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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 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.
This summary from a Better Buildings Residential Network peer exchange call focused on how to differentiate energy efficiency customers for targeted marketing campaigns.
This summary from a Better Buildings Residential Network peer exchange call focused on the benefits and challenges of local programs connecting to national campaigns.
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 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.
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.
Launch your financing activities in coordination with other program components.
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.
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.
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.
Establish program goals and objectives to clarify what you want your program to achieve and to guide program design and implementation over time.
As part of the Rhode Island Energy Challenge, National Grid called on its Rhode Island residential electric and gas customers to take a pledge to “Find Your Four” as part of a statewide community initiative to encourage homeowners to find four ways to save energy at home. A participant survey revealed that Rhode Island residential customers liked hearing energy conservation/efficiency information via the Challenge; the Challenge had them thinking and acting differently; and the Challenge had customers participating more actively in energy efficiency programs. This report provides more information on the campaign’s major impact in helping National Grid accomplish important goals, including those related to portfolio savings and customer-centric program outreach and engagement.
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.
Develop evidence-based insights into your program’s performance through third-party process and impact evaluations. Learn how to develop effective data collection strategies and timely evaluations to identify important program achievements as well as opportunities for making program improvements.
This case study discusses Energy Impact Illinois' marketing evolution from a broad outreach campaign to a Òhouse partyÓ approach that brought Chicago homeowners, neighbors, and friends together to learn about energy efficiency opportunities, while increasing demand for home energy assessments and upgrades.
This Focus Series interview discusses the semester-long, employer-assisted partnership between BetterBuildings for Michigan and Grand Valley State University (GVSU). This successful partnership involved an early adopter outreach campaign and served as a model for other program partnerships.
Create your organization’s business plan, which describes how your operational and financial structure will support the delivery of energy efficiency services.
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 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 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.
This presentation describes the brand, messaging strategy, and campaign tactics used by Philadelphia EnergyWorks to reach its target audience.
EnergyWorks' phased marketing campaign appeals to Philadelphia homeowners based on the current weather conditions.
This article promotes the Greater Cincinnati Energy Alliance's 2012 U.S. Green Building Council /Business Courier Green Business Award for Education/Outreach Ð Nonprofit. The award celebrated the program's outreach approach of reaching out to homeowners directly through community engagement and neighborhood canvassing.
This article promotes the Greater Cincinnati Energy Alliance’s 2012 U.S. Green Building Council /Business Courier Green Business Award for Education/Outreach - Nonprofit. The award celebrated the program’s outreach approach of reaching out to homeowners directly through community engagement and neighborhood canvassing.
This practitioner-focused Toolkit for Residential Energy Efficiency Upgrade Programs was created by Green For All to assist new, established, and future energy efficiency programs launch and scale initiatives that can deliver the full promise of the green economy. It is intended as a practical resource that offers examples, tools, and templates that a program manager can deploy to implement a variety of aspects of their program including best practice briefs and summary documents, RFPs, contracts, and other program design and implementation templates that communities nationwide have used to create their own efficiency programs.
A pro forma is a tool of forecasting the impact that adjustments to a business model can have on future financials, using a set of assumptions and inputs. In the residential energy efficiency industry, programs can use pro forma tools to forecast the impact that marketing campaigns, incentive re-structuring, or other program changes will have on the program budget and results. Example assumptions include the number of homeowner registrations that a set of marketing activities generate in a year, average assessment to upgrade conversion rate, and average incentive per project. By applying assumptions such as these, a pro forma tool can also help your program determine how effective various strategies are at achieving program goals and objectives. Program administrators can help contractors by supporting them with their own business pro forma. To help you get started, here are a few useful resources: the National Home Performance Council developed a presentation on their Integrated Pro Forma Project; for an example program pro forma, see the presentation by Virginia’s Local Energy Alliance Program (LEAP-VA); the National Home Performance Council also developed the Contractor Pro Forma Tool.
This policy brief describes the energy efficiency financing options programs can use to help financial institutions make energy upgrades affordable and accessible to homeowners.
This case study discusses BetterBuildings for Michigan's targeted outreach campaigns which applied varying incentives and outreach strategies to neighborhoods with a goal to understand which rebates and strategies work best in the target communities.
This report summarizes the results of five neighborhood sweeps, covering more than 2,000 households in Michigan.
This presentation provides ideas for the effective use of email communication for programs, including links to additional tools and resources for running a successful campaign.
This presentation shares the broad outreach efforts in Indianapolis.
This presentation provides a list of resources and tips for running a social media campaign.
This peer exchange call summary focused on integrating income-qualified programs into neighborhood sweeps.
Example Request for Proposal (RFP) to provide Boulder County, Colorado with support services for its Retrofit Ramp Up Program including a social mobilization campaign, database management services, and marketing/public relations services for the both the residential and commercial parts of the Program.
This report describes California property owners' specific interest, awareness, and perceptions regarding energy use, energy efficiency, home energy upgrades, and related topics. The study results were used for program design and to design and support marketing and outreach campaigns that encouraged energy upgrades
This is a sample request for proposals (RFP) from Philadelphia, Pennsylvania, for public information and marketing support.
EnergyWorks' phased marketing campaign appeals to Philadelphia homeowners based on the current weather conditions.
Most residential energy efficiency programs eventually find themselves asking, how can we jump-start our outreach to get better results? Successful programs across the United States have used in-home events to make upgrade benefits visible by showcasing completed projects and actual results. Attending tours of upgraded homes—especially the homes of trusted neighbors and friends—allows potential customers to see and hear firsthand from satisfied customers, talk directly to the...
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...
Financial incentives—from rebates to lower interest rates—can help residential energy efficiency programs attract customers’ attention. Deadlines can create a sense of urgency and motivate homeowners to action on home energy upgrades. Many programs successfully established time limits on financial incentives and saw participation dramatically increase. ...