Many people groan when they see their utility bill spike after a cold February, but for some it is more than just an annoyance. Imagine if you had to under-heat your home during that cold February because you knew you wouldn’t be able to afford the utility bill. Imagine if you didn’t realize how much it would cost to heat your home to a comfortable temperature, and are now stuck with a bill larger than you can afford.
This summer was a scorcher. Heat waves repeatedly struck the Midwest and South, sparing only sections of the Northeast. All of California is still in a drought. Cities were especially hot due to their concentration of buildings and human activity, a phenomenon called the urban heat island effect. At times, it may have felt impossible to beat the heat.
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and Erin Brandt, Metropolitan Area Planning Council
In the world of energy efficiency, market segmentation and other methods of generalization are used to design programs and marketing. While every home is different, just as each person is different, energy efficiency programs often operate with limited marketing budgets and staff allocations. Within these limitations, how best can program administrators focus limited marketing resources toward homes with high energy use and likely participants?