Monitor the effectiveness of marketing and outreach strategies and adapt as needed.
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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.
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.
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.
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.
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...
Many programs found that market research can help identify, segment, and characterize audiences to understand how to prioritize them. A comprehensive evaluation of over 140 programs across the United States found that programs had greater success when they identified specific target populations...
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...
Words have power, so many programs decided to use language with positive associations. For example, the Better Buildings Neighborhood Program encouraged use of the term "assessment" instead of "audit" to avoid the negative connotation of a tax audit. "Home energy upgrade" sounds more positive than...
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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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This presentation shares the findings of research conducted to determine a customer base for energy efficiency improvements developed by the California Public Utilities Commission.
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This audience brainstorming and categorization worksheet assists programs in determining their target audiences and which audiences to prioritize.
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This report provides an overview of market segmentation purpose, examples and methodologies.
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Organizations or Programs
Energy Upgrade California
This document reflects what the California Public Utilities Commission’s customer engagement campaign will accomplish from April 1, 2017 through March 31, 2018. It also includes goals and objectives, target audiences, high-level approaches and strategies, metrics, and implementation roles and responsibilities for each strategy.
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Organizations or Programs
EnergyWorks
This presentation describes the brand, messaging strategy, and campaign tactics used by Philadelphia EnergyWorks to reach its target audience.
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Organizations or Programs
Enhabit
Clean Energy Works Oregon (now Enhabit) developed consumer profiles based on research the program conducted on its target audience.
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Organizations or Programs
EnergySmart Colorado
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.
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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.
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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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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.
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Organizations or Programs
Energy Impact Illinois
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.