Staples Marketing developed a plan to create a consumer-friendly brand for the Fresno Regional Comprehensive Residential Retrofit Program

Situation

The City obtained an Energy Efficiency and Conservation Block Grant from the American Recovery and Reinvestment Act of 2009 to provide residents of a five-county with a free HERS II audit and recommendations for making energy efficiency upgrades.

Solution

Staples Marketing created a consumer-friendly brand for the program, web site content, and a comprehensive marketing and outreach campaign. In particular, the marketing effort educated residents to the importance of a HERS II rating in choosing energy efficiency upgrades that result in both significant energy savings and a reasonable payback.

Results

The program had a goal of completing 900 home energy assessments by June 14, 2012, with 500 home retrofits completed during the same period.

By June 14, 2012, a total 1,483 home energy assessments had been performed. It was estimated that 691 energy efficiency retrofits were completed.