Case Study: Community-Based Social Marketing in Fort Collins

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This Better Buildings Residential Network case study profiles the City of Fort Collins, Colorado. This Residential Network member doubled enrollment rates in its program, converted 44% of energy assessments to upgrades, and saved homeowners 50% more energy per project by using a community-based social marketing (CBSM) program approach. Using CBSM concepts, such as reducing barriers that lead to inaction and increasing the benefits of action, Fort Collins launched a pilot that streamlined the energy efficiency upgrade process, targeted neighborhoods with a high potential for energy savings, and created a marketing campaign tailored to the community.

Fort Collins incorporated CBSM into the planning and implementation process to increase participation rates, strengthen ties with the community, and expand understanding for and support of residential energy efficiency. This case study was developed to complement the Community Based Social Marketing Toolkit. The Toolkit provides an overview of the Fort Collins program, as well as lessons learned and best practices to equip the reader to strengthen their programs and initiatives through the application of CBSM concepts to increase the number of homes that are energy efficient.