Photo by Rufus46 / CC BY-SA

Situation: Munich, Germany-based Siemens AG is a global technology powerhouse that has stood for engineering excellence, innovation, quality, reliability and internationality for more than 165 years. Siemens Building Technologies Division (based in Buffalo Grove, Ill.) is the North American market leader for safe and secure, energy-efficient and environment-friendly buildings and infrastructures. As a technology partner, Building Technologies helps buildings become smarter, more efficient, and sustainable through offerings in building automation, HVAC and energy management. Siemens retained Hanser & Associates in 2005 as the energy company wanted to seek support of Midwest state legislatures to authorize Siemen’s financial offerings, including Guaranteed Performance Contracting (GPC) which helps fund improvements that result in long-term energy savings. GPC helps building owners increase energy efficiency and lower energy bills at no expense to the owner, since energy savings are guaranteed to pay for improvements. Siemen’s customized solutions are designed to meet the needs of vertical markets, including education and healthcare.

Strategy & tactics: The strategy in Iowa centered upon informing members of the Iowa legislature and seeking legislative authorization in support of Siemen’s GPC to help fund improvements that result in long-term energy savings – especially for educational institutions and healthcare providers. Hanser & Associates provided public relations and communication services which included fact sheets and website content describing how GPC would save money for Iowa’s public education institutions and nonprofit organizations. We coordinated with Siemen’s executives and lobbyists, and arranged briefings in Iowa.

Results: Awareness and support for Siemen’s financial offerings increased sharply. Iowa’s Building Energy Management Program (code 473.19 in 2009) sets an energy fund and loan program, established in a way that loan repayments are tied to the payback periods of the projects undertaken thereby enabling the energy savings to pay off the loans.