This marketing strategy includes the goals and objectives the Cambridge (Massachusetts) Energy Alliance set out to meet.

Research traditions across the social sciences have explored the drivers of individual behavior change and proposed different models of decision making. In this paper, four diverse perspectives are reviewed: conventional and behavioral economics, technology adoption theory and attitude-based decision making, social and environmental psychology, and sociology. This paper concludes with how to develop a more integrated approach to both behavioral change research and intervention design in a residential energy context.

This brand model, developed by the Dubberly Design Office, provides useful steps and tips for developing a new brand. Download the document for a better view. Note that the document is poster size, so zoom in for clarity.

This table identifies several challenges and the strategies and tactics that can be used to overcome them.