CASE STUDY

U.S. Green Building Council

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Longevity’s founder, Marisa Long, served as Vice President of Public Relations & Communications at the U.S. Green Building Council (USGBC) for nearly a decade, developing and implementing comprehensive marketing, communications, and public affairs strategies for the global environmental member association.

This included USGBC’s LEED (Leadership In Energy & Environmental Design) rating system, Greenbuild International Conference & Expo, and USGBC’s sister organization GBCI’s programs and offerings. This tenure included:

  • Leading the public launch of the Center for Green Schools at USGBC and providing strategic direction and management for all the Center’s marketing and communications initiatives, including media relations, digital marketing, website and collateral creation, advertising, internal communications and ongoing program development.

  • Maintaining USGBC’s brand voice, serving as a spokesperson, providing strategic guidance to leadership, and managing external partners and consultants.

  • Establishing internal and customer experience best practices, including leading marketing department restructuring, creating overarching public affairs and crisis communications plans, developing online platforms, establishing a speakers bureau, and initiating metric monitoring and reporting processes for digital media, tripling USGBC social channels in under three years.

  • Overseeing communications, content planning, and script development for major events, including Greenbuild, the world’s largest green building conference and expo.

  • Managing the production of USGBC’s member magazine (USGBC+) and various reports like the LEED in Motion series.

  • Leading award-winning marketing and PR campaigns, such as the annual "Top 10 States for LEED" campaign (averaging 30 million media impressions annually); USGBC’s Economic Impact Report with Booz Allen launch (over 3,000 Twitter mentions and extensive media coverage); and the Green Apple Day of Service (featured on the Today Show).

  • Supporting USGBC’s delegation to the United Nations’ climate negotiations conferences (COP) and representing USGBC across several industry organization partnerships and MOUs.