Staples Marketing developed a plan to create a consumer-friendly brand for the Fresno Regional Comprehensive Residential Retrofit Program
Situation
The City obtained an Energy Efficiency and Conservation Block Grant from the American Recovery and Reinvestment Act of 2009 to help residents facilitate steps one and two, adding the rest of Fresno County and all of Kern County to the program at the request of the county governments. The resulting program includes free HERS II ratings provided by City and contracted certified raters and BPI certification training for appropriate contractors in Fresno and Kern counties.
Solution
Staples Marketing developed a plan to create a consumer-friendly brand for the Fresno Regional Comprehensive Residential Retrofit Program, develop a web site for the program, drive residents to the site for more information and generate requests for a free HERS II rating. In particular, the marketing effort educates residents to the importance of a HERS II rating in making energy efficiency upgrades that result in both significant energy savings and a reasonable payback.
Results
Our goals were to drive 1800 residential energy surveys and to have approximately 800 of those homeowners take action. To date, there have been nearly 1600 energy surveys conducted and 705 homeowners have make energy efficient improvements.
