The process involved diagnosing the home using a blower door test and thermal imaging to find areas where there are:

• Leaks in the Air condition duct system
• Penetrations which allow air exchange and connection between the attic and exterior of the home with the conditioned space
• Insulation failures
• Room pressure imbalance and heat island which cause uneven air temperature and comfort issues
• Unsealed windows and doors 

After the blower test they go up into the attic where the real proof for issues are found.  In the case of my home, penetrations, room pressure imbalances and a return air-handler that was completely disconnected were causing some serious issues. Our major complaints have been comfort — one side of the house barely cools — and high utlitity bills. 

The following videos step through the intial diagnosis.

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Completely disconnected air handler in our attic found by REEis during our home energy audit. This is one of the big reasons one side of our house barely cools - 140 degree air is trying to be cooled and recirculated rather than 80 degree air from the house.

The final determination was that we needed some serious work done in the attic to seal penetrations and reconnect the air handler. All services which REEis can handle directly. They also help with getting rebates and tax incentives — ours was around $730.

Our construction is scheduled for tomorrow, Tuesday, August 17, so I will follow up with a final report. So far I am super impressed with the professionalism and attention to detail.

Just in case you want a brief synopsis in writing.

1. Form an internal team to look at sustainability issues.

• Social – look at training/education, contributions to organizations, volunteer hours and social events — how much time or money was spent?
• Eco – look at waste elimination or recycling, energy use and safety.
• Economic –  how much biz do you keep locally and how much goes out of state?
• Set some benchmarks for where you’ve been and where you’d like to be.

2. Blog — create one if you don’t have one or be more consistent with one you might already have.

3. HTML Email newsletter — Relatively inexpensive programs such as Emma, Constant Contact or Mail Chimp can provide a much needed link to customers and employees.

4. Update your web site — add new links, new photos, revise or add new content.

5. Communication strategy — communicate your new sustainability plan and keep folks updated on progress; customers are also looking for “how tos”, educational info,  links to interesting articles and if you’re making a sales pitch keep it about “what’s in it for me.”

6. BONUS –  Social media — pick one, YouTube, Twitter, Facebook, LinkedIn and use this as a new, inexpensive communications and networking tool.

Be creative! There are a plethora of ways you can use the talent you currently have and online rersouces.

I asked a question about “green” product attributes and he mentioned that many of their products have been green for quite some time but that they choose not to use that in marketing because consumers aren’t going to believe them anyway.  I would disagree that consumers won’t believe it,  but the marketing pitch has to be done in an authentic way. If you’re going to slap a label on a product that says green or sustainable without substantiating those claims then of course consumers are going to be wary.

I find it a bit irresponsible that if Henkel/Dial is truly putting forth an effort to create sustainable products that they aren’t educating the consumer more via it’s easiest channel, the products themselves. The Henkel web site has a fairly extensive section about their efforts on developing sustainable products.

A company such as Dial/Henkel clearly has the budget and reach for delivering sophisticated product campaigns, so why not deliver a much needed message about what “is” and “is not” green. If the big guys started doing it as a matter of course perhaps consumers would stop being wary because there would be a clear line drawn in the sand.

Case in point for drawing a definitive line would be Express Flooring in Phoenix, AZ. If you live here you’re probably familiar with the commerical below.  [youtube=http://www.youtube.com/watch?v=SkU-uDONP-0]

This company has got to be one of the worst for jumping on the latest buzz word bandwagon. I couldn’t find a clip of the latest TV ad but in it they not only use “Stimulus Package” in big flickering letters but they slapped “A Green Company” in it too. I visited their web site and could not find any statement about green or sustainable commitments or what products they considered green… nothing. So basically the “A Green Company” was just an ugly snipe added to entice the unsuspecting. Shameless.

My simple recommendation for green marketing: Do it in a way that doesn’t feel like you’re selling something. Educate, engage and inspire. If consumers feel like you truly care they will reciprocate as raving fans.

How about you? Have you seem similar shameless behavior with green marketing?

P.S. If you happen to record the TV ad in question from Express Flooring let me know. I’m going to try to get it and repost. Thanks!

15 Facts About the Paper Industry, Global Warming and the Environment – thedailygreen.com

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