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Energy.gov Office of Energy Efficiency and Renewable Energy Residential Program Guide
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Evaluation & Data Collection – Communicate Impacts

Communicate pertinent results of evaluations to program staff, partners, and stakeholders.
Handbook

Market Position & Business Model – Communicate Impacts

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

Contractor Engagement & Workforce Development – Communicate Impacts

Communicate program results to contractor partners and workforce development stakeholders.
Handbook

Market Position & Business Model – Develop Evaluation Plans

Develop processes to evaluate your organization’s strengths, weaknesses, and market position on a regular basis.
Handbook

Marketing & Outreach – Deliver Program

Implement marketing and outreach activities in coordination with other program components to generate demand for your program's services.
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

Financing – Make Design Decisions

Determine if enhancements to existing financing products or the development of new products are necessary to allow you to achieve your goals and objectives.
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

Marketing & Outreach – Identify Partners

Establish relationships with organizations that will assist with program marketing and outreach.
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 – Communicate Impacts

Develop a strategy for communicating program impacts and benefits to key audiences to create and sustain support and engagement.
Handbook

Contractor Engagement & Workforce Development – Identify Partners

Establish relationships with contractors who will deliver program products and services, and with organizations that train and certify workers.
Handbook

Good news is addictive – spread news about program accomplishments widely and often

Successful programs use many channels to communicate accomplishments and results to stakeholders. These include word of mouth and products such as press releases, announcements on websites, case studies, and presentations. Many programs use earned media—especially local media when possible—by giving...
Tips for Success

Communicate with audiences at least three times; once is not enough

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...
Tips for Success

Engage media to garner attention and credibility

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...
Tips for Success

Foster “word of mouth” communication from satisfied customers

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...
Tips for Success

Partner with organizations or individuals that customers already trust

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...
Tips for Success

How to Write a Press Release

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

This instructional template offers instructions on how to write a press release.

Resource - Templates & Forms

12 Ways to Save Energy and Money

Author(s)
Consumer Federation of America
Publication Date
2016

This marketing press release describes 12 tips for consumers to save energy and money in celebration of the first Energy Efficiency Day.

Resource - Program Materials

Boulder County Request for Proposal: Colorado Retrofit Ramp-Up Support Services

Author(s)
Boulder County, Colorado
Publication Date
2010
Organizations or Programs
EnergySmart Colorado

Example Request for Proposal (RFP) to provide Boulder County, Colorado with support services for its Retrofit Ramp Up Program including a social mobilization campaign, database management services, and marketing/public relations services for the both the residential and commercial parts of the Program.

Resource - Program Materials

Content Type

  • Handbook (15)
  • Tips for Success (5)
  • Resource (3)

Resource Type

Program Components

  • Market Position & Business Model (2)
  • Program Design & Customer Experience (2)
  • Evaluation & Data Collection (2)
  • Marketing & Outreach (14)
  • Financing (2)
  • Contractor Engagement & Workforce Development (3)

Program Design Phases

  • Overview (2)
  • Strategy Development (8)
  • Planning (6)
  • Implementation (9)
  • Evaluation (6)

States or Territories

  • California (1)
  • Colorado (1)
  • Florida (2)
  • Louisiana (2)
  • Maryland (1)
  • Michigan (1)
  • New York (1)
  • Ohio (1)
  • Pennsylvania (1)
  • Vermont (1)
  • Virginia (1)
  • Wisconsin (1)

Organizations or Programs

  • NOLA WISE (2)
  • Solar and Energy Loan Fund (SELF) (2)
  • Better Buildings Program San Jose (1)
  • Energize Bedford (1)
  • EnergySmart Colorado (1)
  • EnergyWorks (1)
  • Greater Cincinnati Energy Alliance (GCEA) (1)
  • Local Energy Alliance Program (LEAP) (1)
  • Michigan Saves (1)
  • Milwaukee Energy Efficiency (Me2) (1)
  • NeighborWorks of Western Vermont (1)
  • Small Town Energy Program (STEP) (1)
Residential Program Guide is a resource of the U.S. Department of Energy's Building Technologies Office.
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