Description Of Key Messages

• The following messages have consistently had the highest resonance in polling and focus groups both in Los Angeles County and the San Francisco Bay Area.

Here we explain how money is key to motivating all target audiences. They should be part of every piece of advertising or collateral produced.

Primary Motivators

• Rebates: Homeowners who make energy-saving home improvements can qualify for a $1,500 federal tax credit and rebates of up to $3,500 depending on how much they reduce energy consumption. Rebates are preferred over tax credits because it’s cash now rather than later and, depending on income, not everyone can get the credit.

• Save on Utility Bills: Upgrading a home to use less energy and water can reduce utility bills by 20% or more—saving you money over time.

Secondary Motivators

Those same messages are then layered, depending on which audience is being targeted.

• Help the Environment/Climate Change: We all need to do our part to help the environment and slow climate change. Making our homes more green and energy efficient is an important step we should all take.

• Reduce Foreign Oil/Fossil Fuels: At a time when we are trying to reduce our dependence on foreign oil and other fossil fuels, upgrading the energy efficiency of our homes is an important step we can all take. (In focus groups the concept of energy independence further resonated as independence from utility companies; getting off the grid.

• Certified Contractors Save Money: Specially trained and certified contractors know how to find improvements that the average homeowner would not. Their assessments will ensure that you find more energy savings and, therefore, save more money on your utility bills. Additional motivator: the Building Performance Institute, working with the Department of Energy and Environmental Protection Agency, certifies Contractors.

• Increase Property Values: Homes that are energy-efficient and environmentally friendly are more appealing to homebuyers. These upgrades can increase your property value.

• Comfort: Upgrading your home’s energy efficiency—in particular upgrading insulation—can make it a more comfortable place to live. No more drafty, cold rooms in the winter or hot, stuffy rooms in the summer.

• Indoor Air Quality: Insulation and ventilation can reduce allergy and asthma-causing mold and mildew, improving indoor air quality, especially for infants and those with health conditions.