Perform Wall® was commercializing an insulated concrete form (ICF) comprised of cement, polystyrene, water, and other additives. As an early start-up, based in a small town in Texas, they were virtually unknown. The first round of private funding was running out. Investors were not green-focused or convinced of an existing market demand. Perform Wall needed to get their product and brand in front of green building early adopters and establish verifiable proof of market demand to secure their next round of funding.
The Kollar team implemented the following creative solutions to meet the stated goals:
1. A joint sponsorship was initiated that subsidized an environmental graphics/interior signage project for our client, USGBC-Northern California Chapter. The Kollar team donated graphic design and project management. Perform Wall covered the cost for the interior office signage fabrication and installation. The USGBC-NCC offices were nested in the historic Hallidie Building (Willis Polk, 1918, LEED Platinum). As a gesture of appreciation, USGBC-NCC acknowledged both firms for the joint sponsorship on their website home page, and the USGBC-NCC newsletter which is distributed widely across most of the state and at a high-profile Chapter event. As a result, awareness of the Perform Wall brand and their product was readily established among California’s leading green building leaders.
2. We created and distributed a survey to green building early adopters, personal contacts from our extensive network of leaders in the field. Participation was incentivized by offering choices of environmentally mindful rewards including a gift certificate to iTunes or a donation in the participant’s name to Architecture for Humanity.
The survey verified the executive management’s assumptions with tangible evidence of keen interest in Perform Wall’s product. The results of the survey were presented to investors and the next round of funding was secured.
An unexpected bonus outcome was realized when survey participants expressed interest in pre-market testing of Perform Wall’s product in their LEED projects in progress.
Perform Wall was later acquired by another brand.