As challenging as it is to design an energy efficiency or renewable energy program for utility customers, getting the word out and driving adoption often seems like the greater struggle. You know how to come up with an approach that balances your utility’s goals with customer needs, ensure that quality equipment or systems are available in your area and streamline the application and installation processes. Now all you have to do is persuade your customers to get on board. Before you print another bill stuffer or pay for a newspaper or radio ad, visit the Better Buildings Residential Program Solution Center for some tips on building credibility through earned media.
Coverage that comes from good public relations may not generate immediate leads, but it can increase program recognition and lay the groundwork for future leads. A customer who has seen a news story about how a home energy upgrade helped a local family reduce electricity bills may pay more attention to the bill stuffer announcing your program. Timely content, such as a story about weatherizing or upgrading homes in the winter, can generate interest and even phone calls to customer service representatives.
The Residential Solution Center offers the following suggestions to earn media coverage:
- Mark major milestones to spur momentum – Media outlets are interested in stories about the first or the biggest.
- Keep content fresh and relevant – Refresh your messages about your program with stories about how it helped individuals, groups or the community.
- Become a resource for energy efficiency – Your staff has experience and knowledge about issues that concern homeowners and contractors. Reach out to local home improvement shows and newspaper columns, or better yet, start your own.
Visit the Residential Solution Center to find more tips, examples and tools for marketing and outreach. If you haven’t used this online resource before, start the New Year by taking a tour of the Solution Center.
Source: DOE Better Buildings Initiative, 12/12/16