Post on 17-Jan-2022
REPORT
FundedbyU.S.DOE CBEIREPORT
Title:MarketingEngagementPlanforCertificateofProficiencyinBenchmarking
ReportDate:April29,2016
ReportAuthor:EricaCochran-Hameen,FloreMarion,SashaKerbel,BokyungJun
REPORT
FundedbyU.S.DOE CBEIREPORT 1|P a g e
ReportAbstractProjectobjectives.
TheCBEI’smarketingengagementplanfortheCertificateofProficiencyinBenchmarkingProgram
largelyconsistedofpersonaloutreachandsocialmediaoutreach.Thepersonaloutreachwasconducted
viamultipleandsimultaneousmediamethodsincludinginpersonmeetings,email,conferencecalls,and
webinarmeetings.EachmeetingincludedabriefintroductionofCertificateofProficiencyin
BenchmarkingProgramandotherusefulonlinesourcesforthefurtherinformation.Formoreactive
communicationwithpotentialstakeholders,aPowerPointpresentationandasurveywerecreatedand
embeddedintheemail.SocialMediaoutreachwasstartedwithcreatingaFacebookpageforthe
CertificateofProficiencyinBenchmarkingProgram.FortheextentofSocialMediaoutreach,theexisting
EnergyStarrelatedwebpagesineachlocalgovernment,publicschools,andcommunitiescouldbe
utilizedasameansofPublicRelations.TheintroductionoftheCertificateofProficiencyin
BenchmarkingProgramwasrequestedtobepostedinthosepages.Thekeypotentialstakeholders
includedbusinesses,governments,communities,andindividualslocatedinPittsburgh,PAandthe
WashingtonDCarea.
ContactInformationforleadresearcherName:EricaCochran-Hameen,PhDInstitution:CarnegieMellonUniversityEmailaddress:ericac@andrew.cmu.eduPhonenumber:412-268-7145
ContributorsFloreMarion,CarnegieMellonUniversity
SashaKerbel,CarnegieMellonUniversity
BokyungJun,CarnegieMellonUniversity
FundedbyU.S.DOE CBEIREPORT 2|P a g e
The CBEI’s marketing engagement plan for the Certificate of Proficiency in Benchmarking
Program largely consisted of personal outreach and social media outreach.
Personal Outreach
One key method for personal outreach was email. The intent of email was to reach out to
potential stakeholders on a personal level, and appeal to their desire to be proactive in energy
efficiency. Therefore, the email described the Certificate of Proficiency in Benchmarking
Program briefly – the importance and the usefulness, and offering to meet to introduce the
Certificate of Proficiency in Benchmarking Program further. The email also included important
links to useful resources below:
• EPA’s Energy Star webpage
• Registration page for Certificate of Proficiency in Benchmarking Program
• PowerPoint presentation to introduce the Certificate of Proficiency in Benchmarking
• Survey to collect users’ feedback
• Facebook page for Certificate of Proficiency in Benchmarking Program
A PowerPoint presentation and a survey were developed by our team at CBEI team for the more
active communication with potential stakeholders. A PowerPoint presentation introduces Energy
Star Portfolio Manager and Energy Star Certification to convince stakeholders why people have
to learn the Certificate of Proficiency in Benchmarking. This presentation also includes the
instructions on the online registration and credential exam. A short survey is designed to gauge
the familiarity of Energy Star Portfolio Manager and Energy Star Certification. In addition, it
helps to collect users’ feedback on how successful and easy to use the Certificate of Proficiency
in Benchmarking Program is.
Social Media Outreach
Social Media outreach has the ability to draw general audiences to the Certificate of Proficiency
in Benchmarking Program to a wide array of audiences, stakeholders, and potential users. A
Facebook page for the Certificate of Proficiency in Benchmarking Program was created. There
has been regularly posted articles related to energy efficiency that would be of interested to the
FundedbyU.S.DOE CBEIREPORT 3|P a g e
general public, aiming to use a familiar and friendly tone. The examples of best practice on
managing projects with Energy Star Portfolio Manager were also introduced to show the real
benefits. This Facebook link was embedded in the email which was sent to potential stake
holders.
Other solution for the extent of outreach plan was the effective use of existing Energy Star
related webpages as a means of PR. There are already existing webpages regarding Energy Star
and Energy Star Certification in each local governments, public schools, communities, and so on.
The introduction of the Certificate of Proficiency in Benchmarking Program was requested to be
posted in those pages. This concludes the extent of our outreach plan.
Contact Potential Stakeholders
The stakeholders included businesses and individuals within our network that we could reach out
to on a personal level and introduce the Certificate program.
• Architects, Developers, and Contractors
• Federal Agencies
• Local Governments and Schools
• Better Building Corporate Alliance Partners
• Energy star Partners
• Architecture Department in Universities includes Carnegie Mellon University
FundedbyU.S.DOE CBEIREPORT 4|P a g e
Weekly schedule and progress
Week1 Feb22-Feb28 ResearchforMarketEngagementPlan
− ReviewEnergyStarPortfolioManagertoolandonlinelearningresources
− SuggestImprovementofEnergyStarPortfolioManagerandonlinelearningresources
− Draftstakeholderpresentationandmarketengagementplan− Makeacontactlistofpotentialstakeholders/partnersfor
outreach
Week2 Feb29-Mar6 DevelopMarketEngagementPlan
− PresentationtoCBPDteam− Prepareseparatepresentationsforgroupare/aren’tfamiliar
withEnergyStarPortfolioManager− PlanascheduleforOn/Off-lineoutreach− Draftbrochure/campaigncontentsforemailandsocialmedia
network− Addmorecontactlistofpotentialstakeholders/partnersfor
outreach
Week3 Mar7-Mar13 ContactStakeholders/partnersandSetupSocialNetworkAccounts
− PresentationtoCMUstudents− Contactlocalpotentialstakeholders/partners,aimtosetup
meetings:o PittsburghCouncilCityDistrict1-9
(http://pittsburghpa.gov/council/contacts)o PittsburghOfficeofSustainability:
(http://pittsburghpa.gov/innovation-performance/leadership)
o UniveristyofPittsburghCenterforEnergy▪ DanielleIlchuck:412.624.7476
o EnergyStarPartnerlistofGovernments,Schools,Businessesaimedatimprovingenergyefficiency
▪ MercyHospitalofPittsburgh▪ GiantEagleIncorporated▪ HeinzNorthAmerica▪ PPGIndustries,Inc▪ UniversityofPittsburghMedicalCenter▪ NorthgateSchoolDistrict
FundedbyU.S.DOE CBEIREPORT 5|P a g e
▪ Mt.LebanonBaptistChurch▪ Mt.LebanonBaptistChurch
− SetupFacebookandTwitteraccountsforEnergyStarPortfolioManager
− DevelopBrochure/CampaigncontentsforEmailandSocialMediaNetwork
− Draftashortsurveytocollectfeedback
Week4 Mar14–Mar20 ContinuetoContactStakeholders/partnersandPostContentsonSocialMediaNetwork
− Holdmeetingswithpotentialstakeholders/partners− Contactpotentialcorporatepartners(locallyaccessible)
o CarnegieMellonPotentialStakeholders:▪ DepartmentofArchitectureProfessors:
● OmerAkin(HeadofDept.)● Mary-LouArscott(AssociateHead)● DonaldCarter:RemakingCities
InstituteDirector● JeremyFicca(directorofdFAB)● EricaHarp(SocialMediaCoordinator)
o BetterBuildingsPartners:▪ Chipotle▪ BestBuy▪ DunkinBrands▪ Kohls▪ Macy’s▪ Wendy’s▪ Walgreens
− Postonsocialmediaaccounts− FindcontactsforofficialFacebookandTwitterpagestopost
aboutEnergyStarPortfolioManager:o DOEo EPAo EnergyStar
− Analyzeresultsfromshortsurvey
Week5 Mar21-Mar27 Continuetoholdmeetingsandpresentation,UpdateSocialMediaNetwork
− Holdmeetingswithpotentialstakeholders/partnerso PittsburghCertifiedGreenBuildings
▪ DavidL.LawrenceConventionCenter▪ PNCFirstsideCenter▪ Children'sMuseumofPittsburgh
FundedbyU.S.DOE CBEIREPORT 6|P a g e
▪ PointParkUniversityDanceComplex▪ PhippsConservatoryWelcomeCenter▪ SenatorJohnHeinzHistoryCenter▪ WYEPRadioStation▪ GreaterPittsburghFoodBank▪ CarnegieMellonUniversitySteverHouse▪ PittsburghGlassCenter
− Continuetocontactstakeholders/partners• SchuppCompanies,ViennaVA• RVA,FallsChurchVA• PNQK,LosAngelesCA• MIraeAssetGlobal,LosAngelesCA• Sintes,SilverSpring,MD
− Postupdatedcontentsonsocialmediaaccounts− Conductashortsurveyatmeeting,viafollowupemailand
socialmedianetwork
Week6 Mar28-Apr3 ContinueStakeholdersOutreachandCollectFeedback
− Continuetoholdmeetingswithpotentialstakeholders/partners
− Continuetocontactstakeholders/partners• HOK,WashingtonDC• RTKL,WashingtonDC• LeoADaly,WashingtonDC• IDRArchitect,Korea• WeberRectorCommercialRealEstate,ManassasVA
− ContactFederalAgenciesandContractors• FAA• StateDepartment• DepartmentofVeteransAffairs• LockheedMartin
− Continuetopostupdatedcontentsonsocialmediaaccounts− Continuetoconductashortsurveyandcollectfeedbacks− Suggesttoincludeashortsurveyattheendofonlinecourse
andcredentialexamtocollectfeedback
Week7 Apr4-Apr10 ContinueStakeholdersOutreachandCollectFeedback
− Continuetoholdmeetingswithpotentialstakeholders/partners
− Continuetocontactstakeholders/partners• N.E.E.D,NewYorkNY• Circumpacificus,NewYorkNY
FundedbyU.S.DOE CBEIREPORT 7|P a g e
• River,NewYorkNY• JuhyunArchitect,NewYorkNY• Architect,SanFranciscoCA• ECARDI,ShanghaiChina
− ContactInstitutions• GeorgetownUniversity,WashingtonDC• GeorgeMasonUniversity,FairfaxVA• InhaUniversity,Korea• SeoulNationalUniversity,Korea
− ContactCMUAlumni,Students,andProfessors• KristineFallonAssociates,ChicagoIL• KAIST,Korea• HongikUniversity,Korea
− Continuetopostupdatedcontentsonsocialmediaaccounts− Continuetoconductashortsurveyandcollectfeedbacks
Week8 Apr11-Apr17 ContinueStakeholdersOutreachandCollectFeedback
− Findouttheenergystarrelatedwebpagesineachcounty’swebsite,andasktopostaboutCertificateofProficiencyinBenchmarkingprogram• ArlingtonCounty• FairfaxCounty
− Continuetocontactstakeholders/partners• PassiveHouseWesternPAgroup• Haos,Korea• MCMgroup,Korea• WDGArchitecture,WashingtonDC• PeabodyArchitecture,AlexandriaVA• Praxis3,AtlantaGA
− Continuetopostupdatedcontentsonsocialmediaaccounts• Facebookposts• CreateTwitteraccounttogetattentionfromDOE,EPA,andofficialEnergyStaraccounts
− Continuetoconductashortsurveyandcollectfeedback
Week9 Apr18-Apr24 Analyzefeedbacksandcomments
− Findouttheenergystarrelatedwebpagesineachcounty’swebsite,andasktopostaboutCertificateofProficiencyinBenchmarkingprogram• ArlingtonCountyPublicSchools• FairfaxCountyPublicSchools
FundedbyU.S.DOE CBEIREPORT 8|P a g e
− Continuetocontactstakeholders/partners• KnollConstruction,AtlantaGA• SBA,WashingtonDC• ThoughtfulBalance,PittsburghPA• StudioSt.Germain,PittsburghPA• JamesConstruction,PittsburghPA• EcoCraft,PittsburghPA• AvonArchitects,PittsburghPA• NKArchitecture,PittsburghPA• SquirrelHillPassiveHouseDuplex,PittsburghPA• LosAngelesWaterandPowerDepartment,CA
− Continuetopostupdatedcontentsonsocialmediaaccounts• Facebookposts• CreateTwitteraccounttogetattentionfromDOE,EPA,
andofficialEnergyStaraccounts− Collectandanalyzeallfeedbacksandcommentsfrom
stakeholders− DrafttheresultofMarketEngagementPlan− Emailoutupdatesonprogressofengagementplan
Week10 Apr25-Apr30 SuggestFutureMarketEngagementPlan
- Continuefollowupswithanycontacts- FinalizetheoutcomeofMarketEngagementPlan- SuggesttheFutureMarketEngagementPlan