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Energy.gov Office of Energy Efficiency and Renewable Energy Residential Program Guide
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Financing – Develop Resources

Develop the procurement, outreach, and loan support resources required to perform your financing activities.
Handbook

Contractor Engagement & Workforce Development – Develop Resources

Develop workforce and contractor engagement procedures, forms, and materials
Handbook

Market Position & Business Model – Communicate Impacts

Publicize benefits and lessons learned resulting from your organization’s success in the market.
Handbook

Program Design & Customer Experience – Make Design Decisions

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.
Handbook

Program Design & Customer Experience – Identify Partners

Establish relationships with organizations that can help deliver your program by enhancing your knowledge, resources, capabilities and access to customers and contractors.
Handbook

Market Position & Business Model – Develop a Business Model

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.
Handbook

Market Position & Business Model – Identify Partners

Identify and engage organizational partners in your business model design.
Handbook

Marketing & Outreach – Assess & Improve Processes

Monitor the effectiveness of marketing and outreach strategies and adapt as needed.
Handbook

Marketing & Outreach – Develop Resources

Create your program's branding guidelines and materials to elevate program visibility and support your marketing and outreach efforts.
Handbook

Marketing & Outreach – Develop Evaluation Plans

Develop a plan and metrics to evaluate the effectiveness of your marketing and outreach strategies.
Handbook

Marketing & Outreach – Develop Implementation Plans

Develop a marketing and outreach plan that details your strategies and tactics, workflows and timelines, staff roles and responsibilities, and budget.
Handbook

Marketing & Outreach – Make Design Decisions

Decide on priority target audience segments, messages, and incentives that will motivate customers.
Handbook

Financing – Set Goals & Objectives

Establish goals, objectives, and timeframes for your financing activities.
Handbook

Marketing & Outreach – Identify Partners

Establish relationships with organizations that will assist with program marketing and outreach.
Handbook

Marketing & Outreach – Assess the Market

Identify and prioritize potential target audiences based on their likely receptivity to your program's services.
Handbook

Financing – Overview

Ensure that your program’s customers will have access to affordable financing, so they can pay for the services you offer.
Handbook

Marketing & Outreach – Overview

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.
Handbook

Contractor Engagement & Workforce Development – Develop Implementation Plans

Develop contractor engagement, quality assurance, and workforce development plans that include strategies, workflow, timelines, and staff and partner roles and responsibilities.
Handbook

Program Design & Customer Experience – Deliver Program

Ensure a positive customer experience with your program from launch through implementation over time.
Handbook

Contractor Engagement & Workforce Development – Make Design Decisions

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.
Handbook

Contractors are your sales team – educate and empower them with the skills to sell home energy upgrades

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...
Tips for Success

Recognize and reward good contractor performance

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...
Tips for Success

Use compatible formats for data sharing and reporting, and work with partners to implement standard data exchange protocols

Many Better Buildings Neighborhood Program partners found that it was critically important to use compatible formats for data sharing and reporting with partners. Aligning data formats and collection plans with national data formats (e.g., Home Performance XML schema (HPXML), Standard Energy...
Tips for Success

Build Your Better Buildings Brand

Author(s)
U.S. Department of Energy
Publication Date
2011
This webcast discusses how to build the national Better Buildings brand into your program's marketing/branding to enhance public communications and outreach efforts.
Resource - Webcast

All Aboard: Is it time for you to catch the Home Performance with ENERGY STAR Train?

Author(s)
U.S. Department of Energy
Publication Date
2017
Organizations or Programs
Energy Smart New Orleans,
Southwestern Electric Power Company (SWEPCO)

This presentation covers what is Home Performance with ENERGY STAR (HPwES), HPwES sponsorship and benefits, and the importance of the ENERGY STAR brand. It also features two HPwES program design examples: Energy Smart New Orleans and AEP SWEPCO.

Resource - Topical Presentations

Vinicius, Quatchi, and You: Using Power Words and Branding to Increase Interest and Participation (301)

Author(s)
U.S. Department of Energy
Publication Date
2016
Organizations or Programs
Puget Sound Energy

This summary from a Better Buildings Residential Network peer exchange call focused on developing messaging and branding strategies.

Resource - Topical Presentations

Using Social Media for Long Term Branding

Author(s)
U.S. Department of Energy
Publication Date
2014
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.

Resource - Topical Presentations

Better Buildings Program: Brands & Websites

Author(s)
U.S. Department of Energy
Publication Date
2011
Organizations or Programs
BetterBuildings for Michigan,
CharlestonWISE,
Enhabit,
Community Power Works,
Connecticut Neighbor to Neighbor Energy Challenge,
Efficiency Maine,
emPowerSBC,
Energize Bedford,
Energize Phoenix,
EnergySmart Colorado,
Energy Upgrade California,
EnergyWorks,
Greater Cincinnati Energy Alliance (GCEA),
Green Madison,
BetterBuildings Lowell Energy Upgrade,
Milwaukee Energy Efficiency (Me2),
Missouri Agricultural Energy Saving Team - A Revolutionary Opportunity (MAESTRO),
NeighborWorks H.E.A.T. Squad,
New Hampshire BetterBuildings,
New York State Energy Research and Development Authority (NYSERDA),
reEnergize,
RePower Kitsap,
RePower Bainbridge,
RePower Bremerton

This presentation includes the brands, website addresses, and images for most of the Better Buildings Neighborhood Program partners.

Resource - Topical Presentations

Better Buildings Residential Network Social Media Toolkit

Author(s)
U.S. Department of Energy
Publication Date
2015
Organizations or Programs
Greater Cincinnati Energy Alliance (GCEA),
New York State Energy Research and Development Authority (NYSERDA),
Austin Energy,
Efficiency Nova Scotia,
Enhabit,
EnergyFit Nevada

The Better Buildings Residential Network Social Media toolkit can be used to help residential energy efficiency programs learn to engage potential customers through social media. Social media can build brand awareness concerning home energy upgrades and the entities working on them, which can lead to more energy upgrade projects taking place in the long run. This toolkit will help program managers and their staff with decisions like what social media works best for various program needs. When aligned with other marketing and outreach efforts, social media can be a useful tool in attracting home energy upgrade customers. Note that social media changes constantly, so users of this toolkit need to regularly reassess their methods and review results to ensure goals are being met.

Resource - Tools & Calculators

Creating Your Brand Platform Worksheet

Author(s)
U.S. Department of Energy
Publication Date
2011
This worksheet can help key program and marketing staff collaborate to develop a brand platform.
Resource - Templates & Forms

Social Media Advertising: How Using Facebook Ads Can Benefit Your Business

Author(s)
Energy Circle, LLC
Publication Date
2017

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.

Resource - Publications

Consumer Messaging for Ductless Heat Pumps and Heat Pump Water Heaters

Author(s)
Northwest Energy Efficiency Alliance
Publication Date
2015

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.

Resource - Publications

The ENERGY STAR Brand Book

Author(s)
ENERGY STAR
Publication Date
2013

The Brand Book describes the implementation of the ENERGY STAR® logo for ENERGY STAR partners that are labeling a product, new home, or building that has earned the ENERGY STAR. The Brand Book also provides information about designing a new outreach campaign and using the ENERGY STAR® logo to communicating the program's commitment to energy efficiency.

Resource - Publications

A Model of Brand

Author(s)
Dubberly Design Office
Publication Date
2001
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.
Resource - Publications

Better Buildings Neighborhood Program Branding Guide

Author(s)
U.S. Department of Energy
Publication Date
2011
This example guide was originally designed for grantees participating in U.S. DOE's Better Buildings program from 2010 - 2014 to ensure uniform, easily recognizable national identity of the Better Buildings brand. Pages 5-9 provide useful guidance for crafting messages. It also provides messaging examples.
Resource - Publications

Home Performance with ENERGY STAR Sponsor Guide and Reference Manual (v1.5)

Author(s)
U.S. Department of Energy
Publication Date
2014

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).

Resource - Publications

Energy Upgrade California Brand Assessment

Author(s)
Opinion Dynamics Corporation
Publication Date
2013
Organizations or Programs
Energy Upgrade California

This study of Energy Upgrade California aims to: establish baseline consumer brand awareness; understand consumer associations with the brand; and understand consumer awareness of energy management and bill savings opportunities and barriers to taking action on those opportunities.

Resource - Program Presentations & Reports

Northwest Energy Efficiency Alliance Energy Forward Consumer Messaging Study

Author(s)
Opinion Dynamics Corporation
Publication Date
2014

This report presents findings from the Energy Forward Consumer Messaging Study. The purpose of this study is to assess
whether Northwest Energy Efficiency Alliance can deploy the Energy Forward mark as a platform or parent brand for all of its
initiatives.

Resource - Program Presentations & Reports

NYSERDA Brand Cool Marketing Study Summary

Author(s)
New York State Energy Research and Development Authority (NYSERDA)
Publication Date
2011
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.

Resource - Program Presentations & Reports

Energy Efficiency Residential Marketing Keep it Simple. Keep it Focused.

Author(s)
Nancy L. Hohns, EnergyWorks
Publication Date
2012
Organizations or Programs
EnergyWorks
This presentation describes the brand, messaging strategy, and campaign tactics used by Philadelphia EnergyWorks to reach its target audience.
Resource - Program Presentations & Reports

Energy Upgrade California 2013-2014 Marketing Plan

Author(s)
Energy Upgrade California
Publication Date
2014
Organizations or Programs
Energy Upgrade California

This plan outlines a brand and marketing strategy to establish Energy Upgrade California as California's central energy management brand and motivate residential and small business energy consumers to take action to better manage their energy use through the brand's comprehensive statewide marketing, education, and outreach campaigns.

Resource - Program Materials

Illinois Home Performance Co-Branding Opportunities

Author(s)
Illinois Home Performance
Publication Date
2014
Organizations or Programs
Illinois Home Performance with Energy Star

Illinois Home Performance provides co-branding opportunities for participating contractors, including co-branding on program marketing materials.

Resource - Program Materials

Focus on Energy Trade Ally and Co-Branding Guidelines

Author(s)
Focus on Energy
Publication Date
2016
Organizations or Programs
Focus on Energy

Focus on Energy created these co-branding and logo requirements that trade allies, or participating contractors, must adhere to when creating marketing materials related to the program.

Resource - Program Materials

Brand Standards Tool Kit

Author(s)
BetterBuildings for Michigan
Publication Date
2010
Organizations or Programs
BetterBuildings for Michigan
This branding guide was developed for BetterBuildings for Michigan staff so they can consistently use the program's look and feel, messages, and tone in marketing and outreach materials.
Resource - Program Materials

Request for Proposal for Branding and Communications

Author(s)
Southeast Energy Efficiency Alliance
Publication Date
2010
Organizations or Programs
Southeast Energy Efficiency Alliance (SEEA)
This request for proposal from the Southeast Energy Efficiency Alliance is for branding and communications support.
Resource - Program Materials

Building a Brand

Author(s)
U.S. Department of Energy
Publication Date
2012
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.

Resource - Case Studies

Messaging to Motivate

Author(s)
U.S. Department of Energy
Publication Date
2012
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.
Resource - Case Studies

Messaging to Motivate

Author(s)
U.S. Department of Energy
Publication Date
2012

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.

Resource - Case Studies

Content Type

  • Resource (25)
  • Handbook (20)
  • Tips for Success (3)

Resource Type

Program Components

  • Market Position & Business Model (3)
  • Program Design & Customer Experience (6)
  • Evaluation & Data Collection (2)
  • Marketing & Outreach (30)
  • Financing (3)
  • Contractor Engagement & Workforce Development (6)

Program Design Phases

  • Overview (4)
  • Strategy Development (20)
  • Planning (22)
  • Implementation (17)
  • Evaluation (7)

States or Territories

  • Arizona (4)
  • California (3)
  • Colorado (1)
  • Connecticut (1)
  • Illinois (2)
  • Louisiana (1)
  • Maine (1)
  • Maryland (1)
  • Massachusetts (1)
  • Michigan (1)
  • Nevada (1)
  • New York (2)
  • Ohio (1)
  • Oregon (2)
  • Pennsylvania (1)
  • Texas (1)
  • Virginia (1)
  • Washington (3)
  • Wisconsin (1)

Organizations or Programs

  • Energy Upgrade California (4)
  • Enhabit (3)
  • New York State Energy Research and Development Authority (NYSERDA) (3)
  • Arizona Public Service (APS) (2)
  • BetterBuildings for Michigan (2)
  • Connecticut Neighbor to Neighbor Energy Challenge (2)
  • Efficiency Maine (2)
  • Energize Phoenix (2)
  • EnergyWorks (2)
  • Greater Cincinnati Energy Alliance (GCEA) (2)
  • RePower Bainbridge (2)
  • RePower Bremerton (2)
  • RePower Kitsap (2)
  • Austin Energy (1)
  • Be SMART (1)
  • BetterBuildings Lowell Energy Upgrade (1)
  • CharlestonWISE (1)
  • Community Power Works (1)
  • Denver Energy Challenge (1)
  • Efficiency Nova Scotia (1)
  • emPowerSBC (1)
  • Energize Bedford (1)
  • EnergyFit Nevada (1)
  • Energy Impact Illinois (1)
  • EnergySmart Colorado (1)
  • Energy Smart New Orleans (1)
  • Focus on Energy (1)
  • Green Madison (1)
  • Illinois Home Performance with Energy Star (1)
  • Local Energy Alliance Program (LEAP) (1)
  • Massachusetts Department Of Energy Resources (1)
  • Milwaukee Energy Efficiency (Me2) (1)
  • Missouri Agricultural Energy Saving Team - A Revolutionary Opportunity (MAESTRO) (1)
  • NeighborWorks H.E.A.T. Squad (1)
  • New Hampshire BetterBuildings (1)
  • New York State Energy Research Development Authority (NYSERDA) (1)
  • Puget Sound Energy (1)
  • reEnergize (1)
  • Southeast Energy Efficiency Alliance (SEEA) (1)
  • Southwestern Electric Power Company (SWEPCO) (1)
Residential Program Guide is a resource of the U.S. Department of Energy's Building Technologies Office.
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