United States

Environmental Protection

Agency

Washington, DC 20460

Solid Waste and 

Emergency Response

(5101)

EPA 500-R-00-006

May 2000

www.epa.gov/brownfields/

Brownfields Economic

Redevelopment Initiative

Brownfields Cleanup Revolving Loan Fund 

Marketing Guide and Tool Kit
United States

Environmental Protection

Agency

Washington, DC 20460

Solid Waste and 

Emergency Response

(5101)

EPA 500-R-00-006

May 2000

www.epa.gov/brownfields/

Brownfields Economic

Redevelopment Initiative

Brownfields Cleanup Revolving Loan Fund 

Marketing Guide and Tool Kit

ii BCRLF Marketing Guide and Tool Kit

iv BCRLF Marketing Guide and Tool Kit
BCRLF Marketing Guide and Tool Kit 1

Overview

Marketing Guide Purpose

	


	
			


		
 
	 


	
	
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Key BCRLF Selling Points

• Reduced interest rates

• Flexible repayment terms and loan amortization

• Flexibility in acceptable forms of collateral

• Simple application

• Quick loan application review

• Low transaction costs

• Low or no processing fees

• Ability to leverage Federal financial involvement to attract other sources of funding

This guide is

offered by EPA

to help your BCRLF

• Develop a marketing

plan

• Convey your BCRLF’s

key selling points

• Reach your BCRLF’s

target audience
2 BCRLF Marketing Guide and Tool Kit

Introduction to BCRLF Marketing

Four Steps to Successful Marketing

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Step 2

Product & Program

Development

• Developing Loan

Products

• Structuring Your

Program

• Integrating Services

• Building Staff Skills &

Awareness

Step 3

Selling the BCRLF

• Identifying Target

Audience

• Developing Outreach

Approaches

• Marketing to

Interested Borrowers

• Maximizing the

Effectiveness of

Communications

Step 4

Loan Closing and

Support

• Key Ingredients of a

Successful Loan

• Understanding How

Loans Can Fall Apart

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Key Elements of Successful BCRLF Marketing

• Support and active invovlement from elected officials (Mayor, Governor, legislature, etc.)

• Hands-on approach with potential borrowers

• Partnerships with other brownfields participants and resources

• Assistance from your EPA Regional brownfields office

Step 1

Market Research

• Defining Your Market

• Positioning a

BCRLF Loan in a

Redevelopment

Financing Package
BCRLF Marketing Guide and Tool Kit 3

Developing A Marketing Plan: Managing for Marketing Success

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Sample BCRLF Marketing Plan

Table of Contents

I. Market Research........................................................................................................................... P.1

A. BCRLF Market Profile ........................................................................................................... P.2

- Potential Borrowers ..................................................................................................... P.2

- Potential Sites .............................................................................................................. P.3

- Needed Loan Structures .............................................................................................. P.3

B. BCRLF Market Niche ............................................................................................................. P.4

- Other Sources of Financing .......................................................................................... P.4

- BCRLF Role in Cleanup and Redevelopment Financing ........................................ P.4

II. Product and Program Development .............................................................................................P.5

A. Loan Products to Be Offered ................................................................................................ P.5

B. Planned BCRLF Program Structure ...................................................................................... P.5

C. Technical Support Services to Be Offered .......................................................................... P.6

D. Required Staff Training ........................................................................................................ P.6

III. Outreach and Sales ...................................................................................................................... P.7

A. Target Audience .................................................................................................................... P.7

B. Outreach Strategy and Tools ................................................................................................ P.8

C. Direct Marketing Strategy and Tools ................................................................................... P.8

D. Outreach Implementation Timeline and Milestones ........................................................... P.8

IV. Loan Closing and Servicing .......................................................................................................... P.9

A. Pro Forma Loan Documents .................................................................................................. P.9

B. Schedule Templates ............................................................................................................. P.10

C. Loan Servicing Agreements ................................................................................................. P.11

D. Recordkeeping Requirements .............................................................................................. P.12

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BCRLF Marketing Guide and Tool Kit 5

Step 1. Market Research:

Understanding Your Marketplace


	 
 	

 	 
	 	

	
  
 	 	 	 	 	 

 
   


  	 	



 
 

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Step 1

Market Research

• Defining Your Market

• Positioning a

BCRLF Loan in a

Redevelopment

Financing Package
6 BCRLF Marketing Guide and Tool Kit

Defining the Market for Your BCRLF

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Define your

market based on:

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borrowers and their

financial needs

• Sites you are seeking

to influence

Step 1

Market Research

• Defining Your Market

• Positioning a

BCRLF Loan in a

Redevelopment

Financing Package
BCRLF Marketing Guide and Tool Kit 7

National Developers

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8 BCRLF Marketing Guide and Tool Kit

Identifying Potential Sites

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Scenario 1: Role of BCRLF Financing for Small Site Cleanup

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Potential Site Inventories

• Sites assessed or targeted for assessment

• Federal or State designated EZ/EC or priority investment areas

• Sites using Federal funding (e.g., EPA, EDA Title IX, HUD CDBG or Section 108) or State assistance

• Federal, State, or local designated brownfield tax incentive or abatement areas

• Local development/planning office site inventories of economic development properties

(e.g., industrial/business parks)

• Local master plans or land use plans

• Local tax delinquency announcements

• Tax increment financing districts

• Environmental health surveys

• Relevant land surveys, geographic information systems, or databases
BCRLF Marketing Guide and Tool Kit 9

Scenario 2: Role of BCRLF Financing for Large Site Cleanup



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A Case Example: Harbor Redevelopment Project – Stamford, CT

Clearview Investment, Inc. is restoring a 15-acre site on Stamford’s harbor. The project area includes the 3-acre Northeast

Utilities Site and the 12-acre Hoffman Fuel Site. Clearview is developing the site into a residential waterfront community,

Southfield Harbor. The development will include approximately 320 residential units and a marina facility with approximately 68

boat slips.

BCRLF Role. In 1999, EPA selected Stamford as a BCRLF Pilot. Subsequently, the Stamford BCRLF made its first loan to

Clearview Investment, Inc. in the amount of $250,000 to conduct brownfields cleanup on 3-acres of the site. The BCRLF loan is

expected to leverage up to a $50 million investment.

A Case Example: Scott Peterson Meats – Chicago, IL

Scott Peterson Meats wished to expand a Chicago plant by acquiring the adjacent property, demolishing the existing building, and

constructing employee parking. The company, however, required City assistance for this transaction. The City paid for environmental

investigation, cleanup, and demolition on the site, which was in Chicago’s Brownfield Program. The site was then transferred to Scott

Peterson Meats for a nominal fee. In return for the City’s help, Scott Peterson Meats expanded its operations, investing over $5 million

in a new smokehouse and hiring 100 new employees from the surrounding area.

Potential BCRLF Role. Some cities may not have the resources to finance a site cleanup like Chicago did in this example. For these

cities, BCRLF financing could offer an alternative for site cleanup financing.

Source: Lessons from the Field: Unlocking Economic Potential with an Environmental Key. Northeast-Midwest Institute.
10 BCRLF Marketing Guide and Tool Kit

Developing Potential Loan Structures


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BCRLF Marketing Guide and Tool Kit 11

Positioning a BCRLF Loan within a

Redevelopment Financing Package


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Other Sources of Financing

• Commercial banks

• State and local economic

development organizations

• Venture capital

• Corporations and individuals

• Clean Water Act State

Revolving Funds

• Other state and local grant and

loan programs

Step 1

Market Research

• Defining Your Market

• Positioning a

BCRLF Loan in a

Redevelopment

Financing Package
12 BCRLF Marketing Guide and Tool Kit

Public Financing Programs for

Brownfields Cleanup and Redevelopment

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Federal Sources of Brownfields Financing

• US Department of Housing and Urban Development (HUD) grants from Brownfields Economic

Development Initiative (BEDI) and Economic Development Initiative (EDI) programs, in conjunction

with Section 108 Loan Guarantees (for more information, see www.hud.gov/bfields)

• HUD Community Development Block Grant (CDBG) funds (for more information, see

www.hud.gov/cpd/cdbg/deskguid.html)

• US Department of Transportation (US DOT) funds, as long as cleanup is part of an eligible

transportation project (for more information, see www.fhwa.dot.gov/environment/)

• US Department of Commerce, Economic Development Administration (EDA) programs to address

economically distressed communities (for more information, see www.doc.gov/eda/html/prgtitle.htm)

State and Local Sources of Brownfields Financing

• State and local brownfields cleanup, economic development, or revitalization programs including

grants, loans, or loan guarantees

• State and local transportation funds

• Clean Water Act State Revolving Fund (SRF) loans, which can finance brownfield cleanup projects

where the objective of the cleanup is to protect or improve surface or groundwater quality

• General obligation debt repaid by State or local general revenues

• Revenue debt repaid by a revenue source dedicated to the project or a program of projects

By forming

partnerships

with other financing

programs, you can best

assist BCRLF borrowers

in assembling their

redevelopment

financing packages

and serve as the

financing catalyst.
BCRLF Marketing Guide and Tool Kit 13

Your BCRLF is

generally able to

offer more flexible loan

terms than commercial

lenders, including longer

repayment periods,

lower interest rates,

and a wider range of

acceptable collateral.

Commercial Financing Sources for

Brownfields Cleanup and Redevelopment



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14 BCRLF Marketing Guide and Tool Kit

Demonstration of Potential BCRLF Loan Positioning

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Stamford, Connecticut BCRLF Loans

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Las Vegas, Nevada BCRLF Loan

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Stamford BCRLF Loan

• Loan size: $250,000

• Loan term: 15 months

• Interest rate: 6%

• Other financing: private funds

• Resulting redevelopment

project: Rental residential

community of 327 apartments

with waterfront public

amenity access

• Total cost of development:

Over $50 million

(100% private funds)

Las Vegas BCRLF Loan

• Loan size: $50,000

• Loan term: 24 months

• Interest rate: 2%

• Other financing: municipal

bonds

• Resulting redevelopment

project: Community and small

business incubation center
BCRLF Marketing Guide and Tool Kit 15

Summary and Action Item:

Determining Your BCRLF's Market Niche

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BCRLF Marketing Guide and Tool Kit 17

Step 2. Product and Program Development:

Creating a BCRLF that Meets Borrowers’ Needs

  
 	

 

 	  		  



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Product & Program

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• Structuring Your

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• Integrating Services

• Building Staff Skills &

Awareness
18 BCRLF Marketing Guide and Tool Kit

Developing Loan Products:

Addressing Borrower Needs

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Simplicity and

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product development.

Step 2

Product & Program

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• Developing Loan

Products

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• Integrating Services

• Building Staff Skills &

Awareness

Cost Savings as a Result of a Reduced Interest Rate 

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BCRLF Marketing Guide and Tool Kit 19

Flexible Repayment Terms

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Structuring Your Loan Program:

Make it Simple and Appealing

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administer your

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customers’ needs.

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Product & Program

Development

• Developing Loan

Products

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Awareness
BCRLF Marketing Guide and Tool Kit 21

Integrating Loan Program with Other Services

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Directly offer,

or facilitate

via cooperative

relationships, services

that support borrowers’

needs throughout

the cleanup and

redevelopment

process.

Step 2

Product & Program

Development

• Developing Loan

Products

• Structuring Your

Program

• Integrating Services

• Building Staff Skills &

Awareness
22 BCRLF Marketing Guide and Tool Kit

Environmental Clearinghouse

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BCRLF Marketing Guide and Tool Kit 23

Provide staff

with training to

effectively manage and

market the BCRLF.

Building Staff Skills and Awareness

+$

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The Direct Marketers – BCRLF Staff

		
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Product & Program

Development

• Developing Loan

Products

• Structuring Your

Program

• Integrating Services

• Building Staff Skills &

Awareness

Program Ambassadors

• Your BCRLF staff

• Local business assistance centers

• Federal, State, and local economic development organizations

• State and local environmental agency personnel

• Chambers of commerce

• Commercial banks
24 BCRLF Marketing Guide and Tool Kit

The Indirect Marketers – Affiliated Agency Staff & Others

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Creating a Marketable Product

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Work with your

affiliated agencies and

government officials to

make the best use of

your limited resources

and offer as many cost

saving measures and

technical assistance

services as feasible.
BCRLF Marketing Guide and Tool Kit 25

Step 3. Selling The BCRLF:

Communicating Your Offering


	 
 		

 
 

 	


 		 
 

 
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Step 3

Selling the BCRLF

• Identifying Target

Audience

• Developing Outreach

Approaches

• Marketing to

Interested Borrowers

• Maximizing the

Effectiveness of

Communications
26 BCRLF Marketing Guide and Tool Kit

Identifying Target Audience

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Citizen and Community Groups

 	

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3 
		

Step 3

Selling the BCRLF

• Identifying Target

Audience

• Developing Outreach

Approaches

• Marketing to

Interested Borrowers

• Maximizing the

Effectiveness of

Communications
BCRLF Marketing Guide and Tool Kit 27

Academic Institutions and Practitioners

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		 #	28 BCRLF Marketing Guide and Tool Kit

Outreach Approaches Discussed in this Chapter

Developing Outreach Approaches



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Your BCRLF’s

staff should plan

to spend significant

time meeting in

person with potential

borrowers and other

interested parties.

Step 3

Selling the BCRLF

• Identifying Target

Audience

• Developing Outreach

Approaches

• Marketing to

Interested Borrowers

• Maximizing the

Effectiveness of

Communications

Print-Based

• Brochures

• Fact sheets

• Press releases/media coverage

• Newsletters

People-Based

• Telephone calls

• Seminars and other meetings with interested parties

• Conferences

• Joint marketing with commercial lenders

• Mass mailings

• Preliminary interest forms

• Advertisements

• Pilot and related web pages
BCRLF Marketing Guide and Tool Kit 29

Sample Brochure Contents

• It’s Easy To Use

• Project Criteria

• Typical Loan Terms

• Who Is The Focus Of

This Program?

• Where Must My Property

Be Located?

• Why Does This Program Exist?

• How Do I Learn More?

Brochures

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Implementation Guidelines

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Brochure Use in Other RLFs

Englewood, Colorado’s brownfield assessment RLF distributes its brochure widely and

posts it on their web site: www.ci.englewood.co.us/brownfields
30 BCRLF Marketing Guide and Tool Kit

Fact Sheets

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Fact Sheet Use in Other RLFs

The New Hampshire Clean Water State Revolving Fund has developed a series of fact sheets. One of their fact

sheets, entitled “How Difficult Can It Be,” describes the steps taken in applying for a loan. Another, entitled

“What is SRF,” provides basic program information, such as purpose and major requirements.

Sample Fact Sheet Topics

• Program purpose & goals

• Site and borrower eligibility

requirements

• Loan terms (repayment periods,

interest rates, loan sizes, etc)

• Case examples of successful

loans
BCRLF Marketing Guide and Tool Kit 31

Media Coverage

!"
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3 

	

		 	

6	
/
		

 
	
	


"		"
 


	
	


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3 K"""


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3 
	

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Anywhere, USA Establishes $500,000 Loan Program for Brownfields Cleanup

Anywhere, USA has $500,000 available in loan funds for brownfields cleanup. Entities that

encounter environmental contamination on a property should contact the program to inquire

about the potential for cleanup financing. For more information contact John Brown,

Anywhere, USA Brownfields Cleanup Revolving Loan Fund, 888-888-8888, www.BCRLF.gov.
32 BCRLF Marketing Guide and Tool Kit

Newsletters

	
	
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Newsletter Use in Other RLFs

The New Hampshire Clean Water State Revolving Fund publishes a quarterly newsletter. For

example, the Spring 1999 issue (about 6 pages in length) includes an update on the SRF’s activities

and a few articles of interest to its borrowers and other interested parties on legislative actions,

new technologies, and progress of particular projects.
BCRLF Marketing Guide and Tool Kit 33

Mass Mailings

7
	 & 
		
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Implementation Guidelines

3 %	
	
		


	



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3 	 

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Rochester, New York’s Fee-For-Service Brownfield Assessment Program

Rochester’s Brownfield Assessment Program maintains a database of community businesses

as well as a targeted database of lawyers, accountants, environmental professionals,

architects, etc. Through mailings, they inform firms of their program and provide contact

information if they or their clients are interested. Rochester plans to use this marketing

technique for their BCRLF program as well.

Mass Mailing Use in Other RLFs

The Rhode Island Clean Water

Finance Agency notifies all

potential borrowers (in their case,

municipalities) of newly available

loans via mailings to:

• Mayors

• Town managers

• Public works directors

• Finance directors
34 BCRLF Marketing Guide and Tool Kit

Preliminary Interest Forms


		
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3 ( 
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3 	
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BCRLF Marketing Guide and Tool Kit 35

Advertisements

								
"
 


	


	 
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Implementation Guidelines

3 ;
&"	

	 
		 	

	 	


	6	
	 
	

3 %	
 
				
	

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3 %

	 
				

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36 BCRLF Marketing Guide and Tool Kit

BCRLF Web Page

  	

%	
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Implementation Guidelines

3 ;
 
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Other RLF’s Web Pages

Arizona’s Highway Expansion and Extension Loan Program (HELP, a RLF for transportation projects) has a web site that provides

annual and monthly reports, relevant legislation, and application packets. The web site is located at www.dot.state.az.us/

about/fms/help.htm

The city of Englewood Colorado’s Brownfield Assessment RLF has a web site that provides program information such as a brochure,

a loan application, and quarterly reports. The web site is located at www.ci.englewood.co.us/brownfields.
BCRLF Marketing Guide and Tool Kit 37

Telephone Calls

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3 

			
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Use of Phone Calls in Other RLFs

Almost all RLF programs use phone calling to keep lines of communication open with existing

borrowers and to follow up with potential borrowers and other interested parties that have

expressed interest in the program. It is relatively rare, however, that an RLF program will “cold call”

potential borrowers that have not expressed interest in the program via some other mechanism.
38 BCRLF Marketing Guide and Tool Kit

Seminars and Meetings with Interested Parties

)		"		
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3 ;
	
			 
 

	

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3 !	"
	
	
	

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Seminars in Other RLF’s

Rochester, New York’s Fee-For-Service Assessment Program conducts a seminar program on various

brownfields related topics. Typically, someone from the Economic Development Office speaks, but

they also invite outside speakers. Their seminars are about 1 hour in length.

Michigan Department of Environmental Quality’s Revitalization RLF which provides loans for

investigations, demolition and interim response activities provides an annual seminar on their

program to a large audience to spread the word about available funding.
BCRLF Marketing Guide and Tool Kit 39

Conferences

	
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3 		
	
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3 !
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Conference Attendance and Participation by Other RLF’s

New York State Clean Water State Revolving Fund personnel attend association conferences

such as the New York State Conference of Mayors and the New York Association of Counties.

They set up exhibit booths and consultant tables and plan to market their brownfield loans with

more prominent displays.
40 BCRLF Marketing Guide and Tool Kit

Marketing with Commercial Lenders


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BCRLF Marketing Guide and Tool Kit 41

Marketing to Interested Borrowers

!""

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One-on-One Meetings with Interested Borrowers

!=

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Loan Application Assistance

7	 
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Key BCRLF Selling Points

• Flexible repayment terms and

loan amortization

• Ability to use funds to

purchase insurance

• Flexibility in acceptable forms

of collateral

• Simple application

• Quick loan application review

• Low or no processing fees

• Low transaction costs

• Ability to leverage Federal

financial involvement to attract

other sources of capital

Step 3

Selling the BCRLF

• Identifying Target

Audience

• Developing Outreach

Approaches

• Marketing to

Interested Borrowers

• Maximizing the

Effectiveness of

Communications
42 BCRLF Marketing Guide and Tool Kit

Potential

borrowers are

likely to need help in

identifying and

securing financing for

other project elements

and funding streams to

repay all sources of

financing.

Assistance with Financing Package

%		 

	 	
		

	


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		BCRLF Marketing Guide and Tool Kit 43

Maximizing the Effectiveness of Communications



		
"
 
			 


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As your program

evolves, you will

need to update your

marketing materials.

Keep this required

flexibility in mind in

the development stage.

Step 3

Selling the BCRLF

• Identifying Target

Audience

• Developing Outreach

Approaches

• Marketing to

Interested Borrowers

• Maximizing the

Effectiveness of

Communications
44 BCRLF Marketing Guide and Tool Kit

Tracking Communications

*?



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BCRLF Marketing Guide and Tool Kit 45

%	"""""	#	


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BCRLF A – Brown City

• Developed a communications plan and budget, with annual updates

• Developed a brochure and a preliminary interest form

• Developed relationships with local commercial banks and realtors by which they will refer

developers to their program

• Developed a fact sheet on eligibility requirements for borrowers and sites

• Established links to the BCRLF’s web site on Brown City’s Department of Economic Development and

Department of Environment web sites

• Attends an annual conference sponsored by a local developers association, speaks on a

brownfields panel, and sets up a booth with program materials

• Places follow-up calls to contacts made at the conference and in response to completed

preliminary interest forms received

BCRLF B – State of Brownfields, Coalition with Industry City and Abandonment City

• Developed a communications plan and budget, with semi-annual update

• Developed a brochure and a preliminary interest form

• Developed BCRLF section in Department of Economic Development’s quarterly brownfields

newsletter

• Developed fact sheets on program purpose and eligibility

• Developed web site

• Attends conferences sponsored by realtor and developer associations

• Conducts an annual mass mailing to realtors, developers, bankers, and businesses in the two

coalition cities

• Places follow-up phone calls to contacts made at the conferences as well as the recipients of

the mass mailing

• Conducts individual meetings, as appropriate

Summary and Action Item:

Developing BCRLF Outreach and Direct Sales Strategies
46 BCRLF Marketing Guide and Tool Kit
BCRLF Marketing Guide and Tool Kit 47

Components of Deal Closing

• Loan application

• Closing schedule

• Loan agreement and

documentation

• Escrow and loan servicing

agreements, if necessary

Step 4. Loan Closing:

Signing and Servicing Your Loans


 
  	

 

 

  	

  

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Step 4

Loan Closing and

Support

• Key Ingredients of a

Successful Loan

• Understanding How

Loans Can Fall Apart
48 BCRLF Marketing Guide and Tool Kit

Key Ingredients of a Successful Loan


	


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Loan Closing and

Support

• Key Ingredients of a

Successful Loan

• Understanding How

Loans Can Fall Apart
BCRLF Marketing Guide and Tool Kit 49

Understanding How Loans Can Fall Apart


			
 

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Developing a Loan Closing Game Plan



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Step 4

Loan Closing and

Support

• Key Ingredients of a

Successful Loan

• Understanding How

Loans Can Fall Apart
50 BCRLF Marketing Guide and Tool Kit
BCRLF Marketing Guide and Tool Kit 51

Retracing the Steps:

Assembling Your BCRLF Marketing Plan

Step 2

Product & Program

Development

• Developing Loan Products

• Structuring Your Program

• Integrating Services

• Building Staff Skills & Awareness

Step 4

Loan Closing and Support

• Key Ingredients of a Successful Loan

• Understanding How Loans Can Fall

Apart

Step 1

Market Research

• Defining Your Market

• Positioning a BCRLF Loan in a

Redevelopment Financing Package



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Selling the BCRLF

• Identifying Target Audience

• Developing Outreach Approaches

• Marketing to Interested Borrowers

• Maximizing the Effectiveness of

Communications
52 BCRLF Marketing Guide and Tool Kit

Sample BCRLF Marketing Plan

Table of Contents

I. Market Research........................................................................................................................... P.1

A. BCRLF Market Profile ........................................................................................................... P.2

- Potential Borrowers ..................................................................................................... P.2

- Potential Sites .............................................................................................................. P.3

- Needed Loan Structures .............................................................................................. P.3

B. BCRLF Market Niche ............................................................................................................. P.4

- Other Sources of Financing .......................................................................................... P.4

- BCRLF Role in Cleanup and Redevelopment Financing .............................................. P.4

II. Product and Program Development .............................................................................................P.5

A. Loan Products to Be Offered ................................................................................................ P.5

B. Planned BCRLF Program Structure ...................................................................................... P.5

C. Technical Support Services to Be Offered .......................................................................... P.6

D. Required Staff Training ........................................................................................................ P.6

III. Outreach and Sales ...................................................................................................................... P.7

A. Target Audience .................................................................................................................... P.7

B. Outreach Strategy and Tools ................................................................................................ P.8

C. Direct Marketing Strategy and Tools ................................................................................... P.8

D. Outreach Implementation Timeline and Milestones ........................................................... P.8

IV. Loan Closing and Servicing .......................................................................................................... P.9

A. Pro Forma Loan Documents .................................................................................................. P.9

B. Schedule Templates ............................................................................................................. P.10

C. Loan Servicing Agreements ................................................................................................. P.11

D. Recordkeeping Requirements .............................................................................................. P.12
BCRLF Marketing Guide and Tool Kit 53

Appendix:

Marketing Partners and Resources

EPA Regional Office BCRLF Coordinators and Regional Brownfields Home Pages

Region 6 (AR, LA, NM, OK, TX)

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54 BCRLF Marketing Guide and Tool Kit

National and Regional Bankers’ Associations

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