U.S. Department of Energy Energy Efficiency & Renewable Energy U.S. Department of Energy Energy Efficiency & Renewable Energy

What should my marketing materials include to ensure homeowners take action?

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 Solution Center resources:

Topical Resources

  • Author: Resource Media
    Publication Date: 2015

    This publication draws on recent focus groups, polls, and other research to chart a path promoting energy efficiency through language and imagery in ways that tap public enthusiasm.

  • Author: U.S. Department of Energy
    Publication Date: 2017

    This toolkit describes how to strengthen residential energy efficiency program outreach and marketing efforts through data-driven, tailored efforts to change behaviors. One of the greatest challenges facing the residential energy efficiency market is motivating people to take steps to save energy. This toolkit provides guidance, resources, and examples for applying community-based social marketing (CBSM) to increase the number of homes that are energy efficient.

  • Author: U.S. Environmental Protection Agency
    Publication Date: 2015

    This tip sheet from EPA's Climate Showcase Communities provides lessons from programs about strategies for effective messaging as well as recommended resources.

  • Author: Oak Ridge National Laboratory
    Publication Date: 2011

    This report shares strategies for marketing local energy efficiency programs, particularly through focused messaging, leveraging partnerships, and social media.

  • Author: Nancy L. Hohns, EnergyWorks
    Publication Date: 2012

    This presentation describes the brand, messaging strategy, and campaign tactics used by Philadelphia EnergyWorks to reach its target audience.

  • Author: Rocky Mountain Institute; Building Performance Institute
    Publication Date: 2016

    This report, informed by leading research and real-world examples, highlights practical online and in-person tactics that contractors can use to promote social interaction and social comparison among homeowners to make energy upgrades a "must-have" in U.S. homes.

  • Author: U.S. Department of Energy
    Publication Date: 2015

    This summary from a Better Buildings Residential Network peer exchange call focused on effective messaging.

Examples

  • Author: EnergySmart
    Publication Date: 2014

    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.

  • Author: Energize Phoenix
    Publication Date: 2011

    This report provides results, lessons learned and recommendations for driving energy efficiency in existing building on an urban scale based on the first year of the Energize Phoenix energy efficiency program.

  • Author: Energy Upgrade California
    Publication Date: 2014

    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.

  • Author: 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.

Handbooks

  • 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.
Last Updated: 
August 9, 2017