Marketing for Hard to Reach Customers Sample Clauses

Marketing for Hard to Reach Customers. CLF supports the inclusion of new marketing strategies, recognizing that reaching underserved households may require more resources than past efforts. The PAs have designed enhanced marketing strategies aimed at “reach[ing] more difficult to reach customers[,]” building on prior evaluations and successful campaigns that indicate need for more frequent and different types of engagement before customers choose to participate. Ex. 1 at 126; Ex. DPU- Comm 4-4. The PAs have made clear that “increased saturation” also comes with additional costs, possibly requiring a move from the cheapest to more costly strategies within the bounds of cost effectiveness if the latter prove “more likely to engage customers as new program participants.” Ex. DPU-Comm 4-4. Examples of marketing being tested this evaluation cycle that could help access hard to reach customers include out of home marketing such as “traditional, interactive, and mass transit billboards,” data-driven marketing targeted to “unique or specific communities,” and “custom marketing messages developed for languages other than English” and placed in new channels, as well as development of materials that “describe the benefits of energy efficiency without excess jargon or overly technical language.” Ex. 1 at 126; Ex. DPU-Comm 4-4. These new strategies aimed at underserved households reflect an understanding of the need for marketing more tailored to the breadth of the Commonwealth’s diversity. While such campaigns might prove more costly than past efforts, the investment is necessary to overcome longstanding barriers to participation and access to energy efficiency resources if efforts are based in best practices and responsive to ongoing evaluation.
Sample 1
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