Act Locally - Stanford University · About PECI • PECI is an energy efficiency solutions company...
Transcript of Act Locally - Stanford University · About PECI • PECI is an energy efficiency solutions company...
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Act Locally A neighborhood approach to residential energy efficiency By Bernadette Doolan
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About PECI • PECI is an energy efficiency
solutions company
• Private nonprofit with offices in: – Portland, OR – San Francisco, CA – Santa Ana, CA
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• Launch July 2010 • Funds allocated by March 2012
Utah Home Performance
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The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. -Peter Drucker International management consultant and self-described ‘social ecologist’
Know Thy Consumer
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• Message locally • Motivate energy-efficient improvements • Motivate behavior change
Reach Thy Consumer
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Build Trust & Local Advocates • Speak to Utahns • Honor culture and values • Create familiar materials • Distribute message on
local platforms • Target local influencers
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Local Influencers
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• Early adopters • Highly influential • Cover a wide age-range • Dedicated to personal and planetary health • Make environmentally friendly purchases • Purchase green products • Support advocacy programs • Active stewards of the environment • Motivated by ideals
LOHAS Lifestyle of Health and Sustainability
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Pilot: Target LOHAS Avenues & Sugarhouse Neighborhoods
Outreach map
Information Carriers
Community fixtures
Local Reputation
Trusted Source
Local Reputation
Community Role Models
Community Drivers
Local Channels
Neighborhood Platforms
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Information Carriers
Community fixtures
Local Reputation
Neighborhood Council
Neighborhood Council
Members
State & Local Representatives
Local Advertising Promotion
Business Owners
Library Workshops
Trusted and Local Messaging Outreach Map
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Nobody Came
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Reality Check
Energy efficiency is not a draw by itself “Who wants to spend their evening learning about energy efficiency?”
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Expanded Approach
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• 50 leads per hour Local Companies
• 25 leads per hour Local Events
• 43% increase in HPA Local Stakeholders
• 50% increase in website use
Local Information hubs
50-80% Conversion Rate
Funds allocated
8 months ahead of schedule
Go Where LOHAS Go Expanded Approach
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In Conclusion
• Segment & Target • Message locally • Pilot for best practice • Stay flexible • Explore new paths
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Thank You for Coming…
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