As we’ve learned at USGBC, quizzes are a popular way to engage customers. Since content can be placed into any kind of container—article, social post, podcast—marketers have license to get creative with the methods they use to share information. The interactive format invites people to take a moment out of their day to play a little, so a quiz is the ultimate clickbait.
Here are three things quizzes can do for your marketing strategy:
1. Funnel people to the things they need.
Using quizzes to promote your events lets you kill two birds with one stone: bring attention to registration and help attendees narrow their focus to which education sessions will help with their current challenges. We did this for one of our regional conferences with “What’s the right IMPACT session for you?” Asking potential attendees about their current job roles, pain points and goals, we generated session track recommendations for them with links to individual sessions.
Similarly, to promote our professional courses, we published “What’s the right Education @USGBC course for you?” Filtering for job title, experience level, and current green building interests, we gave people customized recommendations for a particular education course.
2. Strike up a friendly conversation.
Your customers are people too, and a quiz is a great place to use a friendly, informal tone to relate to your audience, even—or maybe especially—if your corporate voice is usually more buttoned-up. With “How well do you know your LEED trivia?” we inserted facts about famous LEED buildings and links to further details. The post-question feedback was breezy as well as informative:
3. Allow customers to test their expertise.
Structured around our LEED professional credentials, the “LEED Green Associate Playbook” and “LEED AP Playbook” marketing campaigns were among USGBC’s top-performing in 2017 and 2018. We knew that our customer base was deeply interested in content related to achieving these credentials, so we built an article series for each.
Sample questions from the credential exams went into “Are you ready to take your LEED Green Associate exam?” With more than 13,000 pageviews, the article is among our all-time best on usgbc.org. The quiz itself has been completed over 3,800 times. For our smaller, more expert LEED AP candidate pool, we posted “Are you ready for the BD+C exam?“, which has been completed almost 1,500 times.
By offering real sample questions, we allowed readers to test their knowledge of the rigorous exam content, and we included customized responses for different levels of success. For those who didn’t do as well on the quiz questions, we linked to further exam prep resources.
Keep it short, but put in the work.
For the best quiz completion rate, ask about 5–10 questions. People are busy and won’t always finish a long quiz, so you have the best chance of engaging them with a brief series of questions.
However, for the best user experience, you’ll need to make plenty of time on your end to come up with good questions and add useful responses and links for each answer. The more targeted and specific your responses, the more likely your quiz will result in conversions.
As with our LEED wordmark, USGBC is always looking for ways to help companies promote their LEED-certified and registered projects while still preserving the integrity of the LEED program logo and certification mark.
Although projects are able to use the LEED program logo once they have registered their project, and the LEED certification logo once their project has been certified, there hasn’t been a way to display their achievements on websites and other digital locations. We created these badges with an eye towards addressing that need.
Now, both registered and certified projects have several options for displaying LEED certifications and registrations on their websites, blogs, social channels and any other relevant digital areas, simultaneously allowing us to increase LEED brand recognition.
Our local USGBC communities host events all over the country, but we know that we have three very large events each year. GreenerBuilder, Impact and Rocky Mountain Green are our highest-profile USGBC community events. Our marketing team decided that creating short style guides for these three events could help direct the development of assets such as the website, signage, on-site materials and other collateral. We wanted these events to have some cohesiveness across the board, to give them their own look and feel apart from our other national and international USGBC events.
For example, we included color swatches to direct the look and feel, as well as guidance about which logo lockups are appropriate for web and print use. There is a section that suggests photography—this is meant to be general support, so community staff know what to look for from their photo banks or stock resources.
Another element we like to focus on is social media graphics. Since these events are high-profile for our communities, we want them to be able to promote the events on social media, when appropriate. We usually generate a handful of graphics and guidance about which platforms to share on. We also provide some presentation slide templates and examples. Given that each event will always have presentations, we want to equip the community with all the tools they will need to create a cohesive event.
While each community event has its own style guide, we designed these as a cohesive trio of suggestions to ensure these events felt connected.
For the USGBC office holiday party in 2017, we booked a screen printer to be live on-site printing tote bags for staff. To go along with that, the events team needed the design team to create the designs for printing.
We wanted to keep these playful and fun, and brainstormed some cute phrases related to our green building mission to use in our designs. We went with “totes sustainable” and “we’ve got green building in the bag” on two of our designs. Our entire creative team played a part in this project, and all three of our designers contributed final designs.
We were able to select the ink color used for printing, and then the screen printers took it from there! They were on-site all afternoon and able to print the totes right there for staff at the party. This was a really fun project to see come to life—a different take on branding and a nice way to take our mission in a playful direction.
If you have a party, fundraiser, or team-building event coming up, think about doing a custom project like this to give attendees something cool to take home. Also, the bonus: reusable tote bags for everyone! View the entire project.
Every year, USGBC and GBCI highlight the U.S. states that are leading the way with LEED certification. By looking at regional census data, we determine the top 10 states for LEED green building per capita.
Our marketing team then produces an infographic to illustrate the number of projects certified and the millions of square feet certified the previous year, as well as the LEED-certified gross square feet per capita. This gives us the bigger picture on how different states are performing year by year. Did your state make the top 10 list for 2017? How about in 2016?
We create these infographics to recognize achievements in LEED around the country and to show how the Top 10 States are setting a high bar for excellence in green building. Through social media, presentations and media outreach, the infographic helps to tell their stories and share their success with their communities.
For more details on the Top 10 States for LEED in 2017, read our press release.
Last year, the USGBC design team was tasked with creating a new print ad series for both China and India. We had a goal to make LEED feel more localized, indigenous to China and India, and integrated with the issues the country is facing.
The ads would focus on various issues that LEED addresses, including energy, indoor environmental quality and water/waste issues. The key audiences we wanted to reach included building facility managers, LEED clients, manufacturers of building materials and LEED APs, just to mention a few.
As I designed these pieces, I wanted to focus primarily on photography, with typography as a secondary design element. We had statistics that covered issues about water, air quality and energy use, so I wanted to use these a typographical elements rather than just supporting copy on the ad.
First, I had to source photos that felt relevant to the locations, as well as to our audience. I chose a bright and bold color palette to complement the photography and help the copy stand out as an overlaid design feature.
In our final designs, I really wanted people to take away the line “a better future for India” or “a better future for China.” The goal I focused on was showing that LEED-certified buildings can help address some of the main issues both locations are facing daily.
The final ads we have been running show off high-quality photography and bold typography and create a dynamic layout for viewers. If you want to read more about our efforts in both India and China, visit gbci.org.
This spring, our USGBC design and marketing team decided to switch gears with our current SITES advertising campaign. SITES is used by landscape architects, designers, engineers, planners, ecologists, architects, developers, policymakers and others to align land development and management with innovative sustainable design.
Because SITES touches so many different people, we decided to focus on people themselves, to drive home the connection to the professional. Currently, the SITES team is highly focused on growing the credentialing program. They are interested in driving registration for the SITES AP exam, and the new print ad needed to support that goal.
The SITES AP establishes a common framework to define the profession of sustainable landscape design and development and provides landscape professionals with the opportunity to demonstrate their knowledge, expertise and commitment to the profession.
When designing, I always start by pulling as many photography options as I can before moving into layout. I pulled 16 different photos, and then started laying out the ad with the given copy. I went through three design rounds before landing on two final layouts that connect with the SITES audience.
Next, I decided the photos and typography could stand alone, without any additional design elements to tell the SITES AP story. The ads are simple and concise, and the message is clear. Check out the project over on our Work page!
You might find it unusual that an organization so focused on the environment would design printed marketing collateral. In this “print to digital” day and age, why would you rely on paper to promote your message?
While curbing wasteful printing has always been a priority for our USGBC marketing and communications team, sometimes paper speaks louder than a screen. In fact, science shows that paper can be more effective and memorable than digital.
When we sat down to strategize our marketing for Arc, a digital platform designed to help building projects collect, manage and benchmark their performance data, we knew we needed to supplement our heavily digital-centric marketing with a standout print brochure.
The goal was to create an impactful leave-behind to complement the team’s sales efforts. The brochure would be used in meetings and presentations and distributed at various events. The team got started on the design, aiming to have the brochure ready for distribution at Greenbuild Europe, which took place in April in Berlin, Germany.
The trifold design brochure conveys Arc’s innovative and data-centric functionality, with simplicity and ease of use. Its compact size (5.66 by 16.98 inches) is portable, but large enough to accommodate the perfect amount of information, so it’s useful to our customers. The die cuts add dimension and make the brochure eye-catching and modern.
Per our printing guidelines, the brochure was printed on Mohawk Options paper stock, using soy-based inks by a local FSC Certified printer.