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This summary from a Better Buildings Residential Network peer exchange call focused on targeted marketing strategies that can be used to craft successful outreach initiatives and communications. It also covered challenges and best practices for engaging specific demographics, including hard-to-reach market segments such as Hispanics, and provided insights into Hispanics relationship with energy.
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.
Home improvement companies have to understand how to connect their services to their target audience’s typical purchase cycle. They have to think about how customers find them, where customers are researching specific program services, and what prompts them to call one business versus another. This guide highlights the state of home improvement marketing today, the benefits of going digital, and the five best digital marketing services for home improvement organizations.
Many states have adopted policies intended to overcome the barriers that limit the more efficient use of electricity. Yet because such efforts have not addressed the lack of consumer information and motivation to improve efficiency, many opportunities for energy efficiency remain untapped. To help address that problem, states, utilities, and other energy efficiency service providers have begun to develop new approaches to informing and motivating customers based on behavioral economics and psychology research. This report describes three broad strategies that states can use to engage consumers' participation in energy efficiency programs: provide direct consumer information and feedback on energy use, influence social norms; and match messages and messengers to target audiences. Recommendations for actions that governors can take within the context of each of those three strategies are provided.
This research report and slides provide a detailed segmentation of the building energy upgrade market and summarize market research on each segment. Market segments include single-family homes, multi-family homes, and several types of commercial and institutional buildings.
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.
Clean Energy Works Oregon (now Enhabit) developed consumer profiles based on research the program conducted on its target audience.
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.
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.
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.
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.