CMC identified marketing differentiation as primary motivation for builders.

Challenge

• Cost-effectively raise awareness of energy-efficient building practices in a rural service territory with limited new home construction activity
• Motivate new home builders to adopt those building practices and participate in the Pennsylvania Energy Efficient New Homes Program

Solution

• Develop and execute integrated marketing, public relations and direct outreach strategies with implementation partner Performance Systems Development
• Motivate builders by raising market visibility of high-performing program participants

Program Implementation

• Facilitated focus groups of program participants within the target market
• Established relationships with building trade leaders and community partners
• Integrated focus group feedback into marketing tactics including press outreach materials, content for trade association communications, direct mail campaigns and program marketing collateral
• Integrated focus group feedback into the program requirements redesign
• Developed and placed targeted print and digital advertising campaigns
• Partnered with builders to develop advertising and article content featuring each firms’ unique approach to energy-efficient home construction

Critical Success Factors

• Identified market differentiation as the primary motivation for builders to exceed code requirements

Results

• Increased program participation with 25% more builders in a two-year period
• Authored 9 articles published in 20 trade and news publications across Pennsylvania
• Pitched three article topics successfully published as feature stories in local newspapers
• Engaged nearly 50 channel partners including trade associations, government entities, code officials, REALTORs, appraisers and HVAC supply houses