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This paper first details industry best practices for contest administration, including tips for developing an overall contest plan and timeline, product sponsor recruitment, building a dynamic informational website, maximizing customer participation, selecting the winning home, seamless installation management, capturing and documenting project results, conducting a high profile media open house and facilitating customer workshops that educate homeowners and strengthen trade ally relationships. This paper then presents results and key lessons learned from more than 20 contests supported with funds from local community sustainability programs, utility energy efficiency programs, and U.S. Recovery and Reinvestment Act funds between 2008 and 2012.
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.