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.
Define your business model, including market position, products and services, type of customers, financial model, governance structure, and the assets and infrastructure your organization needs.
Identify and engage organizational partners in your business model design.
Monitor the effectiveness of marketing and outreach strategies and adapt as needed.
Decide on priority target audience segments, messages, and incentives that will motivate customers.
Establish goals, objectives, and timeframes for your financing activities.
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.
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.
Many home performance programs have confronted the challenge of how to reach out to more customers and to improve conversion rates of customer interest into completed upgrades. Realizing that the contractor is a primary face-to-face link between customers and the program, some Better Buildings...
Many programs used the information they gathered through their quality assurance efforts to recognize contractors that deliver consistent, high-quality work. Rewarding good contractor performance can help you build trust, strengthen partnerships, and boost workforce morale. You can incentivize...
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Organizations or Programs
Puget Sound Energy
This summary from a Better Buildings Residential Network peer exchange call focused on developing messaging and branding strategies.
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Organizations or Programs
Denver Energy Challenge,
Energy Impact Illinois
This summary from a Better Buildings Residential Network peer exchange call focused on using social media for long-term branding and marketing.
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This worksheet can help key program and marketing staff collaborate to develop a brand platform.
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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.
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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.
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This brand model, developed by the Dubberly Design Office, provides useful steps and tips for developing a new brand. Download the document for a better view. Note that the document is poster size, so zoom in for clarity.
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This guide assists with developing an implementation plan for a Home Performance with ENERGY STAR program. It covers key elements of the plan, including the scope and objectives of the program and the policies and procedures that will ensure its success, including co-marketing and brand guidelines (section 1), workforce development and contractor engagement (section 3), assessment and report requirements (section 4), installation specifications and test-out procedures (section 5), and quality assurance (section 6).
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Organizations or Programs
New York State Energy Research and Development Authority (NYSERDA)
This report summarizes a home segmentation study conducted by New York State Energy Research and Development Authority (NYSERDA). The study looked at 1,012 homeowners across New York to evaluate how they view home energy consumption, the importance they place on energy saving solutions, and why they would consider taking advantage of programs that increase energy efficiency.
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Organizations or Programs
Energize Phoenix
In this video interview segment, Mick Dalrymple of Energize Phoenix shares how the program used information about its audience to create a fun and appealing brand.
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Organizations or Programs
RePower Kitsap,
RePower Bainbridge,
RePower Bremerton
In this video interview segment, Yvonne Kraus of Conservation Services Group in Bainbridge Island, Washington, discusses why the RePower program created multiple branding and messaging themes.
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In this video interview segment, Yvonne Kraus of Conservation Services Group in Bainbridge Island, Washington, discusses why the RePower program created multiple branding and messaging themes.