Doing outreach for the EnergyScoreCards Minnesota pilot project, our team spent a lot of time developing language and materials to share with the hundreds of owners we were inviting to participate. Making follow-up phone calls to folks who received electronic outreach, a few comments have surprised me.
One, in particular, stays with me. The company has a lot of older, master-metered buildings – perfect for getting maximum benefit from the pilot. “The pictures on the website were of new complexes, so I didn’t think the program was for us.”
I’m thankful I persisted in making follow-up calls – they did sign up. And, it’s a good reminder to me to always step back again and again, to think carefully about the image that is presented, asking, “Can all the folks we hope to reach relate?”