San Diego Hero Alliance - Stanford University...Online energy survey at website Website • social...

www.energycenter.org

San Diego Hero Alliance

Community-Based Social Marketing Pilot

BECC November 30, 2011

2 www.energycenter.org

What comes to mind when you think of San Diego?

3 www.energycenter.org

San Diego County

• 3,224,432 people

• 4,200 square miles

• 520,000 occupied single family homes

• 2 climate zones

• 47,000 military retirees

• 244,000 military veterans

• 110,000 active duty Reference: www.profilewarehouse.sandag.org/profiles/est/reg999est.pdf

4 www.energycenter.org

San Diego’s Military Community

$1B to 47,000 retirees $500M to 244,000 veterans

5 www.energycenter.org

San Diego’s Retired Military

• Many in homes built before 1980

• Many in SD for a long time

• Many want to stay in SD “forever”

• Have solid income – 50% more than $75k

• 41% previous upgrades and want to do more

6 www.energycenter.org

Barriers

• Cost • Concerns about selecting/working with contractors • Time

Benefits • Lowering utility bills • Reducing home maintenance • Protecting the environment

Most unaware of the military commitment to energy efficiency

CBSM Approach

7 www.energycenter.org

“Did You Know” – Military Energy Leadership

8 www.energycenter.org

Messaging

Home Energy Reduction Objective Alliance Be a Hero in Your Home: Take Charge of Energy Savings

9 www.energycenter.org

Plan

Level 1 Take the Pledge

Level 2 Take the Survey

Level 3 Get an

Assessment

Level 4 Upgrade Your

Home

Target: Military retirees and vets Military affiliated families Goal: 420 whole-house energy upgrades Strategy: Start with a small commitment Timeline: January 2012 - March 2013

10 www.energycenter.org

Level 1: Take the Pledge

Initial pitch social norming • Energy Heroes pictures • “Did you know?” facts

Participant signs a pledge Permission to follow up ~ one week Reminder takeaway – fridge magnet

11 www.energycenter.org

Level 2: Take the Survey

Follow up with emails/calls Online energy survey at website Website

• social norming via pictures and testimonials

• social diffusion via links to social media

• contractor ratings and upgrade benefits information

12 www.energycenter.org

Level 3: Get an Assessment

Rebates for assessments > cost barrier Rater and contractor info > trust barrier

13 www.energycenter.org

Level 4: Upgrade Your Home

• Up to $4,000 through Energy Upgrade California • Information on financing

Follow up:

Write/film testimonials Select Heroes provide ongoing leadership and recruitment

14 www.energycenter.org

Takeaways To Date and Evaluation Criteria

• Barriers and benefits mirror general San Diego population

• Upgrades are a big ticket item (avg. $9000 post rebate)

• Alignment and norming with military leadership not enough

• Program will track the following:

• Recruitment activities

• Participation at every level

• Website engagement

• Number of energy upgrades

15 www.energycenter.org

Thanks

Siobhan Foley siobhan.foley@energycenter.org

Laura Parsons

laura.parsons@energycenter.org

Lori Brown Large large@action3630.com