Principal Jeffrey Geibel is a LEED AP in addition to being accredited in public relations (APR) by the Public Relations Society of America.

With extensive experience in developing competitive marketing messaging and public relations programs for technology industries and experience in the construction industry, we provide a rare combination of proven experience, insights and a history of effective marketing programs to support LEED providers.

LEED has rapidly become the de facto standard for "smart" building and environmentally-responsible design and construction. The number of LEED registered projects now numbers in excess of 30,000 (both commercial and residential) . There are over 114,000 LEED APs supporting the LEED effort.

With ever-increasing awareness of LEED, vendors will now have to begin distinguishing themselves from other LEED providers. It is no longer enough to simply say that you "offer LEED services" or have done LEED projects

The challenge involves the translation of technical LEED concepts and design innovations into understandable language and concepts that non-LEED (e.g. the decision makers at your prospective client companies) can understand, relate to, and serve to develop confidence in your LEED capabilities.

To be successful, LEED providers' marketing messaging has to address these issues:

• How - are your LEED services or products different than other LEED providers?

• What - are the unique aspects of LEED implementation that you bring to the table?

• Why - should a potential client contract with you for LEED work?

In addition to marketing messaging for clients, your public relations efforts must provide the same translation for the media.

The vast majority of the business media does not understand the LEED system, process or requirements. Exclusive of highly-specialized trade media, the business media does not have the in-depth knowledge of LEED that is necessary to do comprehensive reporting.

Many LEED media stories only talk about solar panels and wind turbines (or similarly obvious characteristics), which is explained by the lack of knowledge of the complexity of LEED and the lack of editorial-style media materials.

Companies who embed LEED certification concepts concerning site development, energy, indoor environmental quality, water use and building materials in their public relations programs can create a steady stream of media-ready materials, garner increased media exposure and help to establish themselves as LEED innovators and leaders.

Geibel Marketing and Public Relations supports LEED-related companies in developing their marketing and public relations efforts. We invite you to contact us for a discussion of your LEED uniqueness, and how we might help you attain your goal of LEED success.

See also our article How to Develop Successful LEED Marketing

A USGBC Update dated September 2009 indicated 141,000 LEED APs This is up from 53,341 in July 2008 (per Building Design & Construction), 40,000 in July 2007 and 20,000 in July 2006.

USGBC indicated 20,156 registered commercial projects and 10,927 residential (May, 2009).