U.S. Department of Energy Energy Efficiency & Renewable Energy U.S. Department of Energy Energy Efficiency & Renewable Energy

Resource Library

Author: U.S. Department of Energy
Publication Date: 2015

This summary from a Better Buildings Residential Network peer exchange call focused on how to use web and mobile applications to generate and increase customer demand.

Author: American Council for an Energy-Efficient Economy
Publication Date: 2015

Among the many benefits ascribed to energy efficiency is the fact that it can help create jobs. Although this is often used to motivate investments in efficiency programs, verifying job creation benefits is more complicated than it might seem at first. This paper identifies some of the issues that contribute to a lack of consistency in attempts to verify efficiency-related job creation. It then proposes an analytically rigorous and tractable framework for program evaluators to use in future assessments.

Author: U.S. Department of Energy
Publication Date: 2015

This summary from a Better Buildings Residential Network peer exchange call focused on types of incentives.

Author: Institute for Market Transformation
Publication Date: 2015

Homebuyers are not only increasingly interested in high-performance homes, or homes incorporating green features, but they are also willing to pay more for them. This report finds that high-performance homes marketed with green features (such as a solar photovoltaic array or LEED certification) sell for a mean premium of 3.46 percent compared to homes without green features.

A Field Guide to Utility-Run Behavior Programs: Making Sense of Variety
Author: State and Local Energy Efficiency Action Network
Publication Date: 2014
Presentation

This webcast covers a report that is a comparative analysis of utility-run behavior programs, which lays the groundwork for further program development by developing a classification scheme, or taxonomy, that sorts programs into discrete categories.

Author: Behavior Energy and Climate Conference
Publication Date: 2014

Presentations from past Behavior Energy and Climate Change (BECC) Conference. BECC is the premier event focused on understanding individual and organizational behavior and decision-making related to energy usage, greenhouse gas emissions, climate change, and sustainability. Past conference presentations include various resources related to Marketing & Outreach.

Behavior-Based Energy Efficiency: Behavioral Persistence
Author: State and Local Energy Efficiency Action Network
Publication Date: 2014
Presentation, Media, Transcript

This webcast explores residential behavior-based energy efficiency programs and provides data to support issues and recommendations.

Author: U.S. Department of Energy
Publication Date: 2014

A one-page template that helps program administrators visualize activities and associated timelines for their marketing efforts.

Author: U.S. Department of Energy
Publication Date: 2014

This document summarizes top takeaways shared by Better Buildings Residential Network members on Peer Exchange Calls, from tips to collaborating with utilities to cost-effective rebate models.

Author: U.S. Department of Energy
Publication Date: 2014

This Better Buildings Residential Network Partnerships Toolkit includes templates, tools, guides, and examples to help energy efficiency organizations engage in partnerships that leverage resources and strengthen their programs.

Author: U.S. Department of Energy
Publication Date: 2014

The Better Buildings Residential Network hosts a series of Peer Exchange Calls for members to discuss similar needs and challenges, and to collectively identify effective strategies and useful resources. This document provides a sample of lessons learned shared by members during Peer Exchange Calls held in fall 2014.

Community-Based Social Marketing
Author: State and Local Energy Efficiency Action Network
Publication Date: 2014
Presentation 1Presentation 2Presentation 3

This webcast provides an overview of community-based social marketing and provides examples from programs that have used it.

Author: Jacey Johnson for Home Performance Magazine
Publication Date: 2014

This blog provides six tips the home performance communications professionals can use to create a new or update an existing marketing plan.

Author: U.S. Department of Energy
Publication Date: 2014

This worksheet can help you organize your ideas and methods for creating an effective evaluation plan.

Author: U.S. Environmental Protection Agency
Publication Date: 2014

The Database for Incentives and Joint Marketing Exchange (DIME) is an online, searchable tool to help manufacturers and retailers identify incentive and marketing opportunities for promoting ENERGY STAR certified products, and to enable all partners to coordinate with the appropriate contact from other partner organizations on promotional opportunities.

Author: U.S. Department of Energy; North Carolina Solar Center
Publication Date: 2014

This database provides comprehensive information on state, federal, local, and utility incentives and policies that are in place to support renewable energy and energy efficiency.

Author: Energize Phoenix
Publication Date: 2014

This summary report provides scientific results, lessons learned, and recommendations for driving energy efficiency in existing buildings on an urban scale. It includes program marketing lesson learned, such as: personal outreach and call to action events are critical marketing opportunities.

Author: Dave Hatchimonji, EnergySmart
Publication Date: 2014

Overview of lessons learned from EnergySmart Colorado's energy advisor model.

Energy Efficiency and Conservation Loan Program Webinar Series: #3 Residential Energy Efficiency Deep Dive, Part One
Author: U.S. Department of Agriculture; U.S. Department of Energy
Publication Date: 2014
Presentation, Media, Transcript

This webinar is the third (in a series of six) hosted by USDA Rural Utility Service (RUS) and focusing on the Energy Efficiency and Conservation Loan Program (EECLP). The first in a two-part series, this webinar shares best practices from the more than 40 competitively selected state and local governments who participated in the U.S. Department of Energy’s Better Buildings Neighborhood Program, including market position and business model, program design and customer experience, evaluation and data collection, marketing and outreach, financing, and contractor engagement and workforce development.

Energy Efficiency and Conservation Loan Program Webinar Series: #4 Residential Energy Efficiency Deep Dive, Part Two
Author: U.S. Department of Agriculture; U.S. Department of Energy
Publication Date: 2014
Presentation, Media, Transcript

This webinar is the fourth (in a series of six) hosted by USDA Rural Utility Service (RUS) and focusing on the Energy Efficiency and Conservation Loan Program (EECLP). The second in a two-part series, this webinar shares best practices from the more than 40 competitively selected state and local governments who participated in the U.S. Department of Energy’s Better Buildings Neighborhood Program. This webinar focuses on data collection and continuous improvement, partnering with financial institutions, community-based outreach, and quality assurance of contractor work. It also features a case study from Jackson Electric Member Corporation about their audit tools, rebates and loans, tracking and reporting, and marketing and advertising strategies.

Author: Southeast Energy Efficiency Alliance
Publication Date: 2014

SEEA created this document to inform the planning, design and delivery of early-stage energy efficiency programs in the Southeast. This document captures general concepts essential to the successful development and implementation of robust program portfolios, as well as lessons learned from prior experience on the regional and national levels.

Author: RePower Bainbridge; Conservation Services Group; U.S. Department of Energy
Publication Date: 2014

This guide is designed to serve as a "how-to" reference for island communities (or small, similarly sized, more isolated communities) that want to develop and implement a residential energy-efficiency and conservation program. The purpose of this guide is to help communities chart a course for successful program development based on the lessons learned during implementation and operation of RePower Bainbridge, an energy-efficiency program on Bainbridge Island, Washington.

Author: Energy Upgrade California
Publication Date: 2014

This plan outlines a brand and marketing strategy to establish Energy Upgrade California as California's central energy management brand and motivate residential and small business energy consumers to take action to better manage their energy use through the brand's comprehensive statewide marketing, education, and outreach campaigns.

Author: EnergySmart
Publication Date: 2014

This marketing plan describes a social mobilization approach that leverages social networking, including social media, and word-of-mouth marketing to raise awareness and drive customers to program services. It provides strategies and tactics to target audiences most likely to participate, building on market research and audience segmentation to develop a message platform specifically designed to address their key motivating factors and barriers.

Author: American Council for an Energy-Efficient Economy
Publication Date: 2014

This paper presents obstacles to increasing lender and consumer participation in energy efficiency financing identified by a group of small to mid-size lenders, and offers recommendations to the energy efficiency community to foster growth in the market for energy efficiency financing.

Author: American Council for an Energy-Efficient Economy
Publication Date: 2014

This report analyzes ten categories of utility-sector energy efficiency programs that have achieved high participation among targeted customer markets. Despite issues with the nature and availability of participation data, the study draws on published data sources and interviews with program contacts and industry experts to identify many examples of programs that have achieved high participation.

Author: Community Development Department of the Federal Reserve Bank of San Francisco
Publication Date: 2014

There are more than 17 million multifamily households nationwide, yet they remain a significant and mostly untapped opportunity for energy efficiency gains. Many cities and states that have embraced energy retrofitting as a job creator and boon to both the environment and economy have yet to address potential savings in multifamily properties, primarily because of obstacles not faced by single family and commercial properties. This paper discusses two barriers -- a lack of information and financing -- that stand in the way of multifamily energy retrofits.

Author: U.S. Department of Energy
Publication Date: 2014

This case study discusses Denver Energy Challenge's adjustment from focusing on door-to-door outreach to an energy advisor model that allowed customers to receive one on one support throughout the home energy upgrade process.

Author: U.S. Department of Energy
Publication Date: 2014

This case study discusses Efficiency Maine's successful statewide Residential Direct Install (RDI) program that was established in 2012 to help create demand for home energy assessments and upgrades.

Author: Danielle Sass Byrnett, U.S. Department of Energy
Publication Date: 2014

This blog summarizes how BetterBuildings for Michigan, a U.S. Department of Energy (DOE) Better Buildings Neighborhood Program partner, developed a "readiness scale" to help target communities by determining the factors that indicate whether homeowners in a particular area are really ready to commit to energy efficiency upgrades.

Author: The Demand Institute
Publication Date: 2014

Research reveals a whole range of unmet housing-related desires in America -- gaps between what Americans have and what they say they need or want. The Demand Institute surveyed more than 10,000 households about their current living situation and what’s important to them in a home. The survey represents all U.S. households: renters and owners; movers and non-movers; young and old and finds that unsatisfied needs and desires cut across the entire population.

Author: Tim Ash, ClickZ
Publication Date: 2014

The test referenced in this article found that the pronoun used in a call-to-action button can make a big difference in whether people click on the button or not.

Author: U.S. Department of Energy
Publication Date: 2014

This instructional template offers instructions on how to write a press release.

Author: Illinois Home Performance
Publication Date: 2014

Illinois Home Performance provides co-branding opportunities for participating contractors, including co-branding on program marketing materials.

Author: State and Local Energy Efficiency Action Network
Publication Date: 2014

The report, the second in a series of reports on smart meters, presents concrete examples of findings from behavior analytics research using data that are immediately useful and relevant, including proof-of-concept analytics techniques that can be adapted and used by others, novel discoveries that answer important policy questions, and guidelines and protocols that summarize best practices for analytics and evaluation.

Author: State and Local Energy Efficiency Action Network
Publication Date: 2014

This publication presents examples of the value that insights from behavior analytics can provide to programs (as well as pointing out its limitations).

Author: JEA
Publication Date: 2014

Bill insert used by JEA to advertise their energy efficiency program.

Author: U.S. Department of Energy
Publication Date: 2014

This summary from a Better Buildings Residential Network peer exchange call focused on driving demand for energy efficiency by leveraging service calls and emergency repairs.

Long-Run Savings and Cost-Effectiveness of Home Energy Reports
Author: State and Local Energy Efficiency Action Network
Publication Date: 2014
Presentation, Media

This webcast discusses the savings and cost-effectiveness of home energy reports programs.

Monitor the effectiveness of marketing and outreach strategies and adapt as needed.

Author: Opinion Dynamics Corporation
Publication Date: 2014

This report presents findings from the Energy Forward Consumer Messaging Study. The purpose of this study is to assess whether Northwest Energy Efficiency Alliance can deploy the Energy Forward mark as a platform or parent brand for all of its initiatives.

Author: Northwest Energy Efficiency Alliance
Publication Date: 2014

This report is a comprehensive research study of energy efficiency in Northwest residential buildings. It includes a metering study, a single-family report, a manufactured homes report, and a multi-family report. In addition, it includes state-by-state energy use reports, as well as end-use consumption data.

Author: Research Into Action, Inc.
Publication Date: 2014

Energy Trust of Oregon analyzes customer perceptions about energy efficiency.

Author: U.S. Department of Energy
Publication Date: 2014

This summary from a Better Buildings Residential Network peer exchange call focused on programs and outreach for faith-based organizations.

Author: U.S. Department of Energy
Publication Date: 2014

This summary from a Better Buildings Residential Network peer exchange call focused on ways to reach out to landlords.

Overview and Preliminary Results of ARRA-Funded SGIG Consumer Behavior Studies
Author: State and Local Energy Efficiency Action Network
Publication Date: 2014
Presentation, Media

This webcast discusses the background for U.S. Department of Energy’s Smart Grid Investment Grant (SGIG) consumer behavior study effort; the various utilities who are participating and what they each plan to include their respective studies; the quantitative results and qualitative lessons learned thus far from these studies; and the types of research will be undertaken by LBNL over the next several years.

Author: Danielle Sass Byrnett, U.S. Department of Energy
Publication Date: 2014

This presentation provides an overview of the results and lessons learned from 41 community partners that participated in the Better Buildings Neighborhood Program. It also provides an overview of the Better Buildings Residential Program Solution Center.

Author: U.S. Department of Energy
Publication Date: 2014

Example proposal evaluation scoring sheet to rank qualifications of financial institution bidders for energy efficiency upgrade loan programs.

Author: National Grid
Publication Date: 2014

As part of the Rhode Island Energy Challenge, National Grid called on its Rhode Island residential electric and gas customers to take a pledge to “Find Your Four” as part of a statewide community initiative to encourage homeowners to find four ways to save energy at home. A participant survey revealed that Rhode Island residential customers liked hearing energy conservation/efficiency information via the Challenge; the Challenge had them thinking and acting differently; and the Challenge had customers participating more actively in energy efficiency programs. This report provides more information on the campaign’s major impact in helping National Grid accomplish important goals, including those related to portfolio savings and customer-centric program outreach and engagement.

The Role of Behavioral Programs in Portfolios
Author: State and Local Energy Efficiency Action Network
Publication Date: 2014
Presentation

This webcast discusses policy and planning considerations for incorporating behavior programs into efficiency portfolios.

Author: American Council for an Energy-Efficient Economy
Publication Date: 2014

Tenant engagement programs encourage the people who live in a multifamily property to change their behavior in order to achieve a goal. These programs are an attractive option for owners or managers who want to improve energy efficiency. This report assesses the key features of existing programs, makes recommendations for improvements that housing providers and advocates can use immediately, and outlines a wish list for the future.

Author: U.S. Department of Energy
Publication Date: 2014

This summary from a Better Buildings Residential Network peer exchange call focused on how to identify stakeholders and map them to determine the best engagement strategy.

Author: U.S. Energy Information Administration
Publication Date: 2014

The State Energy Data System (SEDS) is the source of the U.S. Energy Information Administration’s (EIA) comprehensive state energy statistics. EIA’s goal in maintaining SEDS is to create historical time series of energy production, consumption, prices, and expenditures by state that are defined as consistently as possible over time and across sectors for analysis and forecasting purposes.

Author: Mary Templeton, Michigan Saves; George Clark, Energy Efficiency Contractor
Publication Date: 2014

Overview of Michigan Saves' employer outreach initiative to drive uptake of home energy upgrades.

Author: Cynthia Adams, Local Energy Alliance Program; Larry Earegood, Consumers Energy (MI); John Schott, NYSERDA; Gavin Hastings, Arizona Public Service; Emily Salzberg, Washington State University Energy; Adam Buick, Community Power Works (WA); Bob Knight, BKi
Publication Date: 2014

Quick summaries of strategies various programs have used to improve the efficiency of delivering efficiency.

Author: Opower
Publication Date: 2014

With so much to gain, how can we optimize low-income energy efficiency programs to maximize the benefits for financially vulnerable citizens, as well as program implementers and the broader population of ratepayers? This paper shares four important lessons for engaging low-income customers based on Opower’s experience in partnering with utilities to serve the low-income population.

Author: U.S. Department of Energy
Publication Date: 2014

This summary from a Better Buildings Residential Network peer exchange call focused on using social media for long-term branding and marketing.

Author: National Public Radio
Publication Date: 2014

This radio interview highlights how the NeighborWorks program in Vermont is raising awareness of home energy efficiency measures among residents through neighbor-to-neighbor outreach.

Author: U.S. Department of Energy
Publication Date: 2014

This summary from a Better Buildings Residential Network peer exchange call focused on bringing energy efficiency programs to schools.

Author: Home Energy Magazine
Publication Date: 2013

This article provides 10 tips home energy contractors can use to update their marketing outreach and improve their customer service.

Author: Efficiency Maine
Publication Date: 2013

This case study highlights a 20-unit apartment building that gained energy savings and comfort through Efficiency Maine.

Author: Efficiency Maine
Publication Date: 2013

This case study highlights the first project completed under Efficiency Maine's Multifamily Efficiency Program.

Author: BetterBuildings for Michigan
Publication Date: 2013

These outreach materials from BetterBuildings for Michigan include a photograph and quote from credible members of the Grand Valley State University (GSVU) community that served as early adopters for the program.

Author: New Hampshire Better Buildings Program
Publication Date: 2013

Collection of case studies from New Hampshire that highlight successful energy efficiency upgrades.

Author: U.S. Department of Energy
Publication Date: 2013

This case study explains how Community Power Works segmented its primary audience by focusing on owners of oil-heated homes with great results. This case study shares the program's outreach strategy and tactics for recruiting owners of oil-heated homes.

Author: Southeast Energy Efficiency Alliance
Publication Date: 2013

This report demonstrates the results achieved to date by the Southeast Energy Efficiency Alliance. It highlights the experiences of Consortium programs, their successes driving further investments in energy efficiency improvements, and the challenges that hindered their progress. It also details the infrastructure, resources, and opportunities that support the deployment of energy efficiency programming, and the approaches that the Consortium has found best suited to the region.

Author: ENERGY STAR
Publication Date: 2013

The Brand Book describes the implementation of the ENERGY STAR® logo for ENERGY STAR partners that are labeling a product, new home, or building that has earned the ENERGY STAR. The Brand Book also provides information about designing a new outreach campaign and using the ENERGY STAR® logo to communicating the program's commitment to energy efficiency.

Author: Opinion Dynamics Corporation
Publication Date: 2013

This study of Energy Upgrade California aims to: establish baseline consumer brand awareness; understand consumer associations with the brand; and understand consumer awareness of energy management and bill savings opportunities and barriers to taking action on those opportunities.

Author: Extractable
Publication Date: 2013

This study reviews consumer-facing energy-focused websites and their related assets to provide a comprehensive roadmap for website development to transform and optimize the Energy Upgrade California web portal to better support the program efforts facilitating consumer and small business participation.

Author: American Council for an Energy-Efficient Economy
Publication Date: 2013

This report is the first comparative analysis of utility-run behavior programs. It lays the groundwork for further program development by developing a classification scheme, or taxonomy, that sorts programs into discrete categories. This study counted 281 such programs, many with multiple iterations, offered by 114 energy providers and third parties between 2008 and 2013. After sorting programs by distinguishing features such as delivery channel and incentive type, the study arrived at 20 major program categories grouped in three large families: Cognition Programs, Calculus Programs, and Social Interaction Programs.

Author: U.S. Department of Energy
Publication Date: 2013

This case study discusses Energy Impact Illinois' marketing evolution from a broad outreach campaign to a Òhouse partyÓ approach that brought Chicago homeowners, neighbors, and friends together to learn about energy efficiency opportunities, while increasing demand for home energy assessments and upgrades.

Author: UtilityExchange.org; Building Performance Institute
Publication Date: 2013

This paper first details industry best practices for contest administration, including tips for developing an overall contest plan and timeline, product sponsor recruitment, building a dynamic informational website, maximizing customer participation, selecting the winning home, seamless installation management, capturing and documenting project results, conducting a high profile media open house and facilitating customer workshops that educate homeowners and strengthen trade ally relationships. This paper then presents results and key lessons learned from more than 20 contests supported with funds from local community sustainability programs, utility energy efficiency programs, and U.S. Recovery and Reinvestment Act funds between 2008 and 2012.

Author: U.S. Department of Energy
Publication Date: 2013

Philadelphia EnergyWorks helped sustain future programs by sharing marketing insights and program data with a local utility partner.

Author: The University of Texas at Austin
Publication Date: 2013

This presentation shares the results of the Austin Energy Poll, including insights on U.S. consumer opinions and attitudes toward energy efficiency, climate change, energy consumption, pricing, development, and regulation.

Author: Research Into Action, Inc.
Publication Date: 2013

Over the past 30 years, program administrators have concentrated on investment behavior change -- that is getting their customers to install things like insulation and lighting systems using various behavior change tools such as marketing, education, rebates, and technical assistance to support the investment behavior change. Today, as program administrators move to expand the range of behavior change strategies in their portfolios, it is often difficult to know where to begin. The New York State Energy Research and Development Authority (NYSERDA) began by detailing the range of behavior change strategies and identifying strategic opportunities.

Author: U.S. Department of Energy
Publication Date: 2013

This Focus Series interview discusses the semester-long, employer-assisted partnership between BetterBuildings for Michigan and Grand Valley State University (GVSU). This successful partnership involved an early adopter outreach campaign and served as a model for other program partnerships.

Author: U.S. Department of Energy
Publication Date: 2013

This summary from a Better Buildings Residential Network peer exchange call focused on the strategies and challenges of using holidays and other seasonal events to market energy assessments and upgrades.

Identify and prioritize potential target audiences based on their likely receptivity to your program's services.

Communicate marketing and outreach results internally and to partners.

Implement marketing and outreach activities in coordination with other program components to generate demand for your program's services.

Develop a plan and metrics to evaluate the effectiveness of your marketing and outreach strategies. 

Develop a marketing and outreach plan that details your strategies and tactics, workflows and timelines, staff roles and responsibilities, and budget.

Create your program's branding guidelines and materials to elevate program visibility and support your marketing and outreach efforts.

Establish relationships with organizations that will assist with program marketing and outreach.

Decide on priority target audience segments, messages, and incentives that will motivate customers.

Spur consumer demand for your program's services by understanding your target audience and motivating them to act using effective messaging, marketing and outreach tactics, and attractive program offers.

Establish specific marketing and outreach goals, objectives, targets, and timeframes.

Author: U.S. Environmental Protection Agency
Publication Date: 2013

This report provides the results of the Consortium for Energy Efficiency-sponsored 2013 ENERGY STAR Household Survey, which collects national data on consumer recognition, understanding, and purchasing influence of the ENERGY STAR label, as well as data on messaging and product purchases.

Author: New York State Energy Research and Development Authority (NYSERDA)
Publication Date: 2013

Links to residential projects completed under NYSERDA's Green Jobs-Green New York (GJGNY) program.

Author: New York State Energy Research and Development Authority (NYSERDA)
Publication Date: 2013

Links to case studies of residential projects and contractors under the New York State Energy Research and Development Authority (NYSERDA)'s Home Performance with ENERGY STAR program.

Author: Green For All
Publication Date: 2013

This report highlights program and policy attributes that enable successful on-bill programs based on analysis of four program case studies.

Author: Conservation Services Group
Publication Date: 2013

This infographic summarizes the results of RePower Bainbridge's Final Boarding Call event, providing an effective, engaging way to share program results with partners and other stakeholders.

Author: Small Town Energy Program
Publication Date: 2013

The Small Town Energy Program (STEP) toolkit gives a complete overview of STEP from planning to implementation. It also includes access to a wide variety of materials developed by the program, including: local asset materials, partner materials, personnel materials, program administrative materials, outreach materials, and surveys. STEP has posted these toolkit documents with the hope that it will assist other small towns and communities in building and running more energy efficiency programs.

Author: U.S. Energy Information Administration
Publication Date: 2013

These 16 state-specific fact sheets report on the results of the Residential Energy Consumption Survey. The fact sheets highlight: overall energy use, electricity use, and expenditures; residential consumption by end use (air conditioning, heating, appliances); main heating fuel; use of cooling equipment; housing types and year of construction; and numbers of televisions and refrigerators.

Author: Energy Impact Illinois
Publication Date: 2013

This video highlights Steve G. of River Forest, IL sharing his experience of how Energy Impact Illinois helped him improve the comfort and value of his 107 year-old home.

Author: U.S. Department of Energy
Publication Date: 2013

Energy Impact Illinois (EI2) conducted 1,600 phone surveys of mid- to high-income households. Its aim was to test program messaging and gauge attitudes toward home improvements and energy efficiency upgrades. The surveys provided a number of insights on the target audience's decision process.

Author: American Council for an Energy-Efficient Economy
Publication Date: 2013

This report describes ACEEE's Deep South Ethnographic Project, which aimed to answer an overarching question: are end-users of energy in the Southeastern states interested in energy efficiency? This report includes the demographics of ACEEE's informants and responses to a set of questions about energy usage, bills, and money. The report also includes individual case studies from five different sites.

Author: OmStout Consulting, LLC
Publication Date: 2013

This blog post outlines basic needs for a successful marketing program: a plan; a budget; and to launch, track, evaluate, adjust, repeat.

Author: U.S. Department of Energy
Publication Date: 2012

In this video interview segment, Mary Templeton with BetterBuildings for Michigan discusses developing a readiness scale to determine if target audiences are ready to hear a program’s messages and take advantage of its offerings.

Author: U.S. Department of Energy
Publication Date: 2012

In this video interview segment, Bruce Doeuck of JEA ShopSmart in Jacksonville, Florida,  discusses the market segmentation methodology his program used to better understand its audience.

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