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A Strategic Simulation Briefing Book - HDF: Housing Development ...

A Strategic Simulation Briefing Book - HDF: Housing Development ...

ENERGY SMART SOLUTIONS

ENERGY SMART SOLUTIONS 56 MODEL APPROACHES TO SCALING RESIDENTIAL EFFICIENCY

57 SUMMARY OF LESSONS LEARNED in marketing “Driving Demand” Report • It is not enough to provide information and financing; programs must sell something people want – high home energy use is not currently a pressing issue for many people; FIND A MORE APPEALING DRAW such as health, comfort, energy security, competition, or social norms / community engagement. • A blanket marketing campaign to reach everyone will likely be ineffective and expensive, especially at the start. TARGET EARLY ADOPTERS. Tailor messages to this audience. SEGMENT THE MARKET by demographics, personal values, interest in hot issues such as health concerns, or likelihood of getting savings. • Partner with trusted messengers – HAVE A LOCAL FACE, with buy-in from community leaders and local organizations. Source: Merrian Fuller et. al., “Driving Demand for Home Energy Improvements”

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