ENERGY STAR for New HomesMarketing Resources

Chiara D’AmoreICF InternationalICF International

Outline

• Marketing resources for partnersMarketing resources for partners• Marketing best practices

M k ti T lkit d• Marketing Toolkit demo

Marketing resources for partnerspartners

• Partner websitePartner website• Logos (including labels)• Brochures• Brochures• Fact sheets

M k ti t lkit• Marketing toolkit• Consumer website• Partner Locator• Recognition• Outreach Partnership

ENERGY STAR partner web site

Or just go to:www.energystar.gov/homes

ENERGY STAR partner web sitep

energystar.gov/homes

ENERGY STAR logos

Certification Mark

Partnership Mark

Promotional Mark

energystar.gov/logos

Brand Identity Guidelines

ENERGY STAR label

9722 Main StreetGreen Springs, CO 80935

Smaller Homes

Energy Wise, LLC

May 3, 2006

HERS INDEX - 80

Ask your rater

Brochures

energystar.gov/publications

Features Fact Sheets

Online Marketing Toolkit

• Create highly

O e a et g oo t

• Create highly customized ENERGY STARENERGY STAR materials

• Demo at end of t tipresentation

energystar.gov/mesa

Consumer Web Site

Behind the Walls

Behind the Walls

Partner Locator

The ENERGY STAR WebThe ENERGY STAR Web site gets 10 million visitors

each year!

Partner Locator Web Linking

To have a Hotlink, you need to:to:

*Display the ENERGY STAR logo on your site

*Reference or provide aReference or provide a reciprocal link to the ENERGY STAR site, and

*Include a brief description ofInclude a brief description of your participation in ENERGY STAR.

hotline@energystar.gov

100% Commitment

• Opportunity for additional iti P trecognition on Partner

Locator– Can also be used in

marketing materialsmarketing materials

• Sign up during initial Partnership Agreement orPartnership Agreement or at any later time via web site

• Requires annual recertification

new partners: energystar.gov/homesPA

current partners: energystar.gov/mesa

Awards and Recognitiong

Annual Outreach Partnershipp

• At least three partners work together and provide:- Funds to run an 8-13 week placement of an EPA-developed ad or radio spot (or equivalent alternate media plan)

• EPA provides:EPA provides:- Funds to run a complementary ad campaign- Customized ad templates for each market (partner names, logos national web site)logos, national web site)

• Nationally, 34 markets in 2008Up from 30 in 2007; and 4 in 2001– Up from 30 in 2007; and 4 in 2001

– Expected to approach 50 markets in 2009

Winston Salem Campaign Overview

Timeframe: October – December 2008

•Print:

•Winston Salem Monthly•Winston-Salem Monthly

•Winston-Salem Living

•Forsyth Family

•Winston-Salem Journal Parade of Homes Tabloidof Homes Tabloid

•Partner Web Site – http://greenbuildingmatters.com/

Print ad

Partner web site

2009 Outreach Partnershipp

• Look on the Web site and in futureLook on the Web site and in future newsletters for more information

Marketing Best Practicesg

• Integrating ENERGY STAR into:Integrating ENERGY STAR into:– A new marketing platform

Marketing and advertising materials– Marketing and advertising materials– Point-of-sale materials

Activities beyond the sale– Activities beyond the sale

Integrate ENERGY STARg

1 C b d lf ith ti ll1. Co-brand yourself with a nationally recognized label.

Recognized by >70% of households

A l t

So use it.

A lot.

2. Explain ENERGY STAR’s value to2. Explain ENERGY STAR s value to homebuyers.

What does ENERGY STAR add?

You can use ENERGY STAR to prove your p yhomes are:

1 Hi h f i (quality)1. High-performing2. Save money

(quality)(affordability)( )3. Help the environment

Diff ti t lf f th

(responsibility)

Differentiate yourself from other builder by competing on more

f tfeatures

Only 10% of U.S. Homes Earn It

1,770 in NC 1,770 in NC this yearthis yearthis yearthis year

Selling Qualityg y

• Quieter• Advanced technology • More comfortable• Fewer bugs & pests

B IAQ=gy

& construction techniques

• Government-backed • Better IAQ• Trustworthy

label• Third-party verification

Selling Affordability

• Lower maintenance• Efficient equipment Lower maintenance costs

• Lower energy costs (can save over $400*)

=• Efficient equipment

that is right sized• Advanced construction

techniques (can save over $400 )• Additional resale value

techniques • Third-party verification

* National average

Selling Responsibilityg y

• Environmental leadershipp• For every ENERGY STAR home built,

you are:you are:– Eliminating the emissions from ~0.5 vehicles;– Saving ~3,000 lbs of coal;

Pl ti 0 8 f t– Planting ~0.8 acres of trees; or– Saving the environment ~5,800 pounds of CO2 per year.

Marketing and advertisingMarketing and advertising

• Real energy efficiencyefficiency

• QualityT t thi

=• Trustworthiness• Environmental

leadership

Print AdsPrint Ads

Web AdsWeb Ads

Community SignsCommunity Signs

Point-of-sale materialsPoint-of-sale materials

RememberRemember: People retain 10% of what they hearand 90% of what they experience

Two strategies1 C ti t b d• 1. Continue to co-brand.

• 2. Show them what it means.

Point-of-sale: yard signsPoint-of-sale: yard signs

Point-of-sale: plaquesPoint-of-sale: plaques

QUALITY HOMES

energystar.gov/homes > Marketing Resources > Plaques

Point-of-sale: brochuresPoint-of-sale: brochures

Point-of-sale: tech displaysPoint-of-sale: tech. displays

Point-of-sale: ENERGY STAR centercenter

Going Beyond the SaleGoing Beyond the Sale

Closed sales are referrals waiting to happen. Continue to build loyalty with:pp y y

• After-sale meetings• Homeowner manuals• Homeowner manuals• Dirty boots tours

Beyond the sale

Aft l ti

Beyond the sale

After-sale meetingsEngle Homes (Denver, CO)• Reiterate features & value• Explain how to maximizeExplain how to maximize

performance & savings• Tips for additional savings• Tips for additional savings• Increase customer

ti f tisatisfaction• Get leads and testimonials

Beyond the saley

Homeowner’s manual• Tells the whole story when buyer is ready y y y• How to maximize performance & savings• Tips to save more• Tips to save more• Buyers keep and use them• Low cost way to ‘own’ customer for life

Beyond the sale

Dirty boots tour

y

Dirty boots tour• Tour a home under construction

P i t t i b i /f i d t il• Point out air barrier/framing details• Demonstrate meticulousness and above-and-

beyond commitment to qualitybeyond commitment to quality• Invite your staff and top subcontractors to meet

buyers and give toursbuyers and give tours• Give a gift, like an ENERGY STAR qualified CFL

Marketing Toolkit demoa et g oo t de o

About customization of the templates:About customization of the templates:• Designed to allow for the utmost flexibility

and customization• Include your name, logo, and web site• Use boilerplate or create your own textUse boilerplate or create your own text

Character limit on open text, such as features or photo captions

• Add your own images or use images provided by EPA

Marketing Toolkit demo: benefits flyerflyer

Marketing Toolkit demo: savings flyerflyer

Marketing Toolkit demo: environmental flyerenvironmental flyer

Marketing Toolkit demo: checklist flyerflyer

Marketing Toolkit demo

Access through My ENERGY STARAccess through My ENERGY STARAccount (MESA)

energystar gov/mesa• energystar.gov/mesa

Access through Quick Finder or MarketingResources Page

Marketing Toolkit demo

Marketing Toolkit demo

Marketing Toolkit demo

Marketing Toolkit demo

Marketing Toolkit demo

Choose a blank template and begin to customize:Choose a blank template and begin to customize:

Toolbar

Marketing Toolkit demo

3-4 different background

images available for

each template

Marketing Toolkit demo

Enter your

logo and

Choose from

available h dli URLheadlines or write

your own

Marketing Toolkit demo

Choose from

available f t

Select or upload

features or write

your ownupload

your own photos

and create

captions

Marketing Toolkit demo

Marketing Toolkit demo

Marketing Toolkit demo

Marketing Toolkit demo

Variety of ways to finish the files youVariety of ways to finish the files you create:

S d ft i• Save draft version• Enables you to work on materials over multiple

sessionssessions• Save final version• Generate as printable PDF file or otherGenerate as printable PDF file or other

electronic file format – high or low resolution

Online Training Opportunitiesg pp

Thank you!y

energystar.gov/homesgy g1-877-STAR-YES

hotline@energystar govhotline@energystar.govHappy Happy

Halloween!Halloween!

Chiara D’AmoreICF International

cdamore@icfi comcdamore@icfi.com