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This document reflects what the California Public Utilities Commission’s customer engagement campaign will accomplish from April 1, 2017 through March 31, 2018. It also includes goals and objectives, target audiences, high-level approaches and strategies, metrics, and implementation roles and responsibilities for each strategy.
This summary from a Better Buildings Residential Network peer exchange call focused on targeted marketing strategies that can be used to craft successful outreach initiatives and communications. It also covered challenges and best practices for engaging specific demographics, including hard-to-reach market segments such as Hispanics, and provided insights into Hispanics relationship with energy.
Determine processes for collecting and sharing data about key contractor metrics and workforce development activities.
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.
Communicate pertinent results of evaluations to program staff, partners, and stakeholders.
Publicize benefits and lessons learned resulting from your organization’s success in the market.
Monitor the effectiveness of marketing and outreach strategies and adapt as needed.
Research and analyze the specific barriers, needs, and opportunities for a residential energy efficiency program in your community.
Develop a strategy for communicating program impacts and benefits to key audiences to create and sustain support and engagement.
Develop the necessary materials, tools, and staff capacity to effectively deliver and manage your program.
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.
Design a residential energy efficiency program that integrates marketing and outreach, contractor coordination, incentives, financing, and program evaluation to provide customers with the products and services they want through a customer-centric process.
This summary from a Better Buildings Residential Network peer exchange call focused on how to identify stakeholders and map them to determine the best engagement strategy.
Determine how your target audience currently funds energy efficiency services, to what extent upfront cost is a barrier, and whether improvements to their financing options would increase the uptake of energy efficiency measures.
Identify and partner with financial institutions that can provide capital, underwriting, and other functions to enable your customers to access financing.
Determine if enhancements to existing financing products or the development of new products are necessary to allow you to achieve your goals and objectives.
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.
Survey existing and potential demand for energy efficiency products and services based on an understanding of policies, housing and energy characteristics, demographics, related initiatives and other market actors.
Create your organization’s business plan, which describes how your operational and financial structure will support the delivery of energy efficiency services.
Identify and prioritize potential target audiences based on their likely receptivity to your program's services.
Communicate marketing and outreach results internally and to partners.
Implement marketing and outreach activities in coordination with other program components to generate demand for your program's services.
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.
Establish specific marketing and outreach goals, objectives, targets, and timeframes.
Energy Impact Illinois (EI2) conducted 1,600 phone surveys of mid- to high-income households. Its aim was to test program messaging and gauge attitudes toward home improvements and energy efficiency upgrades. The surveys provided a number of insights on the target audience's decision process.
In this video interview segment, Mary Templeton with BetterBuildings for Michigan discusses developing a readiness scale to determine if target audiences are ready to hear a program’s messages and take advantage of its offerings.
In this video interview segment, Bruce Doeuck of JEA ShopSmart in Jacksonville, Florida, discusses the market segmentation methodology his program used to better understand its audience.
This presentation describes the brand, messaging strategy, and campaign tactics used by Philadelphia EnergyWorks to reach its target audience.
Many states have adopted policies intended to overcome the barriers that limit the more efficient use of electricity. Yet because such efforts have not addressed the lack of consumer information and motivation to improve efficiency, many opportunities for energy efficiency remain untapped. To help address that problem, states, utilities, and other energy efficiency service providers have begun to develop new approaches to informing and motivating customers based on behavioral economics and psychology research. This report describes three broad strategies that states can use to engage consumers' participation in energy efficiency programs: provide direct consumer information and feedback on energy use, influence social norms; and match messages and messengers to target audiences. Recommendations for actions that governors can take within the context of each of those three strategies are provided.
This audience brainstorming and categorization worksheet assists programs in determining their target audiences and which audiences to prioritize.
This research report and slides provide a detailed segmentation of the building energy upgrade market and summarize market research on each segment. Market segments include single-family homes, multi-family homes, and several types of commercial and institutional buildings.
Through its target audience research, Rutland, Vermont's NeighborWorks H.E.A.T. Squad learned that neighbors are the most trusted messengers of energy efficiency upgrade information, rather than governments or utilities.
Clean Energy Works Oregon (now Enhabit) developed consumer profiles based on research the program conducted on its target audience.
This presentation shares the findings of research conducted to determine a customer base for energy efficiency improvements developed by the California Public Utilities Commission.
This report provides an overview of market segmentation purpose, examples and methodologies.
Some residential energy efficiency programs seek to raise credibility with their target audience, so they turn to “social modeling” techniques with satisfied customers. Social modeling is the process by which program participants demonstrate or indicate that they personally engage in a desired behavior. Using this approach, successful residential energy efficiency programs have found that encouraging word-of-mouth outreach by satisfied customers can help attract more homeowners to...
Residential energy efficiency programs have found their marketing efforts are more successful when they craft their messaging to resonate with specific customer needs. A comprehensive evaluation of more than 140 programs across the United States found that programs had greater success when they identified and segmented primary target audiences within their target area and tailored outreach to those populations. ...