This presentation provides a list of resources and tips for running a social media campaign.
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This presentation highlights research from U.S. Green Data showing that it is important to pique consumers' interest with incentives, but that their effectiveness can be maximized by making them simple, focusing on people "ready to purchase," and educating consumers about the value of energy efficiency.
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.
This presentation includes the brands, website addresses, and images for most of the Better Buildings Neighborhood Program partners.
Presentation that discusses the Home Energy Score Program.
Presentation about the pro forma to evaluate the impact of program marketing on contractor revenue developed by the National Home Performance Council.
This presentation discusses elements of developing an energy efficiency program marketing and communications strategy, including concepts to consider in a marketing plan.
This presentation covers the importance of collecting and evaluating program data, including data related to marketing efforts.
This toolkit describes how to strengthen residential energy efficiency program outreach and marketing efforts through data-driven, tailored efforts to change behaviors. One of the greatest challenges facing the residential energy efficiency market is motivating people to take steps to save energy. This toolkit provides guidance, resources, and examples for applying community-based social marketing (CBSM) to increase the number of homes that are energy efficient.
This online tool was designed to help Americans save money and energy by improving the energy efficiency of their homes through recommended, customized, and prioritized home improvement projects. The tool guides homeowners through a do-it-yourself energy assessment to create an ENERGY STAR home profile. Based on the newly created profile, the tool provides customized, prioritized recommendations for improvements. From these recommendations, users can create their own to-do lists of projects and update their home profiles over time as they make improvements. The home profiles can also be printed and used as a marketing advantage when homeowners sell their homes.
National Housing & Rehabilitation Association has collected a number of energy efficiency factsheets and resources on their Preservation Through Energy Efficiency Initiative Library.
The Better Buildings Residential Network Social Media toolkit can be used to help residential energy efficiency programs learn to engage potential customers through social media. Social media can build brand awareness concerning home energy upgrades and the entities working on them, which can lead to more energy upgrade projects taking place in the long run. This toolkit will help program managers and their staff with decisions like what social media works best for various program needs. When aligned with other marketing and outreach efforts, social media can be a useful tool in attracting home energy upgrade customers. Note that social media changes constantly, so users of this toolkit need to regularly reassess their methods and review results to ensure goals are being met.
The Better Buildings Residential Network Designing Incentives Toolkit can help residential energy efficiency programs design incentives that motivate potential customers to act by lowering the risk, decreasing the cost, or offering additional benefits with home energy upgrades. This toolkit provides easy access to various case studies, presentations, and tips related to incentive design.
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.
This calculator provides a simplified tool to demonstrate the business case for energy efficiency from the perspective of the consumer, the utility, and society.
This document provides a tutorial of MY ENERGY STAR Account (MESA). MESA is a Web portal that houses program marks for ENERGY STAR Sponsors and contractors as well as various marketing pieces.
This website provides resources for those working to foster sustainable behaviors. Users can access to the book, Fostering Sustainable Behavior; search databases of articles, case studies, and turnkey strategies; and participate in discussion forums.
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.
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.
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.
Home Energy Score is an online tool used by assessors to rate a home’s energy efficiency on a scale of 1 to 10, with a score of 10 indicating that the home has excellent energy performance and a score of 1 indicating that the home needs extensive energy improvements. Once a home is scored, homeowners receive recommendations on how to improve their score.
This conversion rate spreadsheet was developed to assist Home Performance with ENERGY STAR (HPwES) participating contractors.
This marketing plan template was developed to assist Home Performance with ENERGY STAR (HPwES) participating contractors develop their marketing plans.
This marketing tactics spreadsheet was developed to assist Home Performance with ENERGY STAR (HPwES) participating contractors.
The Marketing & Outreach Implementation Plan Template will help you develop a strategy for planning, operating, and evaluating your marketing and outreach activities.
The Better Building Residential Program Implementation Plan Template will help you develop a strategy for planning, operating, and evaluating a successful residential energy efficiency program. The template includes sections for all six program components (i.e., Market Position & Business Model, Program Design & Customer Experience, Evaluation & Data Collection, Marketing & Outreach, Financing, and Contractor Engagement & Workforce Development).
The Better Building Residential Program Implementation Plan Template will help you develop a strategy for planning, operating, and evaluating a successful residential energy efficiency program. The template includes sections for all six program components (i.e., Market Position & Business Model, Program Design & Customer Experience, Evaluation & Data Collection, Marketing & Outreach, Financing, and Contractor Engagement & Workforce Development).
This worksheet can help you organize your ideas and methods for creating an effective evaluation plan.
The U.S. Department of Energy's Message Map and Value Proposition Worksheet is designed to help programs determine the key messages to best communicate to priority audiences.
A one-page template that helps program administrators visualize activities and associated timelines for their marketing efforts.
This instructional template offers instructions on how to write a press release.
Example proposal evaluation scoring sheet to rank qualifications of financial institution bidders for energy efficiency upgrade loan programs.
This sample phone survey template for program drop-outs, created by the Better Buildings Neighborhood Program, was designed for programs to find out why applicants that applied to participate in a program ultimately dropped out.
This sample phone survey template, created by the Better Buildings Neighborhood Program, was designed for programs to use with applicants who have been screened out from participating in a program.
This sample email survey template, created by the Better Buildings Neighborhood Program, was designed for programs to develop their own survey of successful program participants in order to assess customer experience.
Homeowner survey created by the utility to inform their whole home upgrade program.
This handbook is intended to assist electric utilities in overcoming barriers to using social media; provide a clear and simple stepwise approach to get started or enhance social media use; and provide a set of recommendations for using social media as an additional marketing tool to drive participation in energy efficiency and demand management programs.
This white paper covers a few of the business-to-business marketing goals including social media strategies critical for an energy auditing business in today's world, while providing insights into how to make the most of these efforts.
This white paper covers the very basics of social media for home performance businesses. It describes how to set up a Home Performance profile on Facebook, Twitter, LinkedIn and Home Energy Pros; content creation ideas for social media accounts; and advanced strategies for improving reach in social media.
This white paper focuses on when to consider paid Facebook ads for building brand awareness and conversion on your organization’s website. It also reviews the most effective tactics for ad creation, targeting, and implementation.
This report shares the results of a multiyear energy consumer research program. The findings and analysis point to important shifts and highlight growing opportunities for forward-thinking energy providers. Above all, they reinforce the importance of the digitally engaged consumer and the need for energy providers to stake their claims in the digital energy ecosystem.
This paper defines customer engagement, illustrates how engagement platforms can be used in energy efficiency programs, and presents guidelines to help program administrators plan, design, implement, and evaluate a modern, integrated, and efficient customer engagement platform. It also covers how advances in big data and tracking systems can support platforms that are technology-enabled, center on customer needs, leverage psychosocial drivers and data analytics, and employ mechanisms to foster long-term trust and loyalty. Effective customer engagement can also lead to higher satisfaction levels, greater energy savings, and more persistence of savings.
The population of HVAC and home performance buyers is largely made up of baby boomers. The goal of this guide is to explain why programs should consider the baby boomer audience and outline the best ways to market to this audience.
This presentation covers details of an in-store market test for Super-Efficient Dryer (SED) marketing collateral. Five different marketing message concepts were created based on previous consumer research. The concepts include: an image, a headline of the key benefit, and a brief product description to drive credibility.
This podcast episode explores sustainability and the unexpected benefits of energy efficiency with guest Jonathan Cohen, U.S. Department of Energy.
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.
This document features lessons learned shared by Better Buildings Residential Network members during Peer Exchange Calls held during Autumn 2016.
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.
This study focused on barriers to, and opportunities for, solar photovoltaic energy generation; opportunities for, access to other renewable energy by low-income customers; contracting opportunities for local small businesses in disadvantaged communities; low-income customers to energy efficiency and weatherization investments, including those in disadvantaged communities. It also provides recommendations on how to increase access to energy efficiency and weatherization investments to low-income customers.
Behavioral change programs are not necessarily a separate category of efficiency efforts; rather, behavioral approaches can be effectively integrated into all programs in residential, commercial, or industrial settings. As increased connectivity within homes and businesses expands opportunities to provide energy information, the role of behavior will likely become even more prominent. Consortium for Energy Efficiency, Inc. (CEE) provides this webpage dedicated to behavior change resources.
Research traditions across the social sciences have explored the drivers of individual behavior change and proposed different models of decision making. In this paper, four diverse perspectives are reviewed: conventional and behavioral economics, technology adoption theory and attitude-based decision making, social and environmental psychology, and sociology. This paper concludes with how to develop a more integrated approach to both behavioral change research and intervention design in a residential energy context.
This report explains the psychology of individual energy efficiency actions, and how large scale behavior change programs can use this research to reduce greenhouse gas emissions.
This document features lessons learned shared by Better Buildings Residential Network members during Peer Exchange Calls held during Fall 2015.
This document features lessons learned shared by Better Buildings Residential Network members during Peer Exchange Calls held in Winter 2016.
This document features lessons learned shared by Better Buidlings Residential Network members during Peer Exchange Calls held during Spring 2016.
This report, informed by leading research and real-world examples, highlights practical online and in-person tactics that contractors can use to promote social interaction and social comparison among homeowners to make energy upgrades a "must-have" in U.S. homes.
This paper describes a wide variety of behavior change insights potentially applicable to the energy efficiency program context, provides examples of efficiency programs that have applied these insights, and explores some untapped opportunities to achieve energy savings through behavior change.
This paper explores ways in which program administrators are using social norms to spur behavior change and, as a result, curb energy use. In recent years, home energy reports (HER) programs have applied the concept of social norms to the energy efficiency context. These feedback programs inform customers of how their energy consumption compares to their neighbors' and provide other information about their usage, with the goal of enticing customers to change their energy use behavior to improve their relative neighborhood ranking.
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.
Energy burden is the percentage of household income spent on home energy bills. In this report, ACEEE, along with the Energy Efficiency for All coalition, measures the energy burden of households in 48 of the largest American cities. The report finds that low-income, African-American, Latino, low-income multifamily, and renter households all spend a greater proportion of their income on utilities than the average family. The report also identifies energy efficiency as an underutilized strategy that can help reduce high energy burdens by as much as 30%. Given this potential, the report goes on to describe policies and programs to ramp up energy efficiency investments in low-income and underserved communities.
The multifamily sector can be hard to reach when it comes to energy efficiency programs. Besides being diverse and complex, the sector presents a unique set of challenges to efficiency investments. The result is that multifamily customers are often underserved by energy efficiency programs. Drawing on data requests and interviews with program administrators, this report summarizes the challenges to program participation and identifies best practices that programs can use to reach and retain large numbers of multifamily participants.
Energy efficiency is good for you--and for the air you breathe, the water you drink, and the community in which you live. This fact sheet shows how saving energy reduces air and water pollution and conserves natural resources, which in turn creates a healthier living environment for people everywhere. It includes the stories of a family in Pennsylvania and a hospital in Florida.
Building on the strategy of creating a sustainable workplace, many companies have been focusing their efforts on developing a sustainable workforce. This approach to combining sustainability initiatives and employee engagement creates a value chain that has positive impacts for employers and employees alike and the communities they live in.
A recent cost vs. value report compared the average cost for popular remodeling projects with the value those projects retain at resale value in 100 different U.S. markets. This Home Energy article discusses how one of the most valuable remodeling options is one you can’t see--energy efficiency.
A number of states are beginning to recognize Demand Reduction Induced Price Effects (DRIPE) as a real, quantifiable benefit of energy efficiency and demand response programs. DRIPE is a measurement of the value of demand reductions in terms of the decrease in wholesale energy prices, resulting in lower total expenditures on electricity or natural gas across a given grid. This paper reviews the existing knowledge and experience from select U.S. states regarding DRIPE (including New York and Ohio), and the potential for expanded application of the concept of DRIPE by regulators.
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.
This blog provides six tips the home performance communications professionals can use to create a new or update an existing marketing plan.
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.
This document summarizes top marketing and outreach takeaways shared by Better Buildings Residential Network members during spring 2015 Peer Exchange Calls.
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.
This Guide is designed to help state and local policymakers to take full advantage of new policy developments by providing them with a comprehensive set of tools to support launching or accelerating residential energy efficiency programs. The Guide focuses on four categories of policies that have proven particularly effective in providing a framework within which residential energy efficiency programs can thrive: incentives and financing, making the value of energy efficiency visible in the real estate market, data access and standardization, and supporting utility system procurement of energy efficiency.
Real estate professionals are increasingly aware that today’s homebuyers consider heating and cooling costs, efficient appliances, and efficient lighting to be important factors in home purchase decisions. Residential energy efficiency and real estate stakeholders, however, agree that the home resale process frequently fails to account for the value of high-performance home features. If investments in energy efficiency were more accurately reflected in home resale prices, homeowners could have greater confidence that these investments would be recouped at resale, and they might make more investments in efficiency.
This publication draws on recent focus groups, polls, and other research to chart a path promoting energy efficiency through language and imagery in ways that tap public enthusiasm.
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.
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.
This tip sheet was inspired by the experiences and expertise of EPA’s Climate Showcase Communities (CSCs). It focuses on community-based social marketing and highlights best practices and helpful resources and recommended resources for other communities interested in pursuing similar projects.
This tip sheet from EPA's Climate Showcase Communities provides lessons from programs about strategies for effective messaging as well as recommended resources.
Effective Practices for Implementing Local Climate and Energy Programs: Traditional Media Strategies
This tip sheet was inspired by the experiences and expertise of EPA’s Climate Showcase Communities (CSCs). It focuses on traditional media strategies and highlights best practices and helpful resources and recommended resources for other communities interested in pursuing similar projects.
This series of 19 tip sheets is based on the experience and expertise of EPA’s Climate Showcase Communities. The tip sheets cover a wide range of topics, such as marketing and communications (effective messaging, traditional media strategies, community-based social marketing, and testimonial videos) and working with specific types of stakeholders (institutional partners, contractors, experts, utilities, early adopters, volunteers).
The goal of the Building Science Translator is to begin this process by providing a new glossary of ‘Power Words’ that can be used across the industry to consistently reinforce the value of high-performance homes. This includes applying this new language consistently to all consumer-facing materials used by government programs and industry alike.
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 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.
This report shares the results of a research study conducted to understand the awareness and perceptions of potential consumers regarding ductless heat pumps and heat pump water heaters. The results were intended to help the Northwest Energy Efficiency Alliance improve messaging and marketing themes related to these products across the northwest region.
This report describes the effects of utility spending on efficiency programs, how those effects could constitute barriers to investment in energy efficiency, and how policy mechanisms can reduce these barriers.
This report considers consumers' perspectives on policy and regulatory issues associated with the administration of energy efficiency investments funded by ratepayers of electric and natural gas utilities.