wap communication basics
TRANSCRIPT
NASCSP Winter Conference| February 2019
Eric Behna, Policy & Communications Manager, NASCSP
WAP Communication Basics
Who are the key audiences?
Three Key Audiences of WAP Communication
1. Leaders/decision makers at federal, state, & local levels
2. Partner organizations that can support and strengthen your efforts
3. Public/potential clients in need of Weatherization
Message often depends on audience…
Messaging
Mission Statement of the Weatherization Assistance Program (WAP)
“To reduce energy costs for low-income families, particularly for the elderly, people with disabilities, and children, by improving the energy efficiency of their homes while ensuring their health and safety.”
Messaging- Jobs and Small Businesses WAP supports jobs in very same communities it is weatherizing
Training & Workforce development
National evaluation- 8,500 jobs supported Thousands more across supply chain e.g. manufacturers, distributors,
tech companies, etc.
Local contractor businesses able to take on more employees
How many workers employed in WAP at your local agency? Statewide?
$82.4 billion is lost annually due to unhealthy and inefficient housing—3% of total U.S. healthcare costs. (GHHI)
Every dollar invested in weatherization returns over $4 to society in energy, health, and safety benefits
Residents of weatherized units reported fewer asthma symptoms, colds, and headaches as well as fewer hospitalizations and doctor visits.
Children in households that received weatherization services missed fewer days of school
WAP National Evaluation
Messaging- Health & Safety
Health Benefits
Congresswoman $ Savings to healthcare system
Philanthropic Foundation
WAP Outcomes match
organization’s goals
Potential Client
Child with Asthma
breath easier
Climate?
Newer Messages- Resiliency
Resiliency, emergency preparedness, grid security Think natural disasters, hurricanes,
Puerto Rico, etc.
Weatherized home fare better in a disaster Puts less stress on the grid during
times of peak demand e.g. disaster, extreme cold/heat
Resiliency
CongresswomanEnhanced
reliability of power grid
Utility Company
Less peak demand during severe weather
Potential Client
Safety during extreme weather
Newer Messages- Infrastructure
Infrastructure is and will continue to be hot topic
Infrastructure not just bridges and roads
Residential Energy Efficiency = Modernizing Residential Infrastructure
Median age of owner-occupied homes is 37 years old
Approximately 2/3 of owner-occupied homes in the U.S. were built before 1980, with 40% built before 1970.
Homes constructed after 2000 account for just 17% of the owner-occupied homes.
HUD American Housing Survey (2013)
Affordable Housing Crisis
Not enough supply
Weatherization another way to increase affordability
States Can Do It on Their Own
Negative: “If states want energy efficiency, they can run their own programs!”
Reframed:
WAP is a successful Federal-State-Local Partnership. Every level has role to play.
Federal support is the seed that brings additional funds to the table.
Federal investment in state energy programs is a proven investment returning over $4 in benefits for every $1 of DOE
Federal Role is Early Stage
Negative: “The Department of Energy has no business funding a deployment program. Only early stage research, development, and science.”
Reframed:
WAP has served as a critical testing ground for cutting edge technology and techniques
Tools that are now standard energy efficiency technology in the home performance industry were first developed and integrated in the field as part of the WAP
WAP stands as the foundation for the larger home performance industry, which employs thousands of contractors who complete energy efficiency retrofits across the entire residential sector
The hook…..
DATA!
How many homes weatherized by your agency or state?
Average $ savings per home in your area
Average energy units saved (e.g. percent electricity use, gallons of fuel oil, etc.
Health benefits for an average family
Examples of common measures
Demographic figure (e.g. homes with elderly, veteran, etc.)
WAP Data- About your Program
WAP National Evaluation
Information on… Energy savings Return on investment Health & safety benefits Low-income/eligible
population Deferrals Environmental benefits Jobs/Economic benefits Workforce demographics Over 20 reports Oak Ridge Lab
website
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https://weatherization.ornl.gov/wap-retrospective/
Income/Poverty data Data about age and condition of housing stock Climate or weather data Data about identified problems in the community
(e.g. asthma rates) Energy burden data
Data About Your Community
2015 Energy Information Administration Residential Energy Consumption Survey (RECS)
25.3 million homes reporting reducing or forgoing food or medicine to pay energy costs
12.8 million homes reported leaving home at unhealthy temperature
6.1 homes reported being unable to use heating equipment & 6.9 million unable to use cooling equipment
Energy Burden Data
Home Energy Affordability Gap Project
http://www.homeenergyaffordabilitygap.com/index.html
State, county, & district fact sheets
Low-Income Energy Affordability Data (LEAD)
• Hundreds of data sets• City level data• https://openei.org/doe-
opendata/dataset/celica-data
Powerful storytelling use Easy to include on social media, in
newsletters/emails, infographics, on fliers
Gives the essentials fast and makes a big impact
What reports/data do you already have that you can showcase in a new way?
FREE- Venngage, Canva, and Piktochart
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Benefits of DATA
www.nascsp.org
National Association for State Community Services Programs
Winter Training ConferenceFebruary 13-15, 2019
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GETTING THE WORD OUTWAP MARKETING AND
OUTREACH STRATERGIES
Beverly Terry | PTRC Housing Services | [email protected]
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Winter Training ConferenceFebruary 13-15, 2019
Marketing is Building Relationships
• BE AUTHENTICBe who you are and accept others as they are
• DEVELOP MUTUAL RAPPORTBe patient, selective and watch people
• I’VE GOT YOUR BACKLet people know you have they back as away of showing loyalty to them
• OFFER SOMETHING BEFORE ASKING FOR SOMETHINGGo to events they are hosting, offer help
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Winter Training ConferenceFebruary 13-15, 2019
TRUST
Trust is the one ingredient that buildsSTRONG,
LONG,LASTING RELATIONSHIPS.
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Winter Training ConferenceFebruary 13-15, 2019
COLD CALLS
1. DEFINE YOUR LIST
2. RESEARCH
3. START IT RIGHT
4. AVOID DISTRACTIONS WHILE MAKING CALLS
5. COPE WITH THE FEAR OF REJECTION
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Winter Training ConferenceFebruary 13-15, 2019
ESTABLISHING PARTNERSHIPS
• Everyone is important- opportunities can come from anywhere
• Lay the Foundation Early- express your intention
• Meet Face to Face- gives a feel for the organization
• Stay active- keep in touch
• Provide unique value- make sure you bring something to the tab
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Winter Training ConferenceFebruary 13-15, 2019
COMMUNITY OUTREACH