The Impact of Public Marketing on Residential Retrofitting

Client: National Home Performance Council
Faculty: Charles Brecher, George Sweeting
Team: Angela Anthony, Apoorva Bongirwar, Clyde McGrady, Christopher Prottas, Jennifer Tavis
Year: 2012
The National Home Performance Council (NHPC) works with federal and state government agencies, utility companies, contractors, and energy efficiency advocates on projects that support Home Performance with Energy Star™ initiatives. Home performance programs often spend significant amounts of money on a variety of advertising channels with the goal of developing demand for whole house energy upgrades. However, they lack tools to assess the impact of marketing dollars on a contractor’s bottom line. The Capstone team worked with NHPC to create models that allow public programs to analyze the cost-effectiveness of marketing strategies. The public marketing and contractor models provide a foundation for assessing other public investments, which will allow NHPC to continue to support home performance programs and contractors in the development of more efficient and effective strategies to promote energy efficiency.