joyce vollmer marketing strategies
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Energy Upgrade California Goals
Complete 130,000 retrofits!
Build awareness of Whole House Approach
Increase demand for residential energy upgrades
Create a sustained market and jobs
Change long-term behavior
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Energy Upgrade California Program
Administered by California Energy Commission
Partnership with California Public Utilities Commission
Major funding from American Recovery and Reinvestment Act
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Program Elements
$1,000 for basic weatherization
Up to $4,500 for more extensive upgrades
Utility Rebates for energy efficiency upgrades
Mosaic of financing options
• Insulation, sealing, duct sealing, low-flow showerhead, combustion safety testing
• Test-in, test-out
• HVAC, windows, cool roof, solar/tankless water heater, other “fixed” improvements
• Replaces PACE loans
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Extensive Market Research
Alameda County
Bay Area
LA County
• 600-person survey, 3 focus groups
• 900-person survey
• 1,200-person survey, 8 focus groups
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Have changed household behavior to reduce energy usage in the last few years
Total Total YesYes91%91%
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Have made energy efficiency upgrades/improvements in the last few years
Total Total YesYes66%66%
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Energy upgrades/improvements most needed(Grouped responses, multiple responses accepted)(Ranked by most frequently reported)
10. What upgrades or improvements do you think are most needed in your home to make it more energy efficient?
Insulation
New windows/doors
Solar panelsWeatherizing windows/caulking/weather stripping/fixing
leaking windows and doors
New air conditioning or heating
New appliances
New water heater/tankless water heaterLandscaping improvements/drought resistant
plants/irrigation improvements
New toilets/low-flow toilets
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Seen/heard/read anything about programs for upgrading or remodeling homes to make them greener/more energy efficient
TotalTotalYesYes70%70%
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Initial likeliness to consider taking part in program
TotalTotalNot Not
LikelyLikely47%47%
Total Total LikelyLikely52%52%
Let me tell you about a program Los Angeles County is considering to make it easier to make energy efficiency upgrades to your home. Homeowners that make home improvements or upgrades that reduce their energy consumption by 20% or more would be eligible for federal tax credits and federal and county rebates. The program offers a financing plan for those who cannot afford to pay for needed improvements at this time.
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Barriers
Cost: $5,000 maximum
Program Complexity
The “band-aid” approach
Contractor Concerns
• Total project costs; Out of pocket costs; Up-front costs
• Credibility; Quality assurance
• Can’t do everything at once; fix things when they become painful
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Key Target Markets
Homeowners, aged 35-54
Women (college-educated)
Incomes of $75,000-$150,000
Multicultural• Asian (63%), Latinos (62%), African-Americans (59%), White (47%)
With school age children at home (large families)
Speak Spanish as a primary language• Took survey in Spanish—68% positive responses
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Key Target Markets (continued)
Homes built before 1940 (expanded to before 1978)
Have made some energy upgrades already
Transitioning (buying a house or increasing family size)
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Did we mention rebates?And only for a limited time!
Key Messages
Rebates, Rebates, REBATES!
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Upgrading a home to use less energy and water can reduce utility bills by 20 percent or more—saving you money over time.
Key Messages
Save on Utility Bills
Sealing and insulating your house will stop warm air leaking out in the winter and hot air being trapped in your house in the summer— which causes us to crank up the heat or air conditioner.
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If you seal and insulate your home first, you can buy a smaller, more efficient air conditioner or furnace, or install fewer solar panels, saving you thousands of dollars.
Key Messages
Save on Upgrades
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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).
Key Messages
Reduce Foreign Oil/Fossil Fuels
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Homes that are energy-efficient and environmentally friendly are more appealing to home-buyers. These upgrades can increase your property value.
Key Messages
Increase Property Values
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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.
Key Messages
Help the Environment/Climate Change
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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.
Key Messages
Certified Contractors Save Money
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Upgrading your home’s energy efficiency—especially insulation—can make it more comfortable. No more drafty, cold rooms in the winter and hot stuffy rooms in the summer.
Key Messages
Comfort
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Weatherizing your home can prevent mold and improve indoor air quality, especially important for those with asthma.
Key Messages
Indoor Air Quality
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About half of homeowners react positively to Contractor Information
For upgrades other than insulation and window and door weatherizing, the program would require
homeowners to get an energy efficiency assessment by a certified contractor to determine if the home
improvements they have in mind would result in at least a 20% reduction in energy consumption.
The contractor who performs the home energy efficiency assessment could be independent from the
contractor who does the work on your home.
The home energy efficiency assessment would be far more comprehensive than those provided by utility companies, would last three to four hours and use
state-of-the-art tools and computer modeling.
The homeowner can choose to get multiple estimates for the work. While some contractors may give free assessments, others may charge a fee or apply the
cost of the assessment toward their work. The homeowner has the freedom to negotiate this directly
with the contractor.
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Messengers
Building Contractors
Neighbors and other homeowners
Architects/design professionals
Gas and electric utilities
Environmental organizations
Home improvement store staff
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Marketing/Advertising Program Objectives
Participants• 35% through advertising/outreach• 50% THROUGH CONTRACTORS• 15% through other partners/cities
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Statewide Marketing/Advertising Program
Millions of Impressions• Mainstream and ethnic PR and media buys• Contractor contacts• Social media• Intense community outreach• Targeted direct mail
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Marketing and Outreach Strategy
1. Statewide
2. Regional IOUs/Counties
• Support; Advertising; PR
• Support; Outreach; Advertising; PR
3. Cities• Outreach
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Statewide: Brand
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Statewide: Website
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Statewide: Website
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Regional: Website
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Statewide: Templates
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Statewide: Templates
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Regional: Co-Branding
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Regional: Contractor Marketing Kits
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1. Replace on Burnout Contractor Marketing Kit, Retail Partners
2. Life-Stage Changes + Ads in Online Media for Families
3. Purchase + City/Utility Welcome Kits, Realtor Marketing Kits
4. Complaints + Utility Online, Direct mail
+ Architects, Ads in Media for Remodels
5. Home Remodel
Trigger-Event Marketing