Capabilities

Our Management Team

Market Development Group develops strategic marketing communications campaigns that incorporate various types of tactical materials to support program providers as they address the specific and shared goals of these audiences:

• Stakeholders – program managers, utilities, government officials, community/economic development advocates and other key decision-makers and influrencers

• Channel Partners- trade allies that also serve the residential, commercial and specialized industrial customer markets that program providers are trying to reach and influence. These partners may including HVAC contractors, plumbers, builders/developers, retailers, landlords, community non-profit organizations, etc.

• Energy End-Users- customers who pay their utility bill directly and make energy-related decisions for themselves as well as those who use energy that is purchased by others (such as renters, college dorm residents, office workers, etc.)

Types of marketing communications deliverables may include:

• Business Cases – creating the cost-benefit justification for program development to include provider/channel/customer value calculators, tracking criteria and evaluation metrics.  Examples include: Light Bulb Fundraiser.

• Best Practices and Literature Reviews – compendium of relevant and salient points from conference proceeding scans, Internet searches and personal interviews with market leaders to document past program efforts by others and lessons learned.  Examples include: Light Bulb Fundraiser and Home Energy Makeover Contest.

• Program Implementation Handbooks - step-by-step guide that may include templates customizable marketing materials (i.e. bill inserts, point-of-purchase displays, web pages) as well as internal administration forms designed to facilitate program tracking and evaluation; standards, participation requirements, program “rules,” case study testimonials and “best practices.”  Examples include: Light Bulb Fundraiser.

• Marketing Communications Campaign Planning and Execution.  Articulate and document the multiple tactical steps and interactions with milestones and timelines for overarching strategic activities aimed at numerous audiences through various channels and mediums. Examples include: Maine Home Performance.

• Web sites and web applications/tools.  Outline site map and create static content as well as dynamic interactions.  Examples include: www.homeenergymakeover.org, www.lightbuldfundraiser.org, www.mainehomeperformance.org, www.marketdevelop.com

• Newsletters, Direct Mailers and Email Broadcasts.  Draft and publish traditional print and email campaigns and periodicals that incorporate relevant communicaty/industry news with information that showcases your program and strategic allies to increase the credibility, immediacy and readability of your message.    Examples include AESP Strategies and Market Developments newsletters.

• Printed Materials.  Create point-of-purchase flyers, mailers, brochures and newspaper inserts to promote program as well as internal administrative forms and agreements. Examples include: DMEA Home Energy Guide, Home Energy Makeover and Light Bulb Fundraiser  

• Broadcast materials.  Create and produce audio and visual scripts and programs for paid and public service radio, television, point-of-purchase and web mediums.  Examples include Maine “Whole House”  television program and Intermountain Energy geo heat pump commercials.

• Specialty items.  Create and produce items that communicate your message in ways that your audiences will find novel as well as useful.  Examples include: coasters for Market Development Group

• Stakeholder and Trade Ally Databases.  Research and document full contact information of key audiences.  Examples include:  “Colorado Geothermal Stakeholders Database for Colorado State Energy Office.

• Media Relations.  Identify and outreach to key media “gatekeepers;” draft news releases, media advisories, feature articles and editorials; coordinate distribute with program partners; and publish regionally or nationally through recognized news bureaus.  Examples include: Maine Home Performance with ENERGY STAR program at www.mainehomeperformance.org .

• Presentations and Speeches - Outline and produce Powerpoint presentations for use by program staff and stakeholders. 

• Workshops - sessions from ½ day to multi-day with online registrations, handout binders and online proceedings.  Examples include:

  • “Marketing Home Performance with ENERGY STAR” workshop for home improvement contractors

  • “Home Energy Savings” for home owners

  • Intro to DSM” for energy services professionals

• Event Participation -  Plan, negotiate and implement all aspect of your event participation (i.e. community fairs, home shows, industry shows, etc)  to include sponsorship and exhibit benefit negotiation, exhibit display design and building, group registrations, pre- and post-event promotion to attendees, on-site set-up and tear down, organization of customer dinners and other hospitality functions, cross-promotions with trade allies, media relations, etc.  All you do is show up and accept the accolades for your professionally managed participation that maximizes your marketing opportunities.

• Teleconference/Webinars – Conceptualize, organize and facilitate “distance learning” with low-tech (conference call) and high-tech (Webex) alternatives.  We have the capability to produce your webinar ourselves under your brand name or our own, to include the handling of online registrations with or without credit card payments.  Examples include Western Area Power Administration's  “Intro to Demand Response” at www.wapa.gov/es.

Our Management Team

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