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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 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 – 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 – Assess & Improve Processes

Improve your program’s efficiency and effectiveness through regular information collection, assessment, decision-making, adaptation, and communication.
Handbook

Program Design & Customer Experience – Assess the Market

Research and analyze the specific barriers, needs, and opportunities for a residential energy efficiency program in your community.
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

Measure and evaluate performance at key points in the process

Measuring performance at key points in the upgrade process (e.g., assessments, conversion rates, and financing applications) has helped programs understand where their processes are working smoothly and where they are not. This information has helped them continuously improve their program design...
Tips for Success

Aim for early wins that give the program experience and showcase upgrades as a way to attract customers

Several residential energy efficiency programs have successfully launched their efforts by focusing on completing early upgrades that build visibility for their program, create momentum, and allow programs to learn how to reach homeowners effectively. This early success provides results that the...
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

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

Make upgrade benefits visible by showcasing completed projects and actual results

Unlike remodeling projects, home energy upgrade benefits are generally not immediately visible to the casual observer. Strategies that demonstrate tangible benefits from upgrades can help increase understanding and motivation with potential customers. To help energy efficiency become real, some...
Tips for Success

EnergySmart 2014 Marketing Plan and Implementation Guide

Author(s)
EnergySmart
Publication Date
2014
Organizations or Programs
EnergySmart Colorado

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.

Resource - Program Materials

Content Type

  • Handbook (7)
  • Tips for Success (6)
  • Resource (1)

Resource Type

Program Components

  • Program Design & Customer Experience (5)
  • Evaluation & Data Collection (1)
  • Marketing & Outreach (10)
  • Financing (2)
  • Contractor Engagement & Workforce Development (1)

Program Design Phases

  • Overview (3)
  • Strategy Development (5)
  • Planning (7)
  • Implementation (6)
  • Evaluation (4)

States or Territories

  • California (1)
  • Colorado (2)
  • Connecticut (1)
  • Florida (1)
  • Illinois (1)
  • Louisiana (3)
  • Maine (1)
  • Michigan (1)
  • New York (1)
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  • Pennsylvania (1)
  • Vermont (1)
  • Wisconsin (1)

Organizations or Programs

  • NOLA WISE (3)
  • Connecticut Neighbor to Neighbor Energy Challenge (1)
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  • EnergySmart (1)
  • EnergySmart Colorado (1)
  • Energy Upgrade California (1)
  • EnergyWorks (1)
  • Enhabit (1)
  • Michigan Saves (1)
  • Milwaukee Energy Efficiency (Me2) (1)
  • NeighborWorks of Western Vermont (1)
  • Solar and Energy Loan Fund (SELF) (1)
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