Question: May 4, 2007, started out more or less like any other spring day for the 1,500 residents of Greensburg, Kansas. There was talk of storms later in the day, but few paid much attention-the folks in this rural community had seen their share of storms and knew what to do. Around 9:20 p.m., the storm sirens went off and the residents gathered in their bathrooms and basements to ride out the storm. Minutes later, the town was gone. "My town is gone," announced Town Administrator Steve Hewitt in the first press conference on the next morning. "I believe 95 percent of the homes are gone. Downtown buildings are gone, my home is gone, and we've got to find a way to make this work and get this town back on its feet." With 700 homes to rebuild, the town was essentially a clean slate. Hewitt rallied the town and, in the coming days and weeks, vowed to rebuild to the highest standard of energy efficiency and sustainability in accordance with the U.S. Green Building Council's Leadership in Energy and Environmental Design (LEED) rating system.
Thirty-five miles away, Daniel Wallach's wife Catherine Hart wept as he read the first words of his new business plan: "What if we turned this tragedy into something beautiful?" Wallach and Hart had long been interested in sustainable, green living. Their home was not impacted by the storm, but their hearts were. Wallach and Hart used their experience developing nonprofits to launch Greensburg GreenTown, an organization designed to support resident and business green building efforts through education and fund-raising as well as provide public and media relations for the town. In the aftermath of the storm, the town received generous donations and media attention, but all too often today's tragedy quickly becomes tomorrow's old news. GreenTown must work every day to keep this unique town on the map and the much needed contributions flowing. "I don't think marketing is a dirty word," says Hart. "I think marketing is relationship building. That's what we strive to do." One year later, as most of Greensburg is still operating out of temporary FEMA trailers, Greensburg GreenTown serves as the front line for those who want to help in the rebuilding efforts.
Companies have given tremendous donations of goods and services for GreenTown to distribute on their behalf. They hand out everything from high-end, low-flow toilets to reusable grocery bags. A large part of GreenTown's mission is to provide a green think-tank or "grink-tank" as Wallach calls it, for residents and businesses, the media and individuals interested in greening up their own lives. They host free seminars in green buildings and organic farmers organize a farmer's market, provide online resources and a place for residents still without electricity or computers to get online and do their own research. They are working closely with manufacturers, builders, and architects to create a series of green model homes throughout the town where residents and tourists can check out different techniques, products, technologies-and even spend the night. Wallach believes these partnerships work both ways. If successful, the model homes and eventually the town itself will become a living design magazine for all things green.
They've still got a long way to go in this very conservative town. Historically, the idea of green conjures up visions of politically radical, hippie tree-hugger types in Birkenstocks. While you may catch a glimpse of the ubiquitous footwear around the GreenTown office, Greensburg GreenTown strives to de-politicize green by making it easy and convenient for people to achieve. "If all you can do is build your deck out of recycled lumber, wonderful!" says Wallach. "We're gonna sing your praises as much as we will anybody else." The long-term plans for Greensburg include a state of the art business incubator to help displaced businesses get back on their feet and bring new business to the town, a green industrial park, new highways, a green museum, green school system, wireless access throughout the city, and a community of green homes and businesses. While the city of Greensburg will take on the bulk of the financial responsibility for these projects, they will need GreenTown's help to continue to keep the cause on the radar of donors large and small to fund the gaps.
1. What is LEED, and how does adhering to LEED standards help create a story to market the town to the world?
2. What are the major challenges Greensburg GreenTown faces in gaining support for the green rebuilding efforts? What social and political views might they have to change?
3. Who is Greensburg GreenTown's "customer"?
4. Do you think Greensburg GreenTown's Web site (www.greensburggreentown.org) is an effective marketing tool?
5. Place yourself in the role of assisting Daniel Wallach and write a report (3 to 5 pages) that comments and provides recommendations on a specific product (i.e., low-flush toilet, solar or wind technology for power generation) and how to maximize the use of this technology.