| When discussing the many features of the Big Green Building, it can be easy to get caught up on the operating technology and other features that make the building green. However, these features display an array of benefits and value statements that bleed beyond the green sphere and are appealing to more than one type of audience. As the UGP attempts to get broader buy-in for the project, it’s important to focus on these broad benefits rather than the specific features themselves.The unique selling propositions in this section attempt to obtain broad buy-in by associating the Big Green Building with Philadelphia as a whole. It embodies core values that are important to Philadelphia’s past, and has significant benefits that will help Philadelphia grow into the future. The implied message is, by associating with the Big Green Building, Philadelphia will enhance its “brand” as a whole.
“It’s another first for Philadelphia”
Philadelphia has a long history of being the First in many endeavors. From the first public school to the world’s first computer, Philadelphia has shown exceeding amounts of initiative. It is important to position the Big Green Building as another in a long line of firsts, and the impetus for further firsts in the future.
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First green building of its size
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First green training center for unions
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First commercial building off the grid
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First urban building that manages its own waste
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First Storm Water Run Off Neutral Site
By taking advantage of this aspect of Philadelphia’s character, the Big Green Building can be branded as both traditional and visionary. It will not only be paying homage to some of Philadelphia’s earliest founders (from Ben Franklin, to William Sellers, to Thomas Godfrey) but also to its future leaders.
“It continues Philadelphia’s tradition of independence“
Home to the Liberty Bell and the birthplace of our nation, building in a green manner continues the tradition of Independence in the city of Philadelphia. The Big Green Building represents a new chapter in Philadelphia’s long history of individuality and independence. Finding better ways to use energy represents a deep commitment to the long term health and viability of the city.
“It establishes Philadelphia as a leader in green tech innovation“
The technological advances used in the Big Green Building will help foster the image of Philadelphia as an innovative city. The Big Green Building will be integrating some of the latest concepts in design, efficiency and sustainability
In addition, it will serve as an engine of further innovation into the future. The testing space within the Big Green Building will promote the development of new technologies as well as serve as a center for new technology to be validated. The innovation path will continue as each new step in product testing is complimented by new product development.
Innovation is in many ways simply a variation on the “first” concept, but it has a more forward-looking connotation while simultaneously preserving traditional Philadelphia values of innovation and brotherly love-the city that cares for its people.
“It demonstrates Philadelphia’s leadership role”
Much of the messaging here-in depends on making the Big Green Building a first mover. But being a first mover provides another competitive differentiator: Leadership. By being the first to provide these benefits to the community, and making Philadelphia the first urban center for innovative green design in the country, the Big Green Building will help position Philadelphia as a leader. Leadership in energy independence, leadership in product development, leadership in community building.
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