Township of Langley, BC
In an effort to encourage more builders, both individual and multi-family, to incorporate Green Building practices into their construction, the Township of Langley offered rebates for energy efficient building practices. Looking for more uptake on the program, the Township asked Ion to help them improve traction on the existing program. Not only a somewhat complex topic, it had limited channels for promotion and a cumbersome name. Ion conducted two workshops with builders and home buyers themselves to see what would both motivate builders to build efficient homes and buyers to demand them.
With several audiences to speak to, we established four main messages. For buyers and builders, it was that building green provides greater comfort and a healthier living space. For buyers and realtors, it was that a green built home saves money in the long run with reduced operating cost and more value at resale. For buyers and builders, it was to ensure that a builder meets EnerGuide standards. For all audiences, it was that homes are built in the Township are changing for the greener.
As an EnerGuide system is now being applied to homes, we employed the appliance certification as a springboard to build recognition. Morphing homes into appliances allowed us to connect this for all audiences. Since the implementation of the campaign, the Township has seen an increase in page views related to the program and the number of units participating in the program. In 2021, the City of Penticton approached Ion and the Township to reuse the campaign for a similar building program in the region of South Okanagan.