2. Energy Upgrade California Goals Complete 130,000 retrofits! Build awareness of Whole House Approach Increase demand for residential energy upgrades Create a sustained market and jobs Change long-term behavior

3. Energy Upgrade California Program Administered by California Energy Commission Partnership with California Public Utilities Commission Major funding from American Recovery and Reinvestment Act

6. Have changed household behavior to reduce energy usage in the last few years Total Yes 91%

7. Have made energy efficiency upgrades/improvements in the last few years Total Yes 66%

8. Energy upgrades/improvements most needed (Grouped responses, multiple responses accepted) (Ranked by most frequently reported) 10. What upgrades or improvements do you think are most needed in your home to make it more energy efficient? Insulation New windows/doors Solar panels Weatherizing windows/caulking/weather stripping/fixing leaking windows and doors New air conditioning or heating New appliances New water heater/tankless water heater Landscaping improvements/drought resistant plants/irrigation improvements New toilets/low-flow toilets

9. Seen/heard/read anything about programs for upgrading or remodeling homes to make them greener/more energy efficient Total Yes 70%

10. Initial likeliness to consider taking part in program Total Not Likely 47% Total Likely 52% Let me tell you about a program Los Angeles County is considering to make it easier to make energy efficiency upgrades to your home. Homeowners that make home improvements or upgrades that reduce their energy consumption by 20% or more would be eligible for federal tax credits and federal and county rebates. The program offers a financing plan for those who cannot afford to pay for needed improvements at this time.

13. Key Target Markets (continued) Homes built before 1940 (expanded to before 1978) Have made some energy upgrades already Transitioning (buying a house or increasing family size)

23. About half of homeowners react positively to Contractor Information For upgrades other than insulation and window and door weatherizing, the program would require homeowners to get an energy efficiency assessment by a certified contractor to determine if the home improvements they have in mind would result in at least a 20% reduction in energy consumption. The contractor who performs the home energy efficiency assessment could be independent from the contractor who does the work on your home. The home energy efficiency assessment would be far more comprehensive than those provided by utility companies, would last three to four hours and use state-of-the-art tools and computer modeling. The homeowner can choose to get multiple estimates for the work. While some contractors may give free assessments, others may charge a fee or apply the cost of the assessment toward their work. The homeowner has the freedom to negotiate this directly with the contractor.

24. Messengers Building Contractors Neighbors and other homeowners Architects/design professionals Gas and electric utilities Environmental organizations Home improvement store staff

28. Statewide: Brand

29. Statewide: Website

30. Statewide: Website

31. Regional: Website

32. Statewide: Templates

33. Statewide: Templates

34. Regional: Co-Branding

35. Regional: Contractor Marketing Kits

36. 1. Replace on Burnout Contractor Marketing Kit, Retail Partners 2. Life-Stage Changes + Ads in Online Media for Families 3. Purchase + City/Utility Welcome Kits, Realtor Marketing Kits 4. Complaints + Utility Online, Direct mail + Architects, Ads in Media for Remodels 5. Home Remodel Trigger-Event Marketing