Upload
truongkhuong
View
215
Download
2
Embed Size (px)
Citation preview
Outline
• Marketing resources for partnersMarketing resources for partners• Marketing best practices
M k ti T lkit d• Marketing Toolkit demo
Marketing resources for partnerspartners
• Partner websitePartner website• Logos (including labels)• Brochures• Brochures• Fact sheets
M k ti t lkit• Marketing toolkit• Consumer website• Partner Locator• Recognition• Outreach Partnership
ENERGY STAR label
9722 Main StreetGreen Springs, CO 80935
Smaller Homes
Energy Wise, LLC
May 3, 2006
HERS INDEX - 80
Ask your rater
Online Marketing Toolkit
• Create highly
O e a et g oo t
• Create highly customized ENERGY STARENERGY STAR materials
• Demo at end of t tipresentation
energystar.gov/mesa
Partner Locator Web Linking
To have a Hotlink, you need to:to:
*Display the ENERGY STAR logo on your site
*Reference or provide aReference or provide a reciprocal link to the ENERGY STAR site, and
*Include a brief description ofInclude a brief description of your participation in ENERGY STAR.
100% Commitment
• Opportunity for additional iti P trecognition on Partner
Locator– Can also be used in
marketing materialsmarketing materials
• Sign up during initial Partnership Agreement orPartnership Agreement or at any later time via web site
• Requires annual recertification
new partners: energystar.gov/homesPA
current partners: energystar.gov/mesa
Annual Outreach Partnershipp
• At least three partners work together and provide:- Funds to run an 8-13 week placement of an EPA-developed ad or radio spot (or equivalent alternate media plan)
• EPA provides:EPA provides:- Funds to run a complementary ad campaign- Customized ad templates for each market (partner names, logos national web site)logos, national web site)
• Nationally, 34 markets in 2008Up from 30 in 2007; and 4 in 2001– Up from 30 in 2007; and 4 in 2001
– Expected to approach 50 markets in 2009
Winston Salem Campaign Overview
Timeframe: October – December 2008
•Print:
•Winston Salem Monthly•Winston-Salem Monthly
•Winston-Salem Living
•Forsyth Family
•Winston-Salem Journal Parade of Homes Tabloidof Homes Tabloid
•Partner Web Site – http://greenbuildingmatters.com/
2009 Outreach Partnershipp
• Look on the Web site and in futureLook on the Web site and in future newsletters for more information
Marketing Best Practicesg
• Integrating ENERGY STAR into:Integrating ENERGY STAR into:– A new marketing platform
Marketing and advertising materials– Marketing and advertising materials– Point-of-sale materials
Activities beyond the sale– Activities beyond the sale
Integrate ENERGY STARg
1 C b d lf ith ti ll1. Co-brand yourself with a nationally recognized label.
Recognized by >70% of households
A l t
So use it.
A lot.
2. Explain ENERGY STAR’s value to2. Explain ENERGY STAR s value to homebuyers.
What does ENERGY STAR add?
You can use ENERGY STAR to prove your p yhomes are:
1 Hi h f i (quality)1. High-performing2. Save money
(quality)(affordability)( )3. Help the environment
Diff ti t lf f th
(responsibility)
Differentiate yourself from other builder by competing on more
f tfeatures
Selling Qualityg y
• Quieter• Advanced technology • More comfortable• Fewer bugs & pests
B IAQ=gy
& construction techniques
• Government-backed • Better IAQ• Trustworthy
label• Third-party verification
Selling Affordability
• Lower maintenance• Efficient equipment Lower maintenance costs
• Lower energy costs (can save over $400*)
=• Efficient equipment
that is right sized• Advanced construction
techniques (can save over $400 )• Additional resale value
techniques • Third-party verification
* National average
Selling Responsibilityg y
• Environmental leadershipp• For every ENERGY STAR home built,
you are:you are:– Eliminating the emissions from ~0.5 vehicles;– Saving ~3,000 lbs of coal;
Pl ti 0 8 f t– Planting ~0.8 acres of trees; or– Saving the environment ~5,800 pounds of CO2 per year.
Marketing and advertisingMarketing and advertising
• Real energy efficiencyefficiency
• QualityT t thi
=• Trustworthiness• Environmental
leadership
Point-of-sale materialsPoint-of-sale materials
RememberRemember: People retain 10% of what they hearand 90% of what they experience
Two strategies1 C ti t b d• 1. Continue to co-brand.
• 2. Show them what it means.
Point-of-sale: plaquesPoint-of-sale: plaques
QUALITY HOMES
energystar.gov/homes > Marketing Resources > Plaques
Going Beyond the SaleGoing Beyond the Sale
Closed sales are referrals waiting to happen. Continue to build loyalty with:pp y y
• After-sale meetings• Homeowner manuals• Homeowner manuals• Dirty boots tours
Beyond the sale
Aft l ti
Beyond the sale
After-sale meetingsEngle Homes (Denver, CO)• Reiterate features & value• Explain how to maximizeExplain how to maximize
performance & savings• Tips for additional savings• Tips for additional savings• Increase customer
ti f tisatisfaction• Get leads and testimonials
Beyond the saley
Homeowner’s manual• Tells the whole story when buyer is ready y y y• How to maximize performance & savings• Tips to save more• Tips to save more• Buyers keep and use them• Low cost way to ‘own’ customer for life
Beyond the sale
Dirty boots tour
y
Dirty boots tour• Tour a home under construction
P i t t i b i /f i d t il• Point out air barrier/framing details• Demonstrate meticulousness and above-and-
beyond commitment to qualitybeyond commitment to quality• Invite your staff and top subcontractors to meet
buyers and give toursbuyers and give tours• Give a gift, like an ENERGY STAR qualified CFL
Marketing Toolkit demoa et g oo t de o
About customization of the templates:About customization of the templates:• Designed to allow for the utmost flexibility
and customization• Include your name, logo, and web site• Use boilerplate or create your own textUse boilerplate or create your own text
Character limit on open text, such as features or photo captions
• Add your own images or use images provided by EPA
Marketing Toolkit demo
Access through My ENERGY STARAccess through My ENERGY STARAccount (MESA)
energystar gov/mesa• energystar.gov/mesa
Access through Quick Finder or MarketingResources Page
Marketing Toolkit demo
Choose a blank template and begin to customize:Choose a blank template and begin to customize:
Toolbar
Marketing Toolkit demo
Enter your
logo and
Choose from
available h dli URLheadlines or write
your own
Marketing Toolkit demo
Choose from
available f t
Select or upload
features or write
your ownupload
your own photos
and create
captions
Marketing Toolkit demo
Variety of ways to finish the files youVariety of ways to finish the files you create:
S d ft i• Save draft version• Enables you to work on materials over multiple
sessionssessions• Save final version• Generate as printable PDF file or otherGenerate as printable PDF file or other
electronic file format – high or low resolution
Thank you!y
energystar.gov/homesgy g1-877-STAR-YES
hotline@energystar [email protected] Happy
Halloween!Halloween!
Chiara D’AmoreICF International
cdamore@icfi [email protected]