ENERGY STAR Version 3...
Transcript of ENERGY STAR Version 3...
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ENERGY STAR Version 3 Overview
NCEEAFebruary 22, 2012
Presented by Amber W. Stewart, ICF International
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Outline
• Introduction• ENERGY STAR in NC• Marketing Tools and Messaging• Why Market and How?• Discussion
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Introduction
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The ENERGY STAR brand promise
• Cost-effective• Meaningful improvement in efficiency• Equal or better performance
CFL Quality
Lifetime
Reliability
Starting time
Color
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Why a New Spec?
• As new national and regional energy codes were rapidly increasing, EPA recognized that new guidelines were needed to ensure that ENERGY STAR qualified homes continued to represent a meaningful improvement in energy efficiency over homes built to code and standard building practices.
• EPA also felt that augmenting the guidelines with cost-effective energy efficiency technologies and building science practices will help improve:– Home efficiency– Durability, and– Indoor air quality of ENERGY STAR qualified homes.
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Number of ENERGY STAR Qualified Homes
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Market Share of ENERGY STAR Qualified Homes
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The Basics
If you want your homes to be:
Affordable Comfortable Durable
Building science says to have a:
Complete Thermal
Enclosure System
Complete HVAC System
Complete Water
Management System
1 2 3
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Version 3
Core Efficiency MeasuresGuarantees that
efficiency measures areincluded in every qualified home.
Mandatory Inspection Checklists
Sets standards for details that have a critical impact
on efficiency, comfort, quality, and durability.
Builders can choose either one of the two compliance paths to meet the core efficiency measures and mandatory inspection checklists: the Prescriptive Path or the Performance Path.
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Thermal Enclosure System Checklist
• Less than two pages, verified by the Rater.
• Features– High-quality insulation installation.– High-performance windows & doors.– Tightly sealed home.– Reduced thermal bridging in walls.
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HVAC System QI Checklists
• Two checklists, each just two pages.• One verified by Rater, one verified by the HVAC
designer and contractor during their work.• HVAC contractor must be credentialed.
• Features– A right-sized and properly installed heating, cooling,
and duct system.– A ventilation system that meets the industry standard.– Reduced safety and air quality risks from combustion
appliances.
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Water Management System Checklist
• One page verified by the builder during construction.
• Features– Water-managed roof, walls, foundation, site, and building
materials.
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Why 4 Inspection Checklists?
• Sets standards for often-overlooked details that have a critical impact on efficiency, comfort, quality, & durability.
• Reflects 15 years of experience from EPA, researchers, industry, and thousands of partners like you.
How do they improve homes?
• Ensure consistent delivery from design to installation.– Satisfy homebuyer expectations– Maximize value of investments
• Avoid and catch oversights– Continuous improvement– Plan, do, check, act
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Version 3: Added Value
• Value for builders– Better quality and process control– Reduced liability from building failures– Improved control over product quality – Improved customer satisfaction– Reduced risk from complaints
• Value for homeowners– Lower utility bills– Better comfort, durability, and quality– A more livable home
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Update on ENERGY STAR in North Carolina
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The numbers…
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How many homes?
0
2000
4000
6000
8000
10000
12000
ENERGY STAR Qualified Homes Built in North Carolina
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Where are they?
9069
6277
4075
3849
3063
1916
1664
1507
1215
721 713309 296 143
67 Raleigh-Cary, NC
Charlotte-Gastonia-Rock Hill, NC-SC
Fayetteville, NC
Other
Durham, NC
Jacksonville, NC
Asheville, NC
Wilmington, NC
Greensboro-High Point, NC
Winston-Salem, NC
Burlington, NC
Hickory-Lenoir-Morganton, NC
Greenville, NC
Rocky Mount, NC
Goldsboro, NC
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Marketing Tools and Messaging
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Market Research
• Market research shows that:
– Despite the fragile housing market, consumers still have a strong emotional desire to own a home.
– Americans have an increasing interest in purchasing “green” products.
– Americans have a greater interest in energy-efficient homes than “green” homes.
Sources: NAHB June 2011, Pacific Northwest 2011
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Marketing Opportunity
• Builders have an opportunity to appeal to both the emotional desire while presenting a rational argument for energy efficiency.
• By offering even better energy savings, ENERGY STAR helps bridge the gap between what consumers want and what they can afford.
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New Consumer Messaging Platform
• Marketing Objective– Aspirational and Emotional Appeal
• Tie into the homeownership desire for performance, durability, and comfort with an emotional hook
– Rational Appeal• Make a rational case for energy efficiency that builds on
building science, quality assurance, third party verification
– Leverage the ENERGY STAR Brand• Develop a look and feel that falls within the guidelines
of the ENERGY STAR brand
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New Consumer Messaging Platform
• Hook: Better is better.– An ENERGY STAR qualified home is always
built better and built to last because the best, tried-and-true, integrated construction practices are used from the ground up.
• Four Pillars1. Peace of Mind2. Enduring Quality3. Wall-to-Wall Comfort4. Proven Value
These are the focus of the new Consumer Brochure.
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New Consumer Brochure
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New Consumer Outreach Materials
• Factsheets– Thermal Enclosure– Water Management– Heating and Cooling– Lighting and Appliances– Independent Testing and
Verification
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New Consumer Materials Under Development for 2012
• Consumer Web Pages• Consumer Video • Online House Illustration
– Draft Concept
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20th Anniversary Marks
May be used on promotional materials that celebrate an organization’s commitment to and partnership with the ENERGY STAR program, including:
BrochuresWebsiteAdvertisementsPromotional materials
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New Partner Web page
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Why Market and How?
Differentiation
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• Real energy efficiency
• Quality• Trustworthiness• Environmental
leadership
=
Associate Yourself with a Nationally Recognized Brand
By the end of 2010, 80% of U.S. households recognized the ENERGY STAR label.
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Reiterate New Marketing Messages
1. Peace of Mind2. Enduring Quality3. Wall-to-Wall Comfort4. Proven Value
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Overcome consumer confusion
• Aren’t all new homes energy efficient?• What’s an ENERGY STAR qualified
home?• Who’s really green?• What does green mean?• ENERGY STAR builders just offer
ENERGY STAR appliances, right?
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Talk about ENERGY STAR
• 0 discussion = 0 benefit to you• Train salespeople and make them accountable• Connect with other key players in your market
– Appraisers– Lenders– Real Estate Agents– Local government officials– Media– Etc.
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Marketing best practices
• To get the most out of your partnership, we recommend integrating ENERGY STAR into your full marketing campaign including:
– Website and social media– Advertisements– Point-of-sale materials– Promotional materials
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Two-step process
1. Display the ENERGY STAR logo
(be sure to follow the Brand Identity Guidelines!)
AND
2. Explain ENERGY STAR’s value to homebuyers.
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In Summary
• NC is a leader in energy efficiency. Keep up the good work!
• EPA has created new marketing messaging and tools to help you sell and market ENERGY STAR qualified homes.
• EPA is always looking for feedback so please let us know how the new messaging and tools are working for you!
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Discussion
ENERGY STAR for New Homes Main: www.energystar.gov/newhomespartnersTechnical: www.energystar.gov/newhomesguidelines
Email: [email protected]
Now on Twitter and Facebook!
@energystarhomes
facebook.com/energystar
Amber StewartAccount ManagerENERGY STAR for New Homes ProgramICF [email protected]