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

This summary from a Better Buildings Residential Network peer exchange call focused on using tailored messaging and approaches to meet the unique needs of families. Building Doctors is the featured speaker.

Author: American Council for an Energy-Efficient Economy
Publication Date: 2017

This report summarizes the results of an experiment with nearly 2,000 American homeowners and explores the latest research on motivators and barriers to energy efficiency upgrade investments. The report reveals that financial motivators are part of the equation, but not the only part. The report delves into the art of message framing for home energy upgrades and includes several practical recommendations for assessors.

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

This presentation includes examples of 16 programs' creative marketing materials.  The Better Buildings Residential Network held a March Madness tournament to find the most creative residential energy efficiency messages during March Peer Exchange Calls. Sixteen marketing campaigns were featured in a bracket challenge on the calls, and participants made their picks. Residential Network member the Fuel Fund of Maryland was chosen as the winning message for its Watt Watchers campaign.

Author: Northwest Energy Efficiency Alliance
Publication Date: 2017

This presentation covers details of an in-store market test for Super-Efficient Dryer (SED) marketing collateral. Five different marketing message concepts were created based on previous consumer research. The concepts include: an image, a headline of the key benefit, and a brief product description to drive credibility.

Author: Northwest Energy Efficiency Alliance
Publication Date: 2017

This presentation covers details of an in-store market test for Super-Efficient Dryer (SED) marketing collateral. Five different marketing message concepts were created based on previous consumer research. The concepts include: an image, a headline of the key benefit, and a brief product description to drive credibility.

Author: American Council for an Energy-Efficient Economy
Publication Date: 2016

In 2014, ACEEE launched a pilot program to test a variety of behavioral strategies to promote energy efficiency among tenants in low- to moderate-income multifamily housing in Takoma Park, Maryland. The program included behavioral messaging, events, educational information, and the distribution of energy saving devices. ACEEE measured energy use in the months before and after the pilot. The white paper includes these results, insights for the development of future behavioral change programs, and recommended engagement strategies for targeted communities.

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

This summary from a Better Buildings Residential Network peer exchange call focused on messaging strategies to capture the benefits of home upgrades and attract new customers to home performance.

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.

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.

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

This series of 19 tip sheets is based on the experience and expertise of EPA’s Climate Showcase Communities. The tip sheets cover a wide range of topics, such as marketing and communications (effective messaging, traditional media strategies, community-based social marketing, and testimonial videos) and working with specific types of stakeholders (institutional partners, contractors, experts, utilities, early adopters, volunteers).

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: 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: 2015

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

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

This summary from a Better Buildings Residential Network peer exchange call focused on the benefits, challenges, messaging and imagery of different social media campaigns.

Develop workforce and contractor engagement procedures, forms, and materials

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.

Communicate pertinent results of evaluations to program staff, partners, and stakeholders.

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

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.

Author: Opinion Dynamics Corporation
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.

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

Develop a strategy for communicating program impacts and benefits to key audiences to create and sustain support and engagement.

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

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.

Learn about the capabilities and services of existing contractors and training providers working in your market.

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.

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. Environmental Protection Agency
Publication Date: 2013

This report provides the results of the Consortium for Energy Efficiency-sponsored 2013 ENERGY STAR Household Survey, which collects national data on consumer recognition, understanding, and purchasing influence of the ENERGY STAR label, as well as data on messaging and product purchases.

Author: U.S. Department of Energy
Publication Date: 2013

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.

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: 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: 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: Energy Upgrade California
Publication Date: 2011

This Los Angeles County, California, presentation shares how to build broad, positive awareness of and support for programs; gain the tools and resources to align and coordinate marketing efforts; and increase flexibility and responsiveness in messaging and scope.

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

The U.S. Department of Energy's Message Map and Value Proposition Worksheet is designed to help programs determine the key messages to best communicate to priority audiences.

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

This peer exchange call summary focused on messaging and delivery strategies of those messages to low-income program participants. 

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.

When it comes to making home energy upgrades feasible financially, ensuring that homeowners understand their financing options is important for converting interest into action. Financing, however, can be a complicated topic, and many programs struggle with communicating its value. Many Better Buildings Neighborhood Program partners found success by speaking about financing in ways that resonate with homeowners. Many successful programs have refined their financing messages, focusing on those...

To develop strong and lasting partnerships, residential energy efficiency programs and their partners have identified shared goals and ways for partners to enjoy mutual benefits and advance each other’s missions. Robust partnerships take time to develop, and it helps to establish regular, consistent communication with partners by serving on steering committees or with stakeholder groups that meet regularly. Read more about how these strategies worked in the Better Buildings Residential...

To monitor progress toward program goals, successful residential energy efficiency programs have used a combination of project tracking systems, customer surveys, information from call centers, and feedback from contractors and other partners. By measuring performance at key points in the upgrade process, program administrators have been able to identify succuessful strategies, detect problems, and better understand which processes are working and which are not, allowing them to make...

Residential energy efficiency programs striving to improve conversion rates from customer interest to completed upgrades have realized that contractors are typically the primary link between customers and their programs. Many successful programs have empowered contractors to promote program services through sales training and co-marketing. A comprehensive evaluation of over 140 programs across the United States found that successful programs have contractors who are skilled at helping...

Successful residential energy efficiency programs repeat messages often to inform potential participants about program offerings. As marketing gurus note, most people need to be exposed to a message at least three times times and on separate occasions before taking action. The more time between communications, the less likely the customer will follow up on your program offerings. Some programs achieved repetition by coordinating their marketing strategies with partners; potential customers...

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. ...