Marketing and Outreach and Education

11. Marketing Efforts. Many of the panelists commented on the need to have a more consistent approach with respect to developing and providing marketing information on programs, appliances, and rebates. The utilities, for the most part, are viewed as the first point of contact. Manufacturers and retailers also play a role in bringing information to consumers. How can the state be more consistent in its efforts in creating a statewide approach to marketing and outreach? Are there changes needed to the relationship between the program administrator(s) and the manufacturers and retailers? Does the Flex Your Power website ( www.fypower.com) meet the demands of a statewide and consistent approach to energy efficiency marketing information? Should this website be the primary online destination for customers interested in energy reduction information?

12. Educational Outreach. Education about energy usage is often seen as a tool that helps people and businesses understand the multiple benefits of energy efficiency. This understanding in turn, helps them implement energy efficiency measures and programs irrespective of the financial considerations and rebates involved. How can the state or its program administrators increase the effectiveness and/or amount of educational outreach that is sent to customers in all sectors? What other channels can be utilized to disseminate this information (e.g. via local organizations)? What aspect of education is missing from the state's energy efficiency model? What customers are currently underserved by the state's marketing and outreach efforts (e.g. non-English speaking consumers)? Does there need to be a different balance in the kind of educational activities, such as general promotion and awareness, customer education, or more specific technical assistance?