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

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

This summary from a Better Buildings Residential Network peer exchange call focused on demonstration project strategies, advantages and challenges.

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: BetterBuildings for Michigan
Publication Date: 2013

These outreach materials from BetterBuildings for Michigan include a photograph and quote from credible members of the Grand Valley State University (GSVU) community that served as early adopters for the program.

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

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.

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.

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: Efficiency Maine
Publication Date: 2012

This presentation from Efficiency Maine shows early adopters and higher income residents tend to take advantage of large incentives, but smaller incentives may be a way to engage a broader range of income levels.