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

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

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.

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

Research and analyze the specific barriers, needs, and opportunities for a residential energy efficiency program in your community.

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.

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.

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...

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...

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...