Create a personalized email experience through segmentation


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Create a personalized email experience through segmentation

Here at USGBC, we serve a wide audience. Architects, policymakers, builders and manufactures come to us for green building content.

While their interests have a common theme, all these people from different industries are looking for specific content that is relevant to them. For example, a teacher looking for educational content wouldn’t be interested in a technical update for LEED Building Design and Construction.

Consumers expect a personalized experience. Email marketing offers that though a method called segmentation. Segmentation is the process of dividing your users into smaller groups based on their information.

A Customer Relationship Manager (CRM) is a database that tracks attributes about your users, such as location, industry and job title. As a marketer, you can use these records to serve highly targeted content to the people who will find it relevant.

Email segmentation is only as good as the CRM, so keeping your data clean is key. The more data points you have on your users, the more customized an experience you can give them.

Here are some tips on how to maximize your data to create the most personalized experience:

  • Make it easy for users to provide their information. Allow users to edit their profiles within their accounts.
  • Don’t overwhelm them with too many required fields. Realize what data points are important to you, and only ask for those. Too many fields will result in no fields.
  • Make it easy to select different email subscriptions. Users should be able to select only the channels they are interested in. Don’t make your digest all or nothing.
  • Create a dropdown menu to list choices. There are unlimited job titles, so create a list and allow users to choose the one that matches their title most closely.
  • Leverage automation if a user registers for your conference. Make sure that their record is updated to reflect registration. You wouldn’t want to send promotional material about a conference for which someone has already registered. Instead, send them an email about session details and hotel deals.
  • Make sure you capture geography. Where a user works is often the most relevant data point. It’s good to capture what state and country they are in but segmenting by zip code is even better.
  • Connect your other data. Keep a record of your customers’ past purchases. Make sure that the database updates your CRM. What people buy is a pretty good indicator of what they are interested in.

When it comes to email lists, a good marketer would take a smaller, more targeted list over a larger, unqualified list any day. Good data plus segmentation equals a personalized experience that will appeal to your customers.

See more tips on email marketing

Links we love: What the marketing team uses


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Links we love: What the marketing team uses

The USGBC marketing and communications team works daily on emails, articles, graphic design and social media. As we seek to stay current with trends and best practices, we find inspiration and education from a lot of other professional sources.

Here’s a quick roundup of some of the resources we recommend:

Nora Knox, Digital Marketing Director

  • CMO.com is a great source of marketing insights, expertise and inspiration aimed at helping deliver standout experiences in a digital world.
  • I like to visit the Moz blog for advice, research, how-tos and insights about SEO and online marketing skills.
  • Digiday offers a global view of the media and marketing industries, as well as the role of technology in these industries.

Annie Patton, Director, Creative Services

  • Canva’s blog has some great roundups and resources on different topics related to marketing. It provides a lot of inspiration and ideas to help get the creativity flowing.

  • I like to flip through Communication Arts, both the website and the magazine. It’s a good resource on topics related to various aspects of visual marketing. Their frequent competitions also provide insight on what’s new in different categories throughout the industry.

Amy Civetti, Art Director

  • I like A Creative DC—both on Instagram (hashtag #acreativedc) and its website. The feed is a nice way to discover Washington, D.C., through the perspective of its creative community. It features all sorts of local creatives and makers, and shows the city through alleyways, murals, retailers, movements, behind-the-scenes content and workspaces. It’s a really refreshing way for me to see what local creatives are doing.

  • For design-specific inspiration, I have been following some letterpress designers and shops—especially Ryan Tempro, based in St. Augustine, Florida. I think in digital design, we sometimes forget to focus on the experience the end customer actually has with our design—a really important component. Letterpress work slows down design, focuses on the fundamentals and forces us to consider some other senses beyond just “does this look good?”.

Heather Benjamin, Content Marketing Manager

  • For exploration of tricky grammar and usage questions, I turn to Mignon Fogarty’s “Grammar Girl” blog. Fogarty, a journalism professor, started Grammar Girl as a podcast, and now also publishes articles and social media posts that explain the twists and turns of English for content professionals and the general public alike. Her knowledge and approachable style always leave me with a “huh, great to know!” feeling and the ability to write and edit at a deeper level.
  • The website of the National Trust for Historic Preservation, savingplaces.org, always inspires me, because the Trust shares both the human stories and the architectural details of saving historic sites. At USGBC, we don’t just work with green buildings, but also with people and communities. I find great examples on this site of how social justice and cultural heritage intersect with the built environment.

Ursula Fox-Koor, Email Marketing Manager

  • Whenever I need some “emailspiration,” I turn to Really Good Emails. It’s the Pinterest of email design, and you can view emails by industry or campaign type. My favorite part is that each email has a link to the code via CodePen, so you can play around with the HTML and get a behind-the-scenes look at the content.

Jake Rose, Email Marketing Specialist

  • I am a big fan of the Hubspot Marketing blog. Marketing means different things to different people, and everyone does it a little differently. Hubspot sort of sets the standard for a marketing practices. It brings everyone onto the same level.

  • I really love the Google Trends tool, a public-facing Google search data display. It’s interesting to compare two search terms to see what people are interested in. For example, there are close to twice as many searches for “LEED” as for “green building.” That’s not something I would have expected, but it is reflective of consumer behavior in a way that otherwise would have been very expensive to research.

See links recommended by our social media team

3 ways quizzes can help your marketing


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3 ways quizzes can help your marketing

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.

Try our “How well do you know green building?” quiz

Brand recognition with LEED digital badges


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Brand recognition with LEED digital badges

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.

LEED digital badges

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.

LEED digital badges

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.

Learn more about our LEED branding

Sharing the legacy of LEED in ad campaigns


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Sharing the legacy of LEED in ad campaigns

You’ve probably seen USGBC’s LEED print ad campaigns, which have been running in trade publications since fall 2016.

The iconic #FindyourLEED campaign has become a fan favorite, capturing the interest of LEED projects across the globe. Focused on helping to elevate the LEED green building rating system brand while simultaneously building brand awareness, this campaign communicates LEED’s flexibility, showcasing sustainability in both the classroom and home environment.

We’ve enjoyed seeing all the project teams who have proudly shared photos of their favorite LEED-certified schools, buildings, homes and neighborhoods on social media. At Greenbuild 2016, we distributed cutouts of the iconic leaves, and were amazed to see so much pink on our social media feeds (we also made printable leaves available for those who weren’t able to attend the show).

Because of its eye-catching design, the #FindyourLEED campaign has transitioned easily into display advertising, which has been running in tandem with our print ads.

LEED legacy ads

Also in circulation since 2016 is our LEED legacy campaign. Aimed at green building professionals, consultants and building/property owners, this campaign features professionals on the job, encouraging them to leave their own legacy.

Check out our campaigns and share your feedback!

See more about our print ads

Creating cohesive branding for local events


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Creating cohesive branding for local events

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.

USGBC community event branding guides

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.

Learn more about how we brand USGBC events

Branded tote bags as a fun holiday party giveaway


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Branded tote bags as a fun holiday party giveaway

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.

Branded tote bags for the USGBC holiday party

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.

Screen-printed tote bags for the holiday party at USGBC

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.

See more USGBC design projects

Sharing the story of the Top 10 States for LEED


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Sharing the story of the Top 10 States for LEED

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?

Top 10 States for LEED

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.

Learn more about how our design team creates infographics

Designing LEED print ads for international audiences


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Designing LEED print ads for international audiences

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.

Print ads for LEED in China

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.

View more recent design for international projects

Creating an infographic to tell the TRUE story


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Creating an infographic to tell the TRUE story

As USGBC and GBCI, we take pride in celebrating our program milestones. That’s why we created an engaging infographic to highlight the first 100 certified TRUE Zero Waste projects. Our target audience was current TRUE participants, program prospects, the media and the waste and sustainability communities.

TRUE infographic

The infographic visually represents data about TRUE.

The design highlights the following data points for the program:

  • Number of projects by certification level
  • U.S. states and other countries (Ireland and Canada) with TRUE-certified facilities
  • Types of facilities certified (manufacturing, retail, etc.)
  • Gross square feet of certified space
  • Tonnage of total waste diverted from landfill
  • Estimated annual cost savings/reduction

Designed for social media, presentations and media outreach, the infographic is a fun and creative way of pointing out what it means to be TRUE-certified.

TRUE infographic

How the infographic appears on a mobile device.

Read more about TRUE-certified facilities in the project directory.

See more about designing for TRUE