Targeting Partners
When developing your communications plan and materials, you should always keep your target audience in mind. Think about how to appeal to your target audience - your future partners. Consider what needs and desires motivate your target audience. What are the audience's top priorities? Think from the audience's point of view, not your own.
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Determine the top two to three drivers that motivate your target audience and make a clear connection to the benefits of Weatherization
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Show them the specific benefits of partnering with Weatherization
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Do not stun them with a flood of benefits
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Stick to the main issues and keep your message focused
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Bolster your message with appropriate facts and figures
This document presents a number of "big picture" priorities and suggests possible incentives to appeal to these areas. Be sure to carefully consider your target audience and the primary drivers for that audience. Remember: Your message should be succinct and compelling.
If Your Target Audience Prioritizes:
Energy, then you should highlight:
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Energy savings - in BTUs or dollars
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Reduction in national energy demand
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Avoided need for new power generating and distribution capacity
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Cost-benefit ratio (for energy-related savings)
Economics, then you should highlight:
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Dollars saved per household
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Jobs created in community
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Decline in export of energy dollars and corresponding multiplier effect (every $1 retained produces $3 in multiplier benefits)
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Cost-benefit ratio (for energy and non-energy savings)
Environment, then you should highlight:
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Improvement in local air quality
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Reduction of harmful air and water emissions
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Additional emissions avoided by reducing demand for new power generating capacity
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Carbon, lead, asbestos, and other environmental pollutants mitigated
Affordable Housing, then you should highlight:
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Agency's experience in local housing stock
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Increased life of housing stock
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Measures remain in house and benefit future tenants
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Reduction in homelessness and mobility
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Risk of fire damage decreased
Education, then you should highlight:
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Improved school performance when children live in warm, safe housing
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Reduction in energy burden allows parents to spend more on food, books, clothing and other necessities
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Reduction in mobility keeps children in same classes and promotes stable learning environment
Social Services, then you should highlight:
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Improvement in self-sufficiency, providing a hand-up not a handout
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Reduced reliance on public assistance programs
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Reduced risk of carbon monoxide poisoning and other health concerns
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Improved quality of life
Senior Citizens, then you should highlight:
A Few Ideas for Specific Partners...
Other Government Programs
Weatherization's established, well-trained delivery network can be a valuable asset for other programs. Weatherization technicians have experience in low-income housing stock, are highly technical, and are familiar with the community they serve. Weatherization crews can deliver services for other programs while they are already in the homes and/or meeting with the clients. This can provide substantial cost-savings for other programs and streamline delivery mechanisms. A wide range of agencies and programs may benefit from this partnership. Examples of some federal agencies include the following:
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Department of Housing and Urban Development - Many Weatherization agencies have proven success in partnering with HUD for rehab and other work
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Department of Health and Human Services - Most agencies already interact with HHS to deliver LIHEAP
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Federal Emergency Management Agency - Pilot programs underway to deliver risk identification and mitigation services during weatherization
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Environmental Protection Agency - Weatherization benefits environment through reduced emissions, waste, etc.
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Center for Disease Control and Prevention - Crews can deliver lead paint mitigation services or assist with testing protocols for other health hazards
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Department of Defense - Crews can deliver energy-efficiency services for military family housing
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Department of Labor - Agency can provide job training and technical skills in low-income communities
Utilities
Utility companies can realize direct energy savings and cost savings through the promotion of energy efficiency. Weatherization reduces arrearages and avoids costs associated with cut-offs. Partnering with Weatherization can provide positive, community-oriented press for the utility.
Local Businesses
Weatherization crews can deliver energy-efficiency measures for small businesses and may provide operation and maintenance support for multi-family buildings. Partnering with Weatherization can provide positive, community-oriented press and improve public perception for private companies.
More information: