Our Approach Community-Based Social Marketing

At the core of our program approach are the tactics of community-based social marketing (CBSM), with a focus on overcoming the barriers that limit the reach of traditional awareness campaigns. Community-based social marketing acknowledges the necessity of speaking to the interests, concerns and motivations of the individual as a member of a community, and of using community networks to drive demand for program services. Our turn-key program brings these tactics to life, generates measurable energy savings, and drives results in funder programs.

From Doorstep to Savings: Driving Program Participation

One Change uses free simple tools, such as a low flow shower head or CFL, to engage targeted customers on their doorsteps and introduce our sponsor’s efficiency and conservation programs. Through our developed and tested process, we are able to drive results in energy savings and program participation in four easy steps:

• A moment of reciprocity: All One Change programs rely on the concept of reciprocity to generate successful person-to-person interaction. By introducing a free simple tool early in the conversation, our volunteers are creating a moment of exchange – the customer has received a free item on behalf of the sponsor and is encouraged to reciprocate by installing said product.
• Introducing a trusted source of information: One Change works with existing community leaders and neighbors to deliver our funder programs and messaging. When delivered to the home by this trusted source of information, the simple tool will act as a catalyst that creates a moment of reciprocity, and a conversation starter that enables the volunteer, community leader, or staff member to discuss other program incentives and messages.
• Targeting the correct audience: Using our exclusive targeting and data mapping system we identify communities that match target segments based on census data. At the doorstep, volunteers and field representatives convey a script designed specifically for the targeted segment and will record customer interactions to verify that deliveries have been made.
• Driving results in related programs: While distributing a free simple tool, our volunteers and staff become energy ambassadors and can introduce related efficiency and conservation programs (such as home energy audits or low income exchanges) in this personal engagement.

Our approach stimulates behavior change, promotes the sponsor messages, cost-effectively distributes products, and educates customers through programming uniquely designed to meet our sponsor’s needs.