is an example of how to achieve LEED Platinum in the suburbs without solar, geothermal, a complete gut rehab, no easy access to community services. And a large lot size was detrimental to achieving LEED credits.
 
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• Nov 4, 2017, 6:30 pm till 8:30 pm, - Artichoke, OTR, Cincinnati, OH, possible LEED Gold retail home goods store renovation. From their site, "Artichoke is thrilled to have received a Merit Award from the 2016 Cincinnati Design Awards! We were fortunate to work with Terry Boling as our architect and Design Build as our general contractor. This stellar team produced an amazing result with the highest level of design and craft. The Cincinnati Design Awards (CDA) program recognizes the best built-environment design produced by Cincinnati area creative firms and promotes the social and economic value of good design in our community, selected by a distinguished nationwide jury of design thought leaders and eminent
practitioners."
 
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• Nov 18, 2017, 10 am till Noon, - Chappel-Dick Residence, Bluffton, OH, LEED Platinum and registered Monarch Waystation. Andy Chappell-Dick, Design/Builder. Learn more. Possible stops on the road trip could be the tiny home community in Dayton, OH and the shipping container home builder in Hamilton, OH.
 
 
2018 Tours
• Jan 2018 - • Woeste/Mahle Residence, OTR. LEED Certified
• Feb 2018 - Passive House in Hyde Park, the first in Cincinnati. Passive House standards require no more than 75 kWhr per square meter energy use for heating, cooling and all other loads combined and a maximum of .6 air changes per hour.
• Mar 2018 - Warner Residence - New construction to be a LEED certified home in Oakley
• Apr 2018 - Marion Hall, Avondale, Cincinnati, OH mansion. Cincinnati Preservation Association award for historic preservation.
• May 2018 - Warminski Residence, Newport, KY, 1907 cottage that should have it's solar panels installed by then. Margo also plans to show off her extensive insulation and air sealing done by the Greater Cincinnati Energy Alliance. As well has her grey water downstairs toilet which ads a lavatory to the small room.
• Sept 2018 - Abrahanson Residence, LEED Platinum home with solar panels.
• Oct 2018 - Fickas Residence - Nancy comes from a long history of sustainable homes, "My grandfather built has entire house from shipping pallets for his family of 9. He worked at a door manufacturer and brought home the scrap wood to complete the house and build the furniture. My father worked there to and did the same thing to build my Mother a new kitchen. The Fickas Residence will be built at Amberlin Springs.
• Nov 2018 - Shaw Residence - Northside, Cincinnati, OH, new construction 1500 sf footprint infill. To be LEED Certified. Age in place and a model for affordable home design.
 
 
2018 Possible Committee Meeting Locations, 5:30 pm on the third Wednesday
• Apartment in the School for Creative and Performing Arts on Sycamore St. ORT
• LEED Platinum Green Learning Station, Cincinnati Civic Garden Center, Central
• African Painted Dog House at the Cincinnati Zoo and Botanical Gardens, Living Building Challenge Landscape Petal Certified, Central
• Emersion Design, LEED Platinum offices, Downtown
• Fidelity Headquarters, Covington
• Wheel Life Tiny Homes, Cold Springs, KY
Possible Future Tours:
• Carl Strauss designed home in Avondale, renovated to LEED Silver.
• Mills Residence in Clifton, a pioneer in radiant heating in 1950, this home has been preserved by owner Scott Knox. • Hammer Residence on Republic St. in OTR.
 LEED Gold home in Northside with solar, geothermal and a xeriscaped yard
• Muroe Stengel Residence in Burlington, KY; Radient heating, organic garden, chickens, bee hives and ceramic kiln.
• Skype interview with Paul Girard, president of ATA Pop Homes in Yukon, Canada. He will give us a tour of his typical 825 sq ft kit home with R 70 attic, R 42 walls and R 44 floor insulation. Price $108, 445.
• Dejong Residence, Avondale, OH, this 1940 traditional home has had many zoning and energy efficiency upgrades and out performs many homes of its  type
Past Tours:
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• May 27, 2017, 10 am till Noon, - Morales Luginbill Residence, Oakley, possible LEED Gold home. It is a compact house on a small infill site in a walkable neighborhood. The large glass openings are concentrated on the south side to take advantage of passive solar. The exterior walls are offset double stud with spray foam insulation to limit thermal bridging and provide an air tight envelope. The heating system is hot water radiant. The cooling system uses high-efficiency mini-split heat pumps. There were two large oak trees on the site that had to be taken down. We harvested the lumber from them on site and have used it for the trim and stairs in the house. Here's the house web site, "On what had been a small patch of grass in Oakley, stands a comfortable and efficient home. LEED for Homes was the tool that measured the success of its ambition to be environmentally sustainable."
 
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• May 3, 2017 - 6:30 till 8:30 pm, Tour of tiny home manufacturer's display site. Our sponsor, One Small Garden offers custom made cozy “Get Away” Cabins, as well as adorable potting sheds which were featured at the Cincinnati Home & Garden Show. Their full line of custom storage and tiny homes are made to order. Many types and models are in display at their Milford Shopping Center display lot at the corner of State Route 50 and 131, Milford, OH 45150.
 
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• Apr 26, 2017, 6:00 till 8:00 pm, - Earnshaw Ecohouse, Mt. Auburn, This conscious community home's goal is to be off the grid in 2017. You'll learn some simple but very effective ways to limit energy use as well as reduce water consumption and eliminate waste. Their garden is an example of permaculture principals. All within a very low budget.  Learn more.
 
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• Apr 15, 2017, 10 am till Noon, - Hamilton Residence, Sandra Hamilton's Tiny Home in Northside, Cincinnati, designed by Edward Wright, our March 2015 host. 480 square foot (first floor), it was built on her property for her 89 year old Mother. Sandra designed it after a year of research on Dementia and Alzheimer's. Edward refined her plans to get it thru building and zoning. Learn more about the 10-year tax abatement Cincinnati’s Visitability certification from this AARP article.
 
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• Mar 18, 2017, 10 am till Noon, - Hampton Residence, Walnut St. OTR gut renovation to LEED Certification, Jenifer & Steve Hampton of GreenBau owners/architect. The building was originally built around 1860 as a typical residential tenement with 6 units. Vacant for decades, it was completely rehabbed in 2015-2016 as a single family residence with three bedrooms and three and a half bathrooms, home office, and roof deck. While it was a gut rehab that created a modern floor plan, a number of historic features were retained including the original staircase, some original plaster, some trim, and the large number of window openings. It is currently seeking LEED Silver certification, with key options such as new insulation on exterior walls, roof, and floor slab, 95% efficient gas boiler providing radiant floor heating and domestic water heating, white membrane roof, sustainable product selection, low flow water fixtures, and more. Here's a list of products and services used in the home. And an article about the tour from Krista Atkins Nutter.
 
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• Feb 18, 2017, 10 am till Noon, - Swing House, Artist Mark Dejong has created a sculptural intervention in a house in Camp Washington replacing all of the interior structure in a thoughtful way that both provides the infrastructure for a swing and highlights the history and material of the building. Learn more.
 
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• Jan 21, 2017, 10 am till Noon, - Laure Quinlivan and Greg Ruthman Residence, Mt. Lookout, Cincinnati. A LEED Gold home rebuilt on the site of their homestead for not much more than a major renovation and now they have 1/3rd more space but 1/2 the HVAC cost. Laure was instrumental in improving the Cincinnati LEED Tax abatement during her term on Cincinnati City Council. Learn more, Brent Coleman's WCPO article.
 
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• Jan 11, 2017, 6 to 8 pm, - 1333 Pendleton St. Row House "2017 USGBC Green Home Tours Kick Off Party," This home in the Pendleton Neighborhood was saved from demolition and painstakingly remodeled by Chris Lacey of A and L Properties. Features include: rooftop deck with city views, multiple exterior entertaining areas, garage access from rear alley, gourmet kitchen, wine cellar, hardwood floors, and high efficiency systems and fixtures. Anticipated LEED certification with 10 year property tax abatement.   Interior design services and finishes for the project were provided by one of our sponsors, Heather Curless, of Greener Stock. Another sponsor, Green Building Consulting, is providing the LEED certification services.
 
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November 19, 2016; 10 am till Noon: Walters Residence, East Walnut Hills – Samuel Hannaford Home restoration and LEED Certified. Learn more, photo from Brent Coleman's article for Channel 9. Also a Cincinnati Refined post, "The J.H. Rhodes House in Walnut Hills is one of the most beautiful examples of Romanesque Revival architecture in Cincinnati. From the foyer's arched double doors to the dining room's coffered ceiling, everything looks perfectly preserved from the days when the house was built, by none other than famed architect Samuel Hannaford a century ago."
 
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October 8, 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.  The Frederick and Harriet Rauh House in Woodlawn became the first Modernist residence in the state to be honored with a Preservation Merit Award by the Ohio Historic Preservation Office (OHPO).
 
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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." And here's a link to Brent Colman's Article for Channel 9.
 
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May 21, 2016; 10 am till Noon: Bacher Residence, Norwood, Ohio – 990 sqft  home with an organic garden. 1940s construction of poured concrete offers excellent air sealing. Since convincing her mom to set-up a recycling center in their home as a young child, Stephanie Bacher has had a passion for recycling, conservation and learning and teaching the facts. At the tour she'll share her knowledge of recycling, household items and health and beauty aids that perform beautifully but don't harm the environment. Learn more at Stephanie's Facebook page "Gradually Going Green."  And her web page GraduallyGoingGreen.com. Here's a blog post about the tour.
 
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April 16, 2016; 10 am till Noon: Holzhauser Residence, OTR Downtown Cincinnati – Andy Holzhauser and Janice Liebenberg and daughter Olivia moved in six months ago to their redeveloped townhome on Elm near Washington Park. Their home has 3 beds, 2.5 baths with a study as well as an apartment below it. It was a 5-year project, culminating with the conversion of a 120 year-old home that had historically been used for tenement housing, and then vacant for the last decade.  The home hopefully will be rated LEED Platinum, the highest designation for sustainable development. Andy and Janice want it to be considered a demonstration project to prove that our community’s oldest buildings can be converted to a new form that minimizes energy use through efficiency and solar, and maximizes clean air and healthy living.  As Olivia has just turned 2 years old, Andy and Janice plan to join the growing contingent of OTR residents that choose to raise their family in the neighborhood.  Andy and Janice both walk to work and are a 1-car family. The Enquirer posted a few photos from the OTR Future Leaders Holiday Home Tour. Sanyog Rathod was House Captain. And here is another article about the home from Brent Coleman with Channel 9.
 
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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. Sanyog Rathod, House Captain.
 
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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 was House Captain.
 
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January 16, 2016; 10 am till Noon: Spicknall 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. Cincinnati Enquirer article by Shauna Steigerwald, "Cool Homes: In Northside, Minimalist Goes Green.Learn more.
 
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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. "First phase of $600K artist homes project unveiled," CBC, Jan 23, 2014 (photos above from article) "Westside's Redevelopment Continues with More Projects by Center for Great Neighborhoods," RCN, Sep 3, 2014 "Covington Project Wins State Preservation Award," RCN, May 22, 2015
 
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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. Learn more.
 
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October 3, 2015, 10 am till Noon, Fischer ResidenceEnergy efficient and 20-26 panel PV solar electric system Fischer Residence in Milford. Learn more at the Brent Coleman article published by WCPO Channel 9. Here's a list of products and services used in the home.
 
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September 12, 2015, 10 am till Noon, Sun Sugar Farms, Fritz Residence, Verona, Kentucky home and farm, Sun Sugar Farms  supplies edamame and other vegetables to local restaurants. Learn more.
 
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July 25, 2015, 10 am till Noon, Nietch Residence, Columbia Tusculum Residence/Yoga Studio - This home addition and remodel was a labor of love for the owners, a yoga instructor and US EPA employee. From design through construction, every detail was chosen to reinforce their mantra of living lightly. The home's heating and cooling is supplemented with a solar thermal powered radiant floor heating system. Solar PV was installed to offset their energy bills. A 2,500 gallon tank captures and stores the rain water from the entire roof. The water will be recycled for irrigation and eventually toilet flushing. October 31, 2014 article by Cincinnati RefinedLearn more from Greener Stock's Houzz page.
 
May 16, 2015, 10 am till Noon, Boulter ResidenceA Frank Lloyd Wright designed home, in Clifton, may never reach LEED Certification but learns a lot by trying. This is your Chair, Chuck Lohre’s residence and the inspiration for his interest in sustainability. Videos: 1, 2, 3, 4, 5, 6, 7, 8. PhotosLearn more. Cincinnati Enquirer article by Carrie Blackmore Smith.
 
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April 25, 2015, 9 to 11 am, Imago For The Earth Community in Price Hill. Imago is a grassroots, environmental education organization. For over 30 years Imago has been modeling and educating about living in concert with the natural world, both animate and inanimate, human and non. Learn more.
 
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March 21, 2015, 10 am till Noon, Nutter ResidenceMt. Carmel, OH, is the most energy efficient home we have  visited. Their first year energy cost was about $200! The home also has the only rainwater toilet flush system we have seen. Learn more at the house blog. Cincinnati Magazine article article April 2006. Cincinnati Magazine article March 2008. Insul-Deck insulated concrete floor form application story. Environmental Design and Construction Excellence in Design Award 2008. For a list of products and service providers on the Nutter Home download this Excel file.
 
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March 7, 2015, 10 am till Noon, Wright Residence, this highly energy efficient home achieved LEED Gold. Owner Architect Edward Wright will lead the tour. Learn more. Cincinnati Enquirer article by Carrie Blackmore Smith.
 
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January 17, 2015, 10 am till Noon, Gaitan Residence, Over-The-Rhine home has applied for the City of Cincinnati U.S. Green Building Council Leadership in Energy and Environmental Design tax abatement. They should save about $40,000 over the five year period of the tax savings, easily paying for the approximate $6,000 in higher performance materials, systems and LEED fees. Learn more. WCPO article by Brent Coleman.
 
November 8, 2014, 10 am till Noon, Kinsman Residence is a LEED Silver home that’s boiler free. Heating and natural cooling from passive and thermal solar sources. The home is located in the Cincinnati neighborhood of Northside. Learn more.

If you would like to do the right thing, contact Chuck Lohre for a ...

Complimentary Green Building Consultation

If you liked this post you may also like, "The State of LEED in Greater Cincinnati."

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Green Home Tours: A Very Sustainable Home in Cincinnati, May 27, 2017

Mon, May 15, 2017 @ 10:21 AM / by Chuck Lohre posted in Marketing Communications, Business to Consumer Marketing

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WHAT: Morales Luganbill, USGBC Green Home Tour

WHERE: Oakley Neighborhood, Cincinnati, OH (address provided after registration)

WHEN: Saturday May 27, 2017 10 am till Noon

Possible LEED Platinum home. It's a compact house on a small infill site in a walkable neighborhood. The large glass openings are concentrated on the south side to take advantage of passive solar. The exterior walls are offset double stud with spray foam insulation to limit thermal bridging and provide an air tight envelope. The heating system is hot water radiant. The cooling system uses high-efficiency mini-split heat pumps. 

 

From the house web site

On what had been a small patch of grass in Oakley, stands a comfortable and efficient home. LEED for Homes was the tool that measured the success of its ambition to be environmentally sustainable.

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About

2007: Purchased property, 40 feet wide and 91 feet deep. Started designing.

2008: Harvested lumber from two oak trees on the site for use as trim and stairs in the future.

2011: Started construction.

2012: Complete enough for occupancy.

LEED Features

Innovation and Design Process (ID)
1.5 Building Orientation for Solar Design
2.3 3rd Party Durability Verification
3.1 EA 9.2
3.2 Utility Tacking
3.3 Bicycle Network
3.4 Food Garden

Location and Linkages (LL)
2.0 Site Selection
3.2 Infill Development
3.3 Previously Developed Site
4.0 Existing Infrastructure
5.3 Outstanding Community Resources/Transit
6.0 Access to Open Space

Sustainable Sites (SS)
1.2 Minimize Disturbed Area of Site
2.2 Basic Landscape Design
2.3 Limit Conventional Turf
2.4 Drought Tolerant Plants
4.1 Permeable Lot
4.3 Manage Run-off from Roof
5.0 Nontoxic Pest Control
6.2 High Density Compact Development

Water Efficiency (WE)
3.2 Very High Efficiency Fixtures and Fittings

Energy and Atmosphere (EA)
1.2 Exceptional Energy Performance
7.1 Efficient Hot Water Distribution
11.2 Appropriate HVAC Refrigerants

Materials and Resources (MR)
1.2 Detailed Framing Documents
1.4 Framing Efficiencies
2.2 Environmentally Preferable Products
3.2 Construction Waste Reduction

Indoor Environmental Quality (EQ)
2.2 Enhanced Combustion Venting Measures
3.0 Moisture Load Control
4.2 Enhanced Outdoor Air Ventilation
4.3 3rd Party Ventilation Performance Testing
5.2 Enhanced Local Exhaust
5.3 3rd Party Exhaust Performance Testing
6.2 Return Air Flow/Room By Room Controls
6.3 3rd Party Zone Performance Testing
8.1 Indoor Contaminate Control During Construction
8.2 Indoor Contaminate Control
8.3 Preoccupancy Flush
10.2 Minimize Pollutants from Garage

Awareness and Education (AE)
1.2 Advanced Training of Homeowner
1.3 Public Awareness

Registration required to attend - No charge for USGBC Ohio members (you can bring a guest). Non-members are asked to donate $15 per person at the door. Contact Chuck Lohre to register for the tours or be introduced to any of the owners of past and future tours, Chuck@Lohre.com, 513-260-9025. Learn more.

About the Green Residential Committee of the Southwest Ohio Chapter of the U.S. Green Building Council - To provide education on sustainability in everyday tasks by promoting household environmentally sound practices to transform the way homes are designed, built, and operated enabling healthy, prosperous and environmentally and socially responsible living. Committee Chair: Toni Winston, Tiburon Energy, Contact her to volunteer or participate: toni@tiburonenergy.com

Green Home Tours 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.


If you liked this article and want to learn more about the U.S. Green Building Council's Leadership in Energy and Environmental Design, see our post on "The State of LEED in Cincinnati."
If you would like to 'Do the right thing," join me for lunch and a...
 Complimentary Green Building Consultation

P.S.
What's the best way to learn about Green Building? Join the local chapter of the U.S. Green Building Council.
 
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Industrial PR is the Social Media of B2B Marketing

Fri, May 12, 2017 @ 05:29 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Process Equipment Marketing, Industrial Marketing Handbook, public releations, Industrial pr

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Industrial marketing today is driven by the ease of getting information on just about anything quickly from the internet. Knowledgable engineers subscribe to many email newsletters and depend on them to keep them abreast of trends and best practices. Those monsters need to be fed!

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Industrial PR is easier to do today because of email.

Long gone are the photo prints, letters and stamps. Today a good industrial PR professional can write and distribute a release in a few days.

It's important to know the editors and media sales reps

Speak to them by name and know how the game is played:

  1. Publications need advertising to survive - Maybe if you are a starlet and every move you make is news you don't have to pay to play but that's not a good long term strategy for industrial marketing. Sure editors will always publish brand new products and technology but you'll die a death of a thousand cuts if you wait for new products. Normally that only happens every five or ten years!

  2. Purchase display advertising in your top three publications - Survey your customers and run advertising in the top three publications. Besides getting preference for publicity you will also be asked to contribute technical or application articles.

  3. At least purchase Buyer's Guide Listings in the magazines that publish your PR - You can't place expensive advertising in every publication but buyer's guides are very popular with publishers and you should be in them if they are a reasonable cost. You have to be fair to the publications. If you expect them to run you publicity, you would be a hypocrite if you didn't want your company's name included in their buyer's guide.

  4. Thank the editor for his work -  Editors and sales reps are human too. a thank you and a compliment go a long way for them to remember you and ask for your experience when needed. We always give the sales rep one of our famous Swiss Army knives when the stop by and pass them out at press conferences we have at trade shows.

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New is best, but a good cutaway is Okay too

You can't come up with a new product or application every quarter, but you do need to promote something on a regular basis.

  1. Brand new product - Will always get published and maybe even make the cover.
  2. General product release - Try to make them application specific to the publication.
  3. Business news - It might get into print. 
  4. Appointments - Usually this gets published online.
  5. New hires - Good luck. You'd be better off sending a letter of introduction.

Keep track of what's published, PR is worth four times advertising

People just believe it more. We value each release publication as if it was placed as an advertisement. If we only expect something to be published once in a year, it's a 1x rate. If it's our regular publication for advertising, we use the 6x rate. And we include color if it's color. We normally use the published rates, although publications offer deep discounts off the published rates.  It's not the perfect method, but it's easy and consistent. A typical quarterly campaign can generate ove $20,000 in publicity. Some PR professional say that PR is worth four times the ad space rate because it is perceived as more believable than advertising. Both work together. If you don't do publicity with your advertising, you're only getting 20% of the value you paid for.

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We're going the same work as ten years ago for less compensation

We face the same productivity pressures as our clients and their customers. You have to do the same work for less. Email and the internet help us do that. All of my communication is through email and we use an Excel spread sheet to keep track of what, when and who we sent things to. As well as the value achieved. 

Stay in touch with your customers and prospects

Now that you have received all that publicity online, it's time to share it across your social media. It should at least include LinkedIn, Twitter and Facebook. Search the internet for your headline and bingo; you have a page to share. A quick tag line and a URL of the publicity is all that is needed. Use it to fill in between releases.

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Do you have more serious problems than worrying about publicity? To get your feet back on the ground, read the following e-Book for advice on the basics of marketing from your MBA class. Or learn more from our Marketing Handbook page.

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

 

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"Catch Some Rays" with Your Mining Equipment Marketing "Battery!"

Fri, May 05, 2017 @ 04:32 PM / by Bill Langer posted in Industrial Marketing, Marketing Communications, Industrial Advertising, Marketing, Industrial Branding, Process Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Industrial Marketing Handbook, Business to Business Marketing, Industrial Marketing Content, Process Equipment Marketing News Release

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Gravel Batteries - As green energy proponents address its intermittent nature, good old-fashioned gravel may provide a solution.


Renewable energy is becoming more and more popular these days. We recently jumped on the band wagon and had solar panels installed on our home in Anthem, Ariz. On average, we have 299 sunny days per year, so it is a pretty darn good investment.

The down side to energy from solar panels and wind turbines is their on-off nature. When the wind stops blowing or the sun stops shining, the energy production stops. That is not a problem for us, because we are still connected to the grid and can get power even when the sun doesn’t shine. But believe me — they know how to charge rate payers who have solar! 

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In order to make solar and wind commercially viable, there needs to be some method to store excess energy production for use when there is no sunshine, no wind, or during peak demand. Electricity cannot be stored easily, but construction of a new battery gigafactory in the United States, as well as other high-tech methods on the horizon, may be part of the solution.
 
While we wait for new technology to catch on, there are some pretty good solutions already in place. Some environmen-tally friendly methods use — you guessed it — gravel. In terms of supply chain, handling, and construction, few materials are as cost effective, easy to obtain, and simple to use as gravel.
 
The most common method to store energy is pumped hydro storage. During excess solar or wind production periods, water is pumped uphill into a reservoir. During low or non-production periods, the water flows down through a generator to a lower reservoir. Very simple; very easy. However, hydro storage takes up a lot of space. An idea is being batted around where the water and reservoirs would be replaced by huge buckets filled with gravel. Excess energy produced will be used to haul the rock uphill in a ski-lift kind of contraption. When energy is needed, gravity will carry the rock downhill, producing electricity on its downhill trip.
 
There are a few somewhat more sophisticated ideas in the works, where excess energy is converted to thermal energy and then stored in giant gravel “batteries,” thus evening out the intermittent nature of wind turbines and solar panels.
 
One example is in Steinfurt, Germany. Rather than build an expensive tank, the battery is constructed underground in a covered pit. The storage material is a mixture of gravel and water. The side walls, top, and bottom are heat-insulated. The pit has a double-sided polypropylene liner with a vacuum control to identify leaks, and the liner is protected from the gravel by a layer of fleece.
 
When excess energy is available, heated water (195 degrees F) ‘charges’ the battery, either by direct water exchange (right side of the illustration) or via plastic pipes (left side of illustration). The hot water is stored until it is needed, at which time the water flow is reversed.
 
The use of rocks for thermal storage is attractive because rocks are not toxic, non-flammable, and inexpensive. The main problem I see with gravel batteries is convincing my wife to allow me to tear up our entire backyard landscaping and fish pond so I can replace it with a big hole filled with gravel and pipes. Is that really too much to ask? AM
 
Read the original article here in AGGREGATES MANAGER April 2017, thanks Bill for contributing to our Mining Equipment Marketing blog. Have a great weekend.

If you would like to learn more about writing a process equipment marketing news release or an application story "One key to good public relations is writing a case study."


 

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Synchronous Motors and Drives - OEM Marketing

Sun, Apr 23, 2017 @ 10:37 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Marketing, Industrial Branding, Industrial Marketing Handbook, Industrial Marketing Content, OEM Marketing

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4 ABM Drives Synchronous Motors and Drives 400.jpgThe following is an example of an OEM Marketing publicity campaign for an OEM to specify ABM Drives as an assembly for their equipment. It starts with basic educational publicity as the foundation for a modern internet marketing campaign. Marketing today is based on the fact that customers are educating themselves well in advance, before contacting any potential suppliers. They are doing this almost exclusively on the internet. Unless a company plays a role in the engineer’s education, they stand little chance of being the preferred supplier for a new product component. Traditional technical journals, many still in print, are the gate-keepers of the best technical content. Good publicity campaigns work with the editors and publishers of the trade journals as well as technical conferences. If your educational publicity campaigns are picked up by the technical press, you can be assured that it is worthy of investment, because of the long life the educational material will have, and the many ways it can be repurposed as video, audio, slide shows, demonstrations and presentations. 


Custom Sinochron® Synchronous Motors and Drives can Operate without and Encoder

The SINOCHRON® Motor design offers advantages in continuous duty applications. The efficiency is also better in partially loaded duty cycles, when compared to standard asynchronous motors. Drive units are virtually loss-free in no-load operation. This motor design offers advantages in powering conveying equipment; escalators, spooling machines, compressors and traction drive units amongst others. By substituting existing line powered three-phase drive units, energy savings of 20 to 35 percent can be expected.

SINOCHRON® is a synchronous motor with high-performance permanent magnets with a sinusoidal flux distribution (EMF). The anisotropic rotor geometry provides a sinusoidal distribution of the magnetic flux with the result of eliminating cogging. Stator windings are identical to asynchronous motor windings allowing for a cost-efficient production of the stators in large batch sizes. The SINOCHRON® Motor operates without an encoder and can replace a stepper motor in some applications. This patented technology combines high output, minimal investment and low operating cost.

The characteristic profile of these drive units makes them well suited to drive pumps and fans that operate continuously, no additional components, like encoders, are needed. Up to 30 percent smaller footprint, allows machine designs to be more compact. The motors have excellent control behavior and combined with included control unit SDC, have excellent true running even at very low speeds and impressive dynamics at impulse load and speed variations.

Continuous duty pumps and fans are now required to meet new efficiency regulations which require line powered three-phase motors and geared-motors with rated outputs of 0.2 up to 9.0 kW operating continuously at rated load (duty cycle S1) to be a minimum of efficiency class IE3 (premium efficiency) or IE2-drive units to be equipped with electronic inverters. Inverter powered SINOCHRON® Motors from ABM Drives economically meet these requirements.

About ABM DRIVES INC.

ABM DRIVES INC. engineers and manufacturers high-performance motor, gearbox, brake and frequency inverter solutions for machines, plants and mobile devices in hoisting technology, warehousing, material handling, electric vehicles, biomass heating systems, wind turbines and many other markets. Founded in 1927, the company belongs to the Senata Group with an annual turnover of nearly 400 million € and more than 2,000 employees. Approximately 300,000 drive units are produced annually. In-house manufacturing includes tool-and-die design, aluminum-casting foundry, CNC housing machining, manufacturer of shafts, cutting of gear teeth, motor development technology, assembly and final testing.

PRESS CONTACT

ABM DRIVES INC.

Gabriel Venzin, President

394 Wards Corner Road, Suite 110, Loveland, OH 45140

Phone: 513-576-1300

Mobile: 513-332-7256

E-mail: gabriel.venzin@abm-drives.com

Website: www.abm-drives.com

AGENCY
Lohre & Assoc., Inc., Marketing Communications

Chuck Lohre, President

126A West 14th Street, 2nd Floor, Cincinnati, OH 45202-7535

Phone: 877-608-1736, 513-961-1174, Fax 513-961-1192
Mobile: 513-260-9025
Email: chuck@lohre.com

Reprinting permitted - specimen copy requested


If you liked this post, you may like, "How To Realign Your Marketing Communications with Sales."

 Download our free guide to Sales Lead Generation.

Sales Lead Generation Guide by Cincinnati Marketing Agency Lohre & Associates

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Process Equipment Marketing News Release Example

Fri, Apr 14, 2017 @ 12:50 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Industrial Advertising, Marketing, Industrial Branding, Process Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Industrial Marketing Handbook, Business to Business Marketing, Industrial Marketing Content, Process Equipment Marketing News Release

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Chain Mill Breaks Up Material Lumps


Chain mills represent a cost-effective crushing solution for reducing a wide variety of materials. Stedman Machine Company’s chain mill crushers can handle a large volume of tailings per hour.

Process Equipment Marketing Chain Mill News Release.jpg

 

An especially effective fertilizer crusher, the Stedman chain mill crusher series is engineered to break up lumps in superphosphate, triple-superphosphate, granular and conventional fertilizer tailings. Other applications include animal bedding, sawdust and many materials requiring lump removal for conveying or processing. The single or dual rotor chain mill crusher features heavy-duty construction with a welded plate steel housing and removable back plate. Capacities vary depending on feed size, feed rate, operating conditions, desired product output, characteristics of feed material, and equipment configuration. Full-scale material testing available at the Stedman Testing & Toll Processing Facility.

Stedman Machine Company, 812-926-0038, www.stedman-machine.com

If you would like to learn more about writing a process equipment marketing news release or an application story "One key to good public relations is writing a case study."


 

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Metal Working Equipment Marketing Plan

Fri, Mar 17, 2017 @ 05:04 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Marketing, Industrial Branding, Metalworking Equipment Marketing, Industrial Marketing Handbook, Industrial Marketing Content

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To ThomasNet or not to ThomasNet, that is the question. Hmm, it means blogging to the rescue!

Industrial marketing communications directoryThomasNet, or Thomas Register as it was called years ago, has become a Platinum Hubspot resaler. It's not much of a directory any more since they couldn't compete with Google.  They are a good blogger as a good Hubspot dealer should be. A directory program with ThomasNet runs at least several thousands of dollars to start, but like our advice for purchasing search engine ad words, "Don't do it until you have optimized your web site first." We've found that ThomasNet's directory is only good in certain industries that have adopted it as a platform to generate quotes. But even those are going away and Thomas' attempts to teach newbes is a losing attempt.

You'd think a "large machine shop" would be easy enough to get ranked for, but that's not the case. If metal working equipment marketing was easy, everyone would be doing it. The industry is quite sophisticated and run by those who have been operating computers longer than any of us. The second use of computers was to run a machine tool, the first was to calculate ballistic information for a canon. 

ThomasNet wasn't such a problem several years ago, it kept its data secret from the search engines, plus it didn't have very many pages indexed. And the search engines wouldn't show their pages anyway. Then ThomasNet signed agreements with the search engines and they are ranking better. But Google is fundamentally against a directory since Google would rather serve the company's web site rather than a directory. ThomasNet is a very good media for increasing your page visitors. We have seen traffic double in several cases. And our studies show that visitors coming from ThomasNet are just as high quality as those coming from organic searches. If your site is fairly well written and has all the regular features of a good site, like fast loading speed, there may not be any other way to increase traffic. See the chart results on ThomasNet.com for yourself at Alexa.com.

Metal Working Equipment Marketing.jpg
But all of this wouldn't be needed if you just blogged a lot more. It's the gift that keeps on giving. Looking at the chart above, we added all of the client's technical bulletins in the middle and started bloggin three times a week in the last third. If your website traffic isn't growing like this, you aren't marketing using the internet to your advantage.

So if there is one take-away it's this -- Program your site to measure goals. For industrial sites it's not a sale, it's going to be a contact us or a request for quotation page. Then you will be able to measure a tangible result of your industrial marketing efforts.


If you liked this post, you may like, "How To Realign Your Marketing Communications with Sales."

 Download our free guide to Sales Lead Generation.

Sales Lead Generation Guide by Cincinnati Marketing Agency Lohre & Associates

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Process Equipment Marketing Press Conference

Fri, Mar 10, 2017 @ 02:47 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Industrial Advertising, Marketing, Industrial Branding, Process Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Industrial Marketing Handbook, Business to Business Marketing, Industrial Marketing Content

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Trade show press conferences are a great way to improve your return on investment.

You advertise in the trade journals and have sent out a series of press releases to promote the show. The icing on the cake is holding a process equipment marketing press conference and making contact and thank all the editors you work with throughout the year.

Press Conference 1.jpg

 

 

 

We also saw one of the first vertical roller mills at the show. We're writing a primer on this type of equipment.

 

If you would like to learn more about industrial publicity, you may like to read, "One key to good public relations is writing a case study."


 

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Industrial Marketing Plan

Fri, Feb 24, 2017 @ 12:39 PM / by Chuck Lohre posted in Industrial Marketing, Marketing Communications, Industrial Advertising, Marketing, Industrial Branding, Green Building Marketing, Process Equipment Marketing, Industrial Website Design, Metalworking Equipment Marketing, Construction Equipment Marketing, Mining Equipment Marketing, Business to Consumer Marketing, Industrial Marketing Handbook, Website Design, Business to Business Marketing, Industrial Marketing Content

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Here's a three-year industrial marketing plan. The goal of the plan is to generate new opportunities and markets to apply the client's technology. Existing markets will also be targeted for new applications.

Our proposal starts with basic educational publicity as the foundation for a modern internet marketing campaign. Marketing today is based on the fact that customers are educating themselves well in advance, before contacting any potential suppliers. They are doing this almost exclusively on the internet. Unless a company plays a role in the engineer’s education, they stand little chance of being the preferred supplier for a new product component. Traditional technical journals, many still in print, are the gate-keepers of the best technical content. Good publicity campaigns work with the editors and publishers of the trade journals as well as technical conferences. If your educational publicity campaigns are picked up by the technical press, you can be assured that it is worthy of investment, because of the long life the educational material will have, and the many ways it can be repurposed as video, audio, slide shows, demonstrations and presentations.

Industrial-Marketing-Plan.jpg

PART ONE - Publicity

The first part of the proposal is a publicity campaign that would publish information to markets that already use the client's technology as well as a broader audiences of manufacturing engineers. This publicity campaign would also include managing free listings in buyer’s guides across print and internet media. The estimated cost for the year-long campaign is $25,000, billable monthly. (The VALUE of the product information placement in print and internet media for the year is estimated to be $35,000.)

PART TWO - Advertising

The second part of the proposal is advertising in existing industry buyer’s guides and manufacturing engineering company capability listings in print and internet media. This modest campaign will reinforce the product publicity and provide introduction to the publishers and editors of our markets that we are a contributor to the news and education of the industry. Advertisement writing, design and production will be quoted separately. The estimated budget for the year-long campaign is approximately $25,000. We estimate this budget will include four of five placements, primarily in the media’s directories or special editorial focuses on our markets. High domain authority links to your site are on of the best ways to get Google to rank your pages higher. It's great that we can purchase such links at affordable rates.

PART THREE - Technical articles

The last part of the proposal is the educational publishing phase. The publicity and advertising phases need to be in place first. Strategic topics will be chosen, and articles pitched to the print and internet media editors to meet their needs. A series of blog posts for the client's site will be published and promoted to the internet channels manufacturing engineers use for product research and development. You can expect a THREE TIMES ROI VALUE on the yearly investment of $25,000. We estimate two articles could be published and approximately 24 blog posts written. This estimate for articles and blogging doesn’t include 100 percent of the writing of the articles and blogs. Blog and article topics will be estimated based on content. If sufficient educational material is available for Lohre to edit, the majority of the cost can be included. The primary article and blog topics will educate manufacturing engineers about designing and selecting your product or service for their application. They will not be specifically about the client's company. This is a requirement of the print and internet media editors. Here is an example of an article we wrote for Stedman Machine Company. The editor, Darren Constantino, uses it as an example of appropriate writing for feature articles in PIT & QUARRY.

PART FOUR - Feedback and Improvement

Continual improvement will be the focus in the following years of the continued publicity, advertising and educational publishing program. After the first year, enough data from website traffic and company contact information should be gathered to estimate the investment required to meet marketing goals.

In summary, the industrial marketing plan focuses on promoting the educational material developed. The web site will need to be front and center for promotion and also used as a tool to gather prospects' email contact information for nurturing with material suitable for the consideration and decision stages of the buying cycle.


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How to Write a Public Relations Telemarketing Script

Mon, Feb 13, 2017 @ 04:51 PM / by Chuck Lohre posted in Marketing Communications, Construction Equipment Marketing, Business to Consumer Marketing, Business to Business Marketing, Public-Relations-Telemarketing-Script

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Telemarketing for public relations is more than a list and a telephone.

To do it efficiently, you need clearly defined scripts for every possibility: calling, email, voice mail and snail mail.

Telemarketing is defined by the number of actions you need to take to get the job done. The number of computer screens you look at and the number of clicks you need to make. Just like any other industrial process, when you look at the full spectrum of events and actions needed to engage the customer and take action, small changes and improvements in your process can have the effect of cutting your time in half and doubling your results. It's all about clearly writing a process script.

Contact Science Telemarketing Marketing Communications resized 600

Image from Contact Science from klpz, we're a partner so get in touch if you're interested in doing telemarketing in half the time and getting four times the results.

In this blog post, we'll illustrate the process by writing a public relations telemarketing script. New product information is one of the centerpieces of industrial marketing. It's where equipment manufacturers get to tell the technical journal readers about the latest equipment. Many publications compete to publish the latest in energy and mechanical efficiencies.

The first stage in our contact process is identifing the prospects in our target industry and sometimes geographic region. We'll call the companies and get the name for the persons involved in marketing communications.

Second we will prepare a mailing of a published article along with a testimonial letter from the client. Here's the memo copy.

Hi Greg,

Do you need an innovative partner to help inspire your marketing department? That's what happened at Stedman Machine Company. Sure, it's easy to say, "Go do content marketing," but someone has to do it. And who better than a 20 year veteran. 

Public-Relations-Telemarketing-Script.jpg

 

The second major push with this campaign is to review the editorial schedule for the prospect's industry. When you can tell them on the phone that you have an article placed for them, you will get the work.

Hi Greg,

I hope you enjoyed the sample and letter last week from Chris Nawalaniec with Stedman Machine Compny. Kevin Cronin with POWDER BULK SOLIDS Magazine would like to publish your article on the selection of size reduction equipment.

Technical Article, Graphic Design, and Illustration for Stedman Machine

The final call to the prospect needs to clarify the scope of the work and the timeline.

Hi Greg,

Thanks for the conference call last week. I had watched one of the videos you mentioned and I've found the other two as well as the summary video. We can write a thought leader article on this subject by the deadline. Here's the proposed schedule.

Public-Relations-Telemarketing-Script-1 copy.jpg

This campaign is designed to keep us in touch with our clients and prospects throughout the year and every year. They all read the trade journals and sepecially the articles they wrote. We never take credit for the articles. 

If you liked this blog post, you might enjoy, "How to Write a Telemarketing Script for Trade Shows." 

 

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