Develop the procurement, outreach, and loan support resources required to perform your financing activities.
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Monitor the effectiveness of marketing and outreach strategies and adapt as needed.
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.
Create your program's branding guidelines and materials to elevate program visibility and support your marketing and outreach efforts.
Establish an evaluation plan that will allow you to determine how your financing activities are impacting the market.
Determine if enhancements to existing financing products or the development of new products are necessary to allow you to achieve your goals and objectives.
Develop a plan to implement your financing activities, with defined roles for financial institution partners, contractors, customers, and your program.
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.
Decide on priority target audience segments, messages, and incentives that will motivate customers.
Identify and partner with financial institutions that can provide capital, underwriting, and other functions to enable your customers to access financing.
Establish relationships with organizations that will assist with program marketing and outreach.
Identify and prioritize potential target audiences based on their likely receptivity to your program's services.
Establish specific marketing and outreach goals, objectives, targets, and timeframes.
Ensure that your program’s customers will have access to affordable financing, so they can pay for the services you offer.
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.
Successful programs use many channels to communicate accomplishments and results to stakeholders. These include word of mouth and products such as press releases, announcements on websites, case studies, and presentations. Many programs use earned media—especially local media when possible—by giving...
In order to overcome lenders’ concerns over the risk associated with energy efficiency loans, many Better Buildings Neighborhood Program partners offered credit enhancements to lenders (e.g., loan loss reserve funds) to attract lender participation and to mitigate lender losses in the event of loan...
Homeowners do not benefit from access to financing if they don’t know about or understand options available to them. Contractors are often the primary transaction point for selling upgrades, and many programs have found that ongoing collaboration with contractors through sales training, regular...
Lenders can be a valuable partner for programs in marketing loan products and driving demand for home energy upgrades. They are often a trusted source of information in a community, and they have access to potential customers and partners such as existing customers, loan aggregators, and large...
All residential energy efficiency programs have found that outreach needs to be repeated to connect with and remind potential participants about program offerings. As marketing gurus note, the majority of people need to be exposed to a product message at least three times (on separate occasions) to...
Low-cost financing for home energy upgrades does not increase customer demand for upgrades on its own. A comprehensive evaluation of over 140 programs across the United States found that homeowners must be sold on the benefits of home energy upgrades before financing can become valuable to them...
Programs that conducted one-on-one outreach found that community events provided good opportunities for the program and its partners to connect and build credibility with potential customers. Particularly successful events were ones that attracted the program’s target audience and aligned with their...
Many successful programs found that getting media attention for their offerings and benefits helped add credibility to marketing efforts and expand their reach. By positioning "green" stories or home improvement mini-segments on local television or radio stations, they provided timely content that...
Programs found that encouraging word of mouth outreach by asking satisfied customers to promote their program experience to peers helped attract more homeowners who completed energy upgrades. Referrals from neighbors and friends who are happy with their energy improvements can provide a good source...
Unlike remodeling projects, home energy upgrade benefits are generally not immediately visible to the casual observer. Strategies that demonstrate tangible benefits from upgrades can help increase understanding and motivation with potential customers. To help energy efficiency become real, some...
Many programs found it useful to partner with a range of trusted organizations or individuals to market program offerings to their constituencies or followers. Better Buildings Neighborhood Program participants enhanced their marketing and outreach efforts by partnering with trusted local groups...
Publication Date
Organizations or Programs
Energy Upgrade California
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.
Publication Date
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.
Publication Date
This publication advances the growth of energy efficiency finance and renewable energy finance markets in the United States by providing industry news, building professional dialogue, and fostering innovation. The forum includes: original feature articles covering cutting-edge topics and conferences; a biweekly newsletter of curated and original content; online conversations among experts in the field; and opportunities to register for webinars and other events
Publication Date
Organizations or Programs
Energize Phoenix
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.
Publication Date
Organizations or Programs
RePower Kitsap,
RePower Bainbridge,
RePower Bremerton
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.
Publication Date
Organizations or Programs
Michigan Saves
Sample RFP from Michigan Saves for a third-party to conduct an evaluability assessment and process evaluation for the program during the first phase of implementation.
Publication Date
Organizations or Programs
Energy Impact Illinois
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.