Engaging and Recruiting Low-Income Customers
A well-crafted communication strategy is essential for effective outreach and participant recruitment, particularly when targeting low-income communities. Partnerships with community-based organizations, social service agencies, housing authorities, non-profits, and local leaders can significantly enhance program visibility to low-income customers. Targeted messaging that emphasizes heat pump benefits and available financial support, while addressing the specific needs of low-income households, can help boost participation. Integrating energy efficiency education and coordinating with complementary initiatives, including weatherization programs, can further enhance program impact and advance sustainable energy solutions.
Forming an effective communication strategy involves:
Developing Key Messages
- Emphasize the advantages of heat pumps, such as energy efficiency, environmental benefits, and potential savings on bills, in program messaging.
- Provide information that addresses common concerns such as upfront costs, installation complexity, and maintenance.
- Use language and examples that resonate with the target audience’s everyday experiences.
Creating Engaging Content
- Develop informative and engaging content to relay key messaging, such as pamphlets, videos, infographics, and testimonials from people who have benefitted from heat pumps.
Choosing Communication Channels
- Consider promoting the program through traditional media channels, including newspapers, radio, and community bulletin boards.
- Utilize social media, email newsletters, and local community websites.
- Explore direct outreach options such as door-to-door campaigns, workshops, demonstrations, and community events.
- Work with local community organizations, social service agencies, and energy assistance programs to spread the word through their networks.
Creating a Marketing Plan
- Outline when and how often you will communicate your messages.
- Determine the budget for each channel and activity.
- Monitor and evaluate marketing campaign performance to optimize strategies and maximize impact.
The following resources can aid in designing marketing materials and developing a strategy for outreach and recruitment.
| Resource Name | Resource Type | How to Use | Source URL |
| Residential Heat Pump Marketing Guidebook | Guide | This guide presents information and case studies that can help utilities create and implement successful residential heat pump marketing programs. | EPRI |
| Heat Pump HVAC Marketing Toolkit | Toolkit | This toolkit is used to provide partners with ready-to-use or customizable marketing materials, messaging, and resources to promote ENERGY STAR® certified heat pump. | ENERGY STAR® |
| Better Buildings Residential Network Social Media Toolkit | Toolkit | This toolkit provides guidance on how to use social media to for various program needs. | Better Buildings/ DOE |
| Consumer Messaging Guide for ENERGY STAR Certified Air Source Heat Pumps | Guide | Provides quick overview for customers on air source heat pumps. | ENERGY STAR® |
| ENERGY STAR Marketing Toolkit | Toolkit | Access marketing resources and tools for promoting ENERGY STAR-certified products. | ENERGY STAR® |
| Climate Equity and Community Engagement Toolkit | Toolkit | This toolkit provides a hands-on resource for your city or region to develop a community engagement work plan for building electrification with equity as a lens. | Emerald Cities Collaborative |
| Guide to Energy Efficiency Marketing | Guide |
Access guidance on how to market energy efficiency programs effectively. | MyHeat |
| Residential Program Marketing and Outreach Handbooks | Repository | Access handbooks for marketing and outreach in residential energy programs. | DOE |
| Energy Burden Calculator | Calculator | Use this tool to calculate the energy burden of households. | Sierra Club |