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Title: 2009 Fall Conference


1
Part II

2009 Fall Conference Williamsburg,
Virginia September 24th 27th , 2009
2
Mechanical Insulation Marketing Initiative
  • Education Capitol Hill Initiative

and
3
Mechanical Insulation Marketing Initiative
  • History

1998 NIA Annual Meeting The question was asked.
What would you like to see the Association focus
upon? The answer Grow the Insulation Industry
! 1999 GIIP was formed and the transformation
began. GIIP became the Foundation for Education,
Training and Industry Advancement 2007-2008 The
Foundation asked what is the next step to create
Industry Growth, Create Membership Value and
Increase Improve the Professional of the
Industry The Mechanical Insulation Marketing
Initiative (MIMI) was formed
4
Mechanical Insulation Marketing Initiative
  • History
  • MIMI is a Task Force comprised of
  • Marketing specialists from insulation
    manufacturers which are Foundation contributors
  • Chairperson from the NIA Contractor and
    Distribution Fabrication Committees
  • The International Association of Heat Frost
    Insulators and Allied Workers
  • NIA Staff and consultants
  • Third party advisors as needed
  • All Industry segments are represented

5
Mechanical Insulation Marketing Initiative
Now Is Our Time
  • An Unprecedented Alliance
  • May 2009
  • National Insulation Association and International
    Association of Heat and Frost Insulators and
    Allied Workers

With the changes in our nations capital and the
economy, NIA and the International recognize an
unprecedented opportunity to help our nation move
toward energy efficiency and independence,
protecting the environment, and job
creation/preservation.
6
Mechanical Insulation Marketing Initiative
  • Objective

By utilizing the resources of NIA member
marketing specialists, develop a detailed
national product generic marketing plan by which
to increase the awareness and value of mechanical
insulation in all aspects of the commercial and
industrial market segments, which will result in
increasing the size of the mechanical insulation
market and promoting the professionalism of NIA
members.
Industry Growth - Create Membership
Value Increase Improve Professional of
the Industry
7
Mechanical Insulation Marketing Initiative
  • Fundamental Belief - Support

Having a single industry generic and professional
voice with a unified message when combined with
individual company marketing initiatives is of
more value than all companies working
totally independent of an industry marketing
initiative.
8
Mechanical Insulation Marketing Initiative
Association Members
NIA Structure
Board of Directors
Executive Committee
Other Operating Committees
Other Foundation Activities
Foundation Steering Committee
Presentations/Articles
MIMI Standards, Codes, Regulations
  • MIMI
  • Government
  • Legislative
  • Affairs
  • MIMI
  • Public Relations,
  • Awareness,
  • Education

MIMI Funding Administration
9
Mechanical Insulation Marketing Initiative
  • Structure - Areas of Focus

Standards, Codes, Regulations
Government Legislative Affairs
Public Relations, Awareness, Education
Funding Administration
MIMI met in Baltimore earlier this week You
are the first to receive the latest update.
10
Mechanical Insulation Marketing Initiative
  • Standards, Code Regulations
  • Objective Influence Change, Compliance
    Enforcement
  • Arcom (Masterspec) (1)
  • ASHRAE
  • ASTM
  • International Code Committee (ICC)
  • Midwest Insulation Contractors Association (MICA)
    (1)
  • Process Industry Practices (PIP) (1)
  • United States Green Building Council (USGBC)
  • Is expected to be more of comparative and
    consensus building process between the respective
  • documents or NIA sponsored publications, MIDG etc.

11
Mechanical Insulation Marketing Initiative
  • Standards, Code Regulations
  • Objective Influence Change, Compliance
    Enforcement
  • Arcom (Masterspec) (1)
  • ASHRAE
  • ASTM
  • International Code Committee (ICC)
  • Midwest Insulation Contractors Association (MICA)
    (1)
  • Process Industry Practices (PIP) (1)
  • United States Green Building Council (USGBC)
  • Suggested Modifications
  • Omit ASTM
  • Add BOMA and similar facility ownership
  • -facility management associations,
  • Add RETA and IIAR,
  • Add Education Section
  • - Corp of Engineers
  • - GSA
  • Is expected to be more of comparative and
    consensus building process between the respective
  • documents or NIA sponsored publications, MIDG etc.

12
Mechanical Insulation Marketing Initiative
  • Government Legislative Affairs
  • Objective Influence Change, Compliance
    Enforcement and Provide Awareness and Education
  • Department of Energy (DOE)
  • Federal Energy Management Program (FEMP)
  • Environmental Protection Agency (EPA)
  • National Association of State Energy Officials
    (NASEO)
  • National Institute of Building Sciences (NIBS)
  • (Potential avenue to various government agencies)

13
Mechanical Insulation Marketing Initiative
  • Public Relations,
  • Awareness Education
  • Objective Influence Change Thinking About
    Insulation Differently
  • Advertising Marketing (Image Building
    Branding Identification as the Industry
    Knowledge Source Champion Story Teller
    General Advertising and similar initiatives)
  • Allied Association Alliances Partnerships
    (ASHRAE, ASME, AEE, ASE, ACEEE, BOMA, RETA etc)
  • University, Colleges, Trade School Alliances
    (Mechanical Engineering, Energy Management,
    Environment, Best Practices etc)

14
Mechanical Insulation Marketing Initiative
  • Public Relations,
  • Awareness Education
  • Objective Influence Change Thinking About
    Insulation Differently
  • Labor Organization Alliances (International
    Association of Heat and Frost Insulators and
    Asbestos Workers, National Center for
    Construction Education and Research (NCCER) etc.
  • International Organization Alliances (Canada,
    Latin America, Europe etc)
  • Internal Industry (NIA membership segments
    Associates, Contractors, Distributors etc)

15
Mechanical Insulation Marketing Initiative
  • Public Relations,
  • Awareness Education
  • Objective Influence Change Thinking About
    Insulation Differently
  • Labor Organization Alliances (International
    Association of Heat and Frost Insulators and
    Asbestos Workers,
  • International Organization Alliances (Canada,
    Latin America, Europe etc)
  • Internal Industry (NIA membership segments
    Associates, Contractors, Distributors etc)
  • Suggested Modifications
  • Add Equipment manufacturers
  • Add K-12 within the education component

16
Mechanical Insulation Marketing Initiative
  • Funding Administration
  • Objective Secure Funding Financing for
    Executing Foundation - MIMI Initiatives and
    Provide the Required Administrative Support in a
    Professional and Timely Manner
  • Funding (Grants Foundation Sponsors Government
    Agencies Alliance Partners Association
    Membership Regional Organizations Other Fund
    Raising Initiatives etc)
  • Administration (Internal Staff Support
    Consultant Support Information Management IT
    Meeting Planning Communication Coordination and
    Other Related Activities)

17
Mechanical Insulation Marketing Initiative
  • Short Term Action Plan
  • There have been a few major developments since
  • MIMI s October and November 2008 meetings
  • and even since their meeting at NIAs April 2009
    Annual Meeting and July 10th, 2009 conference
    call
  • The Election
  • The Economy
  • The Energy Environment Focus
  • We did not realize how important MIMIs
  • focus would become post the November election
  • and with the struggling economy
  • NIA Staff, working within the current
    organizational structure, will develop
  • and implement plans to
  • 1. Present the concept at NIA Committee Days to
    the
  • a. Long Term Strategy Planning Committee
  • b. Executive Committee Board of Directors
  • c. Foundation Steering Marketing Outreach
    Committees
  • d. Various Operating Committees
  • 2. Depending upon the results of discussions and
    direction received at Committee Days
  • a. Make staff assignments for the various
    initiative components
  • b. Begin the process of developing
    definitive plans
  • c. Develop annual and long range budget
    estimates

18
Making Insulation a Priority On Capitol Hill To
help us pursue these opportunities we solicited
the public relations firm of GolinHarris, January
2009
18
19
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol Hill
What is the most frequently asked question?
20
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol Hill
What is mechanical Insulation?
21
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol Hill
Emission Reduction
Capitol Hill Likes Numbers
Energy Dollars Saved
Jobs Created
22
Save Energy Now is a national initiative of the
Industrial Technologies Program (ITP) to drive a
25 reduction in industrial energy intensity in
10 years. Companies nationwide can participate in
no-cost energy assessments and utilize ITP
resources to reduce energy use while increasing
profits.
23
  • 717 Assessments complete (January 2, 2009)
  • 180 Public Reports Issued
  • 51 have specifically mentioned insulation
  • Total potential annual energy savings emission
    reduction for all initiatives
  • 937 Million in energy cost savings
  • 87.2 Trillion BTU natural gas savings
  • 7.9 Million metric tons potential carbon dioxide
    CO2 emissions reduction

24
  • Assessment References Indicate Mechanical
    Insulation
  • provides an attractive Simple return
  • Near Term (lt1 yr. return) .82
  • Medium Term (lt3 yr. return) ..15
  • Long Term (gt3 yr. return) ... 3
  • Missing, damaged, or uninsulated .70
  • Upgrade or improve .. 30

Information determined by NIA from examination of
published assessments
25
  • Working with the Department of Energy and Oak
    Ridge National Laboratory NIA was able to
    extrapolate the data from the completed
    assessments for the universe of large and medium
    size industrial facilities

() Number of plants determined from the 2002
Energy Information Administration Manufacturing
Energy Consumption Survey (EIA-MECS)
26
Overview of Foundation Activities
SAVE ENERGY NOWINDUSTRIAL TECHNOLOGIES PROGRAM
  • Based upon a combination of DOE Save Energy Now
    (SEN) and Industrial
  • Assessment Center (IAC) energy assessments over a
    three-year period
  • (2006-2008) and NIA estimates for areas not
    addressed in the DOE Assessment
  • Process, we were able to estimate numbers for a
    segment of the
  • Industrial Maintenance Market
  • The Power or utility industry is not included
  • The SEN Assessments were focused on process
    heating and steam systems (piping) thus,
    the numbers do not represent
  • the total potential
  • The IAC Assessments also do not represent the
    total potential
  • The Commercial market is not included

27
SAVE ENERGY NOWINDUSTRIAL TECHNOLOGIES PROGRAM
A Portion of the Industrial Maintenance
Segment
Estimated by NIA
28
SAVE ENERGY NOWINDUSTRIAL TECHNOLOGIES PROGRAM
A Portion of the Industrial Maintenance
Segment
Estimated by NIA
29
What if insulation regulations were changed
and/or performance levels increased?
Emission Reduction
Capitol Hill Likes Numbers
Energy Dollars Saved
Jobs Created
30
Pipe Insulation Market Segment Going Beyond the
Minimums
Estimated U.S. Pipe Insulation
Market 370,000,000 LF
302 Million Energy Savings/yr ------------------
---------- 3.3 Billion lbs/yr Emission
Reduction ---------------------------- 1.6
Billion in Contract Value 2,000 Jobs
Estimated by NIA
31
HVAC Market Segment Going Beyond the
Minimums
  • ASHRAE 90.1
  • To consider what insulation thickness should be
    used, you need to
  • Pick from 7 Climate Zones
  • Select 1 of 4 Services
  • Select 1 of 7 duct locations
  • and then interpret
  • the results

United States Climate Zones
32
HVAC Market Segment Going Beyond the
Minimums
  • ASHRAE 90.1
  • To consider what insulation thickness should be
    used, you need to
  • Pick from 7 Climate Zones
  • Select 1 of 4 Services
  • Select 1 of 7 duct locations
  • and then interpret
  • the results

United States Climate Zones
And in the near future you may have to add the
definition of a high or low use building
33
HVAC Market Segment Going Beyond the
Minimums
  • ASHRAE 90.1
  • To consider what insulation thickness should be
    used, you need to
  • Pick from 7 Climate Zones
  • Select 1 of 4 Services
  • Select 1 of 7 duct locations
  • and then interpret
  • the results

Note Based upon estimate of existing duct
wrap market and uninsulated metal duct and
excludes duct board, flexible duct, and liner
markets
34
HVAC Market Segment Going Beyond the
Minimums
  • Based upon the following assumptions what would
    be the potential of Going Beyond the Minimums
    if
  • All the insulated duct located in Climate Zone 5,
    in dual (Heating A/C) service in an
    Unconditioned space, were insulated with 2
    FG/FRK Wrap versus 1½ and
  • All the uninsulated duct located in Climate Zone
    5, in dual (Heating A/C) service in Indirect
    Conditioned space, were insulated with 1½
    FG/FRK Wrap versus no insulation
  • What would be the savings and ROI?

35
HVAC Market Segment Going Beyond the
Minimums
Insulated 48.6 Million Energy
Savings/yr ------------------------- .51 Billion
lbs/yr Emission Reduction ------------------------
-209 Million in Contract Value 300 Jobs
Uninsulated 878 Million Energy Savings/yr 9.1
Billion lbs/yr Emission Reduction 9.7 Billion in
Contract Value 60,000 jobs
Estimated by NIA
36
Mechanical Insulation Marketing Initiative
Opportunity Potential
37
Major Energy Efficiency Gains, Carbon Cuts
Possible With Greater Use of Mechanical
Insulation Annually, 4.8 Billion in Energy
Savings, 43 Million Metric Ton Emissions and
89,000 Green Jobs Achievable
June 25, 2009 Press Release ITP Data
  • DOE Industrial Technologies Program
  • (ITP) Save Energy Now (SEN) Oak Ridge
  • National Laboratory (ORNL)
  • ---------------------------------
  • News Release Media Update
  • Electronic Copy Forwarded Prior to Call

38
Mechanical Insulation Marketing Initiative
Opportunity Potential
Summary
This number does not represent the total
potential there are still components missing
This equates to 15.5 Billion in potential
insulation contract value
39
NIA Foundation Semi-Annual Survey
Mechanical Insulation Industry Measurement Survey
(1997-2008) Billions of Dollars
Most Recent Survey Results 40.2 5.4 Growth
40
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol Hill
  • Activities February August 09 (8 months)
  • Meetings (50) on Capitol Hill - House Senate
  • Developed Authorization Bill language Tax
    Incentive and Approbation language in progress
  • Grassroots Campaign over 17,000 Letters have
    been delivered to Capitol Hill
  • Finalized the ITP data and released to press
  • Made contact with the Governors and State
    Energy Officials offices
  • Established contact with the USGBC
  • many other new and ongoing initiatives

41
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Education Campaign
Goal Obtain 3.5 Million Per Year for Five Years
111th CONGRESS On April 30th Rep. Halvorson
(D-Ill) submitted House Resolution
389 Resolved That the House of Representatives
encourage energy efficient and
environmental- friendly building and facility
certification programs to encourage the use of
mechanical insulation as part of their standards
and rating systems. Bill was referred to the
Committee on Energy Commerce
42
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Education Campaign
Goal Obtain 3.5 Million Per Year for Five Years
111th CONGRESS Rep. Halvorson (D-Ill) submitted
Amendment to H.R. 2454 Section 275 (Climate
Bill Cap Trade) Industrial Energy
Efficiency Education and Training Initiative (d)
Authorization of Appropriations There are
authorized to be appropriated 3,500,000 or each
of the fiscal years 2010 through 2014 to carry
out this section. The Secretary may enter into a
cooperative agreement, including grant funding,
with an industry association and union working
collaboratively and having expertise on the
installation, maintenance, measure of
efficiencies and standards, and certification of
mechanical insulation in buildings and facilities.
43
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Education Campaign
Goal Obtain 3.5 Million Per Year for Five Years
111th CONGRESS Rep. Halvorson (D-Ill), submitted
Amendment to H.R. 2454 Section 275 (Climate
Bill Cap Trade Industrial Energy Efficiency
Education and Training Initiative (d)
Authorization of Appropriations There are
authorized to be appropriated 3,500,00 for each
of the fiscal years 2010 through 2014 to carry
out this section. The Secretary may enter into a
cooperative agreement, including grant funding,
with an industry association and union working
collaboratively and having expertise on the
installation, maintenance, measure of
efficiencies and standards, and certification of
mechanical insulation in buildings and facilities.
Bill has passed the House -- Now on to the Senate
Note This is an authorization, not an
approbation. We are now focused on the Energy
Water Development Bill for appropriation of the
funds.
44
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Education Campaign
Goal Obtain 3.5 Million Per Year for Five Years
111th CONGRESS Rep. Halvorson (D-Ill), submitted
Amendment to H.R. 2454 Section 275 (Climate
Bill Cap Trade Industrial Energy Efficiency
Education and Training Initiative (d)
Authorization of Appropriations There are
authorized to be appropriated 3,500,00 for each
of the fiscal years 2010 through 2014 to carry
out this section. The Secretary may enter into a
cooperative agreement, including grant funding,
with an industry association and union working
collaboratively and having expertise on the
installation, maintenance, measure of
efficiencies and standards, and certification of
mechanical insulation in buildings and facilities.
We are also focused on the DOE DOL for Grant
or other funding methods
45
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Education Campaign
Goal Obtain 3.5 Million Per Year for Five Years
111th CONGRESS Rep. Halvorson (D-Ill), submitted
Amendment to H.R. 2454 Section 275 (Climate
Bill Cap Trade Industrial Energy Efficiency
Education and Training Initiative (d)
Authorization of Appropriations There are
authorized to be appropriated 3,500,00 for each
of the fiscal years 2Br010 through 2014 to carry
out this section. The Secretary may enter into a
cooperative agreement, including grant funding,
with an industry association and union working
collaboratively and having expertise on the
installation, maintenance, measure of
efficiencies and standards, and certification of
mechanical insulation in buildings and facilities.
Met with DOE Assistant Secretary Cathy Zoi to
request bridge discretionary funding which
would allow us to jumpstart the
campaign. September 11, 2009
46
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Education Awareness Campaign
  • Education and Awareness Program
  • Data Development
  • Commercial Industrial Sectors
  • Education Awareness Campaign
  • Create Courses, Lectures and Online Education
  • Develop Assessment Programs Communication
    Materials
  • Establish Partnerships to Increase Awareness
  • Marketing Advertising
  • Training Education
  • NITP, IEAP, 3E, etc.

Summary Not all inclusive
47
Mechanical Insulation Marketing Initiative
Data Development
  • Objective To gain a full understanding of the
    state of mechanical insulation in the commercial
    and industrial sectors, and to collect
    informative data for the education and marketing
    components, two studies are recommended
  • Commercial Market Sector
  • Industrial Market Sector

48
Mechanical Insulation Marketing Initiative
Data Development
  • Objective To gain a full understanding of the
    state of mechanical insulation in the commercial
    and industrial sectors, and to collect
    informative data for the education and marketing
    components, two studies are recommended
  • Commercial Market Sector
  • Industrial Market Sector
  • Examples
  • Mechanical insulation is what percentage of a
    hospital, school, office building etc energy
    cost?
  • What is mechanical insulations role in the
    energy water nexus?
  • Update the DOE - ITP Save Energy Now data and
    segregate by region, by state and industry
    segment?
  • What is the potential for mechanical insulation
    in commercial retrofit?

49
Mechanical Insulation Marketing Initiative
Data Development
  • Benefits of Both Studies
  • Qualifies and quantifies the potential energy
    efficiency and emissions reductions opportunities
    for mechanical insulation within the existing and
    new commercial building industry sectors
  • Supports previously published data on the power
    sector, expands the universe of information on
    industrial facilities and increases
    implementation rates
  • Study results will create and preserve jobs in
    the short- and long-term, supporting long-term
    economic recovery
  • Can be completed expeditiously and
    recommendations potentially implemented before
    the study is completed.
  •  

50
Mechanical Insulation Marketing Initiative
Education Awareness Program

Objective The education and awareness program
is a critical component to the campaign. The
campaign would target business and industry
leaders, as well as state and local officials.  
51
Mechanical Insulation Marketing Initiative
Education Awareness Program
  • Create Courses, Lectures and Online Education
  • Develop and implement a series of guest lecture
    programs for governmental and private industry
    with the help of industry associations (NASEO,
    ASHRAE, ASME, etc.), federal (DOE), state energy
    offices, and mechanical engineering university
    classes.
  • Develop training tools that could be implemented
    into university curriculums, including at the DOE
    Industrial Assessment Centers
  • Develop an online 3E Plus Program.
  • Improve existing and develop new Web sites for
    providing best-available resources for
    identifying and implementing mechanical
    insulation systems. This would include working
    with the NIBS to continue developing the MIDG and
    online calculators.
  • Develop a series of webinars targeting the
    engineering and architectural communities,
    facility owners and managers, decision makers and
    financial managers.
  • .
  •  


52
Mechanical Insulation Marketing Initiative
Education Awareness Program
  • Develop Assessment Programs and Communication
    Materials
  • Assemble expert panel to examine and recommend
    approaches to valuing the utilization of
    different performance and financial models for
    new construction and maintenance applications.
  • Assemble expert panel to explore the value of
    implementing an Energy Star-type rating system
    for installed mechanical insulation systems.
  • Expand the availability and affordability of
    attending the IEAP and identifying opportunities
    in the commercial and industrial sectors.
  • Develop communication materials explaining the
    role of mechanical insulation within green
    measurement processes, sustainability, such as
    the USGBC LEED program.
  • Conduct a series of mechanical insulation
    assessment pilot programs within existing
    commercial and industrial facilities that could
    be utilized to demonstrate and educate others.
  •  


53
Mechanical Insulation Marketing Initiative
Education Awareness Program
  • Establish Partnerships to Increase Awareness
  • 4. Work with existing coalitions and caucuses to
    maximize partnerships that would further examine
    and communicate the direct and indirect
    effectiveness of raising minimum standards for
    maintenance of mechanical insulation and in new
    construction.
  • 5. Convene an annual State of the Mechanical
    Insulation Energy Technology briefing for White
    House, Capitol Hill and state policymakers.
  • 6. Unify the mechanical insulation presence in
    the commercial and industrial sectors as an
    effective energy efficiency advocate, and one
    that serves as an impartial resource for
    regulators and policymakers.

54
Mechanical Insulation Marketing Initiative
Education Awareness Program
  • Establish Partnerships to Increase Awareness
  • Work with Federal and State code officials to
    update current mechanical insulation codes,
    enforce compliance and communicate the risk of
    so-called value engineering.
  • Support the expansion and development of a more
    effective and knowledgeable mechanical insulation
    energy workforce and implementation enforcement
    of best practices
  • Promote the development of mechanical insulation
    energy technology innovation and
    commercialization.

55
Mechanical Insulation Marketing Initiative
Marketing and Advertising
Marketing and Advertising Through a targeted
marketing and advertising campaign to raise
awareness of mechanical insulations energy
efficiency and emissions reductions benefits, we
will educate, motivate and empower facility
owners and industry leaders to look at mechanical
insulation differently, and work to install,
upgrade and maintain it. By increasing both
business and public awareness of mechanical
insulations multiple benefits, we will promote a
highly effective way to create jobs, ramp up
energy efficiency, fight climate change, increase
our global competitiveness by reducing costs and
improve personnel safety.

56
Mechanical Insulation Marketing Initiative
Training - Education
  • National Insulation Training Program (NITP)
  • Insulation Energy Appraisal Program (IEAP)
  • 3E Plus
  • Insulation Awareness Class
  • City Wide Educational Awareness Classes
  • Other ?

57
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Federal Tax Incentive
Goal Obtain an energy tax credit for mechanical
insulation in the commercial and industrial
markets maintenance sector and going beyond
ASHRAE 90.1 minimums in new construction or
retrofit applications Examples based upon
substantially same set of examples utilized in
determining potential of energy savings, emission
reductions, and jobs created
Work in Progress Original Tax language has been
drafted
58
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Federal Tax Incentive
Goal Obtain an energy tax credit for mechanical
insulation in the commercial and industrial
markets maintenance sector and going beyond
ASHRAE 90.1 minimums in new construction or
retrofit applications Examples based upon
substantially same set of examples utilized in
determining potential of energy savings, emission
reductions, and jobs created
Mechanical Insulation Installation Incentive Act
of 2009 M I A
Work in Progress Original Tax language has been
drafted
59
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Federal Tax Incentive
Goal Obtain an energy tax credit for mechanical
insulation in the commercial and industrial
markets maintenance sector and going beyond
ASHRAE 90.1 minimums in new construction or
retrofit applications Work in Progress
  • Methodology New Construction and Retrofit
    Projects
  • Baseline ASHRAE 90.1 2007
  • Energy Savings Determination 3E Plus
  • Incremental Cost Actual not to exceed R.S.
    Means
  • Savings Installation Verification Certified
    Insulation Energy Appraiser
  • Tax Incentive First 25 savings 2 x saved
    up to max of 50, above 25 2.5 x up to a
    cumulative max of 80
  • Examples run Tax credit, of total cost
  • Piping 6.5 of cost (Range 3 - 22)
  • HVAC 44.5 of cost (Range 3.5 - 80)

60
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Federal Tax Incentive
Goal Obtain an energy tax credit for mechanical
insulation in the commercial and industrial
markets maintenance sector and going beyond
ASHRAE 90.1 minimums in new construction or
retrofit applications Work in Progress
  • Methodology Maintenance
  • Baseline Original insulation system
  • Energy Savings Determination 3E Plus
  • Savings Installation Verification Certified
    Insulation Energy Appraiser
  • Insulation Cost Actual not to exceed R.S. Means
    10 removal/disposal allowance
  • Tax Incentive 25 of energy saved up to 25
    applied against cost of replacement Examples
    run Tax credit, of total cost
  • Piping 22 of total cost (Range 17 - 24)
  • HVAC 22 of total cost (Range 22 - 23)

61
Making Insulation a Priority On Capitol
Hill Federal Tax Incentive
Work in Progress !
DRAFT
----- Preliminary Information -----
Note Based upon an equal blended mix of
operating examples
62
Making Insulation a Priority On Capitol
Hill Federal Tax Incentive
Work in Progress !
DRAFT
  • Update September 23, 2009
  • The academic approach needs to be transformed
    into a potential straight line percentage
  • The Government does not like third party
    verification
  • The IRS may not get it
  • Reexamine percentages utilized on new
    construction retrofit

----- Preliminary Information -----
Note Based upon an equal blended mix of
operating examples
63
Making Insulation a Priority On Capitol
Hill Federal Tax Incentive
Work in Progress !
DRAFT
Practical logical approach does not always
mean good Government approach
  • Update September 23, 2009
  • The academic approach needs to be transformed
    into a potential straight line percentage
  • The Government does not like third party
    verification
  • The IRS may not get it
  • Reexamine percentages utilized on new
    construction retrofit

----- Preliminary Information -----
Note Based upon an equal blended mix of
operating examples
64
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Stimulus Package
State Involvement June 23rd New Jersey
Government Officials June 24th Ohio Governor and
Government Officials July 1st West Virginia
Governor and Government Officials Aug. 4th
Washington Government Officials Aug. 11th
Kentucky Government Officials Oct. 7th Montana
Government Officials
65
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Stimulus Package
State Message
Energy Efficiency Conservation Climate Change
Initiatives
  • Areas of Opportunity
  • New Construction
  • Maintenance
  • Retrofit

66
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Stimulus Package
State Message
Energy Efficiency Conservation Climate Change
Initiatives

Draft Action Plan
Based upon we have learned we are in the process
of developing a model action plan that can be
implemented in the states by our respective
memberships ------------- It is not the initial
meetings, is the follow up that is required
September 14, 2009
67
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Stimulus Package
State Message
Energy Efficiency Conservation Climate Change
Initiatives
Draft Action Plan
Based upon we have learned we are in the process
of developing a model action plan that can be
implemented in the states by our respective
memberships ------------- It is not the initial
meetings, is the follow up that is required
68
Mechanical Insulation Marketing Initiative
State Action Plan
  • Educate
  • The education and awareness program is a critical
    component to the overall campaign. The campaign
    would target state and local officials and
    business and industry leaders.
  • Awareness and Educational Program
  • Provide awareness and educational forums and
    programs related to all aspects (design, product
    selection, installation, maintenance, benefits
    and value) of mechanical insulation and of
    employing different performance and financial
    modeling and higher standards related to the
    design, installation and maintenance of
    mechanical insulation systems. . In summary,
    educate, motivate and empower State facilities,
    private facility owners and industry leaders to
    look at mechanical insulation differently and to
    raise the bar on new construction and maintenance
    applications

WIP
69
Mechanical Insulation Marketing Initiative
State Action Plan
  • Educate
  • The education and awareness program is a critical
    component to the overall campaign. The campaign
    would target state and local officials and
    business and industry leaders.
  • Awareness and Educational Program
  • a. Developing guest lecture programs webinars,
    etc
  • b. Work with existing coalitions, caucuses
  • c. Support development and expansion of
    workforce
  • d. Promote technology innovation
  • e. Examine different financial and performance
    models
  • f. Develop communication materials
  • g. Implement targeted marketing campaign

WIP
70
Mechanical Insulation Marketing Initiative
State Action Plan
  • 2. Review Current State Specifications
  • Examine state, and or local, governmental
    specificationsstandards for
  • Mechanical insulation for piping to provide
    thermal performance/energy efficiency that
    exceeds ASHRAE 90.1 2004 recommendations by a
    minimum of 30 energy efficiency across all
    ranges of applicable service temperatures.
  • Heating, Ventilating, and Air Conditioning (HVAC)
    duct insulation thermal performanceenergy
    efficiency to provide for a minimum R Value of
    4.2 on all HVAC applications and 5.6 on
    applications in unconditioned spaces.
  • Determine where mechanical insulation can
    contribute to United States Green Building
    Council LEED certification or similar type
    certification program.
  • In addition to the energy efficiency review, the
    specifications could and should be
  • reviewed from a condensation and mold prevention,
    indoor air quality, employee
  • safety and life cycle cost perspective.

WIP

71
Mechanical Insulation Marketing Initiative
State Action Plan
WIP

3. Provide Ongoing Reference, Support and
Resource Information Industry would work with
the various State agencies to provide web based
linkage and resource information for all aspects
of mechanical insulation system design, product
selection, maintenance procedures, energy
appraisers, contractors etc.

72
Mechanical Insulation Marketing Initiative
State Action Plan

WIP
  • Assess Quantity the Opportunity
  • Data Development
  • Conduct a series of mechanical insulation
    assessment pilot programs within existing State,
    commercial and industrial facilities that could
    be utilized to demonstrate and educate others.
  • Commercial Sector
  • Industrial Sector

73
Mechanical Insulation Marketing Initiative
State Action Plan
WIP
  • Allocate Resources
  • Allocate resources to implement and execute the
    Educational Awareness and Assessment Campaigns.
  • Based upon the results of the Assessment Campaign
    allocate resources to implement the repair,
    replacement, or upgrade of mechanical insulation
    in governmental faculties identified in the
    assessment process (Suggested allocation range
    23 of Federal Stimulus Dollars)
  • Develop a cost sharing incentive program, grants,
    or similar methods for private industry to
    implement the repair, replacement or upgrade of
    mechanical insulation in a similar manner as the
    State facilities (Suggested allocation range
    45 of Federal Stimulus Dollars)

74
SUSTAINABLE DESIGNWhat does thinking GREEN
mean?To Promote Reduced Use of Natural
Resources----------------------------------------
---------------------------------------
  • United States Green Building Council (USGBC)
  • LEED Leadership In Energy and Environmental
    Design is a third party certification program
    rating system for buildings etc.
  • Five key areas of performance
  • Human Environmental Health
  • Sustainable Site Development
  • Water Savings
  • Energy Efficiency
  • Materials Selection Indoor Environmental
    Quality

Today - Mechanical Insulation is not applicable
for LEED Credits on a standalone basis Individual
products may be eligible for various credits
Mechanical Insulation Marketing Initiative
75
Making Insulation a Priority On Capitol
Hill Green Building
  • United States Green Building Council
  • Made contact (August 18th Meeting)
  • Objective
  • Understand the process
  • Determine how mechanical insulation
  • can be included in the LEED process
  • c) Communicate to our respective members

Mechanical Insulation Marketing Initiative
76
Mechanical Insulation Marketing Initiative
Making Insulation a Priority On Capitol
Hill Duke University
Duke Center on Globalization, Governance
Competitiveness Environmental Defense Fund (Lobby
Initiative) Series of reports called
Manufacturing Climate Solutions that endeavor to
illustrate U.S. businesses and jobs that exist
within the supply chains of various technologies
and industries that reduce carbon emissions. New
series on value chain analysis of insulation
industry gt Initial focus, residential
re-insulation market gt Commercial
Industrial highlighted in report potential
future report
77
Weatherization Assistance ProgramVerses
Mechanical Insulation Industrial Maintenance
Example
78
Making Insulation a Priority On Capitol
Hill NAIMA Alliance
  • Currently investigating how and where we can work
    together on Capitol Hill and other mutual areas
    of interest
  • Legislative Activities
  • Stimulus Activities
  • Sustainability
  • Development of Relevant Statistical Data
  • Agency and Non Government Organizations (NGO)
  • 3E Plus Modifications and training

79
Making Insulation a Priority On Capitol
Hill Developing an Active Alliance with TIAC
  • Currently investigating how and where we can work
    together on mutual areas of interest
  • Legislative Activities
  • Stimulus Activities
  • Sustainability (USGBC)
  • Development of Relevant Statistical Data
  • Agency and Non Government Organizations (NGO)
  • NITP IEAP Classes
  • Webinars and Similar Programs
  • 3E Plus Modifications and Training

80
Making Insulation a Priority On Capitol
Hill Developing an Active Alliance with FESI
  • Currently investigating how and where we can work
    together on mutual areas of interest
  • Development of Relevant Statistical Data
  • Agency and Non Government Organizations (NGO)
  • IEAP Classes (Adopted for Europe)
  • Webinars and Similar Programs
  • 3E Plus Modifications and Training

81
ALLIANCE NETWORKPARTNERS IN KNOWLEDGE
MasterSpec - Arcom
82
Outreach to Alliance Partners Chapter Annual
Meeting Presentations 2006 - 2010
105 Total To Date 3,675 Total Attendees 16
Scheduled, 2009 2010
C O M L E T E D
Plus over 100 articles - stories have been
published in a variety of media channels
First NIA Sponsored Insulation Seminar Feb. in
Philadelphia
Scheduled
Number of Attendees 557 834 999
1275
Updated Sept. 18, 2009
83
Putting The Power of Insulation to Work
  • WHY INSULATE?
  • Reduce energy cost
  • Reduce polluting emissions
  • Control condensation, mold
  • Corrosion Under Insulation (CUI)
  • 4. Provide work place safety and life safety
  • 5. Improve work environment
  • 6. Improve process control
  • 7. Use with sustainable design initiatives
  • 8. Improve facility lifecycle costs
  • 9. Provide exceptional Return on Investment (ROI)

84
Insulation, The Forgotten TechnologyEnergy
Efficient Solution In the Commercial,
Industrial, HVAC, Mechanical Segments of the
Construction Industry
Example Cover Slide
85
Hot Flashes, Cold Spots Excess GasInsulation,
The Forgotten Technology Can Help
86

Four Stages of Life What stage are you in?
87
This is not a state of the artinsulation
system!
88
This is not a state of the art insulation
system!
1212
¾ IPS
89
Even the smallest areas can make a difference !!
90
Good looking insulation application correct ?
91
Sometimes things are not as they appear to be
! Think About Insulation Differently
92
Insulation, The Forgotten TechnologyEnergy
Efficient Solution In the Commercial,
Industrial, HVAC, Mechanical Segments of the
Construction Industry
For
We want to change the way mechanical insulation
is viewed We no longer what to be the
Forgotten Technology. We want to be rightfully
considered and valued as a proven and reliable
energy efficiency, emission reduction and process
driven initiative - technology NOW IS OUR TIME
!!!!!!
Lenexa, Kansas July 23rd 24th , 2009
93
All types of energy sources including efficiency
conservation initiatives must be employed to
meet the demand
94
A simplistic view Insulation, a better option
than a light bulb?
Energy conservation with the use of mechanical
insulation -Low Hanging Fruit - is simply an
OPPORTUNITY that should not be overlooked It is
an investment that may have few rivals from a
return perspective.
(1) Equivalent energy savings in Millions of
Btu/yr (MMBtu/yr) of primary fuel
National Insulation Association Insulation
Outlook January 2009
95
Insulation, Is Greener than Trees
National Insulation Association Insulation
Outlook January 2009
96
Developed byNorth America Insulation
Manufacturers Association (NAIMA)
  • EnergyPersonnel ProtectionCondensation
    ControlHeat Loss (Per SF-HR-YR)Interface
    TemperatureSurface Temperature
  • EnvironmentGreenhouse gas emissions (Lbs/SF/YR)
  • EconomicsEstimated Cost Savings Payback
    Return on Investment (ROI)

Available for downloading at www.pipeinsulation.or
g
97
(No Transcript)
98
This picture was taken in September 08 Will the
message be the same in 2018?
99
  • MECHANICAL INSULATION
  • A TIME TESTED
  • AND PROVEN
    TECHNOLOGY
  • BUT.. IT MEANS CHANGE
  • AND YES,
  • THERE ARE BARRIERS TO CHANGE


Think About Insulation Differently
100
  • BARRIERS TO IMPLEMENTING ENERGY SAVINGS AND
    EMISSION REDUCTION INITIATIVES WITH MECHANICAL
    INSULATION
  • Needs a Champion within the company and
    facility
  • Good or best practices in one unit/plant are not
    easily and widely diffused in organizations
  • Lack of detailed knowledge on mechanical
    insulation systems
  • Management the decision makers need motivation
    to allocate attention and resources
  • A longer term financial model should be
    considered verses only examining short term
    results
  • Timely and effective insulation maintenance is an
    investment not an expense. The damage or cost
    caused by reduced focus on mechanical insulation
    is often not identified
  • Slow uptake on energy savings projects and
    implementing technical or specification
    recommendations
  • Energy is often not a line of specific
    accountability and not integrated with other
    business objectives
  • Pressure from competing and often more
    glamorous initiatives

101
  • Call to Action Tool Kit
  • Call to Action Instructions
  • Draft Letter to Congress
  • Draft Letter to State Energy Directors
  • Speakers PowerPoint Presentation
  • Insulation, The Forgotten Technology
  • Saving Energy, Protecting the Environment,
    Creating Jobs
  • Mechanical Insulation Opportunities Stimulus
  • Congressional Listings
  • White Paper Briefings (2)
  • Press Release NIA/International Alliance
  • PDFs NIAs Power of Insulation Brochure
    Internationals Spring Journal Article,
    Mechanical Insulation, A Powerful Tool for
    Energy Independence
  • Press Release DOE-ORNL Information (July 09)
  • House Resolution 389 (June 09)

102
NIA LAUNCHES CAMPAIGN FOR FEDERAL FUNDING March
10th
A STRONG START ON CAPITOL HILL March 26th
(CLIMATE) CHANGE IS UPON US April 24th
MEETING GOVERNORS, A LEGISLATIVE SUCCESS, AND
MORE - July 9, 2009 LEAVING NO STONE UNTURNED
- August 26, 2009
103
Mechanical Insulation Marketing Initiative
  • Funding Administration
  • - Resource Discussion -
  • Objective Secure Funding Financing for
    Executing Foundation - MIMI Initiatives and
    Provide the Required Administrative Support in a
    Professional and Timely Manner
  • Membership Engagement
  • We need and value your support and participation
  • ACT NOW! NOW IS OUR TIME!

104
Mechanical Insulation Marketing Initiative
  • Funding Administration
  • - Resource Discussion -
  • Objective Secure Funding Financing for
    Executing Foundation - MIMI Initiatives and
    Provide the Required Administrative Support in a
    Professional and Timely Manner
  • Foundation Financial Support
  • Is Essential!
  • If you are not a supporter please consider
    joining your colleagues and if are a supporter,
    thank you and please consider increasing your
    contribution

105
(No Transcript)
106

Launched January 2008
  • The Mechanical Insulation Design Guide (MIDG) was
    developed in
  • conjunction with the National Institute of
    Building Sciences (NIBS). It
  • is an evolving web-based unbiased resource
    intended to assist the
  • experienced professional, or novice user, with
    design guidance,
  • system selection criteria and technology
    available with mechanical
  • insulation systems in building/commercial and
    industrial applications.
  • It is a great educational tool for todays youth
    or for the experienced professional
  • MIDG is the most comprehensive mechanical
    insulation resource developed in decades and is
    it free!

MIDG is a detailed Decision Tree www.wbdg.com/mi
dg
107
www.wbdg.org/midg
  • Seven Sections
  • Design Objectives and Considerations
  • Materials Systems
  • Installation Considerations
  • Design Data including online Calculators
  • a. Service Temperature, By Product Type
  • b. Estimated Time for Fluid to
    Freeze in an Insulated Pipe
  • c. Temperature Drop Fluid
    Flowing in a Duct or Pipe
  • d. Simple Thickness Simple Heat
    Flow
  • e. Rate of Return on Investment Emission
    Reduction
  • (Added to the web site on January 5, 2009 )
  • Resource Information Direct Linkage to Testing
    Organizations, Standards, Product Data Sheets,
    etc.
  • Case Studies
  • Glossary

108

NIBSs Whole Building Design Guide www.wbdg.org/mi
dg Vertical Portal

MIDG USERS
ARCOM MASTERSPEC
ASTM, GOVERNMENT AGENCIES, OTHERS
109

www.wbdg.com/midg
MANUFACTURERS TECHNICAL LITERATURE (MTL)
PRODUCT Catalog
MIDG USERS
PARTICIPATING MANUFACTURERS, FABRICATORS, ETC.
MIDG IS A GREAT RESOURCE FOR THE NOVICE OR THE
EXPERIENCED PROFESSIONAL
110
Live Demonstration
111
Mechanical Insulation Marketing Initiative
We have accomplished a lot in a relatively short
period! ------------------------------------------
Now What are going to do tomorrow?

112
Mechanical Insulation Marketing Initiative
Stay Tuned More to Follow -------------- Get
Involved Support the Initiative -------------- We
need your help !!!
and
113
Part II
Thank You !

2009 Fall Conference Williamsburg,
Virginia September 24th 27th , 2009
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