Earthcharter

SBA Case Study: Walker Brands

Friday, 26 February 2010 18:39

SMALL BUSINESS CATEGORY

Company Name: Walker Brands

Contact: Nancy Walker
Website:  www.walkerbrands.com
Number of Employees: 10

Certifications/Affiliations: U.S. Green Building Council LEED GOLD Certification; Associated General Contractors Best Project of the Year; Associated General Contractors Best New Construction/ $2M - $6M; Design-Build Institute of America Design-Build Excellence Award; Hillsborough County City-County Planning Commission Award of Excellence; Associated Builders and Contractors, Inc. Excellence in Construction / $1M- $3M

Year Established: 1992
Industry: Branding

Introduction: Walker Brands, founded by Nancy Walker, is a strategic branding company that helps its clients bring their brands to life, including physical places, to build loyalty, attract more customers and increase revenues. The need for a larger office space and to project the firm’s brand personality of creativity and innovation resulted in building the first privately-funded, LEED-certified building that showcases the firm’s branding expertise. The building not only serves as a marketing statement for the company but also helps educate and encourage other businesses and organizations in Tampa Bay area to adopt green principles to be environmentally responsible and profitable.

Sustainable Practices and Initiatives (Planet)

One of the biggest environmental contributions of the company comes from “GOLD” LEED-certified building. The building reflects the company’s commitment to innovation and its responsibility towards the environment. Some of the features of the building include use of Energy Star appliances and low-flow fixtures across the building, white roofing materials with high level of Solar Reflectance Index to minimize the absorption of heat, glass façade on exterior features to reduce heat flow and maintain comfortable climate conditions, native species of landscape requiring less artificial irrigation, all the lighting provided is motion-sensored, heart pine wood flooring reclaimed from the bottom of the Suwannee river etc. Over 75% of the building is exposed to natural light, reducing the need for artificial lighting. This has helped the company reduce energy consumption by 30% and the design of the building reduced more than 40% of water consumption. In an effort to create “work green” culture in the office, all the employees recycle paper, aluminum cans, plastics, toner and ink, office supplies etc. All the employees are encouraged to drink filtered tap water instead of bottled water and only green cleaning supplies are used by the janitorial service. The company uses technology when ever possible to reduce paper use i.e. by using digital libraries instead of print editions. Further it purchases used reference books as opposed to new ones. It also focuses on purchasing materials from businesses that are green certified or demonstrates a commitment to sustainability. On the whole, going green has provided quantifiable cost benefits to the business.

Economic Impact (Profit)

Walker Brands business is mainly concentrated in real estate industry and the recent economic downturn had resulted in a decrease in revenues over the past two years. In order to sustain profitability in today’s environment the company is seeking different ways as a recruiting tool. Since moving into the LEED certified building, two-thirds of the business the company received came from the organizations and business that toured the building which includes government organizations, schools, media etc. The company gained $375,000 in new revenue. Further, the company diversified its client base in order to drive revenue. Partnering with other organizations and exchanging services has also helped the company acquire new clients. By integrating innovative technologies, retaining top talent and by leveraging the capital investment in the building the company has built a brand for itself.

Community Commitment (People)

Internal: The company employees 10 full time employees as well as uses dozens of additional local contract employees (freelance artists, writers, media planners, photographers, web programmers and account service staff) on a regular basis. All of its insurance, accounting, legal and banking services are procured through local independent firms. All the employees and additional help are sourced locally. The company experienced very little employee turnover in the last few years and had none since 2008. The company is committed to maintaining employees benefit program that includes health, life and dental insurances along with workman’s compensation. In addition to the above mentioned benefits, other benefits include 7 paid holidays and 15 paid days off for all the employees. The 8,400 square-foot inspiring office provides a great environment to work in and added to increased employee productivity. Increased employee productivity was valued at $252,000 in the year 2008. The company conducts a 90 day training program for all the new employees that expose every employee to the functions of all the departments to enable collaboration when required. Also as a part of training and development employees attend conferences and are active members of various trade associations. New employee traditions include Friday Idea lunch, Margarita Friday, Ping Pong games and employee events to provide recreation and the same time foster new ideas and development.

External: In support of one of the company’s LEED innovation credits, the company offers free guided tours; open to the public on a regular basis. Since April 2008, more than 2,000 people have toured the building to learn about the building and the LEED experience as well as gain an understanding of sustainable operating practices. The company allows non-profits and community groups to use the space free of charge for meetings as a way to further expose the benefits of a sustainable building. Leadership Tampa has included a tour of the building as a part of its Environmental Day and all of the contribution of time by the company is made at no charge. Ms. Walker contributed time to speak to various groups which includes Greater Tampa Chamber of

Commerce, Urban Charrette Ecolution, ASHRA Sun & Sustainability Conference,

USF Emerging Green Builders and Trenem Kemker Construction Group etc. about green practices and also gives presentations on a regular basis to undergraduate and graduate  students who want to learn sustainable aspects of the company’s brand. All of the contributions made in these activities are made at no charge. The employees of the company are actively involved in various charity organizations and as a part of charitable giving the company picks one organization every year to which all the donations are made.