Building for Sustainability: The Process

Building for Sustainability: The Process

I have always been a sucker for an old building. I’ve renovated five old homes (including a couple of historic ones) and every office space Shelton Group has enjoyed has been in an old house or building. Not surprisingly, as my career headed down the energy and sustainability path nine years ago, so did my building projects. Today, I make a point to put myself through the process that we work to convince consumers to go through, just to get a little perspective. So I’ve put my houses through blower door tests, challenged contractors to think differently and try greener building materials they’re unfamiliar with, and been nearly decision-paralyzed trying to figure out how to best tighten a building envelope.

We went this same route with our recent office build-out, putting ourselves in the shoes of a typical small business signing up for the LEED process. As those of you who’ve been in those shoes know, it’s not an easy process. Like with any construction project, there were delays and unexpecteds. But adding the layer of LEED made (and is actually still making) the process far more time-intensive than usual. We LOVE the space and think it does a great job of conveying who we are — it’s obviously “green”, it’s warm, open and has a fun vibe. And the process was another reminder that all of us must focus on bringing the construction channel and green/EE building process up to speed. If we rely on the end-consumer or building owner to drive energy-efficient and green construction forward, we may well be sunk. If we can get the market AND the entire channel on board the train, we’ll likely win.

Here’s to winning!

About the Author

Suzanne Shelton

Suzanne Shelton

Where Suzanne sees opportunity, you can bet results will follow. Drawing on her extensive knowledge of both the advertising world and the energy and environment arena, Suzanne provides unparalleled strategic insights to our clients and to audiences around North America. Suzanne is a guest columnist in multiple publications and websites, such as GreenBiz, and she speaks at around 20 conferences a year, including Sustainable Brands, Fortune Brainstorm E and Green Build.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and

Susannah Enkema

VP Research & Insights

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Laila Waggoner

VP Client Engagement

Laila leads our client engagement process, overseeing activities from both a strategic and a tactical level to ensure our work generates desired results – and clients’ satisfaction. She brings 25+ years of marketing leadership experience to her client relationships, with particular expertise in the homebuilding and remodeling industries as well as member-driven organizations, such as the Vinyl Siding Institute and Plastics Pipe Institute. Before joining Shelton Group, she led strategic marketing teams for Owens Corning’s insulation business.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Glen L. Vesser III

VP Finance and Administration

Glen manages Shelton Group’s finances and administration, ensuring our internal systems run smoothly so we can provide exceptional client service in a seamless and timely manner. Glen’s financial and administrative expertise has been shaped by decades of experience in a variety of industries, including public accounting, media distribution and health care.

Mike Beamer

VP Business Development

Mike joined our team to help provide strategic vision and foster our agency’s growth by overseeing new business leads and managing agency marketing and website content. He arrived in Knoxville steeped in energy efficiency and renewables – he previously led client service for an agency division in Boston dedicated to marketing communications strategy and branding for B2B and B2C clients in that space.