Outreach for a CHCC energy efficiency upgrade will engage property owners through effective strategies, provide clear and compelling information about the benefits of an energy efficiency retrofit, list the rebates and tax credits available (through this Program and through utility programs), explain financing options, list certified con- tractors and describe the Program process and options.
The marketing and outreach plan has the following goals:
· Build broad, positive awareness of the program
· Educate property owners to overcome barriers to participation
· Target marketing efforts to drive participation by key Hispanic audiences, identified via surveys
· Align and coordinate other marketing efforts by utilities and other partners
· Create a sustained market for a whole-house/whole-business performance approach, leading to long-term behavioral change
The Plan is designed to achieve these major objectives:
· That Program Goals be met
35-40% of Program participants will enter the program as a result of marketing and outreach efforts
45-50% of Program participants enter the Program as a result of marketing by contractors using messaging and materials developed through this plan
10-15% of Program participants enter the Program as a result of marketing by other methods such as realtors, retail partners, architects, designers, and City efforts (using messaging and materials developed through this Program)
· Unique hits on a robust website/social media page, calls to a call center
· Virtual “word-of-mouth” buzz created through social media, resulting in a click through to the website
· Make communications kits made available for Regional leadership, the 70 individual CHCC Offices throughout the State Of California, interested community leaders and environmental groups.
· Make marketing kits available for member/partners, contractors, realtors
Market research shows that rebates and incentives are primary motivators for homeowners and business owners to undertake an energy upgrade. Rebates are available to consumers from various sources.
COORDINATION BETWEEN THE CHCC & EEI
Consumers will be best served by a unified brand marketing campaign, consistent messaging and a statewide website portal with one website address. The County of Los Angeles, Southern California Edison and Southern California Gas Company have been working together to develop a strong, coordinated program.
In fact, the Los Angeles County Program has become a model for the state and maybe worth replicating.
Coordination will also allow the organizations to leverage resources and increase the marketing effectiveness of the local CHCC.
All materials should be developed collaboratively ensuring consistency of purpose.