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Energy efficiency helps everyone preserve irreplaceable natural resources as well as save on energy bills. It’s a win-win for everyone. Yet there are still many ways that people fall short in doing everything they can, primarily because they don’t know about them.
Enter grassroots outreach.
Grassroots outreach is all about connecting through face-to-face communication in trusted environments, then providing the community the tools they need to continue spreading knowledge and goodwill. This typically starts with a small, key group who will aid in spreading the message to a much larger audience, often through unconventional or nontraditional methods made all the more possible with the rise of technology and social media.
Energy Efficiency Programs and Incentives
Environmental friendliness paired with cost cutting is perhaps one of the best places to use grassroots marketing because it is almost universally viewed in a positive light. Combine this with the fact that there are many, many energy efficiency programs out there that no one has heard of – almost every utility company has one – and we have the makings of a perfect storm of positivity.
Here in California, the three largest electric utilities each have rebates and incentives for reducing energy use.
That doesn’t even touch on the government incentives available, including:
Grassroots Outreach Tactics
Now that we have the programs straight, it’s time to begin sharing them.
Though technology is becoming a ubiquitous means of social interaction between people, there are still times when face-to-face, in-person contact is the most effective way to deliver your message, especially when it comes to energy savings and efficiency. Speaking one-on-one allows focused talking points to be shared with audiences while also building trust, encouraging conversation, and allowing deeper understanding of potential questions and concerns.
Physically engaging the public in discussion allows you to touch them both literally and figuratively. Personally delivered messages resonate more deeply with individuals than any billboard or online ad ever could.
There are many ways to interact and educate people at a one-to-one level. Here are some of our favorites.
Purchasing a booth or even sponsoring community events is a great way to get your energy efficiency message in front of thousands of eyes while also providing a platform for giveaways and contests.
Sending out ambassadors to engage pedestrians in high-traffic public areas like central plazas and downtown sidewalks allows you to target specific communities and even demographics through proper neighborhood selection.
Holding informational meetings in large public venues allows you to make full presentations and answer questions in a communal setting. Don’t forget to pass out brochures with instructions for next steps as attendees depart.
Ever seen Girl Scouts sitting outside your local supermarket selling cookies? They were engaging in tabling, and sent you home with a box of sweets. Any location with lots of foot traffic works great for sharing information about specific energy rebate programs, like large stores, shopping centers and even university quads. Just make sure you get permission first.
To follow up the face-to-face interaction and allow converts to pass along the momentum you provided, create educational and entertaining visual content to share on social media. Short videos and infographics in particular are great for going viral.
At ARTÉMIA, we have conducted numerous grassroots outreach campaigns over the years and have the expertise and resources necessary to put “feet on the ground” wherever you may need them to promote your energy efficiency and savings program. Contact us today to see what we can do to inspire your customers and constituents to embrace energy efficiency!
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