Sales and Marketing Tools
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1 Sales and Marketing Tools ENERGY STAR for New Homes: Marketing and Sales Tools Utility/Sponsor Meeting Zak Shadid, US EPA March 12, 2008
2 ENERGY STAR Web Site Six million consumers visit the ENERGY STAR Web site every year!
3 Behind the Walls
4 Affordable Housing Page
5 Affordable Housing Contact Question about how ENERGY STAR is working with the Affordable Housing Sector? Brian NG Affordable Housing Coordinator
6 Online Partnership Agreement Purpose: Launched December 2006 Increasing number of partnerships More efficient process Ensure better communication with partners Builder required to select Home Energy Rater Home Energy Rater receives confirmation of selection
7 Welcome
8 Technical Resources Technical Resources Thermal Bypass Guidance Indoor Air Package (New) SIP Visual Inspection Form (New)
9 Marketing Resources Outreach Partnership Marketing Toolkit ENERGY STAR Marks Brochures and Fact Sheets Awards
10 Outreach Partnership At least three partners work together and provide: - Funds to run an 8-13 week placement of an EPAdeveloped ad or radio spot (or equivalent alternate media plan) EPA provides: - Funds to run a complementary ad campaign - Customized ad templates for each market (partner names, logos, national web site) 2008 applications are available now. Commitment form due March 14 th
11 Outreach Partnership New headlines that link ENERGY STAR qualified homes to today's green building trends New ENERGY STAR 'blue box' language that responds to the public s growing interest in global warming A new set of background images for print, billboard, and transit ads 15 and 30 second radio scripts to complement the 60 second script from 2007
12 Outreach Partnership: Examples
13 Online Marketing Toolkit A Web-based toolkit to design marketing materials Flexible and customizable (logo, Web site, pictures) Easy-to-use Creates quality materials that are consistent with the national program Free for partners
14 Online Marketing Toolkit
15 Marketing Toolkit Examples
16 Online Marketing Toolkit Templates available for customization include: Features Flyer Short Checklist Flyer Benefits Flyer Cost Flyer Lighting Flyer Environmental Flyer Benefits Display Card Web Buttons/Banners
17 Old ENERGY STAR Logo Marks
18 Current ENERGY STAR Logo Marks Linkage Phrase Mark Promotional Mark Partnership Mark
19 ENERGY STAR Brand Guidelines
20 ENERGY STAR Brand Guidelines Created Brand book, including guidelines for using mark consistently Guidelines for imagery reinforce relevance and positioning Active Participation of individuals and/or families Positive Simple Suggestion of sky and air
21 Consistent Messaging
22 Inconsistent Messaging
23 ENERGY STAR Homes Sticker 9722 Main Street Green Springs, CO Smaller Homes Energy Wise, LLC May 3, 2006 HERS INDEX - 80
24 Consumer Brochure Need Brochures? - Call the ENERGY STAR hotline at (888) STAR-YES or (888) or visit energystar.gov/publications
25 Builder Brochure
26 ENERGY STAR Fact Sheets
27 Partner Locator
28 ENERGY STAR Awards Efficient Homes Partner of the Year - Excellence in Energy Efficiency Program Delivery (Utilities) Partner of the Year - Home Energy Raters Excellence in Affordable Housing Excellence in ENERGY STAR Promotion - New Home Builders
29 Other Annual Awards ENERGY STAR Leadership in Housing Award New name for old Outstanding Achievement Award Same introductory threshold (50 homes for builders/raters; 250 for utilities/providers) enhanced emphasis on higher levels ENERGY STAR Continued Commitment Awards 5, 7, and 10-year awards
30 Improved Partner Communications 100% Termination Numerous field reports of abuse Annual Thank You Number of homes reported Environmental benefit Notification of Leadership in Housing Award Annual Anniversary Update your contact info Re-commit to 100% Notification of Continued Commitment Award
31 Designed to Earn ENERGY STAR An opportunity for architects & home plan designers to work with ENERGY STAR Multiple industry inquiries Plans reviewed/approved by HERS rater Plans that are DTE include: HERS rating/bop checklist/tbc/right-sizing DTE does not qualify built home for ES qualified home label (must have field verification) Launch - June 2008 (est)
32 Questions Jon Passe Communications Zak Shadid Operations
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