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www.energycenter.org
San Diego Hero Alliance
Community-Based Social Marketing Pilot
BECC November 30, 2011
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What comes to mind when you think of San Diego?
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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
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San Diego’s Military Community
$1B to 47,000 retirees $500M to 244,000 veterans
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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
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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
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“Did You Know” – Military Energy Leadership
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Messaging
Home Energy Reduction Objective Alliance Be a Hero in Your Home: Take Charge of Energy Savings
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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
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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
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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
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Level 3: Get an Assessment
Rebates for assessments > cost barrier Rater and contractor info > trust barrier
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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
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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
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Thanks
Siobhan Foley [email protected]
Laura Parsons
Lori Brown Large [email protected]
