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Bringing Good Energy to OregonSample

Home Performance with ENERGY STAR®

Client: Energy Trust of Oregon
Location: Oregon
WEBSITE: www.energytrust.org

Challenge/Business Need

To fulfill its ongoing mission, Energy Trust of Oregon (Energy Trust) sought to provide tools, trainings, and incentives focusing on Home Performance with ENERGY STAR. This effort was to both:

  • Drive understanding of the various tools, incentives and training opportunities
  • Significantly increase Oregonians’ participation in 2008

CSG’s ROLE

CSG is responsible for delivering a program that meets Energy Trust’s energy saving goals. In 2008 CSG launched a comprehensive strategy to both increase consumer awareness and assist contractors with sales efforts.

Community Benefits:

  • Interactive learning tools help customers comprehend the technical components of Home Performance with ENERGY STAR®
  • A robust marketing plan increased program awareness among consumers
  • Home Performance contractors that receive customized training deliver services more effectively

Results:

  • 61% increase in the number of households participating in Home Performance with ENERGY STAR
  • 336% increase in cooperative marketing payouts to contractors vs. previous year
  • Improved program awareness throughout Oregon

Strategy & goals

CSG applied a three-tiered interactive approach targeting consumers, focusing on visual, written, and educational opportunities. With this approach, CSG successfully streamlined the complexities of Home Performance into an engaging experience for consumers. CSG’s marketing plan incorporated the following highlights:

  • Develop, produce, and distribute videos/DVDs that follow a Home Performance contractor through a home—from the home assessment to the final evaluation
  • Coordinate title sponsor opportunities for Portland’s annual Better Living Show, and provide support for 39 more events (in one year) to educate consumers and assist program contractors
  • Produce targeted advertising and outreach; coordinate a successful contractor cooperative advertising program
  • Promote and support trainings for Home Performance with ENERGY STAR contractors to learn sales and marketing techniques, advanced building science, and new technologies

Impact

CSG’s advertising strategy for Energy Trust reached 1.3 million eligible customers through the Internet, grassroots outreach, advertising, and cross-promotion with other Energy Trust programs. The videos generated impressive results for consumer understanding in 2008, including:

  • Energy Trust reached 1,040 homes through Home Performance with ENERGY STAR — a 61 percent increase over 2007
  • 409,804 kWh and 81,631 therms saved
  • $36,240 paid to Home Performance with ENERGY STAR contractors for cooperative marketing
  • 128 percent increase in number of program contractors over previous year

CSG Contacts

Katharine Howard, Marketing Manager

Tasteful Flourish