Develop processes to evaluate your organization’s strengths, weaknesses, and market position on a regular basis.
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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 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.
Establish relationships with organizations that will assist with program marketing and outreach.
Develop contractor engagement, quality assurance, and workforce development plans that include strategies, workflow, timelines, and staff and partner roles and responsibilities.
Establish relationships with contractors who will deliver program products and services, and with organizations that train and certify workers.
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 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...
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...