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5 BEST PRACTICES to Achieve
HIGHER PARTICIPATION &
INTEREST in Multifamily Energy
Efficiency Programs
i-media-international is a NYC-based public relations & digital communications agency.
CHANGE. That’s what an energy efficiency program means and it can a daunting and intimidating process for building owners and managers. To make the whole process smoother and less overwhelming to prospects, the study* recommends:
A Single Point of Contact: Provide owners and managers with a single point of contact to assist them through the program and answer questions along the way. This will go a long way in:• Providing clarity• Streamlining the implementation process• Ensuring accountability• Addressing the specific needs of customers
Simplify & Streamline access to program and services.
i-media-international is a NYC-based public relations & digital communications agency.
DECISION MAKERS. Program administrators need to reach the people who can approve projects (e.g., building owners) and commit their own time and resources to see the projects through to completion.
Zero In On: Reach property owners & managers through:• Their local housing trade associations and
property owner associations• Strategic partnerships with others doing
business with property owners & managers• Property management companies • Media vehicles targeting property owners &
managers• Other online sources targeting them
Target Building Owners & Managers
i-media-international is a NYC-based public relations & digital communications agency.
Target & Tailor Marketing & Outreach to specific segments
SEGMENTED. The multifamily sector is highly segmented. Start by focusing on specific segments and tailoring your communication to their specific needs. This will increase your reputation, effectiveness, and business within that category.
Target & Tailor: Identify your target segments and tailor your outreach and marketing efforts. Develop materials that specifically and individually speak to your targeted segments’ needs & desired results. Supporting material can include: • Collateral and program information materials• Content and pages on your website• Case studies• E-newsletters & other communication vehicles
i-media-international is a NYC-based public relations & digital communications agency.
Partner with state & local housing organizations to market & implement
LONE RANGER COMPLEX. Many companies are so focused on the personal sales process that they neglect a key opportunity to leverage the established relationships and credibility of stakeholder organizations.
Leverage: Leverage the established networks of multifamily stakeholder organizations to connect with decision makers, and market and deliver programs. This can: • Increase participation• Increase your awareness of available services
provided by the organization• Increase your credibility within the market• Help program admins better understand the
needs of their target MF customersi-media-international is a NYC-based public relations & digital communications agency.
Partner with trade allies to market programs
LONE RANGER COMPLEX: Part Deux. Trade allies are contractors or other technical partners that work with program administrators to deliver energy efficiency programs. They typically already have an established network within the multifamily sector.
Leverage: Partnering with trade allies can yield several benefits including: • Leveraging their network connections to reach
new potential customers• Enhancing existing marketing and outreach
efforts• Increasing available resources for all parties • Increasing credibility and business for both
parties
i-media-international is a NYC-based public relations & digital communications agency.
Deliver Effective Messages that show clear value & direction
WHAT’S IN IT FOR ME? Investments and changes to properties must yield benefits to owners that they value enough to make the investments, and then implement the selected energy efficiency measures.
Inform & Guide: Inform and guide owners and managers on: • Energy cost reductions & other KPIs• Non-energy benefits• Next steps to learn more about the program
and how to enroll • How they will be supported and informed
throughout the process
i-media-international is a NYC-based public relations & digital communications agency.
* Source: Reaching More Residents: Opportunities for Increasing Participation in Multifamily Energy Efficiency Programs
i-media-international is a NYC-based public
relations & digital communications agency.
i-media works with companies in the energy efficiency sector, among others.
Learn more about what we can do for your organization. Contact:
Victoria Rossi at 212-537-9080 or [email protected]
