(Download) "Social Marketing of the Residential Energy Efficiency Project: Effective Community Implementation of a National Program." by Environments " eBook PDF Kindle ePub Free
eBook details
- Title: Social Marketing of the Residential Energy Efficiency Project: Effective Community Implementation of a National Program.
- Author : Environments
- Release Date : January 01, 2001
- Genre: Art & Architecture,Books,Arts & Entertainment,
- Pages : * pages
- Size : 204 KB
Description
Abstract Marketing new environmental projects to a community can be challenging and expensive. Learning how to effectively reach individual households is an important way to help build more sustainable communities. Residential energy efficiency has been highlighted as an area where Canada has significant opportunities to reduce energy consumption. This paper looks at how the Residential Energy Efficiency Project (REEP) in Waterloo Region, Ontario (Canada) successfully integrated itself into the community by accessing regional networks of citizens. Using social and community-based social marketing tools, REEP's marketing strategy was successful at recruiting 891 households to participate in the EnerGuide for Houses home energy evaluations programme during the first twelve months of the project. While REEP's local marketing strategy was being implemented, several broad (national and provincial) marketing strategies were also taking place, which successfully encouraged 3 households to participate in the project. This paper describes REEP's marketing strategy, which included no purchased advertising, but relied on community-based events, community-based meetings, local media coverage, direct and passive marketing and referrals. Project design is also discussed. Significant partners included city councils, regional government, federal government, gas utilities, electric utilities, university and community groups. It is concluded that local community partners can play a key role in implementing national environmental initiatives.
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