TASK 2: MARKETING COLLABORATION

1 Please discuss your approach and capabilities in collaborating with an Energy Efficiency
Marketing firm on developing a marketing plan and communications to support the program
delivery and ensure achievement of program goals.
With our years of experience delivering energy education for PGW, OHCD, and other clients, we
do not anticipate any issues collaborating with the EEMFs marketing plan and communications
goals, and will ensure that our auditors and installers are trained to stay within the overall
messaging strategy.
ECA has significant experience in the development and execution of outreach and marketing
strategies. In 2010, we worked very closely with Dow Chemical Company and its marketing
firm to design and roll out the citywide Cool Block Contest. This resulted in 76 blocks
entering the contest and very extensive media coverage which provided significant public
education on energy efficiency and cool roofing in general. During the EnergyWorks Program,
ECA worked very closely with the City of Philadelphia and its chosen marketing firm. The
Citys second firm was excellent. Our two teams met on a biweekly basis, reviewing data,
refining strategy and planning the detailed actions necessary to achieve the targets. ECA learned
a great deal through these experiences about how to use radio, web media, news, weather
channels as well as the shoe leather outreach methods of workshops, conferences, in-service
trainings, contractor networks, trade allies and community fairs.
With this experience of working closely with outside facilities for a common goal, ECA has
significant insight on how to make such successful. With this success, we do not plan on
primarily achieving program goals via broad messaging that will result in untargeted
interventions. ECA can achieve higher savings by targeting the highest users in the first place,
and minimizing the number of times ECA audits a household with merely marginal savings
opportunities. The higher the KWh savings per measure per home, and the higher the rate of
conversion from audit to multiple high-savings measure installations, the more cost-effective the
program will be. Targeting exclusively low-income multi-family buildings and neighborhoods
with dense low-income concentrations will enable minimal travel time loss in meeting KWh
goals, and this targeting will in large rely on community roots through our ECA NECs, along
with our connections to CDCs, HUD properties, partners like Pathways to Housing PA, and other
housing services providers. This will also allow scaling of resident education from one on one
household-level interactions to workshops exclusively reaching future LIURP participants.
Utilizing the experience ECA has in development and marketing collaboration and a focus in
maintaining goals for our targeting, the EEMF collaborative effort will succeed with
implementation of such, including the resources that ECA already practices.

We can mobilize extensive internal and external networks to assist in outreach as needed. These
include our own staff, our 14 Neighborhood Energy Centers, subcontractors and our trade allies.
ECA provides more than 50 energy education workshops every year across the region. These are
excellent outreach events. For the LEEP Program we would like to conduct focused electricity
conservation workshops throughout the service territory, reaching a very diverse range of low
income communities with a Do-It-Yourself approach and giving the participants a kit of LEDs,
smart strips and other measures to install on their own. We would like to present on the LEEP
program at the block captains citywide conferences.
Therefore we will be working with the EEMF to develop a marketing and communications
strategy that reaches the owners and operators of low-income multi-family buildings, along with
residents of those buildings. With usage data, broad appeals could reference a benchmark billing
such that, if a low-income consumers bills are over that mark, they would likely be a costefficient household.