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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:[email protected]:412-268-7145

ContributorsFloreMarion,CarnegieMellonUniversity

SashaKerbel,CarnegieMellonUniversity

BokyungJun,CarnegieMellonUniversity


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


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


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


▪ 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


▪ 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


• 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


− 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


Appendix

• Email


• PowerPointPresentation

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