A Strategic Simulation Briefing Book - HDF: Housing Development ...
82 Other messaging strategies • Marshfield Energy Challenge used a message “YOU LIVE HERE, THIS IS THE BIGGEST INVESTMENT YOU HAVE, AND WE WANT TO HELP IMPROVE THE RETURN ON YOUR INVESTMENT.” It also ensured messaging consistency by training and distributing laminated “answer cards” to all advocates who were promoting the program. • Take Charge Challenge focused on monetary savings, energy savings, and competition. • Weatherize DC focused on energy cost savings, benefits to the environment, and local job creation due to focus group results, but learned that increased comfort was a major motivator in practice.
83 Targeted marketing and outreach • Both CALIFORNIA and OREGON have conducted market segmentation analyses of residents identifying segments that are most likely to adopt efficiency practices and the marketing messages that may be most appealing for them. Chart below is excerpted from Fuller et al (2010).
Energy Smart Solutions: BRIEFING BO
ENERGY SMART SOLUTIONS 03 Energy US
505 RESIDENTIAL ENERGY CONSUMPTION
707 PER CAPITA HOME ENERGY USE in C
CENTS/KWH 909 ELECTRICITY RATES ARE
11 LOW-INCOME HOUSEHOLDS ARE MOST A
13 LOWer-INCOME HOUSEHOLDS ARE LESS
15 SENIOR CITIZENS PAY HIGHER ENERG
17 OLDER BUILDINGS ARE LESS ENERGY
19 LARGER HOMES HAVE LOWER ENERGY I
ENERGY SMART SOLUTIONS 21 ENERGY EF
1 EFFICIENCY CASE STUDY #1: hypothe
25 1 EFFICIENCY CASE STUDY #1: hypo
27 2 EFFICIENCY CASE STUDY #2: hypo
29 FUEL SWITCHING (OIL TO GAS HEAT)