For Greenbuild 2018 in Chicago, our creative team had the opportunity to totally redesign our presence on the expo hall floor. We designed a 70-by-60-foot (4,200 square feet) booth that showcased both the USGBC and GBCI brands. The ideal booth design needed to have a longevity of three years.
Our main goal was to build brand awareness for USGBC and LEED, as well as each of the GBCI brands (Parksmart, PEER, SITES, and TRUE) and their various products and services. We also wanted to be sure to provide an inviting space for attendees to learn about each of the brands, for staff to hold sales meetings with customers and for local USGBC community members to network. Part of this goal also included providing a designated space for our GBCI Certification Work Zone.
We started to design the booth from the basic floor plan, and then moved into the actual design of the physical space. One side of the space was devoted to our GBCI Certification Work Zone—this meant we included tables and chairs for meetings, a check-in desk and planters to clearly divide the space. We split the other space into two sections, one focused on USGBC’s merchandise, with a counter and shelving, and the other devoted to community meetings and networking.
We selected all the interior furniture and carpet. We also created a specific space to showcase Arc, and a spot to mount the plaque display. The entire booth space was framed by recycled cardboard walls.
Our next step was to design the recycled cardboard walls and focus on messaging. The interior facing walls included our USGBC logo, the LEED logo and messaging from our overall mission, such as “Better buildings are our legacy.” The goal was to create an open space showcasing the brand, without creating too much stimulation to detract from presentations or meetings. We also included mounted TVs as a way to incorporate digital signage and video within the booth.
The panels facing the exterior of the expo hall featured messaging focused on our current membership campaign. We wanted to show off that we are a diverse community of real estate leaders, governments, developers, contractors, architects, engineers, educators, innovators and companies working to build healthy, efficient and equitable buildings and communities for all.
Seeing the booth go from sketches to the final product was such a cool experience! We worked on-site at Greenbuild to interact with customers, meet with members and provide further information about all of our products. Watching the space being used as suggested, and seeing people actually experience our brand in person, was rewarding for me.
This year at Greenbuild Atlanta, we will be using our booth again—but every year, we get a chance to improve the experience. In 2019, we will have new flooring provided by Interface, new digital visuals, Arc demonstrations and information, opportunities to meet the experts, merchandise for purchase and some giveaways. Will you be attending Greenbuild this year?
This past summer, we transitioned our website for the Greenbuild international conferences from Drupal 7 to Drupal 8. While this change on the back end didn’t have to mean change for our end users, we decided to leverage this opportunity to rebrand and refocus the site. Here are three key takeaways that we gathered from the process.
Create and maintain consistency in user experience.
Over time, it is easy for a website to develop minor inconsistencies in branding and presentation, and this is especially likely when multiple teams in an organization have a stake in the content. What starts out as a minor deviation to satisfy an immediate need can lead to a user experience down the line that feels less cohesive.
As always, it’s for the marketing team and brand managers to try to limit these deviations and keep the entire experience feeling unified and coherent. It helps every now and then to revisit an existing web property to clean up the inconsistencies. Scheduling regular revisits of websites, preferably in a staggered manner so that you can devote time to each one, can help you to avoid procrastinating on compounding branding problems.
One of the drivers of inconsistent branding can be a lack of adequate default options baked into the content management system. When analyzing the areas for improvement with our Drupal 7 site, we found that a lack of tools and templates meant that content managers were coming up with creative workarounds and solutions to common problems.
To combat this, we created a robust set of templates using the Paragraphs module in the Drupal 8 Core. The goal was to give content managers on the site an easy, standard set of options for adding and editing content, making brand consistency the default rather than the exception.
Achieve a sleek site with more images and less text.
Trimming text-heavy sites can be tough when every piece of information feels essential, but the truth is that nothing makes reading a site feel more like a grind than large blocks of text. Lightening the experience by removing unnecessary text and integrating photos and visual elements is a great way to keep users happy and on your site.
For the Greenbuild website, we decided to add visual appeal by separating text into colored sections, adding more decorative and illustrative images, and giving some pop to headers with colorful backgrounds. The result is a site that has more shape and texture with which the user can engage.
We added images, modular blocks of text and headers to the new Greenbuild international site.
Focus on what’s most important.
Of course, not all content can simply be trimmed or removed—a lot of it is important! However, being strategic in how you present this content to the user can make a big difference in how they interact with the site. While a piece of content may be important, it isn’t necessarily important to every user, every time they visit a site.
With the redesign of the Greenbuild site, we decided to rethink how we presented some of the content. For example, we took information that was common to each of our five international conferences and moved it to a separate homepage. We also took content that would be interesting to specific users, such as the schedules, and separated each piece out to its own page.
It’s a good strategy to allow your users find the content that they need, rather than making them sift through all of the content that you want to give them. The key balance to strike is making all of the information on your site easily found by those who need it, while keeping it out of the way of those who don’t.
The purpose of the Greenbuild site is first and foremost to drive attendance and engagement for the conference, and reworking the site gave us a chance to refocus on that purpose. By creating brand consistency, integrating more images and visual design, and focusing on content that promotes the key motivating factors for attending or sponsoring the events, we were able to better serve the website’s core purpose.
One of the greatest benefits of digital marketing is the ability to track the impact of online marketing tactics. By using UTM codes or parameters, digital content creators can append URLs with fields that provide transparency into a campaign’s web activity related to source, medium and name. Through this transparency, content creators can have better insight into what is working for their organization and what is not, allowing teams to make more informed decisions regarding marketing strategy and tactics.
At USGBC, we use custom URLs to track the activity generated on our websites through online articles, web content, email marketing, social media and online advertising. For marketing teams that use a number of channels or sources, this is a helpful way to gather stats for a campaign in one location. On Google Analytics, under Acquisition > Campaigns, we are able to view the users, sessions, transactions and revenue tied to each campaign, and then drill down further into the source and medium.
Here’s an example of a recent campaign to drive customers to our education course subscription package, with the custom URL we used to track the impact:
At the conclusion of the campaign, we noted that the web banner and email generated the most activity, with the email bringing in the most users and the banner bringing in the most revenue. This insight demonstrates the value of both channels in the promotion of sale opportunities, and as a result, we will continue to use these sources in future promotions.
Create a custom URL with Google’s campaign builder.
When it comes to digital communications, keeping up with new techniques, insights and trends is critical to being able to do your job well. As a big believer in never resting on what you know worked two years ago if you can learn what works now, I was excited to attend this year’s Digital Summit DC at the Walter E. Washington Convention Center (which, incidentally, hosted Greenbuild in 2015 with an 84% waste diversion rate).
The presentations covered all aspects of digital marketing, such as email, social media, content marketing and UX. I focused mainly on content marketing, with a sprinkling of other topics that felt relevant to my work at USGBC.
Here’s a rundown of my top takeaways from the event:
1. SEO is a moving target.
In 2019, SEO is no longer primarily about throwing as many keywords into your content as possible. As Google’s algorithm continues to evolve, so must marketers. From Janet Driscoll-Miller, I learned that adding structured data is a best practice for webpages dealing with products, events, how-tos and FAQs. This allows rich snippets to share relevant details of your content right on the Google search results page, making them stand out even if they’re not the top result.
Several presenters mentioned the huge boost that having video on a page gives to its SEO rankings. In addition, Matthew Capala shared how factors like your content’s thoroughness and length have moved up in importance. For me, this will mean emphasizing USGBC’s evergreen content more and creating new content pieces that showcase our company’s authority as an industry resource.
2. Authenticity can’t be faked.
A common refrain at Digital Summit was “be more authentic.” Users are increasingly accessing web content via their phones, and social media has shown us how easy it is to create instant, personal snippets of content about our experiences. Customers don’t want to be told how great a product is—they want to see it, from other users, not from stock images.
Debra Mastaler explained to her audience that people actually respond more positively to less polished videos than to highly produced ones, because they seem more trustworthy.
When it comes social accounts, Carlos Gil recommended sharing behind-the-scenes views of people doing what they do every day in your industry. Gil also emphasized the importance of liking and commenting on all your reader interactions on social, so they can see the company is composed of real, responsive people.
3. Making things easy results in conversions.
In a competitive marketing landscape, according to Hilary Sutton, it’s imperative to “make the first ‘yes’ easy.” Sutton challenged the audience to think about how they can make conversion as simple as humanly possible, especially for the new customer. Start with a painless way to buy in, and then overdeliver so that users are impressed, she advised.
This theory came up in Capala’s session as well, under the concept of zero risk bias. This cognitive tendency causes people to prefer choices that have no risks associated with them, such as free trials, easy-to-cancel subscriptions and signups that don’t require a credit card number.
4. Analytics are a testing ground, not an endpoint.
Although we all use analytics to get a sense of what works and what doesn’t, marketers could take a more experimental approach to using this data, said Madeline Gryczman in her presentation. She encouraged creating a culture of “test and learn” that allows your team to set hypotheses about content performance, then to review the results, to try it again on different channels or at different times of year, and finally to reuse the best-performing aspects of your trials in future content.
Making time for more in-depth analytics can allow marketers to make better strategic decisions. Also, when sharing data with internal customers, it’s good to pay attention to the visual aspects of reports, like spacing, colors and graphics, to direct attention to the most relevant insights.
5. Community connections take work.
Another common theme at Digital Summit was that communities of members, users and customers need nurturing.
In her presentation, Leigh George emphasized that it’s critical to think about what you can do to help connect the community you serve, both on and offline. This means connecting them with one another in a meaningful way, not just with your own company or product.
Also, she said, when it comes to in-person interactions, customers seek “experiences they can’t get anywhere else” to make them value IRL events over digital opportunities. Building exclusive, creative happenings that aren’t just the same old thing will drive engagement much deeper in today’s world.
Last, how do you learn what your community needs from you, exactly? The best way to find out is to ask them. Mastaler suggests polling your users once a year, at minimum, to directly ask them what they want. To gain unfiltered insight, she says, it’s also helpful to explore message boards and social media in depth to find out what your industry is talking about in general, and how they are discussing your company in particular.
Digital Summit gave me a lot of new perspectives on the challenges we face as content professionals, plus ideas on how I can best achieve USGBC company goals in the ever-changing digital landscape. I’m excited to implement some of these new strategies going forward.
In March, the AP Stylebook updated its guide to all things stylistic. The publication’s annual updates are eagerly gobbled up by America’s journalists, writers, editors, PR professionals and marketers, who all want to keep up with the latest decisions in usage.
The Associated Press Stylebook and Briefing on Media Law exists in both print and online form, and is the main arbiter for consistency in English usage, grammar and style across many platforms. (Some publications, though, prefer to use Chicago style or AMA style.)
Every year, there are a few changes or new entries that create excitement, a sense of, “It’s about time they did that!” Equally common is a bit of grumbling among those of us who were used to a different style. If you missed the spring release, here’s a breakdown of the top 2019 changes.
Race and ethnicity
In a time when race-related issues and inclusivity are especially important topics in contemporary discourse, the AP has responded by creating an extensive new section of guidance for writing about these matters. Read the changes and new entries.
Highlights include updates to preferred terminology, taking into account the feedback of several journalist organizations, and instructions to be mindful of whether racial identification is even relevant to describing a person in a story. The updates also clarify the meaning of “racism” and discuss terms that are becoming outdated and should be avoided.
As a writer and editor, I feel it’s especially important to keep up with preferred terms and usage when it comes to how we talk about people. Words have power, and preferences shift. Writers have a responsibility to express things in a current and sensitive way.
The most shocking AP style update this year was also the most trivial: the directive to use of the percent symbol instead of the word in most instances. In running text, where you used to write “a 20 percent increase from last year,” you’ll now write “a 20% increase from last year.” Twitter is still chewing this one over.
USGBC uses a lot of data in our articles, so this means one less edit needs to be made when I receive an article about a LEED project that saved 40% on its energy costs through making efficiency upgrades.
The category of hyphenation received an update when AP decided that we no longer need a hyphen for compound modifiers if the modifiers are “commonly recognized as one phrase, and if the meaning is clear and unambiguous without the hyphen.”
So, using one of their own examples, “real estate transaction,” as long as the average reader would know the phrase means a transaction in real estate, not an estate transaction that is genuine, there’s no need for a hyphen.
For USGBC, this decision gives weight to the way we’ve already been styling terms like “net zero energy,” which used to be hyphenated as an adjective as recently as a couple of years ago by many outlets. However, it’s been more common usage for a while to use the term without hyphen (“a net zero energy school”).
In another minor update, the stylebook tells us that quotation marks are no longer required for “such software titles as WordPerfect or Windows.” If you are still writing about WordPerfect, though, you probably need to update to 2019 anyway.
A logo is the fabric of any company’s identity. It not only tells the public where a product comes from, but also represents a brand’s message, values and leadership in the market. Now, have you ever wondered how an organization protects its logos?
At USGBC, we have several brand assets, but the most frequently requested is our LEED certification logo—a globally recognized symbol of leadership and excellence in green, high-performance buildings. Attaining LEED certification demonstrates leadership in implementing environmentally responsible building practices.
In addition, the certification logo is widely used to acknowledge a project’s achievement and symbolize a building’s commitment to cost savings, lower carbon emissions and healthier environments for the places in which we live, work and play. It’s important that we protect the logo, so that only eligible projects are using it to represent their projects.
The importance of brand consistency
Inconsistent branding can have many negative side effects. Maintaining brand consistency directly translates to how dependable people consider your organization, product or service to be. A product or service marketed with the wrong logo might cause a customer to lose trust in it. A website with the wrong logo may make visitors question the authenticity of the product or service being offered on the site.
The correct usage of brand assets is critical for upholding the credibility of a brand. But how do you do this?
At USGBC, we recognize that our LEED project teams are a part of a select group of leaders, and it’s important that they’re recognized as such for their hard work applying integrative design processes to better the future of our built environment. To help uphold our branding in the market, our marketing team created USGBC’s Trademark and Branding Guidelines, which includes the dos and don’ts on how to use our brand assets in your marketing materials.
While we follow these rules internally, we also rely on our members and the larger community to follow these guidelines to maintain the consistent look and feel of USGBC brand assets in their own materials. If branding guidelines are not enforced, they lose their meaning.
Here a few tips on how to diplomatically answer customer questions about your brand usage:
1. Be understanding.
I’ve become very familiar with USGBC’s Trademark and Branding Guidelines. In fact, I look at them every day. It’s important for me to remember that not everyone is looking at these guidelines as frequently as I am, though, so I often spell out the rules in an email, instead of pointing our customers to the long document.
2. Provide helpful resources.
That said, I always provide our customers with the full USGBC Trademark and Branding Guidelines document. It is a helpful resource whenever I have to enforce our policies. In a customer service-centric role, you’re typically trained to tell your customer “yes,” but that can’t always be the case when enforcing branding rules. Fall back on your guidelines, and always point out the page where the rule you’re enforcing can be found, so customers can view it easily.
Whenever it makes sense to do so, you can also point to helpful resources on your website. For example, when a user asks for a logo for their presentation, I always make sure to point them in the direction of our Why LEED for Your Clients? deck and encourage them to use any slides from the presentation. This not only helps ensure our brand is used consistently, but also helps make our customers’ job easier—that’s a win in my book.
3. Answer the question or find a resolution.
All questions have an answer or resolution, even if it’s not the one the customer was hoping for. I make sure I am either communicating the rules in a simple way or helping to provide the requested resource (or an alternate one).
Enforcing your brand guidelines can only help build your brand’s visibility and reputation in the industry. While it can sometimes feel like you’re having to play “good cop, bad cop,” it’s always important to remember that you’re protecting the value of the brand for all of its users.