DucTales - March/April 2018

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Vol. 30, No. 2 • March/April 2018

NADCA 29TH ANNUAL

MEETING & EXPOSITION

A recap of this year’s gathering of industry professionals

Also in this issue Merging Online and Offline Marketing

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The Cutting-Edge Future of IAQ Measurement

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NADCA’s 2017 Annual Report

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Contents Editor Sarah Black

Features

Publisher Jodi Araujo, CEM

POSTMASTER: 1120 Route 73, Suite 200 Mount Laurel, NJ 08054 Phone: 855-GO-NADCA Fax: 856-439-0525 E-mail: info@nadca.com Website: www.nadca.com DucTales Magazine is published six times annually. NADCA annual dues include a paid ­subscription to DucTales. Yearly subscriptions to DucTales are available for $50.

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Recap of NADCA’s 29th Annual Meeting & Exposition

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The Cutting-Edge Future of Indoor Air Quality Measurement

In Every Issue 3

President’s Letter

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Chief Staff Executive’s Letter

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Executive Director’s Letter

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Industry Calendar

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Committee Spotlight

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New NADCA Members, ASCSs

Industry News 10

In Brief

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Samsung Unveils Wind-Free HVAC

NADCA News

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26

Member Spotlight: Carolina Filters

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Long-Time International Member Speaks Out on Fraud

33

NADCA’s 2017 Annual Report

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ECO BOX DucTales magazine text and cover pages are printed on SFI-Certified Anthem Plus Gloss paper using soy ink.

Your Business How to Integrate Online and Offline Marketing Strategies

The National Air Duct Cleaners Association (NADCA) prints DucTales Magazine to provide its members and the HVAC system cleaning industry with a forum for the discussion of topics of interest. To that end, NADCA tries to include within DucTales a wide range of ideas and opinions.

The ideas and opinions expressed by the authors who write articles for DucTales, however, are solely the views of the person expressing them, and do not necessarily represent the views, positions or policies of NADCA, its members, or its officers, directors or staff. NADCA is not responsible for claims made in advertisements.

NADCA does not endorse any particular manufacturer or supplier of equipment, chemicals or related ­products, nor any ­particular model of equipment.

The SFI certified sourcing label is proof DucTales magazine is using fiber from responsible and legal sources.

The Sustainable Forestry Initiative® program integrates the perpetual growing and harvesting of trees with the protection of wildlife, plants, soils and water.

The Sustainable Forestry Initiative® program promotes responsible forest management.

President’s Letter

Spring Ahead with NADCA

NADCA Officers President Richard Lantz, ASCS, CVI (’18) Virginia Air Duct Cleaners, Inc. 1149 Waters Road Chesapeake, VA 23322 (757) 407-3845

Treasurer Mark Zarzeczny, ASCS (’20) Advanced Clean Air Specialists, LLC 1234 Market St., Unit 40839 Philadelphia, PA 19107 (609) 980-1880 ductone123@gmail.com

1st Vice President Treasurer Mike White, ASCS, CVI (’20) Clean Air Systems of LA, Inc. P.O. Box 6210 Shreveport, LA 71136 (318) 869-0344

Secretary April Yungen, ASCS, CVI (‘18) Air Management Industries 8351 Elm Avenue, Suite 102 Rancho Cucamonga, CA 91730-7639 United States (909) 945-0041 airmgmt@tstonramp.com

richard@virginiaductcleaners.com

mike.white@cleanairsystemsiaq.com

2nd Vice President Dan Stradford, ASCS (’18) Action Duct Cleaning 2333 Lincoln Ave. Altadena, CA 91001 Dstradford@aol.com

Immediate Past President Michael Vinick, ASCS Duct & Vent Cleaning of America, Inc. 311 Page Blvd.

Springfield, MA 02204 (413) 734-8368 mvinick@ductandvent.com

NADCA Directors

Mike Dexter, ASCS, CVI (’20) Air Quality Control Environmental 3933 NW 126th Avenue Coral Springs, FL 33065 (954) 707-0794

Jimmy Meyer, ASCS (‘19) Meyer Machine Supply & Equipment 241 Depot St. Antioch, IL 60002 (800) 728-3828

jimbob@meyermachine.com

mikedexter@airqualitycontrolenv.com

Andrea Casa, ASCS (‘19) Alisea SRL Frazione Tornello 120 Mezzanino, Italy 27040 (+39) 0382-583090

Jim Castellano, ASCS (‘21) Better Air Quality 3 Beach Plum Lane Middle Island, NY 11953 (631) 379-8282 betterair@optonline.net

andrea.casa@alisea-italia.com

Kehau Mendes, ASCS, CVI (’20) AIRPRO Indoor Air Solutions 1916 Democrat Street Honolulu, HI 96819 (808) 832-1178 kehau@airprohawaii.com NADCA Headquarters 1120 Route 73, Suite 200 • Mount Laurel, NJ 08054 Toll Free: 855-GO-NADCA • Phone: (856) 380-6810 Fax: (856) 439-0525 • www.nadca.com

NADCA Staff Jodi Araujo, CEM Chief Staff Executive

Kristy Cohen Executive Director

Caitlin McWilliams Assistant Executive Director

Victoria Ramsay Client Services

Ashton Hald Meeting Manager

Brian Flynn Standards & Specifications Marketing Manager

Holly French Membership & Certification Coordinator

Christina DeRose Industry Relations Manager

By Richard Lantz, NADCA President and Chairman of the Board

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pring is in the air and with the new season comes some exciting changes at NADCA! First, welcome to our newest board member, Jim Castellano from Better Air Quality. Jim has been a member of NADCA since 2002, has served on several committees and is now bringing his technical savvy to the board room. We look forward to watching Jim learn and grow from the long-timers in the board room.

The time has also come to say goodbye to Rick MacDonald, the Godfather of Fall Tech. If you attended the general business meeting in Palm Springs, you saw just how beloved Rick is to his fellow board members, staff and his NADCA peers. He’s worked tirelessly on almost every committee in the past nine years, he was a leader in the board room and always brought new ideas to move the association forward. His professionalism and his friendship will be missed so much.

I know his wife, Donna, is happy to have him back, and I’m certain his son, Joe, will put him right back to work.

I’d like to give a special thanks to the sponsors and exhibitors who support our annual meeting and make it such a successful event. Sunbelt Rentals continues to support our members, not only with a fantastic party, but with discounts and rebates, putting

money right back in your pockets. If you’re not taking advantage of the NADCA discount, contact your local Sunbelt rep and make sure you sign up!

This year the exhibit hall was sold out and we saw some new faces in addition to our long-standing exhibitors. The product and technology continues to change and grow and this exhibit hall is the place to find what you need. If you missed it, be sure to check out the Buyer’s Guide at nadca.com. You find all of the associate members and the products and services they offer.

Next year we will celebrate our 30th anniversary in Nashville and with that, we’ll have an exhibit hall that can accommodate our trucks inside the hall! It will be spectacular to see those large trucks lining the exhibit hall. If you’ve got an outdoor exhibit but haven’t brought it to the conference in a few years, you won’t want to miss the show in Nashville. You can contact NADCA headquarters for more information.

The Board of Directors will hold its Spring meeting at headquarters in June and before you know it, we’ll be in Pittsburgh for Fall Tech 2018. Mark your calendars and we’ll see you in the Steel City!

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NADCA News

NADCA Committee Assignments Annual Meeting Committee Chair: Mark Zarzeczny Immediate Past Chair: Michael Vinick Perry Bagley Rachelle Cunningham Frank Forrest Tommy Gwaltney Peter Haugen Anthony Paterno Cindy White

Daniel Bowman Kelly Dexter George Grozan Terry Lee MJ Palazzolo Ray Strozyk

By-Laws Policies Procedures Committee Chair: Dan Stradford Immediate Past Chair: Richard Lantz

Melinda Allen Sharon Altenhoff

Certification Committee Chair:

April Yungen

Norman Foster Mike McDavid Clint Orr Todd St. Ores Cindy White

Rick MacDonald Andrew McLaughlin Jill Rhodes Duane Whetzel

Education & Safety Committee Co-Chairs:

Mike Dexter Mike White

Jeff Bagley Ron Gray Richard Lantz Andrew McLaughlin Robert Rizen Tom Wengert

Frank Forrest Chet Goetz Jerry Lawrence Kehau Mendes Kevin Uilkie Michael C. White

Subcommittee: White Paper Committee Chair:

Dan Stradford

Subcommittee: Fall Technical Conference Co-Chairs:

Mike Dexter Jimmy Meyer

Perry Bagley Dennis Cicala George Grozan Mike McDavid Robert Rizen Tom Wengert Vito Moscato

Jim Castellano Frank Forrest Richard Lantz Kehau Mendes Kevin Uilkie Michael C. White

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Subcommittee: CVI Marketing Task Force Chair:

April Yungen

Mike Dexter Rick MacDonald Mark Zarzeczny

Richard Lantz Mike White

Ethics Committee

Chair: Dan Stradford Immediate Past Chair: Richard Lantz Melinda Allen George Grozan Michael O’Rourke

Kelly Dexter Mike Wine

Finance Committee

Chair: Dan Stradford Immediate Past Chair: Richard Lantz John Line Al Sutton

John Muller Mike White

Industry & Public Relations Committee Co-Chairs: Kehau Mendes

Mark Zarzeczny Immediate Past Chair: Richard Lantz Dave Adams Jim Castellano Kelly Dexter Peter Haugen Clayton Ivany Scott Moritz Billy Prewitt Larry Stabb Travis Tassey

Perry Bagley Charles de Azagra Terry Donohue Bill Hippen Dan L’Herbier MJ Palazzolo Andrew Rodgers Slade Stricklin Stephen Worrall

International Affairs Committee

Chair: Andrea Casa Immediate Past Chair: Michael Vinick Julio Cesar Arencibia Nicolas Charland Eric Gordon Hugo Hernandez Al Sutton

Nelson Constanza Javier Dominguez Peter Haugen Rick MacDonald Travis Tassey

Membership Committee Chair: April Yungen Immediate Past Chair: Kevin Uilkie Perry Covello Peter Haugen Andrew McLaughlin Andrew Rodgers Mark Zarzeczny

Gary Croshaw Jared Klinger MJ Palazzolo Sheldon Smiley

Subcommittee: Regional Coordinators

Chair: April Yungen Immediate Past Chair: Kevin Uilkie U.S. Northwest – Vito Moscato U.S. Southwest – Matt Kelly, Kehau Mendes U.S. Northeast – Rick MacDonald, Nelson Constanza U.S. Southeast – Tommy Gwaltney, Perry Bagley Canada Region 9 – Gary Baskin Canada Region 9.5 – Nicolas Charland Mid-East Region 10 – George Thomas Australia Region 11 – Italy Region 12 – Andrea Casa China Region 15 Central & S. America – Richard Lantz

Subcommittee: Anti-Fraud Task Force

Leadership Development Committee

Hal Ayer April Yungen Justin Viar

Standards Committee

Chair: Mark Zarzeczny

Jim Castellano Kelly Dexter Stephen Worrall

Subcommittee: Editorial Committee Chair:

Richard Lantz

Kehau Mendes Dan Stradford

Jimmy Meyer April Yungen

Chair:

Richard Lantz

Chair: Bill Lundquist Immediate Past Chair: Richard Lantz Paul Burns Brad Kuhlmann Rick MacDonald Patrick O’Donnell

Charlie Cochrane Greg Long Mike McDavid Byron Ware

Strategic Planning Committee Chair:

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Richard Lantz

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Chief Staff Executive’s Letter

From the Chief Staff Executive

By Jodi Araujo, CEM; Chief Staff Executive

“Being passionate about something is the most beautiful characteristic you can develop.”

— Charlotte Eriksson

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inding volunteer opportunities is pretty easy, they’re all around our communities, in schools, hospitals and senior centers. But finding the right opportunity is the key. At NADCA, we have 12 standing committees — that is, committees mandated by the association bylaws. Service on any one of these committees requires a specific skill set, a willingness to learn and most important, an awareness of your own time management. How much time do you truly have, and want, to dedicate to service? Many of our members are working long days in the field, so taking an hour a month to jump on a conference call or perhaps spending four hours putting together new educational materials is not realistic. What do you do if you feel compelled to volunteer but can’t break free for consistent meetings?

Fear not, we have smaller, projectbased volunteer opportunities as well.

The following are few tips from Kerry Hannon, author and speaker, and from my own archives, to give you help in finding your ideal volunteering gig:

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1.

Know what you have to offer. Do you possess technical expertise? Perhaps you specialize in cleaning healthcare facilities? Maybe you have a marketing background and the business OF the business is your wheelhouse. Or maybe you like the annual meeting and you want to help formulate the program and the speakers.

2.

Consider your true purpose.

Are you joining the ranks of the volunteers because you want to be a part of a group of peers? Are your ideas for the association aligned with the mission statement?

There’s no wrong answer, but awareness is important in finding the right fit.

3.

Be realistic about your availability. I said it earlier, some members are in the field all day, others may be in their office with time to spare.

The most important part of your decision to get involved will be self-awareness around just how much time you’re able and willing to give.

4.

Decide where and how you want to make a difference.

Again, do you want to serve as a mentor to the younger generation of technicians and owners? Do you have a penchant for the classroom setting and want to get involved in training? Maybe you just like golf and want to be a part of the golf task force (yes, we have one of those and we love those volunteers just as much as the individuals updating our exam questions).

5.

Reach out to your peers. Get others involved. No one at NADCA headquarters will know the industry individuals living and working in your community better than you will. Bring them into the group and encourage them to find their joy in volunteerism. Through that outreach, you may find your calling as well.

6.

Read the committee and task force job descriptions. Know what you are signing up for before you actually sign up.

Know that while you may really value your certification,

Rick MacDonald with his catch in Puerto Rico.

Donna, Rick’s wife, with her catch in Puerto Rico

that committee is one of the most active and the one that requires the absolute most brainpower and time commitment. Ask questions if you’re not sure.

7.

8.

Take baby steps. Join a task force or a sub-committee of interest. These groups work on specific projects over short periods of time. This allows you to commit yourself on a smaller scale and lets you test the waters, so to speak.

Be like Rick MacDonald, those who came before him and those following his lead. That’s right, devote nine years of your life to NADCA, the work of the Board of Directors and the Fall Technical Conference.

When you do, be sure to thank your wife, husband, partner or significant other, because while you’ve been traveling and spending weekends developing test questions, educational sessions and developing your alter-ego (i.e., Duct Tracy), they are at home holding you down, taking care of the kids, feeding the dog and going to bed alone. Some, like Cindy White, are even running the

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business while you’re gone.

Volunteerism takes great sacrifice, but it comes at the expense of your family and friends if you’re not realistic about your level of interest and commitment.

Speaking of Rick MacDonald, now that his board service is complete (he has served three, three-year terms), I want to send a tremendous message of thanks and gratitude.

I’ve watched Rick ride the ups and downs this board endured early in the management transition, the personalities that come and go in the industry and the board room, and time and again, I’ve seen him give up his moose hunting permit to attend NADCA meetings (did you know they only give out 100 permits via lottery each year?). Talk about sacrifice!

Now, that sacrifice did come with some perks. For example, alligator hunting in Florida, wild boar hunting in North Carolina, fishing in Puerto Rico and riding the dunes with the wind whipping through his hair in the Arizona dessert. Oh, and we can’t forget the Contaminant Queen fawning all over him in Orlando.

Rick, you have been a leader in the board room, at the Annual

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Rick MacDonald toasting the good life.

Conference and Fall Technical Conference, you’ve not always taken the popular opinion and you fought hard every time for what you believed in, even when it made the board stop and rethink their entire position. Nothing good ever came from 11 people telling themselves how wonderful and right they are and you lived by that in the board room!

Dissent builds the conversation and creates real solutions, and you brought that. A differing opinion, something to consider, bright insights.

Your growth of the Fall Technical Conference is unprecedented in NADCA’s 29 years. The vision and drive that you had for this event, and the work you put in to bring it to fruition are testament to your passion and dedication to the association. It has been my pleasure to sit with you in the board room, at the bar and across the table at dinner while you sip your fruity drink, garnished with a paper umbrella. I know Donna wants you back now, but can we please just keep a little piece of you for NADCA? To Rick’s wife, Donna, thank you for sharing the best parts of Rick with the association and the industry for the better part of the past decade. You, too, deserve an award.

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Executive Director’s Letter

Making Safety a Priority

By Kristy Cohen, NADCA Executive Director

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ADCA members demonstrate a commitment to quality and higher standards. This includes a commitment to safe work practices to protect employees. The newly updated NADCA Safety Manual is an important tool that can help your company follow safety best practices and manage risk.

The NADCA Safety Manual was updated in early 2018 and is available for purchase at a significantly discounted rate for NADCA members at nadca.com. The document is fully customizable, which allows you to incorporate your company’s logo and reference applicable sections needed for work site safety plans and for training purposes with employees.

This comprehensive document includes 54 sections covering everything from asbestos awareness, alcohol and substance abuse, confined space and fall protection to emergency management, hazard communication, lead awareness, lockout tagout, respiratory protection and much more.

OSHA Compliance Keep in mind that OSHA standards can become outdated and require an act of Congress to change. If you manage risk, you will aid safety. If you’re just looking for compliance, 8

you may still have a safety issue. The NADCA Safety Manual is written to consensus best practices for the air duct cleaning industry. It goes beyond OSHA compliance and seeks to provide the most up-to-date best practices for safety. It incorporates best practices outlined by several organizations including ACGIH, ANSI, ASME, ASTM, NFPA, and of course NADCA in ACR, The NADCA Standard.

•

Marijuana Legalization

Latest Developments Greg Santo with Occupational Safety & Environmental Assoc., Inc. (OSEA), the firm that has updated the NADCA Safety Manual, presented a session at the Annual Meeting to discuss a few of the latest developments regarding safety best practices as reflected in the new manual.

•

• Crystalline Silica Standards

Asbestos Management

The NADCA Safety Manual addresses asbestos management. If you work in areas where exposure is possible, you must train your employees annually. OSHA has minimum guidelines, and states and some cities have stricter regulations when it comes to asbestos.

While there have been no substantive changes in the Alcohol and Substance Abuse Policy, marijuana legalization in some states can create issues for employers and their employees. Marijuana should be treated the same as alcohol use when it comes to your substance abuse policy in a safety sensitive working environment. The NADCA Safety Manual addresses this issue.

There are new standards that address exposure limits to crystalline silica, which is a significant constituent of many materials such as concrete, wallboard, bricks and blocks. The standards address situations where a written exposure control plan must be in place to limit employee exposures to silica dust.

For more information, and to ensure you are following the most current safety best practices, get your copy of the NADCA Safety Manual today at nadca.com.

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Industry Calendar NADCA Events Fall Technical Conference 2018 September 13-15, 2018 • Pittsburgh, PA

NADCA’s 30th Annual Meeting & Exposition March 31-April 2, 2019 • Nashville, TN

Fall Technical Conference 2019 September 26-28, 2019 • Grapevine, TX

NADCA’s 31st Annual Meeting & Exposition March 9-11, 2020 • Coronado, CA

NADCA’s 32nd Annual Meeting & Exposition March 8-10, 2021 • Ft. Lauderdale, FL

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Industry News

In Brief

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CALIFORNIA

WASHINGTON DC

A team of researchers from the University of California, Davis, the National Oceanic and Atmospheric Administration and several U.S. and Canadian universities recently released a groundbreaking study reporting that volatile organic compounds (VOCs)— petroleum-based chemicals in everything from furniture to cleaning products—now rival cars as a significant source of air pollution. The study also noted that exposure to VOCs from cleaning products equals the health risks of smoking 20 cigarettes a day. The goal of the study is to understand the air quality challenges affecting urban areas and support them in meeting air quality standards.

The proposed 2019 budget released by the Trump administration is drawing criticism for its significant reduction in funding for the Environmental Protection Agency (EPA), with focused cuts on EPA research programs. The hardest hit is research on air and energy, with a proposed 66 percent reduction in funding.

Supporters of the EPA’s research are speaking out against the cuts, citing the critical role research has played in understanding how indoor environments affect human health and productivity and the EPA’s role as one of the only organizations educating the public on indoor air quality concerns.

TENNESSEE

FLORIDA

Nashville HVAC companies are dealing with a new and unexpected problem: Vandals breaking old caps of residential air conditioning units to inhale the Freon.

The trend, called Freon huffing, results in a high for those inhaling the gas that can be deadly. New laws went into effect for new HVAC caps in 2009 but had been loosely enforced until the recent increase in vandalism related to Freon huffing.

Florida-based AirMD launched a franchise model of its indoor environmental testing company. The company’s vision is to create a national testing service specializing in diagnostic building assessments for indoor air quality that includes testing for mold, allergens, chemicals, lead, asbestos, VOCs and bacteria. The move is an effort to streamline and nationalize what they see as a fragmented industry in the U.S.

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Samsung Unveils Wind-Free™ and Environmentally-Friendly Air Conditioners at World’s Largest HVAC Exhibition

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amsung Electronics unveiled its newest HVAC product during the Mostra Convego Expocomfort 2018 (MCE) in Milan, Italy, held March 13 to 16, 2018.

The biennially-held MCE is the largest HVAC exhibition in the world, drawing over 2,000 exhibitors and 160,000 visitors from around the world to showcase the latest industry technologies. At the expo, Samsung promoted its Wind-Free™ technology with a focus on growing its European reach, and exhibit its full lineup of Wind-Free™ air conditioner units for both residential and commercial use, including the one-way and four-way units.

“Samsung is firmly positioning itself as an industry-leader in the global B2B market with a goal of creating innovative products and exceptional technology,” said Charles H. Park, Vice President of Digital Appliance Business at Samsung Electronics. “We expect to leverage our expertise with HVAC technologies further in the European market with our acclaimed Wind-Free™ technology and IoT capabilities.”

The Wind-Free™ technology is one of Samsung’s most exciting innovations featured. After reaching the desired temperature with Fast Cooling mode, it then maintains the ideal temperature without any direct wind by gently dispersing cool and

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still air through micro air holes for a natural cooling effect through WindFree™ technology.

Samsung is also introducing both residential and commercial air conditioners that contain R32, an environmentally-friendly refrigerant alternative, to keep in line with the strengthened environmental regulations in Europe. When compared with the standard R410A refrigerant, R32 has only one-third of its global warming potential (GWP) and is characterized by its highefficiency even in lower quantities.

Samsung also displayed customized air conditioning solutions for specific environments at the exhibit

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by dividing the booth into specific zones: residence, office building, hotel and retail. Various B2B customers had the chance to see the b.IoT server, Samsung’s integrated building management solution, as well as a SmartThings-based smart home that demonstrate Samsung’s vision of connected living.

Samsung also showcased a variety of air conditioning products such as the energy-efficient 360 Cassette, the circular air conditioner that provides even cooling with minimized direct wind. The small-capacity DVM S Eco HR, which can simultaneously operate cooling and heating in homes or small commercial spaces, was also on display.

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Your Business

How to Integrate Online and Offline Marketing Strategies

by Laura Petrolino

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study done by Smart Insights last year found that only 6 percent of companies thought their online and offline marketing strategies were effectively integrated.

That’s a huge amount of opportunity left on the table in a world where 75 percent of people say their main use of the internet is to find information about goods and services, while 64 percent of consumers report watching a video on social media has influenced them to make a purchase decision. However, a majority of communicators are looking at their online and offline marketing strategies as two separate things, when they are not.

your brand, online and off. Map that journey it two ways:

Facebook and Instagram are two separate platforms, but we consider how they influence and work together. Likewise, offline communication is just another platform to distribute our message, generate leads and nurture and convert them to customers.

Then look at the actual journey a buyer takes in communicating with your company. Be honest with yourself here. Identify potential gaps in the buyer’s journey by asking the following:

Online and offline efforts work together. We will never successfully integrate online and offline marketing strategies until we start to see them as one.

Start With Your Buyer’s Journey How do you rethink how you see your online and offline marketing strategies working together? Start with your buyer’s journey. Look at each point where your prospect might initially come in contact with 12

1.

Start with your communications goals and ask the following:

•

What’s the ideal route for your buyer to get to a purchase decision?

•

What are their first touch points and where do those lead them?

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How they are influenced online and off?

•

What media types are you using to communicate?

•

Are the communications they receive disjointed?

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Do they get pushed down the funnel too quickly?

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Do they receive bottom-ofthe-funnel content before they receive content that even helps them identify their needs?

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Have they been provided a consistent experience online and off?

•

Do you have an effective way to help prospects transition from online prospects to offline customers?

Think Through DecisionMaking Junctions Now that you’ve looked at both your ideal and actual buyer’s journeys, you want to carefully examine your decision-making junctions. Do you want customers to call to make an appointment without knowing anything about your services, or do you want them to make an appointment after: •

Reading about the health risks of poor indoor air quality on your blog?

•

Taking the EPA’s interactive household tour to learn about indoor air quality?

•

Seeing before and after photos from one of your cleaning jobs on your website?

•

Watching a video about avoiding air duct cleaning scams on social media?

All of the above are pivotal moments that can make a customer decide to move forward with scheduling services with your company.

Look at Transition Points Often the biggest missing piece businesses face in creating an integrated online and offline marketing strategy is providing their community opportunities and motivation to connect with them on the other side of the computer.

To find ways to do this for your organization, first think about why

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someone who already connects with you one way might be motivated to do so another way as well.

What do you provide online that you don’t provide offline? Better customer service? Quicker response time? More detailed educational materials?

What do you provide offline you don’t provide online? In-person contact? More individualized service demonstrations? A better user need analysis?

Once you’ve clearly outlined your differentiation points, start strategically placing calls-to-action

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in your content and social updates that help one community understand the benefit of being part of the other.

This doesn’t have to be an elaborate set-up. It can be very simple, straightforward and clean. It just needs to provide value.

Online and Offline Marketing Strategies That Work A few ways to get potential customers to interact with you online and offline include: •

Educationally focused social media posts with clear calls to action

•

Follow-up emails for customers joining your

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email list that include links to potentially useful information •

Text campaigns, where users text a code and receive a promotional offer in exchange for providing you with their contact information

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Asking for customers’ top questions on social media, and answering them in dedicated blog posts on your website

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Limited-time offers promoted online.

Laura Petrolino is the chief client officer at Arment Dietrich, an integrated marketing communications firm. She also is a weekly contributor to the award-winning PR blog, Spin Sucks.

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NADCA CELEBRATES ITS LARGEST

WEST COAST MEETING EVER RECAPPING NADCA’S 29TH ANNUAL MEETING AND EXPOSITION

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ore than 450 industry professionals arrived in Palm Springs, California, to attend NADCA’s 29th Annual Meeting and Exposition. In addition to a full program of sessions and hands-on training, attendees had the opportunity to connect with more than 40 exhibitors, including four outside exhibits that allowed attendees to get up close and personal with trucks and equipment relevant for their businesses.

This year’s keynote speaker, Don Yaeger, an American sports journalist and author and co-author of almost two dozen books (including nine that have been on the New York Times Best Seller list), delivered an inspiring address that left the crowd pondering greatness and what they can do to find greatness in themselves.

Sessions explored everything from marketing your business to an entertaining panel discussion entitled “Air Duct Cleaning Horror Stories and Those Who Lived to Tell About Them,” featuring industry veterans with comical and sometimes D U C TA L E S

cringe-worthy experiences that both educated and entertained the audience. Mark Hernandez also presented on the latest technology affecting the indoor air quality industry (read more about his research on page 22 of this issue), while David Stutzman presented the new NADCA General Specification to help attendees better understand how to use the specification to their benefit. As in years past, attendees had the option to attend a robust pre-conference training program that provided a more in-depth examination of key topics in air duct cleaning.

No NADCA meeting would be complete without the networking events that have become a cornerstone of the NADCA experience. Attendees were treated to a welcome reception that provided opportunities for networking and connecting with friends, old and new.

This year’s member party featured an 80s theme, with attendees encouraged to dress in their best 80s attire and music by the Spazmatics, a band covering the top tunes from the 80s.

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Key Stats

451 attendees 57 exhibitor booths

41 exhibiting

companies

10 educational sessions

4 outside exhibits 1 fantastic keynote speaker

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Feature

The CuttingEdge Future of Indoor Air Quality Measurement

by Sarah Black

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ne of the often-cited challenges for air duct cleaners is testing or measuring indoor air contaminants. There’s the process of taking the air samples, then sending them off and awaiting the results. The waiting game has long been just another part of doing business. Now, imagine if you could walk into a building or home, conduct an instant particle count and profile and immediately identify what particles are in the space and the possible sources of those particles. Mark Hernandez, PhD, PE, professor of civil, environmental and architectural engineering at the University of Colorado in Boulder, has been conducting research with the technology to do just that, and presented about the topic at this year’s Annual Meeting.

About Mark Hernandez’s research focuses not on how to clean air ducts, or even how to clean or purify indoor air, but how to assess the effects of cleaning “on the fly,” as he puts it. “What I’m researching focuses on the organic 22

and microbial stuff we breathe every day, and that science is applied to the cleaning practice.”

Hernandez arrived in his field serendipitously on a quest to answer some critical questions about air quality. “I was trained as a wastewater treatment engineer,” he says. “For my PhD I worked on the microbiology of wastewater treatment and worked in sewage plants, which doesn’t sound very interesting, but it’s actually very interesting. Our cities generate billions of gallons of sewage daily, and the main thing responsible for the wastewater treatment process is microbes. Sewage is dangerous until you disinfect it.”

It was an innocent but important question from a plant worker that sparked Hernandez’s curiosity in aerosol disinfection. “You could see things — microbes — hovering in the air and someone at the plant asked me, ‘What am I breathing while I’m working here?’ I thought, ‘That’s a good question.’” Further interest in the role of air ducts and healthy

buildings came after the events of 9/11 in New York City.

“After 9/11, the conversation focused on immune buildings,” said Hernandez. “If a bad guy lets something go near the air intake to a building, how can we design the circulation system of the building to protect those in the interior from biological and radiological attacks?

We need systems that can sense, and then protect. That’s where the ducts come into play.”

Hernandez took all of his microbiology skills and applied that to ductwork. “What’s flowing through the duct and what’s stuck on the duct wall both matter — they’re both exposure,” he said. “Some stuff accumulates and sticks to the duct walls, while some breaks off and ends up in someone’s room. That material is made up of some things that are alive and some that are not, but they can all cause allergies or illness.”

All of this led Hernandez to his latest research assessing particle load both

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pre- and post-cleaning. “It’s time to get the technology I’ve been using into the hands of air duct cleaners,” he said.

About the Technology The technology Hernandez uses in his research is cytometry, commonly used in biotechnology to count and sort cells. Specifications for size, geometry and color are set, and a laser is used to process the sample by reflecting light off each cell in the sample and counting those that meet the set specifications. Previously, samples needed to be suspended in a stream of fluid, but Hernandez’s research uses a new generation of cytometers capable of measuring air.

“What’s especially interesting about this new generation of cytometers is that in addition to shining regular laser light, they now measure fluoresence,” said Hernandez. “That’s exciting because biology fluoresces — bacteria, fungi, viruses — different microbes have different fluorescent signatures. This new technology can detect those different signatures.”

Hernandez’s research built a library of the fluorescent properties of different microbes. “I challenged this new generation of cytometers with all sorts of bad guys to find out their physical properties and identify them in real-time indoors,” he said.

That library has the potential to be game-changing for the air duct cleaning industry. NADCA members using the technology and utilizing the library of Hernandez’s research results will be able to answer some very specific questions that previously took time testing and waiting for results. “The technology allows technicians to more comprehensively characterize the outcome of a cleaning,” said Hernandez. “We can D U C TA L E S

now answer, ‘If I cleaned something, did I lower the particle load? Did I lower the biological load?”

A Forum at NADCA Hernandez was invited to speak at NADCA’s annual meeting by Mike White and Richard Lantz, who saw Hernandez present at another industry event. “His presentation was very interesting and definitely related to the work NADCA’s members are doing,” said White.

“You have the ability to have the particulate identified upon your initial investigation, instantly. This really gives you a picture of what’s going on in that moment so you can begin to determine cause and effect.”

Hernandez’s session presented case studies from hospitals, Hernandez’s lab and operating classrooms, and took attendees from the lab to the field. “Presenting about my lab is interesting because I can aerosolize anything I want in there — ragweed, tuberculosis — and I can sample and disinfect that air and see how that real-time technology affects that air.”

The field study Hernandez presented discussed the HEPA filtration system in a hospital that was measured before and after the building went into operation, focusing on particle loading following occupation.

NADCA has a standard in place for its vacuum test for cleanliness verification, which this technology would support. “The technology would enhance the cleanliness verification process by allowing technicians to see if any airborne particulate is associated with the ventilation system,” said White.

However, according to White, the real value is seen in its potential application in the initial investigation of IAQ.

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Future Applications While most of the new-generation cytometers are owned by larger franchises conducting industrial hygiene tests and academic institutions, Hernandez sees the potential for the technology to be in the hands of duct cleaning companies very soon. “Just like computers, the economy of scale will allow the machines to become smaller, cheaper and easier to calibrate,” he said. “They have a version on wheels, like a little suitcase. You can roll it into an environment and get representative samples in multiple rooms in a short amount of time.”

Hernandez hopes for large-scale adoption that would add to his database and allow users to search for specific conditions by context. “I could see building a database that allows us to see what’s normal in hospitals in the Southeast, or what’s normal for a wood frame house in New Jersey. We can get data for what’s normal and abnormal in different contexts and how cleaning affects particle loads. I see it hopefully being a routine monitoring tool, too, where the system would let us know that something isn’t normal in terms of particle loads. A basic particle counter can’t do that.”

While the research is making waves industry-wide, Hernandez credits his team for working diligently to transform what we know about measuring IAQ. “I have a core of very talented grad students and professional scientists who all share my vision,” he said. “We see the translational potential for monitoring an environment in ways we’re just starting to discover.”

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Member Spotlight: Carolina Filters An Interview with Coles Dwight, CEO and Co-Owner, and Steve Stafford, ASCS, CVI, Indoor Air Quality Division Manager How it All Started Coles: This is our 50th year in business. My dad is from Sumter, South Carolina, and went to Kluxton College — a military institution — majored in engineering and took a job at Dupont afterward. He left Dupont 15 years later as a senior engineer, and in 1968 moved back to South Carolina and started an air filter company. Had quite a few businesses between where we started and where we are today. Carolina Filters has two divisions: the indoor air quality division and a process equipment cleaning division. We have about 85 employees and have grown continually throughout the history of the company. My brother Arthur has been with the company for 29 years, Steve for 21 years, and I’ve been here more than 20 years. Dad passed the company on to us.

As far as air duct cleaning and indoor air quality, a lot of our training came from Charlie Wiles, from Arizona, who started the American IAQ Council. They held workshops and we attended three IAQ workshops a year for a long time.That organization eventually turned into IAQA, which is now part of ASHRAE. Carolina Filters led the state chapter for a long time. We’re not doing that now, but as far as our development of our understanding of IAQ, being part of IAQA and ASHRAE conferences, along with other organizations, really built our understanding of and role in air duct cleaning.

About their Services Coles: We have a lot of different services that we offer. For the first 20 years, all we did was air filter D U C TA L E S

service and sales. When I got here, Dad hired a guy who was in the industrial cleaning space. We did industrial duct cleaning where we’d clean ducts you could drive a car in, like in big textile plants, where we were cleaning to help prevent fires.

Then we got the equipment to clean ducts we could not get inside. Back in 1995 I was researching equipment in Abatement technologies and have been with them since.

Steve: Carolina Filters always focused on commercial work, having started with heavy industrial work.

Our cleaning division is all heavy industrial. Now we’ve gotten into health care.

Coles: We did our first hospital duct cleaning job in 2000. Today, we’ve done more than 100 jobs in hospitals. Working in a hospital is one of the biggest challenges and accomplishments in this industry.

If you can work in a hospital, you can do work almost anywhere. It’s definitely the most challenging.

Steve: We currently have three locations: Greenville/Spartanburg, Columbia and Sumter, all in South Carolina. We’ve done work as far north as Pennsylvania and as far west as Tennessee. We’ve also done jobs in Georgia, Alabama and even in the Bahamas. We have one of the bigger duct cleaning staffs in the country and have done a lot of work for big companies and mechanical contractors that are more regional.

We’ve done a lot of jobs over $500,000. You have to be a wellknown company to get those kinds of contracts.

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STICKING AROUND

Carolina Filters is especially proud of their workforce and the number of employees who’ve been with the company through all its growth and changes.

9 employees Over 20 years at CFI 11 employees 10-19 years at CFI 19 employees 5-9 years at CFI 42 employees Less than 5 years at CFI On Winning Contracts Steve: A lot of our business comes from referrals. The big job we did in the Bahamas came from a referral from a large mechanical contractor we’d worked with previously. That included five hotels and a casino. We cleaned everything on site because the ducts got contaminated. It was a big job.

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NADCA News Coles: You get to know people and you network. We have a reputation through our sales people, who are excellent. Most of our sales are not cold calling; mostly it’s people calling us back because they worked with us in the past and have changed jobs. Developing those relationships that lead to referrals happens organically. We’re members of hospital organizations and mechanical contractor associations, and participate in those trade shows to make connections. Sales is all about relationships, so if you do a good job for anyone who has a trade association and you meet with them for a weekend, people talk and you can develop friendships. You still have to earn your way, every job.

You’re only as good as your last job as far as reputation goes. There’s a big benefit to being in business for 50 years.

We also have a lot of certified technicians on staff; we have six or seven ASCS on staff and three CVIs. That represents a lot of expertise.

Regional Challenges Coles: Anybody near the coast, like we are in South Carolina, is dealing with a lot of humidity and all of the related microbials. I got every certification available for mold remediation. There was a huge splash on mold and a lot of contractors thought they’d get rich quick when the mold problems were brought to the surface and people saw it on the news. That wasn’t our motivation, but it was healthy for us because we all became very educated about mold.

Now, when we come across it, we know what to do and how to deal with it. That’s something to be aware of if you’re getting into the air duct cleaning business, there’s a clear protocol. A professional needs to do a scope of work; you should have a third-party professional clearing it, saying it was done properly. That’s a huge liability for smaller companies, 26

they could dive into a mold problem and get in over their heads.

Steve: That’s a big conversation in the duct cleaning industry, and sort of a camaraderie that we lived through that time and found our way through it. We do a little bit of mold remediation and can help a customer get through that. But generally, encountering mold and attempting to remediate that is one of a contractor’s biggest risks.

The Outlook Ahead Coles: The air duct cleaning industry is definitely growing; filtration has grown the whole time we’ve been in it. There’s huge growth potential in the healthcare industry, but healthcare has been very slow to react to indoor air quality issues.

There is more awareness, but progress is slow.

Steve: Health care generally ignores IAQ because it’s out of sight, out of mind.

Coles: And it can be expensive, but we do audits and can show the building owner that there is a legitimate problem. We do a lot of our work because of insurance inspections or hospital inspections for accreditation. So it’s there, but there’s a lot more that can be done in healthcare. Outside of that space, I still see growth potential. There are different reasons why people will clean their ducts. There’s a huge percentage of the population who have respiratory issues, and so residential consumers will spend money out of fear, or for their health.

Manufacturing facilities will clean their ducts because their products get dirty. Understanding why different customers want their ducts cleaned helps you better target your message and education of those customers.

Educating the Masses Coles: Our website is an important tool for us in presenting a professional image along with information we think people need about air duct cleaning. We are a technical company and have a lot of technical writing capabilities in house. We made a decision about 10 years ago to hire a young man who had a business degree with emphasis on marketing to build us a website.

He laid the foundation for what our website is today, and now have a young lady doing a fantastic job keeping the site updated.

NADCA Membership Coles: We were with NADCA back when it first started and saw its growth over the years and as they established the standard for duct cleaning; that was huge for commercial duct cleaners because it set a standard for doing the work and bidding on the work.

For example, when I went down to the Bahamas, they’re looking at hundreds of thousands of dollars that wasn’t budgeted for in their original scope of work. The reason they hired us was because Spence, our technical guy, pulled out the NADCA book and said “We clean to this standard.” They realized they couldn’t do it themselves and needed professionals.

NADCA membership has really done three major things for us as a company: Helped us learn about and gave us access to duct cleaning equipment before everything was available on the internet; helped us build relationships with key people; and, the most significant thing they’ve contributed, ACR, The NADCA Standard. The way standards work, if something were to go wrong and you were brought to court, the standard must hold up. NADCA’s standard is at that level.

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NADCA News

LONG-TIME INTERNATIONAL MEMBER SPEAKS OUT ON FRAUD

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f you’ve ever wondered if NADCA’s international members deal with the same issues of blow-and-go contractors or customer fraud as are seen in the United States, George Thomas of long-time NADCA member company EPSCO has your answer. Thomas was profiled in an article posted on Construction Week Online, a website dedicated to the construction industry in the Middle East. EPSCO primarily serves customers in United Arab Emirates (UAE) with additional offices in Abu Dhabi.

In the article, Thomas discusses many of the same issues seen by American air duct cleaning problems—from contractors falsely reporting discovering mold to bait-and-switch tactics to lure customers with low-cost offers—proving that combating fraud is a global issue. “Any time you have a good thing going, you’re going to have the guys show up who are riding on the coat tails of the good companies,” says Mark Zarzeczny,

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NADCA board member and Chair of NADCA’s Anti-Fraud Task Force. “In any industry you’re going to see that, so of course we have our fair share in air duct cleaning.”

The solution according to Zarzeczny: education. “You can spend millions of dollars pursuing legal action, but one of the bests ways, utilizing our resources, is education. Customers don’t know what they don’t know.

Educating the customer about what needs to be done, and how it can be done the right way, is the best way to address fraud in our industry.”

That’s exactly what Thomas does in the article, discussing NADCA, certification and standards. “The more we talk about the fraud that’s happening, the more aware customers will be,” said Zarzeczny.

NADCA provides a range of educational resources via its new website. The new design of the site went live in late 2017, and houses a

library of information for consumers at the residential and commercial level. Users will also find links to interviews and NADCA content that’s been broadcast on national media.

The launch of NADCA’s Breathing Clean initiative and public service announcement videos speak directly to customers, an added layer that further supports NADCA’s focus on education. “By picking multiple points and educating the consumer through those points, we’re making them aware of the quality of workmanship and craftsmanship that NADCA can deliver,” said Zarzeczny. “We want to help customers understand that quality comes at a price. You get what you pay for.”

Read the EPSCO article at www.constructionweekonline.com/ article-48508-how-duct-cleaningcompanies-are-cheating-customers/

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NADCA News

Committee Spotlight NADCA Working for You NADCA committee members have been working hard to provide members with tools they can use to be successful and get the most out of their NADCA membership.

Annual Meeting Committee Despite the Annual Meeting & Exposition being held in March, the committee works behind the scenes, year-round, planning the highly anticipated event. When one meeting is wrapping up, the committee has already started preparing for the next by soliciting speakers and exhibitors, developing the program and brainstorming new and exciting elements (like a Contamination Queen!) to introduce to the NADCA community.

Before the 29th Annual Meeting kicked off in Palm Springs mid-March, the committee had already secured dates and locations for the 2020 and 2021 event, being held at the Loews Coronado Bay Resort in Coronado, California, and the Fort Lauderdale Marriott Harbor Beach Resort & Spa in Fort Lauderdale, Florida, respectively.

Led by Mark Zarzeczny, the Annual Meeting Committee works closely with NADCA staff to create a positive and memorable experience for all attendees, speakers and exhibitors.

Are you interested in joining the committee to help plan the sessions and experience for our attendees?

Sign up today at nadca.com/ committee-volunteer-application.

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NADCA MEMBER BENEFIT HIGHLIGHT: MEMBER MENTOR PROGRAM Being the “new guy” can be tough. As a way to help welcome and introduce new members to the NADCA community, we’ve created the Member Mentor Program, giving new members access to a mentor who can lend their knowledge, wisdom and experience as a seasoned professional in the industry. Having a mentor can help make sure you are getting the most out of your NADCA membership and taking advantage of all the tools NADCA has to offer. If you’re interested in being paired with a mentor, contact NADCA’s Membership Coordinator, Holly French, at membership@nadca.com.

Mark your calendars and be sure to join the committee for the 30th Annual Meeting & Exposition, March 31-April 2, 2019, in Nashville, Tennessee! Are you interested in

presenting a session during next year’s event? The call for papers is now open. For more information and to submit a paper for consideration, visit bit.ly/2FFzKWi.

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Be Featured in DucTales!

DucTales is seeking submissions from members and industry experts for publication in future issues of the magazine.

Articles may be about: •

An experience in the field

•

How you’ve grown your business

•

Tips for other business owners

•

Practical tips, tricks and guides for other indoor air quality professionals

•

Technology reviews

•

Training opportunities

•

… and more!

For submission guidelines, deadlines and other information, please contact Sarah Black, DucTales Editor, at sblack@ahint.com.

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NADCA News

New Members Abt Home Services Inc. Glenview, IL USA Adams Care Technical Services LLC Dubai Media City, ARE Air Care Marshalls Southborough, MA USA Alberta Home Services Calgary, AB CAN All Keys Cleaning and Restoration Marathon, FL USA Al-Mira Steamatic Co. Ltd. Dammam, SAB Angel Clean Neosho, MO USA Clean Air Care Dunrite LLC Florence, MT USA

Clean Air Technologies (Aust) PTY LTD Milperra, NSW AUS

Green Home Solutions of Orlando, LLC Orlando, FL USA

Dave Services LLC Columbia Station, OH USA

Green Home Solutions of Southern California Ontario, CA USA

Dirti Ducts Phoenix, AZ USA Environmental Assurance Cedar Lake, IL USA Gaudelli Bros. Inc. Millville, NJ USA GC Industrial Saint Louis, MO USA Green Home Solutions Metro-Atlanta Alpharetta, GA USA Green Home Solutions of Florida Vero Beach, FL USA

Midtown Of South Denver Littleton, CO USA Northeastern Environmental Services Brooklyn, NY USA Ocean View Industries Pty Ltd t/a DAS (Ducted Air Solutions) Ningi, QLD AUS Olympic Aire Services White Plains, MD USA Quality Air Pros Albemarle, NC USA

Riddleberger Brothers, Inc. Mount Crawford, VA USA SJ Services, Inc. dba Stanley Steemer Leesburg, GA USA Stanley Steemer - Baltimore Rosedale, MD USA Vanderford Air Dickinson, TX USA New Associates: Podium Lehi, UT USA ServiceTitan Glendale, CA USA New Affiliate: James Dietz California, MD USA

New ASCSs Edward Alley Clean Air Technologies (Aust) PTY LTD Milperra, NSW AUS William Boswell Clean Air Care Dunrite LLC Florence, MT USA Rick Distefano Olympic Aire Services White Plains, MD USA Victor Easter KMS Air Duct Cleaning Minneapolis, MN USA Jeremy Eltringham Central Air Duct Cleaning, Inc. Joppa, MD USA Devin Feeney Northeastern Environmental Services Brooklyn, NY USA Art Garcia Green Home Solutions of Southern California Ontario, CA USA Bret Gardner Stanley Steemer of Delmarva Delmar, DE USA Anthony Gaudelli Gaudelli Bros. Inc. Millville, NJ USA

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Michael Griffin Angel Clean Neosho, MO USA

James Laut Midtown Of South Denver Littleton, CO USA

Orville Rose Alberta Home Services Calgary, AB CAN

James Gunther Dave Services LLC Columbia Station, OH USA

John Love Quality Air Pros Albemarle, NC USA

Nicholas Sandland Holaday-Parks, Inc. Fairbanks, AK USA

Chase Harding Stanley Steemer of Delmarva Delmar, DE USA

Neil Millynn Ocean View Industries Pty Ltd t/a DAS (Ducted Air Solutions) Ningi, QLD AUS

Gregory Schlitt Green Home Solutions of Florida Vero Beach, FL USA

Peter Herrick KMS Air Duct Cleaning Minneapolis, MN USA Devin Hinden KMS Air Duct Cleaning Minneapolis, MN USA Matt Jeppesen Power Vac Vancouver, WA USA Lance Joubert All Keys Cleaning and Restoration Marathon, FL USA Mohammad Khalil Adams Care Technical Services LLC Dubai Media City, ARE Maher Kridi Al-Mira Steamatic Co. Ltd. Dammam, SAB Daniel Lalena Stanley Steemer – Baltimore Rosedale, MD USA

James O’Reilly Green Home Solutions of Orlando, LLC Orlando, FL USA Eddy Perez DUCTMASTERS USA, INC Davie, FL USA Gabriel Peterson AdvantaClean of Lorton, Manassas, Fredericksburg Alexandria, VA USA Dan Raysby Abt Home Services Inc. Glenview, IL USA Stephill Riley KMS Air Duct Cleaning Minneapolis, MN USA Anthony Rone Stanley Steemer - Baltimore Rosedale, MD USA

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Trenton Shifflett DuctMedic Charlottesville, VA USA Rashaud Smith KMS Air Duct Cleaning Minneapolis, MN USA Peter Talcevski Clean Air Technologies (Aust) PTY LTD Milperra, NSW AUS Evgenii Turushev Air Care Marshalls Southborough, MA USA Robert Vanderford Vanderford Air Dickinson, TX USA Fredrik Westin Green Home Solutions Metro-Atlanta Alpharetta, GA USA

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