Marketing and Communications Plan - Department of … · marketing and communications plan . ......

august 27 2010 | DRAFT

in los angeles county

marketing and communications plan

table of contents

Summary Overview 3

ProposedImplementationPlan10

Introduction 11

Program Goals and Objectives 13

Marketing and Outreach Goals and Structure 14

Strategy 18

1 CountywideMarketing(andMediaRelations)18

2 PilotMarketingAreas24

3 Trigger-EventMarketing 30

4 CityandCOGOutreach 30

5 ContractorMarketing 31

6 RealtorMarketing 34

7 RetailPartnerMarketing35

8 Multi-FamilyMarketing36

9 WholeNeighborhoodMarketing36

Evaluation 37

Descriptions of MarketingCommunications Tools 38

Descriptions of Key Messages 43

AugusT 27 2010 DRAFT marketing and communications plan | 1

summary overview

The Statewide Challenge TheCaliforniaPublicUtilitiesCommissionrsquos (CPUC)EnergyEfficiencyStrategicPlancalls forretrofitting130000housingunitsstate-wideby2012toincreaseenergyefficiencyand reducegreenhousegasemissionsstatewide TheCPUChasprovided$111millionforutility companiestoprovidesubstantialcustomer rebatesforwholehouseenergyefficiency upgradesEnergy Upgrade CaliforniaTM isanunprecedentedstatewidecollaborative responsetoassisttheutilitiesandlocalgov-ernmentsinmeetingthatdauntingchallenge EnergyUpgradewillcreateanewindustry andtransformthemarketforenergyefficiency upgradestoexistingbuildings

Theoverarchinggoalistocreateasustainable marketforawholehouseenergy-efficiency performanceapproachthatwillleadtolong-termjobsfundedthroughtheAmerican RecoveryandReinvestmentActthatwas allocatedtocitiesandcountiesthroughoutthe nation

Energy Upgrade California in Los Angeles Countyisanallianceamongthe CountyofLosAngelestheCitieswithinthe CountySouthernCaliforniaEdisonSouthern CaliforniaGasCompanyandthemunicipally ownedutilitiesintheCountyThegoalisa ldquoone-stopshoprdquoforpropertyownerstoeasily findclearconsolidatedinformationaboutthe Programelementscertifiedcontractorsand alltherebatesincentivesandfinancingop-tionsavailable

Mostoftheapproximately34millionhous-ingunitsinLosAngelesCountywerebuilt beforestateenergyefficiencystandards(Title 24)wereimplementedbeginningintheearly 1980sApropertyownerinvestmentof$5000 to$15000toimplementasingle-familyhome energyretrofitcanoftenachieveanaverageof 20ormoreenergysavings

TheCountyanditspartnersarecollaborat-ingonawebsitecommunityoutreachand countywideadvertisingtoleverageefforts andfundingandtomaximizeparticipationin theProgrammdashwithagoalofpropertyowners completing30000energyefficiencyupgrades bysummer2013TheldquoMediaandAdvertising Flightsrdquomatrixprovidesanoverviewofsched-uleandtiming

Marketing Strategy Thestrategyisentirelyresearch-drivenfocus-ingonthosepropertyownersmostlikelyto undertakeahomeenergyupgradeMarketing andoutreacheffortswillbemulti-layeredand multi-facetedtargetingaudiencesbywhothey arewheretheyliveandtheeventsgoingonin theirlivesEffortsinclude

1 Countywide Marketing (and Media Relations)

2 Pilot Marketing Areas

3 Trigger-Event Marketing


4 City Outreach

5 Contractor Marketing

6 Realtor Marketing

7 Retail Partner Marketing

8 Multi-Family Marketing

9 Whole Neighborhood Marketing

1 Countywide Marketing and Outreach

Outreachwillbeaimedattargetaudiences throughbothmainstreamandmulticultural mediaTheadvertisingwillalsospilloveronto audiencesinspecificgeographicareasAn overarchinglayerofmainstreammarketing andadvertisingwillbeaimedatthreeaudi-ences

countywide marketingoutreach tactics

Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards

Community of Interest

Newsletters

Contractor Marketing

Direct Mail to Hot Spots

Online Ads

Site Signage

Social Media

Community Newsletters

Local Events

Target Audience

4 | energy upgrade californiatrade in Los Angeles Ccounty

ldquoEarly AdoptersrdquoThosewhoarestrong environmentalistsalreadypoisedtoldquodo therightthingrdquofortheenvironmentand whojustneedtohearaboutaprogramand rebates

ldquoRetrofit-ReadyrdquoThosewhoarealready planninghomeimprovementsandjust needalittlemoreinformationaboutwhat stepstotaketosavemoneyandldquodothe rightthingrdquofortheenvironment

ldquoRetrofit-PersuadablerdquoThosewho arethinkingabouttheirutilitybillshome comfortandtheenvironmentorour dependenceonfossilfuelsforeignoil (especiallyinlightoftherecentGulfoil spill)andwhoneedinformationabout whattypesofimprovementstheycould makeandwhatstepstotaketosaveenergy moneyandreducefossilfuelconsumption

Marketingwillfocusoneachtargetaudience providingimpressionsclosetotheirhomes andreachingouttomassaudiencesasshown intheldquotargetrdquoPropertyownerswhoarenot eligiblefororinterestedinEnergyUpgrade Californiawillfindinformationaboutoppor-tunitiesforweatherizationprogramslow-incomeratesubsidiesgreenjobstrainingand otherinitiativesavailabletoqualifiedlower incomehouseholds

Marketingandoutreachcountywidewill include

Direct MailUtilitieswillplacemessages onouterbillenvelopessenttocustom-ersTheyintendtosenddirectmailabout EnergyUpgradetoldquotargetareasrdquobasedon acombinationofenergyusageageofhome andhouseholdincome

County EventsUtilitieswillattendlarge eventssuchastheSeptember2010and 2011LACountyFairswithawholehouse

themethatincludesaminimodelhouse thatvisitorscanldquotourrdquoThereareaddition-alproposedeventsthatutilitiestheCounty orcitieswillattend

Social MediaTheProgramwillheavily usesocialmediatoreachtargetaudiences whileminimizingcostbeginningatlaunch andcontinuingthroughouttheProgram

Countywide IncentivesSeveralcon-ceptsarebeingdevelopedincludingincen-tivesforenergyassessmentsandcontrac-tors

Countywide Media BuysWithaSep-tember12010launchdatemediabuys willbespreadtoavoidtheelectionmonth ofOctober2010Buyscanincludemain-streambroadcasttelevisionaswellasUni-visionandNPRstationsSocialmediabuys includeGoogleAdWords(inEnglishand Spanish)andblogadsPrintbuysinclude in-languagepublications

Home Energy Makeover Contest HomeEnergyMakeoverContestsgener-ateatremendousamountofpublicityand havebeensuccessfullyconductedinmany otherstatesandcitiesTheconceptisto modelthebehaviortheProgramistrying toencouragebyshowingtheldquowholehouse approachrdquohoweasyupgradescanbehow muchtherebatescanreduceoverallproject costandhowmuchdifferenceupgrades canmaketoahomeTwocontestseach with5winnerswillbeconductedoneat ProgramlaunchandoneinSpring2011

Media RelationsTheProgramwill coordinateCountyutilityandCalifornia EnergyCommissionCaliforniaPublicUtili-tiesCommissioneffortsMediarelations willbeinthreephasespre-launchlaunch andmilestones


Identifying Locations of Target Audiences Thegeographiclocationoftargetaudiences willbeidentifiedthroughtwomarketanalysis efforts

Parcel-Based Market Analysis A detailedmarketanalysistosupportspecific piecesoftheoutreachandcommunications strategywillbeconductedwhichwillstart byidentifyingthelocationofaudiencesthat arereceptivetospecificoutreachstrategies Themarketanalysisisbeingconducted usingconsumermarketresearchcombined withdemographicdataandpropertychar-acteristicsdatafromtheCountyassessor Themainproductfortheanalysiswillbea separateanalysisreport(expectedAugust 2010)Thisreportwillincludecountywide ldquoheatmapsrdquothatidentifyareaswithahigh proportionoftargetpropertiesandare thereforeidealareasfortargetedmarket-ingThesemapscanbeusedforEnergy Upgradeorcontractormarketingstrate-gies

Pilot Marketing AreasTheCountywill intensifymarketingeffortsinspecificpilot marketingareaswherehighpercentagesof theEarlyAdopterandRetrofitReadyaudi-enceslive(seebelow)

2 Pilot Area Marketing TheCountyintendstostimulatethemarket andgeneratepositiveword-of-mouthby intensifyingmarketingeffortsinspecificpilot marketingareaswherebasedonextensive consumerresearchahighpercentageoftarget audienceslivePilotmarketingprogramsin thoseareaswilltesttheextentcommunity-basedmarketingpositivelyimpactsparticipa-tionrates

Todeterminewheretocreatetheintensemar-ketingpilotprogramsweusedcharacteristics basedonthestatisticallysignificantmarket researchmdashidentifyingthosewhoshowedthe highestinterestinparticipatinginanenergy upgradeWethenanalyzedneighborhoods throughoutthecountytodetermineareas wherehighpercentagesofthoseaudiences liveCharacteristicsinclude

Highpercentageofhousesbuiltbefore 1978

Highpercentageofhomeownership

Highenergyusage

Demographics ndashIncome$60000-$120000 ndashHighpercentageofcollege-educated ndashHighpercentageofpopulationage35-50 ndashHighpercentageofhouseholdswith 4+people

Additionalconsiderationsinclude

Aclusterof8000-20000homes(small enoughtoenableustoreachthemajority ofresidencesandgenerateword-of-mouth yetlargeenoughtoofferagoodsizedpool ofpeoplewithapropensitytobeinterested inanenergyupgrade)

Hasstrongneighborhoodandcommu-nityorganizationsthatwecanengageas partnersaswellasexistingcommunica-tionvehicles(municipalmainstreamand multicultural)

Offersldquospilloverrdquoopportunitiestonearby neighborhoodsthatalsohaveahighper-centageofourtargetaudiences

Basedonthemarketresearchfivepilot marketingareaswillbedevelopedatlaunch andtenphasedinduringthefollowingsix monthsOnesuggestedpilotmarketingarea


Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo

isAltadenaadiverseunincorporatedcom-munityofabout40000residentsTheaver-agehouseholdincomeis$94000Morethan 50adultresidentsaremarriedwithchildren andcommuteanaverageof62milesperday towhite-collarjobsFully40oftheadults inthiscommunityhaveabachelorsdegreeor higherandareinvolvedinmanycommunity eventsandorganizationsThereareapproxi-mately12000homesinthiscommunityand 10000ofthosehomesareowner-occupied Thegraphicshowshowoutreachwouldbe concentratedinthisareaMarketingandout-reachwillinclude

altadena marketing target

Intense Grassroots Community OutreachWewillcontact10-12com-munity-basedorganizationsfaith-based organizationshomeownersassociations neighborhoodassociationsandcommunity leadersineachareaWewillprovidethese organizationswithtrainingandtoolsto becomeambassadorsfortheProgramand spreadthewordthroughouttheircommu-nities

Saturation MarketingIOUswillsend directmailtohomeownersTheCounty willcontactlocalpapersfornewsplace-mentandadssocialmediaandpotentially

Hoy La Opinioacuten

Pasadena Star News

Altadena Headlines Examiner

Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins

Summer Concert Series at Farnsworth Park

Fourth of July Fireworks at

Town amp Country Club

Black History Parade

World Music Festival in Pasadena

Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso

Altadena Neighborhood Association

Altadena Chamber of Commerce

Altadena Arts Council

Altadena Town Council

Faith-based Organizations

Altadena Town amp Country Club

Altadena League of

Women Voters

Altadena Historical Society

Altadena Community Improvement Center

Sheriff Support Group

Santa Coming to Farnsworth

Park

Altadena California


outdoor(bussheltersandsidesandstreet levelsignage)toincreaseimpressionsthat drivepeopletothewebsite

Energy Champion Awards Program Severalconceptsareunderconsideration todevelopacommunityincentivestrategy topromoteparticipationinlinewiththe RetrofitRampUpproposalforinnovative incentiveapproaches

3 Trigger Event Marketing Thissuiteofstrategieswillbeaimedatcap-turingenergyefficiencyopportunitiesfrom multipletriggereventsParticipantswill mainlycomethroughcontractorsrealtorsand retailpartnerspropertyownerswillhavealso seencountywideadvertisingTriggerevents include

Replacingoldornon-functioningHVAC systemsandwaterheaters

Remodelingforlife-stagechanges(growing family)orjusttorenewthehouse

Improvementsmadewhenpurchasingor sellingahouse

Complaintsabouthighenergybillsora coldhothouse

4 City and COG Outreach OutreachbyCitiesandCOGswillbecritical becauseoftheirexistingrelationshipswith localconstituenciesCitieswillbeprovided withamini-marketingplantalkingpoints videocustomizabletemplatesoffactsheets articlesfortheirnewslettersandadvertising materialssotheycandeveloplow-costout-reachtotheirresidentsCitieswithcommuni-tiestargetedinthePilotAreaMarketingplans willbeinformedandencouragedtodoout-reachtothoseareasAllCitieswillbeencour-agedto

Runstoriesinprintandonlinenewsletters

Sendinformationtoneighborhoodassocia-tionshomeownersassociationshistoric preservationdistrictsandotherappropri-atecommunityorganizations

ProvideinformationinCitypermitting officesandCityHalllobbies

Provideinformationatstrategicallylocated EnvironmentalInformationCentersandat COGofficelocations

Provideinformationinldquonewhomeown-ersrdquowelcomekits(eitherdirectlyfromthe cityorthroughtitlecompaniesmortgage brokers)

5 Contractor Marketing BPI-certifiedgeneralcontractorswillbelisted ontheEnergyUpgradeconsumerwebsite sendingmanyleadsdirectlytothemThey alsohaveaccesstotheldquoheatmapsrdquotousefor developingtheirownadvertisingcampaigns Contractorswillbeattendingorientationses-sionstoensuretheythoroughlyunderstand theProgramrebatesfinancingoptionsand canhelpguidetheircustomersthroughthe processTheywillbeprovidedwithContractor MarketingKitstoensuretheyhavekeymes-sagesathandthathavebeenresonatingwith homeownersandhaveinformationtogiveto potentialcustomerswhomayormaynothave visitedthewebsiteKitscanbesentdirectlyto contractorsordistributedattheorientation sessionsKitswillcontain

Talkingpoints

DVDofthevideo

Printedfactsheetstoleavewithcustomers (withroomfortheircontactinfo)more canbeordered


Printedldquoslimjimrdquobrochuresaboutthe 8 Multi-Family Outreach wholehouseapproach

Printedin-depthbrochure(brandedby ScientificAmericanMagazine)

CDwithldquobuttonrdquotolinktoEnergyUpgrade fromtheirownwebsites

Contractorswillhaveaccesstoaseparate sectionofthewebsitewheretheywillbeable toorderadditionalcustomizablematerials ldquoon-demandrdquofindinformationaboutPro-grameventspromotionsandadvertisingany changestotheProgramandasingletrade contractordatabaseforassemblingteamsfor customerswhowouldlikesolarpanelsornew windowsforexample

6 Realtor Marketing Giventhatthenationalaveragelengthof homeownershipisroughlysixyearsreal estateagentswillbeincontactandadvising alargepercentageofthenewandexisting homeownersthatEnergyUpgradeistarget-inghomeenergyretrofitsThishighlevelof influencemakesrealtorsoneofthelargest partnergroupsRealtorKitswillbesimilarto theContractorKitsandtheywillhaveaccess tothedatabaseofgeneralandsingletrade contractors

7 Retail Partner Marketing Utilitieswillpartnerwithretailoutletsthat canincludeBestBuyCostcoSearsLowes andHomeDepotParticipatingretailoutlets willbeprovided

Informationcenters

Programcollateral

Tabletents

Windowclings

Activitiesandoutreachstrategiesandsched-ulesarestillinplanningphasesandbeing developedthroughastatewideconsortium

9 Whole Neighborhood Marketing Strategiesandschedulesarestillinplanning phases

Incentives and Financing Marketresearchshowsthatrebatesarepri-marymotivatorsforhomeownerstoundertake anenergyupgradeRebateswillbeavailable forconsumersfromvarioussourcesCur-rentlyutilityrebatesoffer$1000fortheBasic Pathandupto$8500forthosereaching30 energysavingsThefederalHomeStarpro-gramisstillpendingmdashitcouldofferhomeown-ersupto$3000forelementsintheBasic Pathupto$7000forthosereaching20 energysavingsandupto$13000forthose reaching45energysavingsIncentivesfrom theCountyarealsostillpending

Financingoptionsarebeinganalyzedandwill beavailableatlaunch

Allrebatesandfinancingwillbecoordinated onthewebsitewiththeultimategoalofprop-ertyownersfillingoutoneformandpopulat-ingallotherrequiredforms


Proposed Implem

entation Plan


introduction

The Statewide Challenge Californialegislation(AB32)requiresGreen HouseGas(GHG)emissionreductionto1990 levelsby2020andfurtherreductionsinGHG emissionsto80percentbelow1990levelsby 2050Theseprovisionshavebeenincorpo-ratedintothePublicUtilitiesCommissionrsquos (CPUC)2009EnergyEfficiencyStrategic Planwhichtargetsanaverage40reduction inpurchasedenergyfortheexistingbuilding stockby2020andan80reductionby2050

TheCPUCrsquosCaliforniaEnergyEfficiency StrategicPlansetsthefollowinggoalstobe reachedby2020

25ofexistinghomesexhibita70 decreaseinpurchasedenergyfrom2008 levels


100ofexistingmulti-familyhomes exhibita40decreaseinpurchasedenergy from2008levels

TheCPUCrsquosstatewidegoalistoretrofit 130000housingunitsby2010

Additionallegislation(AB758)requiredthe CaliforniaEnergyCommission(CEC)tode-velopandimplementacomprehensiveenergy efficiencyprogramforexistingresidentialand nonresidentialbuildingstoreducetheirGHG emissionsinkeepingwithclimatechange mitigationEnergy Upgrade Californiais apartnershipbetweentheCECandtheCPUC topromoteenergyefficiencyimprovements tohomesandcommercialbuildingsfunded inpartthroughtheAmericanRecoveryand ReinvestmentAct

Market Opportunity AlongwithothercitiesacrossthestateLos AngelesCountywillalsoberequiredtocreate aClimateActionPlanandEnergyUpgrade CaliforniainLosAngelesCountywillbea centralGHGemissionreductionimplementa-tionstrategyEnergy Upgrade California in Los Angeles Countyisanallianceamong theCountyofLosAngelestheCitieswithin theCountySouthernCaliforniaEdison SouthernCaliforniaGasCompanyandthe municipallyownedutilitiesintheCountyThe


goalisaldquoone-stopshoprdquoforpropertyowners Apropertyownerinvestmentof$5000 toeasilyfindclearconsolidatedinformation abouttheProgramelementscertifiedcon-tractorsandalltherebatesincentivesand financingoptionsavailable

Mostoftheapproximately34millionhous-ingunitsinLosAngelesCountywerebuilt beforestateenergyefficiencystandards(Title 24)wereimplementedbeginninginthe early1980sMorerecentvintageresidential buildingsalsooffergreatpotentialforenergy savingsduetodeficienciesinconstruction specificationandfieldworkquality

Energyefficiencymeasuresincludeimprove-mentstoinsulationspaceheatingandair conditioningwaterheatinglightingwin-dowsanddoorssolarhotwatersystemsand otherfixeditems

to$15000forsingle-familybuildingtoimple-mentabuildingenergyretrofitcanoften achieveanaverageof20ormoreenergy savingsreduceutilitybillsimprovebuild-ingcomfortenhanceindoorairqualityand increasebuildingvalue

TheCountyanditspartnersarecollaborat-ingonawebsitecommunityoutreachand countywideadvertisingtoleverageefforts andfundingandtomaximizeparticipationin theProgrammdashwithagoalofpropertyowners completing30000energyefficiencyupgrades bysummer2013TheldquoMediaandAdvertis-ingFlightsrdquomatrixprovidesanoverviewof scheduleandtiming


programs goals and objectives

ThegoalsofEnergyUpgradeCaliforniainLA Countyaretopromotejobcreationandreduce aggregategreenhousegasemissionsthrough energyandresource-savingretrofitsofexisting buildingstockthroughthreefundingsources

1 AmericanReinvestmentandRecoveryAct EnergyEfficiencyandConservationBlock Grant(EECBG)

2 USDepartmentofEnergyRetrofitRamp Up(RRU)funding

3 CaliforniaEnergyCommission Discretionarygrant

retrofit objectives by funding source

Objectivesthusfocusonspecifictargetnum-bersforcompletedretrofits

bull Retrofitabout27000single-familyhomes withanaverage20energyreduction Countywide(1605850single-familyresi-dentialhomesinLACounty)plus2600 multi-familyhomes

bull Reduceannualpurchasedenergycon-sumptioninthosehomesbyanaggregate 300billionBTUsperyearandassociated energycostsby$4millionperyear

bull Create3200jobsand

bull ReducetheCountyrsquosannualgreenhouse gasemissionsattributabletoenergycon-sumptioninitsexistingbuildingstockby 36287metrictonsCO2e

EECBG RRU CEC TOTAL

single-family Homes 15000 4200 8060 27260

multi-family Homes 0 1400 1240 2640

29900


marketing and outreach program goals and structure

1 Goals MarketingandoutreachforEnergyUpgrade CaliforniainLACountywillengageproperty ownersthrougheffectivestrategiesprovide clearandcompellinginformationaboutthe benefitsofanenergyefficiencyretrofitlist therebatesandtaxcreditsavailable(through thisProgramandthroughutilityprograms) explainfinancingoptionslistcertifiedcon-tractorsanddescribetheProgramprocessand optionsThemarketingandoutreachplanhas fivemajorgoals

1 Build broad positive awareness of the Program

2 Educate property owners to overcome barriers to participation

3 Target marketing efforts to drive participation by key audiences identified in surveys

4 Align and coordinate other marketing efforts by utilities and other partners

5 Create a sustained market for a whole-house performance approach leading to long-term behavioral change

2 Objectives ThePlanisdesignedtoachievethesemajor objectives

1 Program goals met

Marketing35-40ofProgrampar-ticipantsentertheProgramasaresultof marketingandoutreachefforts

Contractors45-50ofProgrampar-ticipantsentertheProgramasaresultof marketingbycontractors(usingmes-sagingandmaterialsdevelopedthrough thisPlan)

Partners10-15ofProgrampar-ticipantsentertheProgramasaresult ofmarketingbyothermethodssuch asrealtorsretailpartnersarchitects designersandCityefforts(usingmes-sagingandmaterialsdevelopedthrough thisPlan)

2 300000 unique hits on a robust website (or calls to the call center)

3 Virtual ldquoword-of-mouthrdquo buzz created through social media resulting in click throughs to the website


4 Communications kits available for county COG cities community leaders and environmental groups

5 Marketing kits available for partners (contractors realtors)

6 Informational materials placed with retailers cities county offices

7 50000000 mediaadvertisingin-person impressions through

Mainstreammedia(televisionradio print)storiesplaced

Multiculturalmedia(televisionradio print)storiesplaced

RadioTVPSAsplaced

CityTVprogramsplaced

PaidradioTVpromosads

Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure

8 Consolidated information in a ldquoone-stop shoprdquo approach

3 Incentives and Financing Marketresearchshowsthatrebatesarepri-marymotivatorsforhomeownerstoundertake anenergyupgradeRebateswillbeavailable forconsumersfromvarioussourcesCur-rentlyutilityrebatesoffer$1000forthe BasicPathandupto$3500forthosereach-ing30energysavingsThefederalHome Starprogramisstillpendingmdashitcouldoffer homeownersupto$3000forelementsinthe BasicPath$3000forthosereaching20 energysavingsandupto$13000forthose reaching45energysavingsIncentivesfrom theCountyarealsostillpending(SeeRebate Structuretable)



ELEMENT COUNTy FUNdEd

FEd TAx CREdIT HOME STAR UTILITIES

Basic path tBD 30 of eligible $1000

advanced path tBD improvements up to $1500 (expires Dec 31) $2500 for 20

+$500 for 5 +$500 for 5

silver star tBD

gold star tBD


4 Coordination Between Local Government and Utilities Consumerswillbebestservedbyaunified brandandconsumermarketingcampaign consistentmessagingandastatewidewebsite portalwithonewebsiteaddressTheCounty ofLosAngelesSouthernCaliforniaEdison andSouthernCaliforniaGasCompanyhave beenworkingtogethertodevelopastrong coordinatedprogramInfacttheLosAngeles CountyProgramhasbecomeamodelforthe state

Coordinationwillalsoleverageresourcesand increasethemarketingeffectivenessoflocal governmentsandthelocalutilitiesAllma-terialswillbedevelopedcollaborativelyand costswillbesharedaccordingtothedivision ofresponsibilityThefollowingchartoutlines thekeydeliverablesandresponsibilities(next page)


marketingoutreach coordination

PROGRAM ELEMENT LEAd COMMENTS

COUNTy UTILITIES jOINT

market research X telephone surveys focus groups and market analysis

marketing communications plan X this document will direct all marketing

activities

program namelogo X

cec will own the brand and has final vote on statewide name tagline can be customized for la county

Website portal X

statewide portal linked to utility pages or sitesndashmain info and materials on this one site

advertising campaign principles development X

marketing templates X

Print and online available for cities to customize as needed

service territory media Buys (regional) X Mainstream and ethnic media buys

local media Buys (la county) X Both mainstream and ethnic media in

hotspots and la county

call center X one phone number managed by utilities county to help produce script

retail outlet materials X May include kiosks short videos

contractor marketing toolkit X tBD county will develop marketing materials

for contractors

direct mail (eg bill inserts other mailers) X

county assessor materials X

Materials included in water bills property tax bills

community-Based outreach X targeted grassroots marketing

(includes local events)

community events X X utilities attend countywide events county attends local events

public relations X X

utilities take lead for service territory county for local or supervisor-initiated PR

Home energy makeover contest X


strategy

TheProgramwilluseamulti-layeredmulti-facetedmarketingandoutreachstrategythat targetsaudiencesbyidentifyingwhotheyare wheretheyliveandtheeventsgoingonin theirlivesMarketingeffortsinclude


2 Pilot Area Marketing


4 City Outreach


6 Realtor Marketing




1 Countywide Marketing

Thestrategyisentirelyresearch-drivenfocus-ingonthosepropertyownersmostlikelyto undertakeahomeenergyupgradeAnover-archinglayerofmainstreammarketingand advertisingwillbeaimedatthreeaudiences

1 Early AdoptersThosewhoarestrong environmentalistsalreadypoisedtoldquodo therightthingrdquofortheenvironmentand whojustneedtohearaboutaprogramand rebates

2 ldquoRetrofit-ReadyrdquoThosewhoarealready planninghomeimprovementsandjust needalittlemoreinformationaboutwhat stepstotaketosavemoneyandldquodothe rightthingrdquofortheenvironment

3 ldquoRetrofit-Persuadablerdquo Thosewho arethinkingabouttheirutilitybills homecomforttheenvironmentorour dependenceonfossilfuelsforeignoil (especiallyinlightoftherecentGulfoil spill)andwhoneedinformationabout whattypesofimprovementstheycould makeandwhatstepstotaketosave energysavemoneyandreducefossilfuel consumption

Outreachwillbeaimedattargetaudiences throughbothmainstreamandmulticultural mediaTheadvertisingwillalsospillover ontoaudiencesinspecificgeographicareas providingadditionalimpressionstothose whoarealsotargetedinthePilotMarketing AreasThiswillalsoaddtothecitiesrsquoefforts topromotetheProgramastheirresidents willalsoseethecountywidemarketingefforts


Marketingwillfocusoneachtargetaudience providingimpressionsclosetotheirhomeand reachingouttomoremassaudiencesCounty-widemarketingandoutreachwillinclude tacticsinthetablebelow

The One-Stop Shop Allinformationwillbeconsolidatedina one-stopshopapproacheitherinaldquobrick andmortarrdquolocationthroughthewebsiteor callcenteroratcommunityeventsProperty ownerswillhaveeasyaccesstoinformation

abouteligibleenergyefficiencymeasures andretrofitoptionseligibilityforCounty-administeredfinancialvehiclesandincentives eligibilityforutility-sponsoredrebatesand incentivesfederalrebateandtaxcreditinfor-mationandaccesstolistsofqualifiedenergy retrofitcontractors

Propertyownerswhoarenoteligiblefororin-terestedinEnergyUpgradeCaliforniawould alsobeabletofindoutaboutopportunities forweatherizationprogramslow-incomerate


Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience


subsidiesgreenjobstrainingandotherinitia- Parcel-Based Market Analysistivesavailabletoqualifiedhouseholds


Pilot Marketing Areas TheCountywillintensifymarketingefforts inspecificpilotmarketingareaswherehigh percentagesoftheEarlyAdopterandRetrofit ReadyaudiencesliveThesepilotmarketareas willbeidentifiedthroughdemographicanaly-sisbaseduponextensivemarketresearchas wellasadetailedanalysisofkeycommunity resourcessuchasstrongcommunitynetworks andcommunity-basedorganizationsinfluen-tiallocalmedialdquocommunityfeelrdquoetc(For moreinformationonthepilotmarketareas approachandengagementstrategiesseepage 23)

Adetailedmarketanalysisisbeingconducted tosupportspecificpiecesoftheoutreachand communicationsstrategybyidentifyingthe locationofaudiencesthatarereceptivetospe-cificoutreachstrategiesThetableonthenext pagedemonstratesthemarketanalysisaudi-ences(scenarios)andmarketstrategiesthat arebeinganalyzedtoidentifythelocationof targetaudiencesThemarketanalysisisbeing conductedusingconsumermarketresearch combinedwithdemographicdataandprop-ertycharacteristicsdatafromtheCountyas-sessorThemainproductfortheanalysiswill beaseparateanalysisreport(expectedAugust 2010)Thisreportwillincludecountywide ldquoheatmapsrdquothatidentifytheareasthathave ahighproportionoftargetpropertiesandare thereforeidealareasfortargetedmarketing ThesemapscanbeusedforEnergyUpgrade Californiaorcontractormarketingstrategies

countywide market capture cascade

Early Adopters

Retrofit ready

Retrofit persuadable

The Next Phase No way

MESSAGES

bull environment bull Fossil Fuels bull Rebates

available

AddITIONAL MESSAGES

bull save money on utility bills

bull Rebates

bull long-term attitudinal change

available AddITIONAL MESSAGES

bull Property values bull comfort bull Health bull ReBates available


market analysis scenarios

Link between Pilot Market Areas and Parcel-Based Market Analysis

Theaudiencesbeingexaminedinthepilot marketingareasoverlapwithbutarenotthe sameasthoseinthemarketanalysisThe marketanalysisthereforesupportsthepilot marketareaidentificationintwoways

1 Itaddspropertycharacteristicsgleaned fromconsumerresearchtothepilotmarket areaanalysisInthiswayScenarios1and 2(RetrofitReadyandRetrofitPersuadable) providefurtherdetailtothepilotmarket areasandallowforgeneralmarketingto

MARkET ANALySIS SCENARIO

AUdIENCE IdENTIFIEd

dATA ANALyzEd RELATEd MARkETING STRATEGy

1-early adopters retrofit ready

environmentalists ready to take action now with information about rebates

Demographic criteria Property characteristics

Pilot Marketing areas

2-retrofit persuadable

those who need information about types of improvements with emphasis on rebates and cost savings



3a-Built environment Heating and cooling

Middle-aged to newer homes located inland that are larger and often have high ac heating bills

Property characteristics location of Home

trigger event Marketing utility Bills Pilot area Marketing

3b-Built environment-Heating

smaller older coastal homes that may have comfort issues in winter


trigger event Marketing comfort Pilot Marketing areas

4-multi-family Multi-family homeowners Demographic criteria Property characteristics

Multi-family Marketing Pilot Marketing areas

5-Whole neighborhood

tracts of similarly-aged and built homes


Whole neighborhood Marketing Pilot Marketing areas

bedirectedtospecificproperties(when appropriate)

2 Italsoidentifiesotherkeyaudiences (Scenarios3a3b4and5)thatcorrelate toothermarketingstrategiesasshown intableaboveTheresultsofthese scenarioswillbeoverlaidontopofthepilot marketareastoidentifyspecificparcels thatmayrespondtospecificmarketing strategiesForexamplewhenoverlaying thepropertiesidentifiedinScenario5 (Whole-NeighborhoodScenario)with thepilotmarketingareastheCounty canidentifypropertieswithinthepilot


marketingareathatwouldrespondtoa whole-neighborhoodmarketingapproach (bulkpurchasingmodelhomesasingle contractoretc)

Home Energy Makeover Contest HomeEnergyMakeoverContestsgenerate atremendousamountofpublicityandhave beensuccessfullyconductedinmanyother statesandcitiesTheyattractthousandsof entrantsTheconceptistobothgarnerfree publicityandmodelthebehaviortheProgram istryingtoencouragebyshowingtheldquowhole houseapproachrdquohoweasyupgradescanbe howmuchtherebatescanreducetheproject costandhowmuchdifferencetheymaketoa home

Thecontestwillalsodemonstratethemarket acceptanceforthehomeperformanceap-proachtotraditionalsingle-measurecontrac-torsThosecontractorswillseehowmany peopleenterthecontesttowinahomeperfor-mancemakeoverbasedonthewholehouseap-proachAllthosewhoenteredareleadswho maybeinterestedinawholehouseapproach ratherthansinglemeasures

Entrantsmustbeover18liveinLosAnge-lesCountyandownthehomeinwhichthey residethecontestcanbelimitedtothose whoreceiveservicefromSouthernCalifornia EdisonandorSouthernCaliforniaGas(in otherwordsitcanincludeorexcluderesi-dentsservedbymunicipalutilities)Entrants submitinformationabouttheirhomeand theirenergyconsumptionandgivepermis-sionfortheProgramjudgestoviewtheir energyconsumptionduringthepreviousyear Finalistsarebasedonthehighestenergycon-sumptionpersquarefootofamedian-sized homeAbout20finalistsreceivefreeenergy auditsfortheirhomesBasedontheaudit (andadditionalcriteriawewilldetermine)five winninghomesreceiveupto$15000inhome

energyimprovements(whichcanbesupple-mentedbyrebatesandadditionalfunding fromthepropertyowner)Thewinneragrees tomediacoverageanopenhouseandtoblog andorTweetduringandaftertheretrofit Wewillworkwithcontractorstogetsponsor-shipsaswellasdonatedauditsandupgrade elements

OnecontestwillbeheldinFall2010(withfive winners)andasecondcontestheldduring Springof2011(withfivewinners)

Aseparatecontestcouldbeheldformulti-familybuildingswithahigherwinning amount

Countywide Incentives TheProgramwillestablishalistofnon-profit organizationsthatareactiveinpromoting greenhomessustainabilityandotherenvi-ronmentalorcommunityprojectsEveryone intheCountywhocompletesanenergyaudit maydesignateanon-profitorganizationto receiveadonationfromtheProgramInfor-mationabouttheeligibleorganizationswill beonthewebsiteThiswillencouragethose non-profitstopromotetheProgramtotheir membersltNotethisconceptisstillbeing developedgt

Direct Mail Utilitieswillplacemessagesonouterbillen-velopessenttocustomersTheywillalsosend directmailaboutEnergyUpgradetoldquotarget areasrdquobasedonacombinationofenergy usageageofhomeandhouseholdincome DirectmailisscheduledforOctober2010

County Events Utilitieswillbeattendinglargeeventssuch astheSeptember2010and2011LACounty Fairswithawholehousethemethatincludes aminimodelhousethatvisitorscanldquotourrdquo Additionalproposedeventsinclude


bull LeagueofCitiesAnnualConference workshop(September2010)

bull PomonaHomeImprovementShow (October2010)

bull RemodelingShowattheLACountyFair (October2010)

bull CaliforniaAssociationofRealtors (October2010)

bull BuildingIndustryShow(November2010)

bull SouthernCaliforniaHomeImprovement Show(November2010)

bull NeighborWorksAmerica(February2011)

Online and Social Media TheProgramwillusesocialmediatoinex-pensivelyreachtargetaudiencesbeginningat launchandcontinuingthroughoutthePro-gramwithbriefpausesforrefiningThiswill beaccomplishedthroughoptimizingsearch wordsforsearchenginessuchasGoogleand Bingreachingappropriateindependentblogs aYouTubevideocontest(runbyamediapart-ner)andencouragingblogpostsandTweets byearlyadoptersandtheProgramitself(see DescriptionsofMarketingCommunications ToolsandDescriptionsofTargetAudiencesfor moredetails)Inadditionutilitieswilldevote spaceforinformationandalinkontheirland-ingpages

Countywide Media Buys Withalatesummerfalllaunchdatemedia buysneedtobespreadtoavoidtheelection monthofOctober2010EnergyUpgradeCali-forniainLosAngelescansponsoraweather broadcastmdashliveonlineandmobilemdashaswell as15and30spotsduringotherbroadcasts Wewillalsopurchaseliveandonlinespots withUnivisiontheSpanish-languagestation Radiobuyswillinclude15NationalPublic Radio(KPCCandKCRW)sponsorshipsand variousdrive-timespotsonEnglishandin-

languageAMandFMstationsSocialmedia buysincludeGoogleWordsandblogads(see DescriptionsofMarketingCommunications Tools)Printmediabuyswillbeinmulticul-turalpapers

(Afullmediabuyplanandschedulewillbe availableinAugust)

Countywide Media Relations TheProgramwillcoordinateCountyandutil-ityeffortsandwiththeCaliforniaEnergyCom-missionCaliforniaPublicUtilitiesCommis-sioneffortsMediarelationswillbeinthree phasespre-launchlaunchandmilestones

Pre-Launch (August ndash September)

bull DevelopandprovideaSpeakerrsquosKit withtalkingpoints

bull OrganizeCountymedialaunchevent (potentiallyenlistawillinghomeowner whosehousemightserveasalaunching padformediatours)

bull Respondtorequestsfromcities

bull Providepre-writtenarticlesforcity communitynewsletters

bull Issuepresskitsandpressrelease(in EnglishandSpanish)announcing launch

Launch (October)

bull Mediaeventtoannouncelaunchand HomeEnergyMakeoverContestpoten-tiallyon-siteatahousetodemonstrate upgrades

bull SendoutradioPSAs

Milestones (through 2013)

bull Mediaeventtoannouncewinnersofthe HomeEnergyMakeovercontest(could beconductedon-sitesurprisingthe winners)


bull ldquoRe-launchrdquopressreleaseandmedia eventinMarch2011forasecondHome EnergyMakeoverContestwithastrong ldquogetreadyforsummerrdquotheme

bull Pressreleasewhen10000thperson receivesarebate

bull Pressreleasewhenotherappropriate milestonesarereachedorthefunding forincentivesisclosetobeingdepleted


Itwillbecriticalforthelong-termsuccessof marketingeffortstohaveasignificantnumber ofearlysuccessesthatgeneratepositivepub-licityandword-of-mouthencouragingothers toalsoparticipateTheCountyintendsto stimulatethemarketfortheseearlyadopters byintensifyingmarketingeffortsinspecific pilotmarketingareas(withzipcodebound-aries)wherebasedonextensiveconsumer


TACTIC dESCRIPTION PAIdEARNEd LEAd

television

ad buys on Broadcast tV univision google tV Paid county

ldquothis old Houserdquo segment on whole house per-formance and rebates while renovating house (filming in la this summer)

earned county

coverage on mainstream and multicultural sta-tions

earned utilities county

ldquoinfomercialrdquo and promos on city tV Placed county

radio

nPR sponsorship Paid county

commute time spots Paid county

coverage on california Report earned utilities county

Psas on mainstream stations Placed utilities county

spots on multicultural stations Paid county

print

coverage in mainstream and multicultural papers


sunset Magazine green Home section earned county

ads in la times and Daily news real estate sections

Paid utilities county

ads in multicultural papers Paid county

Direct Mail to targets Paid utilities


countywide marketingoutreach tactics (conrsquot)


social media

Blogs (about homes environment bargains) earned county

Facebook page Placed county

ads targeted to interest in environment and or home improvements (this old House etc)

Paid county

google adWords targeted to interest in environment andor home improvements

Paid county

twitter both by the Program and by individual early adopters (with incentives)

Placed county

youtube early adopters make a video about their experience and results (with incentives)

Placed county

out of Home

Retail kiosks banners flyers links on retail websites

Placed utilities

community organizations

environmental groups and others newsletters websites email blasts

earned county

Home improvement shows booths Paid county

countywide events Paid utilities

Bloggersubject matter events Paid county

researchhighpercentagesoftargetaudiences livePilotmarketingprogramsinthoseareas willtesttheextentcommunity-basedmarket-ingpositivelyimpactsparticipationratesan effortrelatedtoRetrofitRampUpproposal requirements

Demographicdataprovidedbythemarketre-searchwillbeoverlaidwithenergyusagedata AdditionallyGIS-basedmarketanalysisatthe parcellevel(describedabove)willallowfor pinpointingofspecificneighborhoodswithin thepilotareasforoutreachthatcaninclude

door-to-doordirectmailandmarketingby contractorsaspartofaldquowholeneighbor-hoodrdquoapproachFocusingonpilotareaswill alsomeettheRetrofitRampUprequirements oftheDepartmentofEnergyFollowingisa summaryofplannedmarketingandoutreach efforts

Marketresearch-basedcriteriaforchoosing about15pilotareaswillinclude

Clusters of houses built before 1978 Thoselivinginolderhomesespecially


builtbeforeCaliforniarsquosEnergyEfficiency Standardsaremorelikelytobelievethat theirhousemightbeenergyinefficient andcouldbenefitfromenergyefficiency improvementsmdashandberesponsivetoan energyupgrade

High percentage of homeownership Thesemarketingeffortsfocusonsingle-familyresidentialhomeownerssoareas withhighrentalrateswillnotprovidea largeenoughnumberofeligibleunits

Income over $60000Thosewith incomesunder$60000didnotbelieve theywouldhavesufficientincometomake improvementsevenwithrebatesThey werenotinterestedinloans(manywith lowincomesalsofindthemselvesldquounder-waterrdquoontheirloansandthusnoteligible forsomefinancing)Inadditionwefound somepush-backinfocusgroupsabout ldquogovernmentofferingloanstopeoplewho canrsquotaffordthemafterthesub-primeloan debaclerdquo

Population with a high percentage of college-educatedThosewithacollege degreearemuchmorelikelytoindicate apreferencetomakeenergyefficiency upgradesThosewhohadcompletedsome collegeeducationarealsomorelikelyto indicateapreferenceforenergyefficiency upgradesthanthosewhohadnotcom-pletedany

Population with a high percentage of those age 35-54Thosewithchildren andorexpandingfamiliesaremorelikely tomakeimprovementsthanthoseunder 30(thereareveryfewhomeownersunder 30)andthoseover54

High percentage of households with 4+ peopleHouseholdswithmorepeople havehigherenergybillsResearchshows thatthoseinhomeswithmorethan4

peoplebelieveenergyupgradescanmakea bigimpactontheirbills

High energy usage Thehigherenergy usage(andbills)themorelikelypeopleare tobelievethatenergyefficiencyimprove-mentswillmakeadifferenceintheirbills

Afterlayeringthisinformationtocomeup withalistofpotentialareaswefurthercon-sidered

Clusters of 8000-20000 homesThe areashouldbelargeenoughtoprovidesub-stantialnumbersofeligibleunitsbutsmall enoughtoenablereachingmajorityofresi-dentsandgeneratingword-of-mouth

Has a diverse multicultural commu-nityAreasshouldhavestrongcommunity identitiesandsenseofplacesocommunity membersareproudofwheretheyliveand areencouragedtoimprovetheircommu-nity

Has strong neighborhood and com-munity organizationsWeneedto engagetheseorganizationsaspartnersto helpspreadtheword

Has existing communications such as newsletters blogsWeneedtoreach membersthroughexistingcrediblesources thatresidentsalreadyuseandtrust

ldquoSpill overrdquo opportunities to nearby neighborhoodsSincemarketingand mediaeffortswillpotentiallyalsobeseen byneighborsareasshouldbenearother areasthatmayalsomeettheprimary criteria

Climatetime of yearIndetermining whentorolloutthepilotswecantarget interiorareasinspringandcoastalareasin coldweather


Basedonthemarketresearchcriteriafive pilotmarketingareasarescheduledforintense marketingatlaunchwithanadditional10 areasscheduledforintensemarketingin Spring2011

Thepilotmarketstrategyissupportedby theparcel-basedmarketanalysiswhichwill identifywhichneighborhoodspropertieswill bethebesttotargetusingthisapproachThe marketanalysiswillallowlimitedmarketing fundingtobeleveragedbyfocusingonthose thataremostlikelytorespondtothemarket-ingefforts

Wewillcreatemessagesandvisualsspecifical-lytailoredtoeachtargetcommunityrsquoscultural andlinguisticpreferencesImagessymbols andiconstypographycolorandoverall designcarrydifferentmeaningsindifferent culturesAmessageistypicallymosteffective ifitiscreatedwithcarefulattentiontothese idiosyncrasiesandwithintheldquoculturalmind-setrdquooftherecipientsCreatingheadlinesand taglinesdirectlyinthetargetlanguagerather thansimplytranslatingEnglishadvertising copyensuresthatcopyhasthecorrectrhythm andrhymeandisthereforemuchmore attention-grabbingandmemorable

Community Incentives Energy Champion Program Severalconceptsareunderconsiderationto developacommunityincentivestrategyto promoteparticipationinlinewiththeRetrofit RampUpproposalforinnovativeincentiveap-proachesIncentivesmaybedirectedatenergy auditscommunity-basedorganizationsthose willingtoprovidetestimonialsorblogtweet andpublicrecognitionefforts

Grassroots Community Organizing-Trainedorganizerswillpresentinformationat themeetingsof12-15influentialcommunity leadersandcommunity-basedorganizationsin

eachpilotareacapturetheircontactdataand helpspreadtheinformationtotheirmembers throughtheirnewsletterseventsandwebsites TheProgramwillprovidepre-writtencus-tomizablearticlespresentationsorvideoand websiteldquobuttonsrdquotolinktotheProgramsite Eachgroupwillbeofferedanincentiveofado-nationtotheirorganizationforeverymember whocompletesahomeenergyupgradeThis willencourageCBOvolunteerstoincrease theirmarketingeffortsFriendlyrivalrieswill beencouragedCommunitygroupswillreport namesofparticipantscheckedforjobcomple-tionbytheProgram(underdevelopment)

Community Events One-on-onefacetimewithhomeownersis anidealwaytoengagepotentialparticipants Well-trainedorganizerswillattendfiveevents ineachtargetareaprovidinghomeowners withinformation(pocketsizemultilingual handouts)andcapturingtheircontactinfor-mationforfollowupTheycanhavehome-ownerssignuponthewebsiteonsiteifappro-priateandperhapsevenhavethemprovideus withavideocommitmentldquoItookthePledgerdquo withpermissiontopostonthewebsiteAsa luretotheboothhomeownerswillbeoffered freeitemssuchaslightbulbsmagnetsand reusablecupswithcoldwater(imprintedwith thewebsite)manufacturedintheUS

Print Radio Outdoor and Out-of Home Advertising Localmediawillcoverthelaunchofthe Programandwewillstrategicallyplaceads inlocalmediaandcommunitynewsletters Outdooradvertising(smallstreet-levelbiode-gradableeco-postersbussheltersbussides) strategicallyplacedinhigh-trafficareaswillre-inforcethemessageoveraone-monthperiod


Pilot Area Example Altadena Altadenawasidentifiedasacommunitythat fitsourtargetcriteriaItisadiverseunincor-poratedcommunitywithsixneighborhoods andanapproximatepopulationof40000The averagehouseholdincomeisabout$94000 Morethan50ofadultresidentsaremarried withchildrenandcommuteanaverageof62 milesperdaytowhite-collarjobsFully40of theadultsinthiscommunityhaveabachelors

degreeorhigherandareinvolvedinmany communityeventsandorganizationsThere areapproximately12000homesinthiscom-munityand10000ofthosehomesareowner-occupiedThegraphicshowshowoutreach wouldbeconcentratedinthisarea

pilot area outreachmarketing tactics


radio

Psas on multicultural stations earned county

print

coverage in local papers earned county

ads in local and multicultural papers Paid county

outdoor

Bus shelters in area Paid county

on-street lampost signage Paid county

Billboards Paid county

social media

Blogs (relevant to the area) earned county

online ads targeted by location Paid county

listserves of neighborhood associations (through cities)

earned county

out of Home

Movie theater ads in area Paid county

lawn signs on homes in area (through contractors)

Paid county


community meetings with incentives to organizations for participation

earnedPaid county

community events Paid county Door hangers Paid county


Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California



Thissuiteofstrategieswillbeaimedatcaptur-ingenergyefficiencyopportunitiesfrommul-tipletriggereventsParticipantswillmainly comethroughcontractorsrealtorsandretail partnerspropertyownerswillhavealsoseen countywideadvertising

trigger event marketing

4 City and COG Outreach

OutreachbyCitiesandCOGswillbecritical becauseoftheirexistingrelationshipswith localconstituenciesCitieswillbeprovided withamini-marketingplantalkingpoints videocustomizabletemplatesoffactsheets articlesfortheirnewslettersandadvertising

EvENT dESCRIPTION LEAd AGENT COLLATERAL TACTIC

1 Replace on burnout (heating air conditioners water heaters)

Homeowners either in process of replacing an item or have already done some efficiency projects

county bull Retail partners

bull HVac installers

bull general contractors

bull Materials for contractors installers

bull Retail displays

2 life-stage changes (growing family)

Homeowners working with a contractor

county bull general contractors

bull Materials for contractors bull ads in media for home remodels

3 Home remodel Homeowners working with an architect contractor

county bull contractors bull architects

bull Materials for contractors

bull ads in media for home remodels

3 improvements at time of purchase

Homeowners interested are preparing a new home for move-in (research shows more interest at purchase than at sale)

shared bull contractors bull Realtors bull Home

inspectors bull city permit

offices bull city welcome

kits bull Retail

bull Brochures for cities

bull ads in weekend homes for sale sections

bull Presentations to realtor groups


4 improvements at sale

House owners preparing for sale

county bull contractors bull Realtors


5 complaints high utility bills cold hot house

Homeowners aware of energy-saving improvements but not whole house approach

county bull contractors bull HeRs raters



city amp cog outreach

materialssotheycandeveloplow-costout-reachtotheirresidentsCitieswithcommuni-tiestargetedinthePilotAreaMarketingplans willbeinformedandencouragedtodoout-reachtothoseareasAllCitieswillbeencour-agedtodothefollowing

Run stories in print and online news-letters

Send information to neighborhood associations homeowners associa-tions historic preservation districts and other appropriate community organizations

Provide information in City permit-ting offices and City Hall lobbies

Provide information at strategically located Environmental Information Centers and at COG office locations

Provide information in ldquonew home-ownersrdquo welcome kits (either directly from the city or through title compa-

TACTIC dESCRIPTION PAId EARNEd

LEAd

pio coordination contact all participating citiesrsquo Pios na county

letters Key messages for letters from mayors etc to constituents Provide to Pios or city managers

na county

Website links Button for cities to place on their website to link to Program site

na county

city tV informational videos and spot promos Placed county

Welcome brochure

Brochure aimed at new homeowners before they move in

na county

articles Pre-written customizable newsletter articles earned county

email blasts Pre-written customizable info spots for communityneighborhood listserves

earned county

niesmortgage brokers)

Run videos and spots on City TV stations


Localcontractorsarecriticaltothesuccess ofEnergyUpgradeCaliforniainLosAngeles CountyTheyprovidetheservicesthatcom-prisetheProgramandtheycanhelpmarket theProgramtopropertyownersInfactwe estimatethatupto50ofProgrampartici-pantswillentertheProgramthrougharela-tionshipwithacontractor(theymayhavealso seenmediacoverageandadvertisingwhich spurredthemtotakeaction)Thisuniquerole requiresthattheProgramtakeatwo-tiered approachofengagingthecontractormdashmoti-vatinglocalbuildingprofessionalstoundergo thetrainingandcertificationprocessandalso providingthemwiththetoolstoeffectively promotetheprogramtoexistingandnew clientsThefollowingsectiondescribesspecific


contractor target

United Brotherhood Building Industry Carpenters (Training)

Association ofSouthern California

Email Blast

Contractors Magazines

Contractor

OnlineAds

Big Box Stores

ConractorsLicensing Schools

Realtor Associations

strategiesassociatedwithbothapproaches

Forthepurposesoftheprogramcontractors aredividedintoparticularsegmentsbasedon thetypeofserviceprovidedAninitialanalysis oftheindustryrevealedthefollowinglikely categories

HomePerformance(HP)Contractors

ProductionBuilders

HVACSystemSpecialtyTrades (windowsetc)

RemodelingContractors

SolarContractors

BuildingPerformance

Institute

Southwest Regional

City Permit Association

Offices of Carpenters

Lumber Yards

StateLicensing

Board

American Instituteof Architects

LA Chapter

Outreach to Contractors TheProgramwillcoordinatewithcontractor groupsandotherbuildingprofessionaltrade organizationstoschedulebriefpresentations abouttheProgramandthecontractortraining processForlargerorganizationsthePro-grammayworkdirectlywiththecompanyto arrangeon-sitepresentationsThesepresenta-tionsareinformalinnatureandwillbeusedto promotethecertificationorientationsrequired forcontractorparticipationintheprogram

KeyMessagestoContractors

$30millioninAmericanRecoveryand ReinvestmentActmoneyisworkinginLA Countytocreateconstructionindustryjobs


EnergyUpgradeCaliforniaOffersbig rebatesandfinancingoptionsfor homeownersdoinghomeenergy efficiencyretrofits

Therewillbemarketingandadvertis-ingstatewideandlocallytopromotethe Program

Therewillbemarketingmaterialsforyou tousetomarketyourbusiness

YoumustbelicensedandBuildingPerfor-manceInstitute-certifiedtobepartofthe Program

HomeownersmustworkwithBPI-certified contractorstheyrsquollchoosefromacontrac-tordatabaseonthewebsite

KeyOutreachMethods

BuildingIndustryAssociationofSouthern California

SouthwestRegionalCouncilofCarpenters

RealtorsAssociation

UnitedBrotherhood-Carpenters(Training Program)

Citypermittingoffice

Lumberyards

AmericanInstituteofArchitectsLA Chapter(toeducatethemaswell)

ArticlesinformationinContractortrade publications(magazinesnewslettersetc) magazines

CarpentersUnionLocals

ContractorsLicenseSchools(andonline)

BigBoxHomeImprovementstores(de-pendingonIOUrelationships)

wwwcslbcagov

Emailblasttoalllicensedcontractors

Contractor Outreach to Consumers Differentopportunitiesexistfordifferent contractorsdependingontheprobablework scopeThefollowingtableoutlinesafew potentialpathwaysforhowcontractorscan participateintheProgram

contractors outreach to customers

CONTRACTOR TyPE

TRIGGER EvENT vALUE TO CONTRACTOR

BUSINESS MOdEL

Home Performance upgrade lead generation scale for high volume

Production Builder new Business Development

create new division

HVac Replacement lead generation Value-add

expand services

specialty trade lead generation Partner with certified gc

Remodeler Remodel life-stage transition

Value-add sub work to HP contractor

solar Renewables lead generation Partner with certified gc


BPI-certifiedgeneralcontractorswillbelisted ontheEnergyUpgradeconsumerwebsite sendingmanyleadsdirectlytothemThey alsohaveaccesstotheldquoheatmapsrdquotousefor developingtheirownadvertisingcampaigns

Contractorswillbeattendingorientationses-sionstoensuretheythoroughlyunderstand theProgramrebatesfinancingoptionsand canhelpguidetheircustomersthroughthe processTheywillbeprovidedwithContractor MarketingKitstoensuretheyhaveathandthe keymessagesthathavebeenresonatingwith homeownersandhaveinformationtogive topotentialcustomerswhomightormight nothavebeentothewebsiteKitscanbesent directlytocontractorsordistributedatthe orientationsessionsKitswillcontain

Talkingpoints

DVDofthevideo


Printedldquoslimjimrdquoprogrambrochure

Printedlengthierbrochuresaboutthe wholehouseapproach(brandedby Scientific American Magazine)

CDwithldquobuttonrdquotolinktoEnergyUpgrade fromtheirownwebsitesandPDFsofsite signageforprinting

Contractorswillhaveaccesstoaseparatesec-tionofthewebsitewheretheywillfindinfor-mationaboutProgrameventspromotionsand advertisinganon-demandprintsectionfor additionalcopiesofbrochuresanychanges totheProgramandasingletradecontractor databaseforassemblingteamsforcustomers whowouldlikesolarpanelsornewwindows forexample

6 Realtor Marketing

Giventhatthenationalaveragelengthofhome ownershipisroughlysixyearsrealestate agentswillbeincontactandadvisingalarge percentageofthenewandexistinghomeown-ersthatEnergyUpgradeistargetingforhome energyretrofitsThishighlevelofinfluence makesrealtorsoneofthelargestpartner groups

Realestateagentswillbeengagedonthree levels

1) Outreach

2) Training

3) Support

Outreach Outreachwillbeconductedthroughavariety ofvenuesthatwillincludeCaliforniaAssocia-tionofRealtorsreg(CAR)regionalconferences heldinSouthernCaliforniapartnershipwith themanyrealtorassociationslocatedinLos AngelesCountyanddirectvisitstorealestate agentsrsquoofficesforshortpresentationsPart-nershipswiththe15-20localRealtorsAsso-ciationswillbeachievedthroughoneormore RealtorAdvisoryBoardswhichincludethe GovernmentAffairsDirectorsfromeachof theseorganizationsAselectfewoftheseor-ganizationswillbeusedaspilotsfortargeted outreachduringearlystagesoftheProgram Oncethestrategyhasbeentestedandrevised itwillberolledouttoalloftheRealtorsAs-sociationsinLosAngelesCounty

ThefallCARRealtorExpowillbethemain kickoffeventforoutreachtoindividualreal-torsandrealtorofficesEnergyUpgradeplans tohavea30-minutetalkembeddedinthe SpeakersProgramandaboothsetuponthe ExpofloortoinformrealtorsaboutthePro-gramavailabletrainingsandthesupport


toolsthathavebeendevelopedThisevent willreachthemajorityofrealtorsintheLos Angelesareabutwillnotincludethelarge populationofrealestateagentsthatarenot membersofCARToreachthispopulation emailsocialmediaandtargetedofficevisits willbeconducted

Training EnergyUpgradewillprovidetrainingforreal estateagentsintwoformsTherealestate agenttrainingmodulecurrentlyunderdevel-opmentbyBuildItGreenwillbeusedasthe maintrainingforumThistrainingmodule isexpectedtotaketwofulldaystocomplete andwillcoverpropertyassessedcleanenergy financingenergyefficientmortgagesrebate programsbuildingscienceenergyefficiency andgreenbuildingpracticesappropriateto California

Additionalweb-basedtrainingwillbeprovided tointroducerealestateagentstotheProgram andtodrivethemtogetin-persontraining throughtheBuildItGreentrainingmodule

Support Cultivatingandclosingtoolswillbegener-atedtoassistrealtorsinusingEnergyUpgrade Californiatradetoexpandtheirbusinesswhile drivinghigherlevelsofprogramparticipation RealtorKitswillbesimilartotheContractor Kitsandtheywillhaveaccesstothedatabase ofgeneralandsingletradecontractors


Utilitieswillpartnerwithretailoutletsthat canincludeBestBuyCostcoSearsLowes andHomeDepotParticipatingretailoutlets willbeprovided

Information centersEnd-displays detailingtheEnergyUpgradeProgram withadiagramillustratingthehouseas asystemconcept(multiplecomponents thatacttogethertomaximizesavings)and actionscustomerscantaketocapturethose savingsandrebatesIn-storecustomer educationcanshiftcustomerperception ofenergyupgradesandmotivatethem toparticipateinmultipleenergy-efficient measuresinsteadofjustoneAnadditional benefitfortheretailerisassociationwith thestatewideprogram

Program collateral One-sheet takeawaysforcustomerstoreference andshare

Video Theshortvideoscanbeplayed onaloop

Table tent cardsPlacedthroughout storesectionsthatcorrelatewiththe EnergyUpgradeProgram(CFLsappli-ancesceilingfansinsulationwindows) Againthiswillencouragecustomersto performmultipleenergyupgradesinstead ofjustoneCross-promotionhelpseducate customersandencourageparticipationin multiplemeasuresthusincreasingproduct purchase

Window clings ldquoOfficialEnergyUpgrade CaliforniaInformationCenterrdquotagline bannersplacedatstorefrontThiswillpo-sitiontheretailerasanactiveparticipantin thestatewideprogramandbuildsretailer credibilityasagreenadvocate


8 Multi-Family Outreach



Activitiesandoutreachstrategiesarebeing

developed


evaluation

Theprimarygoalsofthemarketingplanareto buildpositiveawarenessoftheEnergyUp-gradeCaliforniaProgramandcreateasus-tainedmarketforawholehouseapproach(see page8)Objectivesarespecifictothoseachiev-ingthosegoalsLosAngelesCountyresidents willseemultipleiterationsofmediacoverage paidadvertisingin-storedisplayscontractor marketingandin-personpresentations(inthe pilotmarketingareas)Forexamplearesi-dentinAltadenamightseethemoreintensive marketingandoutreacheffortsThatmayspur themtoactionmdashbutiftheyalreadyhadplans toremodelorhadpreviouslyworkedwitha contractortheymightcalltheircontractorand thusactuallycometotheprogramthrough thecontractorThereforeitwillnotbeeasy todeterminepreciselywhathasmotivated eachpersontoparticipateinEnergyUpgrade Objectivestomeetinclude

About35-45ofProgramparticipants cometotheProgramthroughthemarket-ingandoutreacheffortsTomonitorwe willincludeashortsurveyaspartofthe rebateapplicationprocessaskingpartici-pantswhatdrewthemtothewebsiteand totheProgramThewebsitecanmonitor clickthroughstocontractorssitesfrom theProgramwebsiteprovidinganindica-tionofpotentialparticpantswhocameto thesitebeforehavingacontractorOnce apropertyownerinputsanaddressthe websitewillbeabletospecificallymonitor ifthatparticipantasksformultiple estimatesfromcontractorsanotherindica-

toroffindingacontractorthroughthesite

About45-50ofProgramparticipants cometotheProgramthroughcontractors Wewillaskcontractorstoprovideinfor-mationabouttheirmarketingeffortsand successratesTheywillbeabletoidentify participantsgainedthroughtheirownmar-ketingefforts

300000uniquehitsonthewebsitewhich willbemonitoredbythewebsiteFurther thewebsitewillanalyzewherevisitors camefrom(egaclickthroughfroman onlineadfromacontractorrsquoswebsite orduringthespecifictimeframeofanad campaign)

Virtualandactualldquoword-of-mouthrdquore-portedbymonitoringsocialmedia

Communicationskitsandmarketingkits availablebothphysicallyandthroughan on-demandprintsitemonitoredbyclient

Informationalmaterialsforcitiesmoni-toredbySouthBayCitiesCouncilofGov-ernments

50000000mediaadvertisingin-person impressionsmonitoredbybroadcast printonlinestatisticsandreportsfrom grassrootsmarketingefforts

Consolidatedinformationinone-stop-shop approachwillbedeliveredthroughthe website


description of marketing communication tools

PlacedEarned Social Media ThePlancallsforsocialmediatopushinfor-mationtoourtargetaudiencesincreaseper-ceptionsoftheProgramascommunity-based reachthosewhowillhelpgenerateadditional buzzindependentmarketingeffortsaboutthe Programandprovideamechanismforlisten-ingtowhatpeoplearesayingaboutEnergy Upgrademdashandrespondingwhennecessary

Online Paid Advertising Onlineadvertisingcampaignscanbeverycost-effectiveandhighlytargetedbydemographics areasofinterestandgeographicsAdsappear ontopic-relatedblogsonsearchenginepages (egGoogle)andoncontentpages(egwhen yousearchforinformationaboutarelated topicandselectawebsitetoview)

Types of Users Targetadsbyage genderincomelanguagepreferencezip codeorhotspots

Types of SearchesTargetadsbytypeof searchconductedbasedonkeywords

Adsareusuallysoldperldquoclickrdquomdashtheviewer hasclickedontheadandbeensenttothe EnergyUpgradeCAwebsiteWewillmake fourtypesofonlineadpurchases

1 Googleadsthatplaceadsbothonits searchpagesandonhundredsofwebsites targetedbytheabove

2 Networksthattargetspecificsitesand blogsthatmatchourtargetaudiences(eg HiveBlogsLosAngelesthatoffers350LA blogstochoosefrom)

3 Directlythroughselectpublishers(eg CurbedLAGreenGirlLAlocalpapers online)

4 Onlineeditionsoflocalpapersinpilot marketingareas

Twitter Twitterusersaremostlycollegegraduates haveattendedgraduateschoolandlivein householdsmakingover$50000ayear (nationally)Usersarethreetimesmorelikely tofollowbrandsandcompaniesonTwitter thanotherusersofsocialnetworkswith40 specificallyusingTwittertolearnaboutand provideopinionsonbrands

Twittercanpushthelatestdevelopmentsand newstopeoplewhohaveexpressedaninter-estedintheProgram(theymustsignupto receiveourTweetsorhavesearchedfortag wordsincludedinourTweets)Itrsquosalsoan easywayforthosewhofollowEnergyUpgrade onTwittertoshareTweetswiththeirfriends


therebygeneratingbuzzandhelpingmarket theProgramTwittercanshareProgram newsinrealtimedrivepeopletothewebsite facilitateearlyadoptersbuzzmakersreach youngerhomeownersandincreasemarketing effortsatalowcostTwittercanbeeffectively usedtocommunicatetheProgramandits milestonesinavarietyofways

bull Tweetaboutpressreleasesmajoran-nouncementsnewitemsonwebsiteor blogsmediastoriesandarticlesespecially aboutthosethataretimesensitiveandtell ouraudiencewhatishappeningwiththe Programandencouragesthemtopartici-pateorfindoutmore

bull PutaTweeticononthemainwebsiteal-lowingvisitorstothewebsitetobeginto followEnergyUpgradeCaliforniainLos AngelesCountyonTwitterwithoneclick

bull FollowotherswhoTweetaboutthe ProgramaswellasthosewhoTweetabout relatedtopicsThiswillprovideanop-portunitytodirectlyrespondtoaperson whohasaquestionabouttheProgramand pointthemtoalinktothewebsite

Tweet Examples

bull ldquo100LAhomeownershavesigned upfortheProgramatwwwEnergyUpgra-deCAgovrdquo

bull ldquoReadaboutLArsquosnewenergyefficiency rebateProgramintheLAtimes httpwwwlatimesgreenblogcomrdquo

bull ldquoWanttosaveonyourutilitybills CheckoutwwwEnergyUpgradeCAgovrdquo

bull ldquoSignupfortheHomeEnergyUpgrade contestforachancetowinafree homeenergyefficiencyretrofitat EnergyUpgradeCAgovrdquo

Cost and Budget

SettingupaTwitteraccountisfreeasisusing anapplicationsuchasTweetDeckthathelps followotherswhoareTweetingaboutEnergy UpgradeCaliforniaTheonlysignificantcostis stafftimewhichcanbelimitedtoafewhours aweek

Facebook Facebookisalow-costandeasywayofboth marketingtheProgramandsupportingan onlinecommunityofpeopleinterestedinthe ProgramItwillreachaudienceswhoaremore likelytospendtimeonFacebookversusaweb-siteandwhomayprefertoreceiveshortreal timeProgramnewsviaFacebookratherthan emailsorwebsitesItisidealforpostinglinks tovideosandphotosrelatedtotheprojectIt complementsthewebsiteaplacewherefans oftheProgramcanfindinformationaskques-tionsandshareideasandexcitementThese fanswillgeneratebuzzbytellingtheirfriends abouttheProgramthroughFacebook

AFacebookpagewillcontaininformation abouttheProgramalinktothewebsite Programnewsvideosphotographsandother informationWhenthepageisupdatedfans willreceivelinksinemailalertingthemtothe newposts

Facebookisalsoidealforsharingthestoryof anearlyadopter(whowillalsoTweet)through updatesphotographsandvideosItlends itselfmuchmorenaturallytothispeople-fo-cusedapproachthanawebsitewhichismore formal

Additionalpoints

bull EncourageandperhapsrewardProgram adopterstosharetheirexperiencesask questionsetc

bull Setupcontrolstodeterminewhatcontent Fanscanposttothewall


bull Monitorupdatestothewallandtakedown Therearemanyexistingblogsthatcanbeused inappropriatecontent

bull Respondtoissuesquestionsandtakepart intheconversation

bull Adesignatedstaffpersonshouldmonitor thesiteitisalsoidealifseveralstaff memberspostcontentandifpartnersare activeparticipantsalthoughtheoverall strategyshouldbecentralized

Facebook Examples

Herearesomeexamplesofthetypesofpost-ingsforaFacebookpage

bull ldquoTheLATimesdescribesEnergyUpgrade CAasaperfectopportunitytobegreenand savemoneymdashintheFridaymoneysectionrdquo

bull ldquoWhydidyoudecidetoparticipatein EnergyUpgradeCATellushowyour energyefficiencyretrofitisgoingandwersquoll enteryouforachancetowina$50Home Depotgiftcardrdquo

bull ldquoWonderingwhetherEnergyUpgrade CaliforniaisrightforyouCheckoutthis videooftheSmithsinstallingnewinsula-tionandwindows--andreceivinga$3500 rebaterdquo

Cost and Budget

Relativelyfewdirectcostsstafftimewill fluctuateduringbusycalmperiodswithhigh activityatthebeginningastheProgramkicks offandafanbaseisestablishedOngoingstaff timeneededtokeeppagefreshwith3-4posts weekdailymaintenancerequiredtomonitor postingsfromfans

Blogs Blogsreachtargetaudienceswhoarealready interestedinrelatedtopicsandwhohavehigh potentialtoparticipateintheProgram

tofurthermarketingefforts

bull Identifybloggerswhowilllikelywrite positivelyabouttheProgramSendpress releasefactsheetsandPrograminforma-tiontobloggerswhowriteabouttopics suchastheenvironmentenergyefficiency homeimprovementremodelingreal estatehousingbargainssavingmoneyas wellastocompaniesthatsellsolarpanels contractorsetc

bull Bloggersarelookingfortopicalstoriesto writeaboutandwewillmaketheirnext blogposteasyBecauseEnergyUpgradeis ahighrewardoptionalProgrambloggers willwritefavorablyandhelptellthestory inafriendlyaccessibleandeasy-to-under-standway(althoughwedonrsquothavecontrol overwhattheywrite)Peoplewhoaredis-satisfiedwillwritenegativecommentsbut wewillmonitorblogsandactivelycorrect misperceptions

bull Tomonitorwhatothersarewritingabout EnergyUpgradeontheirblogswewilluse freeprogramslikeTechnoratiorGoogle Readertoscanallblogsandwebsitesthat mentiontheProgram

Blogs to Reach

Green Girl LA Blog (httpgreenlagirlcom)Thisindependent blogisfocusedonenvironmentalhap-peningsinLosAngelesArecentpostwas aboutagreennetworkingeventfeaturing TheBuildingDoctorspresentingwaysto makeyourhousemoreenergyefficient PreviouslyareporterbloggerfortheLA Timesthewriterisactiveandcoversa widevarietyofenvironmentalgreentopics happeninginLosAngeles


LA Times HomeBlog (wwwlatimesblogslatimescomhome_

blog)focusesontopicsrelatedtohouses andhashadseveralrecentpostsabout greenremodelingOneadvantageofa majornewspaperisthatthereportingis accurateandthereadershipislargerThey recentlywroteaboutauditionsforThisOld HousewhichisfeaturingaLosAngeles areahouseforasummerremodel

Bargain Babe (wwwbargainbabelatownluxecom) featuresLosAngelesbargainsYoucan searchforbargainsbyareaofLA(West-sideetc)orbytopicThisbloggerrecently wroteaboutappliancerebates

LA Times Green Remodeling (wwwlatimesblogslatimescompar-donourdustgreen_remodeling)writes aboutalltopicsrelatedtoremodelingin SouthernCaliforniawithseveralrecent postsongreentopicsArecentpostre-viewedthedifferentadvantagesofinstall-ingvarioustanklesswaterheatersPitch thatthebloggerfollowahomeenergy retrofitandhelptelltheirstoryaswellas announcebasicPrograminformation

LA Times Personal Finance wwwlatimescombusinesspersonal-finance

Home Remodeling wwwkathysremodelingblogcom

Energy Efficiency wwwlowimpactlivingcomblog

LA CreekFreak

LA Observed

LAist

YouTube PostallvideosrelatedtotheprojectonYou-TubeWewillworkwithourmediapartners todevelopacontestforearlyadopterstofilm theirexperienceandletwebsitevisitorsvote onthebestWinnerreceivesaprizetobe determined

ListServes Listservesreachgroupsofpeoplewhoare interestedinasimilartopicorwholiveina specificneighborhoodSendemailblaststo listservessuchasneighborhoodassociations homeremodelersandenvironmentalgroups withanenergyfocusCitystaffhasinforma-tionaddressesofneighborhoodandhom-eownerassociationslists

Multimedia for Presentations Website Developanengaginginformative6-8minute videofocusingoncontractorsandhomeown-ersthatcanbeusedduringpresentationsand presentedonCityTVThevideowillbeshot bothinEnglishandinSpanishandcover

bull Howtherebatesworktocreateasenseof urgencyaboutdoingtheenergyupgrades soonerratherputtingitofftotakeadvan-tageoftherebates

bull Theldquosealthenenhancerdquowholehouse concept

bull WhattheProgramelementsactuallylook likeandhowtheyareinstalledtoover-comebarrierssuchasthatonemighthave tomoveoutofthehouseortheenergy upgradesareldquouglyrdquo

bull Workingwithacontractorwhatbeing licensedandcertifiedmeansgettingmul-tiplebids

bull Financingoptions

bull Doingthepaperwork


Fromthatvideodevelop

bull Threeindividual2-minutevideosforuse onlineeachfocusingonaspecifictopicmdash

againinbothEnglishandSpanish

bull A15anda30spoteachinEnglishand SpanishforuseonCityTVandbroadcast

stations

Print Collateral Customizable fact sheetsInforma-tionsheets(onepagefrontandback)in EnglishSpanishandChinesethatcanalso bepostedonthewebsiteasPDFs

Program brochureMorehighlyde-signedforplacementinmunicipaloffices andevents

Customizable Brochure Brandedwith SunsetMagazineorNationalGeographic forcontractorsandrealtorstohandto customers

SignageBannersforeventsandstreet lamppostspostersformunicipaloffices andsmalleventsandpotentiallysignage forbussidestransitshelters

Speakers kits Countyandcitystaffwillreceivekitstoensure everyoneisfamiliarwithkeymessagesandhas informationtogivetoconstituentsThesecan besentdirectlytocitiesordistributedthrough COGsKitswillcontain

bull Talkingpoints

bull DVDofthevideo

bull PPTpresentationforpublicmeetings

bull Printedbrochuresforpermitofficesto includewithwelcomepacketsfornewho-meowners

bull Articlesandphotostheycanrunintheir onlineorprintedcitynewsletters

bull CDwithtemplatesforquickprintingand websitebuttontolinkfromtheirwebsiteto EnergyUpgradeCalifornia


description of key messages

Thefollowingmessageshadthehighestreso-nanceinpollingandfocusgroupsbothinLos AngelesCountyandtheBayArea

Primary Motivators Thefollowingtwomessagesaboutsaving moneyarekeytomotivatingalltargetaudi-encesTheyshouldbepartofeverypieceof advertisingorcollateralproduced

1 RebatesHomeownerswhomakeenergy-savinghomeimprovementscanqualifyfor a$1500federaltaxcreditandrebatesof upto$3500dependingonhowmuchthey reduceenergyconsumptionAdditional motivatorTaxcreditsonlyavailable untilDecember312010(Rebatesare preferredovertaxcreditsbecauseitrsquoscash nowratherthanlateranddependingon incomenoteveryonecangetthecredit)

2 Save on Utility Bills Upgradingahome touselessenergyandwatercanreduce utilitybillsby20ormoremdashsavingyou moneyovertime

Secondary Motivators Thefollowingmessagesarethenlayeredde-pendingonwhichaudienceisbeingtargeted

Help the EnvironmentClimate Change Weallneedtodoourparttohelp theenvironmentandslowclimatechange Makingourhomesmoregreenandenergy efficientisanimportantstepweshouldall take

Reduce Foreign OilFossil FuelsAt atimewhenwearetryingtoreduceour dependenceonforeignoilandotherfossil fuelsupgradingtheenergyefficiencyof ourhomesisanimportantstepwecanall take(Infocusgroupstheconceptofenergy independencefurtherresonatedasinde-pendencefromutilitycompaniesgetting offthegrid)

Certified Contractors Save Money Speciallytrainedandcertifiedcontractors knowhowtofindimprovementsthatthe averagehomeownerwouldnotTheiras-sessmentswillensurethatyoufindmore energysavingsandthereforesavemore moneyonyourutilitybillsAdditional motivatorContractorsarecertifiedbythe BuildingPerformanceInstituteworking withtheDepartmentofEnergyandEnvi-ronmentalProtectionAgency


Increase Property ValuesHomesthat areenergy-efficientandenvironmentally friendlyaremoreappealingtohomebuyers Theseupgradescanincreaseyourproperty value

ComfortUpgradingyourhomersquosenergy efficiencymdashinparticularupgradinginsula-tionmdashcanmakeitamorecomfortableplace toliveNomoredraftycoldroomsinthe winterorhotstuffyroomsinthesummer

Indoor Air QualityInsulationand ventilationcanreduceallergyandasthma-causingmoldandmildewimproving indoorairqualityespeciallyforinfantsand thosewithhealthconditions

Messengers Homeownersprefertoreceiveinformation fromimpartialtrustedsourcesThesemes-sengersreceivedthehighestscoresinpolling

bull Neighborsandotherhomeowners

bull Contractorthehomeownerisalready workingwithorreferredbyfriendneigh-bor

bull Architectsdesignprofessionals

bull Gasandelectricutilities

bull Environmentalorganizations

bull Homeimprovementstorestaff(when equippedwithflyers)



Cover

Table of Contents13

Summary Overview13

Introduction13

Programs Goals and Objectives13

Marketing and Outreach Program Goals and Structure13

Strategy13

Evaluation13

Description of Marketing Communication Tools13

Description of Key Messages13

table of contents

Summary Overview 3

ProposedImplementationPlan10

Introduction 11

Program Goals and Objectives 13

Marketing and Outreach Goals and Structure 14

Strategy 18

1 CountywideMarketing(andMediaRelations)18

2 PilotMarketingAreas24

3 Trigger-EventMarketing 30

4 CityandCOGOutreach 30

5 ContractorMarketing 31

6 RealtorMarketing 34

7 RetailPartnerMarketing35

8 Multi-FamilyMarketing36

9 WholeNeighborhoodMarketing36

Evaluation 37

Descriptions of MarketingCommunications Tools 38

Descriptions of Key Messages 43


summary overview











4 City Outreach


6 Realtor Marketing







Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience























Highenergyusage








Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo





Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California
















Talkingpoints

DVDofthevideo









Informationcenters

Programcollateral

Tabletents

Windowclings







Proposed Implem

entation Plan


introduction



























EECBG RRU CEC TOTAL



29900










1 Program goals met













RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13



summary overview











4 City Outreach


6 Realtor Marketing







Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience























Highenergyusage








Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo





Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California
















Talkingpoints

DVDofthevideo









Informationcenters

Programcollateral

Tabletents

Windowclings







Proposed Implem

entation Plan


introduction



























EECBG RRU CEC TOTAL



29900










1 Program goals met













RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13



4 City Outreach


6 Realtor Marketing







Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience























Highenergyusage








Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo





Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California
















Talkingpoints

DVDofthevideo









Informationcenters

Programcollateral

Tabletents

Windowclings







Proposed Implem

entation Plan


introduction



























EECBG RRU CEC TOTAL



29900










1 Program goals met













RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13
























Highenergyusage








Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo





Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California
















Talkingpoints

DVDofthevideo









Informationcenters

Programcollateral

Tabletents

Windowclings







Proposed Implem

entation Plan


introduction



























EECBG RRU CEC TOTAL



29900










1 Program goals met













RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo





Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California
















Talkingpoints

DVDofthevideo









Informationcenters

Programcollateral

Tabletents

Windowclings







Proposed Implem

entation Plan


introduction



























EECBG RRU CEC TOTAL



29900










1 Program goals met













RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13

















Talkingpoints

DVDofthevideo









Informationcenters

Programcollateral

Tabletents

Windowclings







Proposed Implem

entation Plan


introduction



























EECBG RRU CEC TOTAL



29900










1 Program goals met













RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13









Informationcenters

Programcollateral

Tabletents

Windowclings







Proposed Implem

entation Plan


introduction



























EECBG RRU CEC TOTAL



29900










1 Program goals met













RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13



Proposed Implem

entation Plan


introduction



























EECBG RRU CEC TOTAL



29900










1 Program goals met













RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13



introduction



























EECBG RRU CEC TOTAL



29900










1 Program goals met













RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13




















EECBG RRU CEC TOTAL



29900










1 Program goals met













RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13











1 Program goals met













RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13









RadioTVPSAsplaced



Paidprintads

Communitymeetings

Targeteddirectmail

rebate structure









+$500 for 5 +$500 for 5

silver star tBD

gold star tBD










activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13











activities

program namelogo X


Website portal X











for contractors











strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13



strategy





4 City Outreach


6 Realtor Marketing
















Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13








Cable TV

County Events

Mass Media

Out of Home

Radio

Retail Partners

City Information

City TV

Local Media

Transit Shelters

Theaters

Billboards


Newsletters



Online Ads

Site Signage

Social Media


Local Events

Target Audience







Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13








Early Adopters

Retrofit ready



MESSAGES


available

AddITIONAL MESSAGES


bull Rebates










AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13








AUdIENCE IdENTIFIEd
























































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13
































Launch (October)













television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13










television



earned county




radio






print











social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13





social media




Paid county


Paid county


Placed county


Placed county

out of Home


Placed utilities



earned county







































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13
































radio


print



outdoor




social media




earned county

out of Home



Paid county



earnedPaid county



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13



Home Depot

Ace Hardware

Lowersquos

Master Builders

Great Indoors

Home Expo


Hoy La Opinioacuten

Pasadena Star News


Boulevard Magazine

Arroyo Magazine

Pasadena Weekly

Altadena Connection

Sentinel

KLVE

KPCC Pasadena

KCBS

KROQ Pasadena

KAZN Pasadena

Church Bulletins






Haunted House at

Farnsworth Park

Art Break

Rose Parade

National Latino

Congreso







Altadena League of

Women Voters





Park

Altadena California




























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13





























kits bull Retail






















LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13











LEAd



na county


na county


Welcome brochure


na county



earned county






contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13



contractor target



Email Blast


Contractor

OnlineAds

Big Box Stores






ProductionBuilders



SolarContractors

BuildingPerformance

Institute

Southwest Regional



Lumber Yards

StateLicensing

Board


LA Chapter










KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13








KeyOutreachMethods



RealtorsAssociation



Lumberyards






wwwcslbcagov




CONTRACTOR TyPE


BUSINESS MOdEL



create new division


expand services








Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13





Talkingpoints

DVDofthevideo






6 Realtor Marketing



1) Outreach

2) Training

3) Support




















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13



















developed


evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13



evaluation





























Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13




















Tweet Examples





Cost and Budget





Additionalpoints







Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13






Facebook Examples





Cost and Budget







Blogs to Reach










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13










LA CreekFreak

LA Observed

LAist















stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13







stations






bull Talkingpoints

bull DVDofthevideo




























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13

























Cover

Table of Contents13

Summary Overview13

Introduction13



Strategy13

Evaluation13



Marketing and Communications Plan - Department of … · marketing and communications plan . ......

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Transcript of Marketing and Communications Plan - Department of … · marketing and communications plan . ......