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Author: Dubberly Design Office
Publication Date: 2001

This brand model, developed by the Dubberly Design Office, provides useful steps and tips for developing a new brand. Download the document for a better view. Note that the document is poster size, so zoom in for clarity.

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

This presentation covers what is Home Performance with ENERGY STAR (HPwES), HPwES sponsorship and benefits, and the importance of the ENERGY STAR brand. It also features two HPwES program design examples: Energy Smart New Orleans and AEP SWEPCO.

Author: U.S. Department of Energy
Publication Date: 2011

This example guide was originally designed for grantees participating in U.S. DOE's Better Buildings program from 2010 - 2014 to ensure uniform, easily recognizable national identity of the Better Buildings brand. Pages 5-9 provide useful guidance for crafting messages. It also provides messaging examples.

Author: U.S. Department of Energy
Publication Date: 2011

This presentation includes the brands, website addresses, and images for most of the Better Buildings Neighborhood Program partners.

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

The Better Buildings Residential Network Social Media toolkit can be used to help residential energy efficiency programs learn to engage potential customers through social media. Social media can build brand awareness concerning home energy upgrades and the entities working on them, which can lead to more energy upgrade projects taking place in the long run. This toolkit will help program managers and their staff with decisions like what social media works best for various program needs. When aligned with other marketing and outreach efforts, social media can be a useful tool in attracting home energy upgrade customers. Note that social media changes constantly, so users of this toolkit need to regularly reassess their methods and review results to ensure goals are being met.

Author: BetterBuildings for Michigan
Publication Date: 2010

This branding guide was developed for BetterBuildings for Michigan staff so they can consistently use the program's look and feel, messages, and tone in marketing and outreach materials.

Build Your Better Buildings Brand
Author: U.S. Department of Energy
Publication Date: 2011
Presentation

This webcast discusses how to build the national Better Buildings brand into your program's marketing/branding to enhance public communications and outreach efforts.

Author: U.S. Department of Energy
Publication Date: 2012

In this video interview segment, Mick Dalrymple of Energize Phoenix shares how the program used information about its audience to create a fun and appealing brand.

Author: Northwest Energy Efficiency Alliance
Publication Date: 2015

This report shares the results of a research study conducted to understand the awareness and perceptions of potential consumers regarding ductless heat pumps and heat pump water heaters. The results were intended to help the Northwest Energy Efficiency Alliance improve messaging and marketing themes related to these products across the northwest region.

Develop contractor engagement, quality assurance, and workforce development plans that include strategies, workflow, timelines, and staff and partner roles and responsibilities.

Develop workforce and contractor engagement procedures, forms, and materials

Solidify your program strategy and decide which customers you will focus on; what products, services, and support you will provide; and how you will partner with contractors and others to deliver services to your customers.

Author: U.S. Department of Energy
Publication Date: 2011

This worksheet can help key program and marketing staff collaborate to develop a brand platform.

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: ENERGY STAR
Publication Date: 2013

The Brand Book describes the implementation of the ENERGY STAR® logo for ENERGY STAR partners that are labeling a product, new home, or building that has earned the ENERGY STAR. The Brand Book also provides information about designing a new outreach campaign and using the ENERGY STAR® logo to communicating the program's commitment to energy efficiency.

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: Opinion Dynamics Corporation
Publication Date: 2013

This study of Energy Upgrade California aims to: establish baseline consumer brand awareness; understand consumer associations with the brand; and understand consumer awareness of energy management and bill savings opportunities and barriers to taking action on those opportunities.

Develop the procurement, outreach, and loan support resources required to perform your financing activities.

Ensure that your program’s customers will have access to affordable financing, so they can pay for the services you offer.

Establish goals, objectives, and timeframes for your financing activities.

Author: Focus on Energy
Publication Date: 2016

Focus on Energy created these co-branding and logo requirements that trade allies, or participating contractors, must adhere to when creating marketing materials related to the program.

Author: U.S. Department of Energy
Publication Date: 2014

This guide assists with developing an implementation plan for a Home Performance with ENERGY STAR program. It covers key elements of the plan, including the scope and objectives of the program and the policies and procedures that will ensure its success, including co-marketing and brand guidelines (section 1), workforce development and contractor engagement (section 3), assessment and report requirements (section 4), installation specifications and test-out procedures (section 5), and quality assurance (section 6).

Author: Illinois Home Performance
Publication Date: 2014

Illinois Home Performance provides co-branding opportunities for participating contractors, including co-branding on program marketing materials.

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

Define your business model, including market position, products and services, type of customers, financial model, governance structure, and the assets and infrastructure your organization needs.

Identify and engage organizational partners in your business model design.

Monitor the effectiveness of marketing and outreach strategies and adapt as needed.

Identify and prioritize potential target audiences based on their likely receptivity to your program's services.

Develop a plan and metrics to evaluate the effectiveness of your marketing and outreach strategies. 

Develop a marketing and outreach plan that details your strategies and tactics, workflows and timelines, staff roles and responsibilities, and budget.

Create your program's branding guidelines and materials to elevate program visibility and support your marketing and outreach efforts.

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

Decide on priority target audience segments, messages, and incentives that will motivate customers.

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.

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.

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.

Author: Northwest Energy Efficiency Alliance
Publication Date: 2014

This report presents findings from the Energy Forward Consumer Messaging Study. The purpose of this study is to assess whether Northwest Energy Efficiency Alliance can deploy the Energy Forward mark as a platform or parent brand for all of its initiatives.

Author: New York State Energy Research and Development Authority (NYSERDA)
Publication Date: 2011

This report summarizes a home segmentation study conducted by New York State Energy Research and Development Authority (NYSERDA). The study looked at 1,012 homeowners across New York to evaluate how they view home energy consumption, the importance they place on energy saving solutions, and why they would consider taking advantage of programs that increase energy efficiency.

Ensure a positive customer experience with your program from launch through implementation over time.

Establish relationships with organizations that can help deliver your program by enhancing your knowledge, resources, capabilities and access to customers and contractors.

Solidify your program strategy and decide which customers you will focus on; what products, services, and support you will provide; and how you will partner with contractors and others to deliver services to your customers.

A comprehensive evaluation of more than 40 residential energy efficiency programs across the country found that programs were more successful when they provided customers with lists of pre-approved contractors. Customers can become overwhelmed when there are too many choices, and they need information to determine which contractors are qualified to do their home energy upgrade. To help customers distinguish among contractors and select the best for their project, many programs provide...

Everyone likes to be recognized for their achievements; it motivates us to continue working hard. Likewise, contractors appreciate being recognized for their home performance accomplishments. Successful residential energy efficiency programs have found that giving awards for good contractor performance can help build trust, strengthen partnerships, and boost workforce morale. ...

Author: Southeast Energy Efficiency Alliance
Publication Date: 2010

This request for proposal from the Southeast Energy Efficiency Alliance is for branding and communications support.

Author: U.S. Department of Energy
Publication Date: 2014

This summary from a Better Buildings Residential Network peer exchange call focused on using social media for long-term branding and marketing.

Author: U.S. Department of Energy
Publication Date: 2016

This summary from a Better Buildings Residential Network peer exchange call focused on developing messaging and branding strategies.