IS Marketing Guide. December 2013 Version 1.2

Transcription

1 December 2013 Version 1.2

2 Introduction The Infrastructure Sustainability (IS) Marketing Guide will provide you with information on how you can successfully market your IS registration to pursue and certification of an IS rating. By working with the Infrastructure Sustainability Council of Australia (ISCA), you can achieve: Positive brand recognition for your project/asset and organisation Competitive advantage by demonstrating leadership in infrastructure sustainability Greater awareness of the sustainability initiatives among your staff, clients and other stakeholders. In this guide, you will find an outline of the types of marketing activities that we can deliver, as well as the steps you will need to take to maximise your marketing and promotional opportunities. Some of these opportunities include: Brand your project/asset with the IS logo or rating badge Issue a joint press release Feature your project/asset as a case study on the ISCA website Announce your rating registration and certification in ISCA s e-newsletter Official presentation of your rating certificate Conduct a site tour of your project/asset Events and speaking engagements Rating Types The IS rating tool rates infrastructure based on performance achieved at the following milestones: 1. End of Planning and Design Design Rating 2. End of Construction As Built Rating 3. During Operation Operation Rating Design Rating A Design rating is awarded based on the inclusion of design elements and construction requirements for sustainability in the project. This is an interim rating and must be replaced by an As Built rating after construction has reached practical completion or as otherwise approved by ISCA. As Built Rating An As Built rating is awarded for the inclusion of design elements, and construction requirements for sustainability in the project along with the measured sustainability performance during construction and built into the infrastructure asset. The rating is awarded after practical completion of the project. This rating supercedes the Design rating. Operation Rating An Operation rating is given for any asset that has been in operation for at least twenty four months. The Operation rating is based on the measured sustainability performance of the operating infrastructure asset. There is no requirement for the infrastructure asset to have achieved either a Design rating or an As Built rating to achieve an Operation rating. Existing infrastructure assets in operation are therefore eligible to apply for an Operation rating. The Operation rating must be revalidated every five years. 2

3 Registration There are two distinct stages in the rating process for which the marketing requirements are different. When a project/asset has registered to pursue a rating, ISCA will work with you to communicate to stakeholders that your project or asset is registered to pursue an IS rating. Once a project/asset has achieved a certified rating from ISCA, we will work with you to communicate the achievement of the project/asset. IS registered projects/assets may be promoted using the following text and the generic IS logo: Registered to pursue an IS [Design, As Built or Operation] rating. The generic IS logo may be used but only in conjunction with the above text. If a project/asset has not registered, no statements can be made referring to IS. IS registered projects or assets may not use the IS rating badge until the rating is certified. Generic IS Logo Certification Once your project/asset has received a certified IS rating, it may be promoted using the IS rating badge and the following text: IS [Design/As Built/Operation v#] rating [Commended/Excellent/Leading] The rating type (Design/As Built/ Operation) and version must be stated. You may optionally also include the descriptors that relate to the achieved rating level (Commended/Excellent/Leading). E.g. This project has been awarded a certified IS As Built v1 Excellent rating from the Infrastructure Sustainability Council of Australia. IS Rating Badge The IS rating badge (rating badge) combines the IS logo with the rating level (Commended/ Excellent/Leading), the rating type (Design/As Built/Operation) and version. Once a project or asset has achieved a certified rating, the IS rating badge appropriate to the certified rating type and level may be used in collateral and other marketing materials to promote the rating achievement. The IS rating badge may be used with or without the above text. Example IS rating badge IS Rating Badge Approved Use Use of the IS rating badge is authorised by ISCA only after a rating has been certified. Use of the rating badge must be in strict compliance with an IS Rating Agreement or IS Rating Licence, and this Marketing Guide. Only the registrant or licensee has the authority to use this mark to promote its IS certified project/ asset. Organisations that have worked on the project/asset can request a licence to use the rating badge through ISCA for a fee. USE OF THE IS RATING BADGE ON ANYTHING OTHER THAN PROMOTING AN IS CERTIFIED RATING IS PROHIBITED. 3

4 Certification (continued) The rating badge, only in association with the certified project/asset, may be used in: Promotional material for the certified project/asset General organisational reporting where specific reference is made to the certified project/asset Advertising: media releases, print, television, billboards, radio Internet: on your company project/asset website, promotional videos and in e-newsletters Display material: exhibition stands, lecterns, posters, flags, banners and hoardings Publications: newsletters, bulletins, brochures, information sheets and other marketing material Public speaking: conferences, events and courses Events: trade stands, launches, community awareness days and education and training seminars Stationery: printed and electronic Internal communications: Staff newsletters, intranet sites Additional uses must be approved by ISCA. No other trademarks owned by ISCA may be used for promotion of an IS project/asset. If you have any questions, please contact ISCA. The IS rating badge may not be used: In any way without specific reference to the certified project/asset To promote an infrastructure project/asset other than the certified project/asset In a way that is misleading In a way that is likely to adversely affect the interests of ISCA or to bring IS into disrepute On any product packaging or marketing material Marketing Approaches ISCA can help you to market your IS rating in the following ways: Certificates and Plaques A framed certificate, acknowledging your IS certification, will be presented to certified projects/assets at an ISCA event or at your own project/asset opening, and can be displayed on site or in another suitable location. Additional framed copies of the rating certificate, or plaques, are also available for purchase through ISCA. Media Campaign Your rating may generate media coverage, and ISCA can work with your public relations team to reach a wide audience. At your request, ISCA will provide an endorsement of your project/ asset and its sustainability achievements for a media release issued by your organisation. ISCA also reserves the right to mention the rating in any future media releases, reports, presentations, brochures or other promotional material. Official Presentation To enhance the opportunities for media coverage and exposure among your key stakeholders, an ISCA director or other senior representative will attend the official opening of your certified project/asset. This is subject to availability, and your organisation will be required to cover all travel costs and accommodation associated with the ISCA representative s presence. Announcements by ISCA ISCA announces all new registered and certified ratings on its website ( and in its e-newsletter. 4

5 Marketing Approaches (continued) Branding Opportunities Your corporate logo(s) may also be used, in association with the project/asset, by ISCA in presentations, case studies, fact sheets and trade show exhibitions. This provides ongoing promotion of your organisation s sustainability achievements. Case Studies ISCA will work with you to develop suitable case studies and stories that: Describe the various sustainability achievements of the project/asset Establish and demonstrate the business case for the IS rating i.e. what the costs and benefits were Describe why a rating was pursued and how it changed the project/asset ISCA can promote case studies through the ISCA website and newsletter. In some instances, parts of these case studies may be reproduced in external publications. Professional Development ISCA may refer to your case study or your rating generally at IS courses. Examples of best practice will receive additional industry exposure, raise your organisation s profile with sustainability practitioners, and will also contribute to the IS education process. Events ISCA may invite a representative from your project/asset team to participate in various events. By presenting on your rating, your project/asset can gain additional recognition within the infrastructure industry, as well as supporting industry professional development. Image Library Please supply ISCA with a number of photos and images for promotional purposes. Receipt of these images will presume permission for use by ISCA. The images you provide will be used for a range of promotional opportunities for your project/ asset, including PowerPoint presentations, promotional brochures, the ISCA website and e-newsletter, IS case studies, external publications and media requests. Images should be high resolution jpegs of approximately 300 dpi, or around 2 megabytes in size. Site Tours Site tours may be offered to industry professionals who would like to obtain more information about IS certified projects/assets. IS projects/assets may receive significant attention by taking part in site tours. International Opportunities ISCA has relationships with organisations globally, which provides further opportunities to raise the profile of your organistaion and IS projects/ assets internationally. If appropriate, ISCA will work with you to create a case study or other publicity for your infrastructure project/asset. 5

6 Maximising Rating Benefits Achieving an IS rating is an outstanding achievement worthy of celebration. ISCA recognises and encourages organisations to maximise the rating benefits beyond just the rating itself. Additional benefits from IS ratings can be achieved through: Basis for Improvement An IS rating can be used as a business improvement tool to drive organisational change by providing an example of how things can be done. It can help an organisation to achieve its corporate objectives and indeed help to inform those objectives in the future. Knowledge Sharing Sharing knowledge about a rating can propagate best practice across an organisation, supply chain and industry. It can also enhance skills and build organisational capacity around sustainability. Stakeholder Engagement Pursuing and achieving a rating can contribute in a credible way to establishing and maintaining a social licence to operate. Pointing to an independent, third party verified rating can be influential with stakeholders including community groups. Note that ISCA support with these opportunities is by negotiation. The IS Logo The generic IS logo should be used when a project/asset has registered to pursue an IS rating or when a generic logo is required. This logo is available in.eps and jpg formats. The relationship between graphic elements in the logo is fixed and cannot be altered. Please always use the master artwork. Logo The primary IS logo should be used wherever possible. Clear space To maintain integrity and maximise the visual impact of the logos, a clearspace has been defined. The clear space is the minimum area required around the logo and no other graphic element or text should intrude the clear space area. The clear space area is no less that the width of the S contained in the logo. Reverse To be used when the colour logo does not provide the clarity necessary (e.g. on similar coloured backgrounds). Minimum size To ensure clarity and legibility, the minimum size specifications have been developed and must be observed at all times. 10mm 6

7 The Rating Badge The IS rating badge is to be used only to publicise certified project/asset ratings. It is available as master artwork in.eps and.jpg formats. The relationship between the graphical elements is fixed and cannot be altered. Please always use the master artwork. Rating Badge The rating badge is available in horizontal and vertical formats. Use whichever one is more suitable for the space available, design or similar to other co branding logos. Clear space To maintain integrity and maximise the visual impact of rating badges, a clear space has been defined. The clear space is the minimum area required around the rating badge and no other graphic element or text should intrude the clear space area. The clear space area is no less that the height of the S contained in the badge. Minimum size To ensure clarity and legibility, the minimum size specifications have been developed and must be observed at all times. 37mm AS BUILT V1 AS BUILT V1 37mm Logo and Rating Badge Versions The IS logo and rating badges are available in colour or mono. Please use the full colour logo unless printing in greyscale only, in which case the mono logo can be used. Full Colour Best suited to: Advertising Signage Brochure/flyer Online Promotional material Mono Use for press advertising and faxes. B/W newspaper When colour print is not available Reversed Both colour and mono IS logo and rating badges can be reversed (if necessary). AS BUILT V1 7

8 What Not To Do The IS logo and rating badges should only be reproduced as outlined in this guide. They must not be condensed, expanded, shaded or tinted, outlined, redrawn, used in component parts, or altered in manner not provided for in this guide. X Do not distort or rotate X Do not place on non-contrasting backgrounds X Do not add effects X Do not outline or redraw X Do not alter colours X Do not intrude into the clear space area Colour The brand colour for the IS logo and rating badge is defined below. The colour is not to be altered or changed to any other colour, shade or hue. The prescribed brand colour is defined opposite. If colour reproduction is not available, the mono logo or rating badge is to be used. PMS 632C CMYK C92 M24 Y23 K0 RGB R0 G145 B179 HEX 0091B3 Note: If you are printing in black and white, use the mono logo. 8

9 Co-Branding The rating badge or generic IS logo may appear with associated partner logos and should have equal prominence. Example of Positioning When there is more than one logo always align baselines. AS BUILT V1 General Describing IS The Infrastructure Sustainability (IS) rating scheme was developed and is administered by the Infrastructure Sustainability Council of Australia (ISCA). IS is Australia s only comprehensive rating system for evaluating sustainability across design, construction and operation of infrastructure. Other IS descriptive copy may be found on the ISCA website ( Gaining ISCA Approval The rating badge and the IS logo must be used according to these guidelines. Any use outside the scope of this document must receive approval from ISCA. ISCA reserves the right to approve or disapprove the use of any ISCA trade mark on non-isca printed materials or websites. Text, graphics, layout and other elements of content in the rating badge and the IS logo are owned by ISCA and are variously protected by copyright, trade mark and other laws. Unauthorised use of the rating badge may violate trade mark copyright and other laws, and is accordingly prohibited. ANY UNAUTHORISED USE OF AN ISCA MARK MAY RESULT IN LEGAL ACTION For further information please contact: Infrastructure Sustainability Council of Australia Phone info@isca.org.au Web 9