What is 2030 Now? Major vehicle of SIPA’s marketing strategy –Build category brand awareness –Overcome barriers and compel action.

What is 2030 Now?

Major vehicle of SIPA’s marketing strategy

– Build category brand awareness

– Overcome barriers and compel action

What is 2030 Now

• The building industry will undergo a major change in the next 20 years

• Pending federal legislation, state legislation and other programs point to 2030 as an endpoint for significant energy use reductions

• SIPs are the technology that can meet these reductions today

Outline

• Legislative background

• Role of energy efficiency in the future of building

• Why SIPs?

• Marketing strategy

• Brand position for key market segments

Background - Federal

American Clean Energy and Security Act of 2009 (ACES)– Passed in the House in June 2009

– Requires homes to be 50% more efficient than 2006 IECC by 2014

– 5% increase each year until 2029

– 70% more efficient by 2030

– Similar schedule for nonresidential construction

Background - State

Washington State’s Energy First bill– 70 % increase by 2031– Incrementally move toward goal from

2013 to 2031

Oregon Reach Code– Carbon neutral by 2030– Modeled after ICC International Green

Construction Code (IGCC)

Background – Energy Star

Energy Star 2011

– Higher standards to keep pace with energy-efficient codes, technologies and practices

– Quality framing checklist to reduce the amount of thermal bridging permissible

Other Programs

2030 Challenge

LEED

Builders Challenge

National Green Building Standard

Energy Efficiency

Energy efficiency is a key element of any green home or commercial building

Buildings account for 40% of U.S. energy use

Reduces carbon footprint

Not greenwashing – tested, verifiable benefits and payback

Why SIPs?

70% reduction in energy use cannot be accomplished with conventional building envelope systems

SIPs are the easiest way to reach the airtightness and insulation level necessary

Builders can jump to the future of building instead of stair-stepping their practices to match incremental code increases

SIP building envelope is the basis for whole house performance, high efficiency HVAC, better IEQ, and greater durability

Marketing Strategy

Strategic imperatives (residential)

– Create a strong, relevant, compelling brand

– Provide service support that takes away the uncertainty of change, and enable builders to provide high value, high quality homes

– Create awareness for energy efficiency as the key component of green building

Marketing Strategy

Strategic imperatives (residential)

– Overcome barriers to drive specification and purchase behavior

– Develop a case for “throwing out the old and embracing the new”

– Align with key strategic product and systems partners with a similar vision of the future

Marketing Strategy

Strategic Perspective – changes in the way we think about the market and messages

Market Segments – Residential

General – applies to all segments

SIPs are the best, easiest and most economical way to design, engineer, and build a home to achieve the 2030 energy performance requirements, and we can do it now

Market Segments – Residential

Legislators

SIPs are the best and easiest way to define, measure and achieve new energy-efficiency and carbon neutral building goals

Market Segments – Residential

Legislators

Supporting messages:

– Economic benefits – payback

– Great for weatherization retrofits (nailbase)

– You don’t have to create the future; SIPs can meet 2030 standards now

– Green means energy efficiency first

Market Segments - Residential

Green Builders

SIPs represent the easiest and highest quality way to achieve the new energy-efficiency mandates compared to alternatives, provide the greatest compatibility with preferred construction practices, and reduce call backs

SIPs contribute significantly to your reputation for high quality sustainable homes

Market Segments - Residential

Green Builders

Supporting messages:– New energy efficiency laws will force you

to change. The technology is available to meet the proposed requirements for the year 2030 now

– Why take the stairs when you can take the elevator?

– SIPs are the easiest way to achieve the highest level of performance on LEED for homes, ENERGY STAR, and DOE’s Builders Challenge and DOE’s E-Scale

– If you want to be green, you must be energy-efficient

Market Segments - Residential

Design Professionals

SIPs provide design flexibility, durability, and energy efficiency, making it easier to meet the requirements of all national and local green building programs

Market Segments - Residential

Design Professionals

Supporting messages:– SIPs help you answer the 2030

Challenge now– SIPs provide the most energy efficiency,

durability, and speed of construction– SIPs make a significant contribution

towards sustainability and provide the best ecological footprint results for an insulation system

Market Segments - Residential

Homebuyers

With SIPs you get much lower energy bills and a better long-term investment because your home is built to standards established for the year 2030

Market Segments - Residential

Homebuyers

Supporting messages:– SIPs result in lower energy bills and

therefore more disposable income, peace of mind and personal satisfaction because you’re doing something for yourself and the environment

– Homes consume nearly 50% of the energy in America. SIPs are a better way to live by doing your part to create energy independence

– SIPs represent a “sustainable resource for building” and exemplify “conservation,” “energy efficiency” and “comfort”

Market Segments – Non-Residential

General – applies to all segments

SIPs are the best, easiest and most economical way to design, engineer, and build structures that achieve future energy performance requirements; and we can do it now

Supporting messages:– Green means energy efficiency first

Market Segments – Non-Residential

Re-roofing

If you need to re-roof, consider using SIPs to improve your energy efficiency and lower your operating costs

Supporting messages:– Re-roofing with SIPs can add structural

strength to help your building meet Federal and State energy code requirements

Market Segments – Non-Residential

Military

The SIP building envelope is the easiest way to meet LEED Silver, Gold and Platinum requirements and provide lasting value

Market Segments – Non-Residential

Schools/Education

A SIP building envelope provides the energy efficiency and lower operating costs that you’re looking for

Supporting messages:– Better indoor air quality– More natural day lighting– More student comfort– Better interior learning environment

Market Segments – Non-Residential

Multifamily

SIP buildings reduce your operating costs

Market Segments – Non-Residential

Government Buildings

SIP buildings are the easiest, fastest way to meet government mandates for energy efficiency and reduce your operating costs

Supporting Messages:

– Green means energy efficiency first

– SIPs represent a “sustainable resource for building” and exemplify “conservation” and “energy efficiency”

Market Segments – Non-Residential

Health/Seniors Housing

SIP buildings stay affordable due to reduced energy costs