Publicize benefits and lessons learned resulting from your organization’s success in the market.
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Solidify your program strategy and decide which customers you will focus on; what products, services, and support you will provide; and how you will partner with contractors and others to deliver services to your customers.
Establish relationships with organizations that can help deliver your program by enhancing your knowledge, resources, capabilities and access to customers and contractors.
Create your organization’s business plan, which describes how your operational and financial structure will support the delivery of energy efficiency services.
Survey existing and potential demand for energy efficiency products and services based on an understanding of policies, housing and energy characteristics, demographics, related initiatives and other market actors.
Design a residential energy efficiency program that integrates marketing and outreach, contractor coordination, incentives, financing, and program evaluation to provide customers with the products and services they want through a customer-centric process.
Develop the necessary materials, tools, and staff capacity to effectively deliver and manage your program.
Develop a strategy for communicating program impacts and benefits to key audiences to create and sustain support and engagement.
Research and analyze the specific barriers, needs, and opportunities for a residential energy efficiency program in your community.
Many programs that focused on a specific neighborhood or other small geographic areas have found it difficult to generate enough customer interest, partner interest, and upgrade activity to meet program goals. Regional or statewide approaches are often more attractive to contractors, lenders...
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This summary from a Better Buildings Residential Network peer exchange call focused on targeted marketing strategies that can be used to craft successful outreach initiatives and communications. It also covered challenges and best practices for engaging specific demographics, including hard-to-reach market segments such as Hispanics, and provided insights into Hispanics relationship with energy.
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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.
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Organizations or Programs
TakeCharge! Challenge,
Enhabit,
New York State Energy Research and Development Authority (NYSERDA)
Many states have adopted policies intended to overcome the barriers that limit the more efficient use of electricity. Yet because such efforts have not addressed the lack of consumer information and motivation to improve efficiency, many opportunities for energy efficiency remain untapped. To help address that problem, states, utilities, and other energy efficiency service providers have begun to develop new approaches to informing and motivating customers based on behavioral economics and psychology research. This report describes three broad strategies that states can use to engage consumers' participation in energy efficiency programs: provide direct consumer information and feedback on energy use, influence social norms; and match messages and messengers to target audiences. Recommendations for actions that governors can take within the context of each of those three strategies are provided.
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This report provides an overview of market segmentation purpose, examples and methodologies.
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Through its target audience research, Rutland, Vermont's NeighborWorks H.E.A.T. Squad learned that neighbors are the most trusted messengers of energy efficiency upgrade information, rather than governments or utilities.