Case Study: BREEAM USA
BREEAM USA – content development, branding, public relations, strategic planning, direct marketing, creative services, web design, social media management, and event management
BRE, the world’s leading authority on all aspects of the built environment, and BuildingWise, the award-winning US-based LEED certification consultancy, were coming together to form the joint venture BRE America to bring a new green building standard, BREEAM USA, to the United States. They required strategic planning and implementation of the joint venture’s comprehensive North American launch.
ARTÉMIA was charged with the development and implementation of all advertising, branding, marketing and strategic communications aspects of the initiative, including stakeholder management, external communications (including media relations and securing coverage from national trade and business media), customer engagement and outreach, VIP launch events as well as creative services. Foundational elements of the campaign were conducting market research and competitive analysis to ensure the most effective messaging and positioning for the North American market.
ARTÉMIA developed a highly focused integrated media campaign educating key audiences and promoting BRE America’s offerings as well as the introduction of the BREEAM USA In-Use standard. The efforts have resulted in close to $1 million in media coverage in the first six months. Additional launch and industry events continue to draw experts in building assessment, real estate investing, facility management, engineering, construction and architecture interested in benchmarking the sustainability of existing buildings and structures. BREEAM USA is well on its way to greatly improving the environmental performance of existing buildings across the United States, improving asset values and increasing the health and well-being of all occupants.