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 energyefficiency 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 – NonResidential
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 – NonResidential
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 – NonResidential
Military
The SIP building envelope is the easiest
way to meet LEED Silver, Gold and
Platinum requirements and provide
lasting value
Market Segments – NonResidential
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 – NonResidential
Multifamily
SIP buildings reduce your operating costs
Market Segments – NonResidential
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 – NonResidential
Health/Seniors Housing
SIP buildings stay affordable due to
reduced energy costs