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Once informational marketing materials and events have piqued customers’ interest, programs need to channel that interest. All parts of a marketing and outreach effort must include a succinct and specific call to action (e.g., call a phone number, visit a website, schedule an assessment, snap a Quick Response (QR) Code) for the potential customer to answer on the way to getting a home energy upgrade. Without a call to action, your message could reach potential customers who might be interested in what your program offers but don’t know the next step to get involved.

Learn more with the following resources:

Topical Resources


  • 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.

  • 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.

  • 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.


  • See the steps: Develop messages to motivate action; Design financial and non-financial incentives. These steps provide information on how to create messages that resonate with homeowners and design incentives that help to create demand for your program.
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