ACI Home Performance Conference 2008
MARK 8 - Marketing Communications that Work
Thursday, April 10, 2008 · 10:30 AM - 12:10 PMMotivating home owners to make comprehensive changes requires overcoming significant barriers and developing specialized marketing materials. Explore examples from award-winning energy efficiency marketing programs. Receive a copy of these marketing materials and the rationale behind developing these successful programs.
Session attendees will learn the marketing communications tactics that innovative program designers are implementing to
- Leverage the latest program evaluation research findings on non-energy benefits such as comfort, health, safety, and home value
- Leverage channel partners such as remodelers, HVAC installers, plumbers, and Realtors who are key influencers in homeowner decision-making
- Integrate carbon footprint and other community value messages in non-traditional ways to appeal to the early adopter and high visible market niches
Keyword(s): carbon savings, contractors, energy efficiency, home owners, leveraging, marketing, non-energy benefits, program implementation
Type: 100 Minute Session
Track: Marketing / Sales
CEU: Building Performance Institute, Inc. (BPI) Residential Energy Services Network (RESNET) National Association of Certified Home Inspectors (NACHI) National Association of the Remodeling Industry (NARI)
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