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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.
This table identifies several challenges and the strategies and tactics that can be used to overcome them.
This marketing plan from EnergyWorks Kansas City includes a strategic focus for the program's outreach activities, as well as three core marketing objectives Kansas City set out to meet.