Pennsylvania Energy Efficient New Homes Program

Pennsylvania Energy Efficient New Homes Program

By sdesigns . 29 Jun, 2017 . in

 

THE CHALLENGE

  • Cost-effectively raise awareness of energy-efficient building practices in a rural service territory with limited new home construction activity
  • Motivate new home builders to adopt those building practices and participate in the Pennsylvania Energy Efficient New Homes Program

THE SOLUTION

  • Develop and execute integrated marketing, public relations and direct outreach strategies with implementation partner Performance Systems Development
  • Motivate builders by raising market visibility of high-performing program participants

CRITICAL SUCCESS FACTORS

  • Identified market differentiation as the primary motivation for builders to exceed code requirements

PROGRAM IMPLEMENTATION

  • Facilitated focus group of program participants within the target market
  • Established relationships with building trade leaders and community partners
  • Integrated focus group feedback into marketing tactics including press outreach materials, content for trade association communications, direct mail campaigns and program marketing collateral
  • Integrated focus group feedback into the program requirements redesign
  • Developed and placed targeted print and digital advertising campaigns
  • Partnered with builders to develop advertising and article content featuring each firm’s unique approach to energy-efficient home construction

 

</