Promoting BOMA BESt in Québec

Promoting BOMA BESt in Québec

January 2012

BOMA BESt EVENTS

• Meeting with accompanying consultants

• BOMA BESt information sessions

• Official certification ceremonies

2 in Montréal

1 in Québec City

• Joint event with CAGBC – Québec Section

• Webinar with le Journal Les Affaires

• Presentation to AQME and 3RMCDQ members

BOMA BESt

BOMA BESt EVENTS

BOMA BESt Advertising and Promotion

• Communiqué média

• Banners

• Logo

• Publicity:

Journal les Affaires

Espace Montréal

Voir vert/Constructo

BOMA BESt Administration

• Reminder of expired certifications

• Support to accompanying consultants

• Project: BOMA BESt for dummies

BOMA BESt to tenants

Background

• BOMA BESt - A feature product of BOMA Québec (conclusion of the 2010 strategic planning initiative)

• Commitment to promote BOMA BESt beyond membership too Business communityo Certified building tenants and occupants

• BOMA Québec developed the initiativeo To insure coherence / proper use of BOMA BESt brandingo Make it affordable to Building Managers

• BOMA Québec communication committeeo Defined the approach o Identified the communication tools o Overlooked the creative development


The project

Specific objectives• Raise awareness for BOMA BESt and its benefits• Generate and maintain interest among target audiences to participate

in raising environmental and energy saving standards of the building they work in

• Make BOMA BESt certified buildings a “desirable place where to work and live”

Target audience• Certified building tenants and occupants with emphasis on the newly certified

buildings• Building visitors in shopping mall and combined office/commercial buildings

Periodicity• One to two-month effort to coincide with the announcement of newly certified

building • In 3 to 4 occasions on a yearly basis then after to maintain awareness and interest • in the program


The project (continued)

Communication tools• Master visual and thematic for various applications • Press release • HTML email content to tenants/occupants • BESt button to be incorporated on the Building wed site • BOMA BESt microsite • Outside banner to be displayed over/beside main entrance • Inside hall/elevator, paraposts/posters • A/V screen 30sec message for hall and elevator applications • Counter display and leaflets to be distributed in tenant entrance hall

(Final list to be customized to each building available communication tools andcommunication policy)


The project (continued)

Distribution• All communication material available on BOMA website can be downloaded,

customized and printed by BOMA members (Only) (Pricing strategy to download material TBD)

• Printed/electronic kits available on request (Price based on required items and quantities)

• Consultation service available on an hourly basis for customization and optimization of the material

Research• Benchmark performed prior to the implementation of the communication program • Quantitative 6-8 week following and yearly then after


Creative concept

The creative approach consists in communicating a “holistic” customer benefit to tenants and occupants, one that can be associated with BESt certification and become an umbrella to convey specific benefits.

Must be coherent with BOMA BESt brand and visual identity.

Le Complexe Desjardins “…At its best”

• Reinforces BOMA BESt branding by conveying the notion of a superior status for the building.

• Making BOMA BESt a symbol of superior quality building.


Creative concept (continued)

« Breathe, you are entering a BOMA BESt certified zone »

• A thematic evocative of “well being” when entering their working environment. It offers a simple, memorable, emotionally charged and yet truly physical benefit to tenants and occupants.

The blue-sky visual background reinforces the notion of pure air and the feeling of breeding fresh air.

• The approach is intended to create a sense of belonging and bonding between occupants and building management as well as a conscience to participate and improve the overall quality of their environment and their building.

• Periodic campaign extensions (3 or 4 per year) would consist of specific thematic communication initiatives designed to maintain interest and promote specific behaviors in areas such as energy and water saving, waste management and safety measures.


Campaign Signature


Campaign Theme / Building Entrance Banner


Campaign Theme / Printed, Digital and Parapost Creative


Waste Management and Recycling / Printed and Digital Creative


Energy Consumption / Printed and Digital Creative


Visual Link on Building Website to microsite


Micro Website


HTML Email


Press Release

Promoting BOMA BESt in Québec

January 2012

PRESENTATION: BOMA BESt TO TEnAnTS CAMPAIGN

BOMA BESt TO TEnAnTS

PROMOTING BOMA BEST CERTIfICATION

TO BuIldING TENANTS,

OCCuPANTS ANd vISITORS

BAckgrOund

In 2010 representatives of the board of directors of BOMA Québec undertook a major strategic planning initiative. The objective was to develop a 3-year action plan to minimize membership erosion and nurture future growth in a context where the Association was and still is facing ever-increasing competition from a growing number of industry associations.

One of the objectives of this plan was to increase awareness and adoption of BOMA BESt certification not only within but also beyond our membership in order to attract new members. While the committee qualified this objective a proactive move as such to recruit new members and expand our membership, they also saw the initiative as a defensive move against lEEd EB currently gaining momentum and awareness in the market, despite its uS origin and higher ticket of entry.

furthermore, building managers pointed to the need to intensify communications to tenants and occupants on the benefits and the requirements involved in obtaining a BESt certification. They believed that a better understanding from certified building tenants and occupants of BESt certification would be beneficial to all stakeholders, for this reason, they suggested the initiative be signed by the building managers while retaining BOMA BESt branding.

In essence, this is what led the way to the project, which consisted in promoting the benefits of BESt among certified building tenants/occupants. The thinking was that if we create greater awareness for the program and its benefits among tenants and occupants, it would contribute to increase interest and demand for BESt certified buildings on all parts. Additionally the initiative would encourage a collaborative participation among tenants of certified buildings to preserve/move to higher BESt levels in their own interests and make them a part of the building certification footprint.

The communication committee made up of building manager communication heads took part to the development of the program. They overlooked the overall communication approach, the development of the creative concept, the list of required promotional tools and logistical considerations.

A pilot project including 2 or 3 different type buildings, among them a shopping mall is scheduled to help validate and fine-tune the project. Customer research would assist us in measuring results against objectives and be used hopefully to showcase the benefits of carrying a BESt certification promotional program among tenants and occupants.


ThE PrOjEcT

Consists in a communication plan with an overarching objective of creating awareness for BESt certification among certified building tenants and occupants. The project is also designed to encourage their participation in obtaining and preserving over time the building certification status thus improving overall environmental and energetic performances of their building.

SPEcific OBjEcTivES

1. Raise awareness for BOMA BESt certification program and its benefits to target audiences

2. Generate and maintain interest among target audiences to participate in raising environmental and energy saving standards of the building they work in

3. Make BOMA BESt certified buildings a “desirable place where to work and live”

TArgET AudiEncES

1. Certified building tenants and occupants with emphasis on the newly certified buildings

2. Building visitors specifically in shopping mall and combined office/commercial buildings

PEriOdiciTy

1. One to two-month effort to coincide with the announcement of newly certified building

2. In 3 to 4 occasions on a yearly basis then after to maintain awareness and interest in the program

cOMMunicATiOn TOOlS

1. Master visual and thematic for various applications 2. Press release 3. HTMl email content to tenants/occupants 4. BESt button to be incorporated in building wed site 5. BOMA BESt microsite 6. Outside banner to be displayed over/beside main entrance 7. Inside hall/elevetor paraposts/posters 8. A/v screen 30sec message for hall and elevator applications 9. Counter display and leaflets to be distributed in tenants hall list to be customized to building existing communication tools.

diSTriBuTiOn

1. All communication material available on BOMA website can be downloaded, customized and printed by BOMA members. (Pricing strategy TBd)

2. Printed/electronic kits available on request (Price based on required items and quantities)

3. Consultation services available on an hourly basis for customization and optimization of the material

rESEArch

1. Benchmark performed prior to the implementation of the communication program 2. Quantitative 6-8 week following and yearly then after


crEATivE cOncEPT

The creative approach consist in communicating a “holistic” customer benefit to tenants and occupants that can be associated with BESt certification and become an umbrella to convey specific benefits.

Respecting BOMA BESt brand and visual integrity.

“BrEAThE, yOu ArE EnTEring A BOMA BEST cErTifiEd zOnE”

A. A thematic evocative of “well being” when entering their working environment. It offers a simple, memorable, emotionally charged and yet truly physical benefit to tenants and occupants.

The blue-sky visual background reinforces the notion of pure air and the feeling of breeding fresh air.

B. The approach is signed by the building manager, while it retains all the branding elements of BESt to maximize BOMA BESt brand awareness.

C. The approach creates a sense of belonging and bonding between occupants and building management as well as a conscience to participate and improve the overall quality of their environment and their building.

d. Periodic campaign extensions (3 or 4 per year) would consist of specific thematic communication initiatives designed to maintain interest and promote specific behaviors in areas such as energy and water saving, waste management and safety measures.

PRESENTATION: BOMA BESt TO TEnAnTS CAMPAIGN Campaign Signature

LeveL 3 certification for environmental practices

Le compLexe DesjarDins

at its best



Le compLexe DesjarDins BreatHeYou are entering a

Boma Best certified area

www.atitsbest.com

Campaign Theme / Bui ld ing Entrance Banner

at its best




BreatHeYou are entering a

Boma BESt certified area

Boma BESt Level 3 certification testifies to our building’s excellent environmental management,

providing you with a healthy, productive workplace.

We invite you to make the most of it, and to keep on contributing to it.

www.atitsbest.com

Boma BESt Level 3 certification testifies to our building’s excellent

environmental management, providing you with a healthy, productive

workplace.

We invite you to make the most of it, and to keep on contributing to it.

www.atitsbest.com

Manager’s Logo

Manager’s Logo

BreatHeYou are entering a Boma BESt certified area

Campaign Theme / Pr inted, digi tal and Parapost Creat ive



at its best

at its best




at its best

Thank you for contributing to our Boma BESt certification by reducing the volume of trash generated in our building.

Thank you for contributing to our Boma BESt certification by reducing the volume of trash generated in our building.

a victim of its oWn sUccess?

Yes – anD a GooD tHinG, too!

a victim of its oWn sUccess?

Yes – anD a GooD tHinG, too!

www.atitsbest.com

www.atitsbest.com

Manager’s Logo

Manager’s Logo

Waste Management and Recycl ing/Pr inted and digi tal Creat ive



at its best


Efficient energy management in our building has won us Boma BESt Level 3 certification.

Efficient energy management in our building has won us Boma BESt Level 3 certification.

Waste: 0economY: 1

environment: 10 Waste: 0economY: 1

environment: 10

www.atitsbest.com

www.atitsbest.com

Logo gestionnaire

Logo gestionnaire

Energy Consumption/ Pr inted and digi tal Creat ive



at its bestLeveL 3 certification for environmental practices


at its best


Boma BEStcertifieD area

v isual l ink on Bui ld ing Website to microsite


Subscribe to our newsletter to keep yourself informed of our latest achievements

email

Submit

BreatHeYou are entering a Boma Best certified area

Thanks to the concerted efforts of our managers, tenants and occupants, since June 2011 our building has been Boma BESt Level 3 certified.

A Canada-wide program tailored to commercial buildings, Boma BESt Level 3 certification promotes sound environmental practices in real-estate management, covering several areas:

1 - Energy consumption 2 - Water consumption 3 - Waste management and recycling 4 - Hazardous substances and emissions control 5 - Air and internal environment management 6 - Selection of construction materials

Not only does this program give us a healthier workplace, it also brings us savings on a number of levels. Our heating and air-conditioning costs have fallen by 2% and 12,000 litres of water are now saved annually!

We are proud of our achievements, and wish to thank all those who believe that every little action counts, making a big difference to help the environment every day.

Find out more about Boma BESt certification

Subscribe to our newsletter to stay informed of savings we have achieved and actions you can take, plus news about the program.

Cordially,

Dominic LatourManager for Le Complexe [email protected]

Micro Website

sound waste-reduction practices: well worth the effort!

Boma BESt guides our actions in several areas, with a complete environ-mental program designed and structured for commercial buildings. Regarding waste reduction, the program calls on us to:

• Introduce programs to promote reuse of materials and products • Implement programs to reduce waste volumes by using fewer wrapped and non-durable products • Design better methods for managing a wide range of items such as toner cartridges, fluorescent bulbs and electronic equipment • Start composting of organic waste • Encourage all recycling efforts • Demonstrate the results of these initiatives in our building

As occupants or tenants, you have a prime role to play in this program: that’s why we urge you to sign up for our monthly newsletter. It will keep you up-to-date on actions that will help consolidate our Boma BESt certification, while reducing our environmental footprint still further.

Continue reading about water management.



at its bestLeveL 3 certification for environmental practices


at its best

PRESENTATION: BOMA BESt TO TEnAnTS CAMPAIGN HTMl Emai l

Complexe Desjardins at its Best!

BreatHeYou are entering a Boma Best certified area

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed non risus. Suspendisse lectus tortor, dignissim sit amet, adipiscing nec, ultricies sed, dolor. Cras elementum ultrices diam. Maecenas ligula massa, varius a, semper congue, euismod non, mi. Duis arcu massa, scelerisque vitae, consequat in, pretium a, enim.

Pellentesque congue. Ut in risus volutpat libero pharetra tempor. Cras vestibulum biben-dum augue. Praesent egestas leo in pede. Praesent blandit odio eu enim. Pellentesque sed dui ut augue blandit sodales.

1 - Energy consumption 2 - Water consumption 3 - Waste management and recycling 4 - Hazardous substances and emissions control 5 - Air and internal environment management 6 - Selection of construction materials

Aliquam nibh. Mauris ac mauris sed pede pellentesque fermentum. Maecenas adipiscing ante non diam sodales hendrerit. Ut velit mauris, egestas sed, gravida nec, ornare ut, mi. Aenean ut orci vel massa suscipit pulvinar Curabitur aliquet pellentesque diam www.atitsbest.com Aenean ut orci vel massa suscipit pulvinar. Nulla sollicitudin

Cordially,

Dominic Latour

Manager for Le Complexe Desjardins

[email protected]

Aliquam nibh. Mauris ac mauris sed pede pellentesque fermentum. Maecenas ante non diam hendrerit, click here.



at its best

PRESENTATION: BOMA BESt TO TEnAnTS CAMPAIGN Press Release

press reLease for immediate release

BreatHeYou are entering a

Boma Best certified area

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed non risus. Suspendisse lectus tortor, dignissim sit amet, adipiscing nec, ultricies sed, dolor. Cras elementum ultrices diam. Maecenas ligula massa, varius a, semper congue, euismod non, mi. Proin porttitor, orci nec nonummy molestie, enim est eleifend mi, non fermentum diam nisl sit amet erat. Duis semper. Duis arcu massa, sceleris-que vitae, consequat in, pretium a, enim.

Pellentesque congue. Ut in risus volutpat libero pharetra tempor. Cras vestibulum bibendum augue. Praesent egestas leo in pede. Praesent blandit odio eu enim. Pellentesque sed dui ut augue blandit sodales. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae;

Aliquam nibh. Mauris ac mauris sed pede pellentesque fermentum. Maecenas adipiscing ante non diam sodales hendrerit. Ut velit mauris, egestas sed, gravida nec, ornare ut, mi. Aenean ut orci vel massa suscipit pulvinar. Nulla sollicitudin. Fusce varius, ligula non tempus aliquam, nunc turpis ul-lamcorper nibh, in tempus sapien eros vitae ligula. Pellentesque rhoncus nunc et augue. Integer id felis. Curabitur aliquet pellentesque diam.

BESttotenantsBudgetestimatePreliminaryestimatepreparedbyJCFebruary11,2012Strategicplanning,preliminarycreativedevelopment4134*ConceptadaptationandpresentationforBOMACanada2200**Finalization,artworkreadyfordownloading(excludingwebprogram)11500***

• Projectmanagement,coordination3000• Creativedirection1500• Computergraphic3000• Photoscosts(5photos)1000• Finalizecopy2000• Englishadaptation1000

Total11500$Contingency4000***Pilotprojectresearch2000___________Totalestimatedcost23834$***Excluding:30secA/VforHall/elevatorsCountercardsfortenanthallPresentationstoBOMAmembersSourceofrevenuesforBC/BQ:

• FeetomemberstodownloadthematerialCostperdownload:1000$Consultationfeeforcustomizingtheprogram:500$à1000$basedontimerequiredNumberofdownloadrequiredtorecuperatedevelopmentcosts;+/‐24members

• UseofcreativebyPosterOne(Peruseorbuyout)TBD*PaidbyBOMAQuébec**Committed,notpaid***EstimatednotcommittedPreparedbyJC/11/02/12

1

BOMA BESt MODULE FOR HEALTH CARE FACILITIES BUILDINGS

BUSINESS CASE PRESENTED BY BOMA QUÉBEC

MARCH 2012

INTRODUCTION

Since the introduction of the Go Green/Visez vert program in 2005, BOMA Québec has strongly promoted the importance for the Commercial Real Estate Industry to adopt sustainable methods for managing existing buildings. As of December 31st, 2011, 307 buildings were certified BOMA BESt in Québec.

The Health Care Facilities sector (HCFS) has been an active partner to BOMA Québec in promoting Go Green/Visez vert from the beginning (Appendix 1). Fourteen buildings from that sector have received the certification so far and three are in the process. A Visez vert committee has been created within the Hospital community and presentations are regularly offered to the managers in charge of those buildings. Discussions with representatives from the sector have led BOMA Québec leadership to understand that this sector is interested in pushing forward the sustainable movement and is looking at BOMA for help. The BOMA Québec Board feels that there is an opportunity to develop further the coverage of BOMA BESt and that it is in BOMA’s interest to accomodate their need and therefore discourage the creation of another program that could interfere with ours.

WHAT HAS BEEN ACCOMPLISHED

Mr. Serge Sévigny, a former president of BOMA Québec, is Head Director of technical services at the McGill University Health Centre; he also chairs the Technical Services Managers Association. In 2010, Mr. Sévigny informed the BOMA Québec Board that the Hospital sector was looking to increase its involvement in the BOMA BESt program but that the program needed some adjustments in order to accommodate that sector.

In June 2011, the BOMA Québec Board approved a budget of $4,000 to mandate Mr. André Chalifour to propose adjustments to the actual BB questionnaire to provide a tool that would suit the needs of the HCFS and allow that type of buildings to compare their accomplishments within their sector (Appendix 4).

2

Conference calls were held between BOMA Canada, BOMA Québec and Jones Lang LaSalle (Appendix 2 and 3).

Jones Lang LaSalle tabled a proposal to produce the BOMA BESt Health Care Facilities Buildings Module (Appendix 5).

In March 2012, an article on Environmental Certifications was drafted for Synergie, a publication of the Québec Association fo Health Care Facilities and Social Services (Appendix 9).

FUNDING THE PROJECT

In january 2012, the BOMA Québec Board feeling that there was a great opportunity agreed to invest an amount of $70,000 to cover the development and programming costs in addition to the $4,000 already spent.

A proposal from BOMA Québec to recover its investment is that BOMA Québec would keep 100% of all enrollment fees from new buildings originating from the hospital sector for three years as of the launch of the program or until such date where the total investment made by BOMA Québec will have been fully recovered. The two conditions apply concurrently. All buildings originating from other provinces could be subject to the actual revenue sharing between BOMA Canada and the locals.

There are 1,721 Health Care Facilities buildings in the province of Québec (Appendix 6). We feel that if, at the minimum, we attract 30 buildings ranging between 20,000 to 1.5 million square feet, the estimated revenue would be approximately $100,000.

BUDGET

JLL programming fees $60,800 Translation $5,000 Pilot projects auditing $2,000 Consulting fees $5,000 Promotion TBD Staff BOMA Canada in-kind Staff BOMA Québec in-kind

FEE STRUCTURE

The fee structure would be based on the existing Office module (Appendix 8).

3

PROJECT SCHEDULE

Presentation to and approval from BB strategic Committee Mid-March 2012 Approval from the BOMA Canada Board End of March Development of module by JLL (15 weeks) Mid-July Translation completed October Pilot projects completed December Adjustment to module if required January 2013 Launch of module February 2013

Appendix 1 - Report from Mr. Pierre Chénier, Retired leader from the Health sector and consultant

Appendix 2 – Minutes of conference call meeting held on July 21st, 2011 between BOMA Canada, BOMA Québec and JLL

Appendix 3 – Minutes of conference call meeting held on February 2nd, 2012 between BOMA Canada, BOMA Québec and JLL

Appendix 4 – Questionnaire adapted to the Health Care Facilities Buildings by André Chalifour

Appendix 5 – Proposal from JLL to produce BOMA BESt Heal Care Facilities buildings Module

Appendix 6 – List of Health Care Facilities in Québec

Appendix 7 – List of Health Care Facilities Buildings certified in Québec

Appendix 8 – BOMA BESt 2012 Fee Structure – all modules

Appendix 9 – Article drafted for Synergie, a publication of the Québec Association of Health Care Facilities and Social Services

Documents

Promoting BOMA BESt in Québec