The key to a successful program design is having a thorough understanding of the market and effectively addressing the most important regional factors and builder barriers. It also is important to consider what information will be needed later for program evaluation so that tracking systems and other data collection processes can be designed from the start.
Program implementation includes all activities needed to deliver the program, including day-to-day administration, communication, marketing, and technical and sales training.
Marketing is a critical component because program goals (e.g., energy savings, peak-demand reduction) depend on motivating builders to join the program and increasing consumer demand for ENERGY STAR certified homes. Sponsors across the country have used a variety of marketing strategies.
Sponsors often begin with aggressive marketing campaigns, training programs, and incentives. As program goals for certified homes and consumer demand are met, sponsors can reduce implementation costs by reducing or phasing out these activities. However, some level of ongoing marketing support for the program is desirable to maintain consumer awareness and continue to motivate builder participation.