Market Your Program
ENERGY STAR continues to be a powerful tool to promote energy efficiency programs to homeowners because it is a trusted and widely recognized name. As Home Performance with ENERGY STAR Sponsors, we encourage you to utilize the mark in your program offerings and marketing materials.
Marketing your program is an important step in promoting your local HPwES program. HPwES Sponsors use a variety of marketing strategies and materials, each one tailored to meet their goals and unique local markets. The Program encourages Sponsors to use the resources available on My ENERGY STAR Account and research about your local area to create compelling marketing materials to reach homeowners. Here are some examples of local Sponsors marketing efforts:
- Comfort and Energy Savings: NYSERDA's Home Performance with ENERGY STAR program created a series of short, entertaining videos to promote the services offered by its program. "Irreconcilable Temperatures" features a couple who struggles with keeping their home warm in the winter and high utility bills. Addressing many barriers faced by real homeowners, the couple works through the process of hiring an HPwES participating contractor to assess their home and performing energy improvements. Watch the hilarious, yet informative NYSERDA videos .
- Digital Media Advertising: Baltimore Gas and Electric used keywords, Google Ads, and advertisements on Facebook to promote their HPwES program and rebate offerings. The ads featured images of homes as seen through the lens of an infrared camera to visually capture leaks and wasted energy. The ads ran for nine months and collectively totaled nearly 34 million impressions with close to 10,000 users clicking the ads to learn more about how to save energy and earn rebate money.
- Health and Safety: New Jersey's Clean Energy ProgramTM promoted health and safety testing, which is standard in HPwES energy assessments, when they created a fact sheet featuring families using appliances, such as dryers and stoves, that can be hazardous to their health if they are leaking or not properly vented. The program also informed homeowners of the dangers of mold and moisture, and how they can address standing water and leaks in their homes. View the Health & Safety fact sheet (424KB).
The ENERGY STAR Brand
"84 percent of households recognized the ENERGY STAR label when shown the label."
— The Consortium for Energy Efficiency 12th annual report entitled National Awareness of ENERGY STAR for 2011 (5.27MB)
HPwES Sponsors can work with their participating contractors and other partners to co-market their home performance offerings. With a cooperative advertising model, which shares the costs needed to create and place marketing materials, the breadth of distribution is expanded. For participating contractors with limited resources and experience designing marketing campaigns, Sponsors' expertise and branding can be a valuable benefit to help increase legitimacy for home performance services offered.