Title: New Marketing and Engagement Strategies for Residential Efficiency Programs
Abstract: While some homeowners may be great candidates for whole-home retrofits, others can only afford to tackle one measure at a time. Utility programs have evolved to offer a variety of energy efficiency rebates in their portfolio in order to meet this varying demand for energy efficiency. But how do you market a portfolio of programs ensuring each homeowner is connected with the right one? CPS Energy, San Antonio’s municipal utility, is taking an innovative approach for its residential Energy Savers program marketing. Rather than letting homeowners self-select the individual efficiency measures that they believe will most benefit them, the program uses an online energy survey upfront on a catchall microsite, letting homeowners self-triage into the right upgrade programs, based on a simple, but solid, building science analysis. This approach allows for a broader, mixed media advertising campaign by not dividing budget into measure-specific silos. More importantly, it maximizes the savings per program participant: encouraging applicants who have greater savings potential to participate in more expensive whole-home programs while off-ramping those with lower savings potential into single-measure rebate programs better suited for their homes.
Publication Year: 2012
Publication Date: 2012-01-01
Language: en
Type: article
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Cited By Count: 1
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