Partnering for Program Success with Marketing Agencies and Research Firms

Thursday, May 3, 2012, 11:00am-12:30pm Pacific (2:00-3:30pm Eastern)

Learn how utility and government program managers are collaborating with marketing account executives to better understand and motivate homeowners to take action. Explore straightforward information about partnering strategies and tactics from leading marketing agencies.

    This webinar will offer candid insights on:

  • Program messaging best practices based on in-depth homeowner and market studies conducted in New York, Nevada and nationwide
  • Utilizing your own research findings when designing your program's next messaging campaign
  • Fundamental messages for motivating and dissuading homeowners
  • How to equip contractors with the right marketing tools that increase sales and complete jobs
  • Targeting particular demographics through distinctive messaging

Who should attend: Energy and water utility and state/local government staff who design and implement programs that encourage homeowners to make energy/water efficiency and renewable energy improvements.

Gift Bag: Registrants receive free access to archived presentations from the Utility Energy Forum and New York Contractor Exchange. The 32nd Utility Energy Forum will be presented from May 9-11 in Tahoe City, California. The New York Contractor Exchange will be presented on May 15-16 in Buffalo and May 17-18 in Long Island.

No need to travel! Learn at your computer! As easy as a conference call! Your EGIA Leadership Academy Web Exchange registration includes one phone line (or Voice-Over-Internet) connection plus a web link to the presentations. You are welcome to use the phone connection on a speaker phone and project the Web Exchange in a conference room so an unlimited number of your associates may participate. After the event, you will receive a link to the archived Web Exchange with unlimited access to presentation slides with an audio recording of the presenters and question-and-answer discussion.

Can't participate on this date/time? No problem, register anyway, participate live with those from your organization who can make it, and you will receive a video/audio recording link afterward to view and share with others in your organization.

If you have any registration questions contact:

EGIA Registration Support
(866) 502-2021



Suzanne Shelton, CEO, Shelton Group

Shelton Group

Suzanne SheltonSuzanne's personal motivation transformed Shelton Group from a one-woman start-up to a nationally known creative agency, and today she is one of the most sought-after speakers in the world of sustainability and energy efficiency marketing. She will share insights from her firm's quarterly polling of Americans, and a quick primer on the key principals of behavioral science that utilities and government can leverage, and specific examples of campaigns that have created results.

Sue Kochan, CEO, Brand | Cool Marketing, Inc.

Brand | Cool Marketing, Inc.

Sue KochanSue Kochan is the founder and CEO of Brand | Cool Marketing Inc., a Rochester New York branding agency. In addition to being an incurable entrepreneur, she's a 20-year veteran of communications, skilled in helping organizations recognize, define and manage brands to support sustained business growth. Her deep interests in energy efficiency, sustainability, healthcare and wellness have shaped her career and the agency's client roster. Brand | Cool works with New York State Research and Development Authority (NYSERDA) to identify successful tactics and case studies in the New York market.

Bill Marion, Purdue Marion & Associates

Purdue Marion & Associates

Bill MarionAs a former university instructor in English and history, Bill knows how to leverage the power of language to move popular opinions like nobody else in the business. As a managing partner of Purdue Marion & Associates since 2001, he provides comprehensive account management oversight along with strategic communications planning and implementation for a wide variety of clients and businesses. From 1989 to 1992, Bill worked for U.S. Senator Harry Reid as the director of his state office in Las Vegas and, from 1993 to 1998, he was special assistant to Senator Reid in Washington, D.C. He has served as an advisor to numerous political campaigns, and in recognition for his continued work in public relations and government affairs, In Business Las Vegas recognized Bill Marion as a "Person of Influence" in 2008

Moderator: Ed Thomas

This event has passed and registration is now closed.
To access a recording of this event, contact:

EGIA Registration Support
(866) 502-2021

Registration Fees:

  • FREE registration for Utility & Government Employees
  • $195 regular registration for all others

You MUST register in advance to receive dial-in information and web access to the presentations.

Registration includes unlimited access for anyone in your organization to presentation slides with an audio/video recording of the presenters and question-and-answer discussion. Full contact information for all presenters is provided so you may contact them directly to ask your own questions.



This Event is hosted by:

Utility Energy ForumUtility Energy Forum
Come explore how utilities throughout California, Nevada, and the Pacific Northwest are examining policy options, technologies and energy strategies to engage customers and address global climate change issues.

New York Contractor Exchange New York Contractor Exchange
The goal of the New York Contractor Exchange is to help contractors grow their business in the emerging home performance and clean energy markets. The Exchange will also highlight the opportunities available through the Home Performance with ENERGY STAR® program.

Leadership Academy is brought to you by:

The Electric & Gas Industries Association (EGIA) is a non-profit organization that serves over 3,000 installation contractors, regional distributors, product manufacturers and other trade allies delivering energy efficiency and renewable energy solutions to millions of homes and businesses. EGIA also delivers services on behalf of electric, gas, water utilities and municipalities, including financing, rebate program administration and rebate processing; contractor network management, training and certification; and sales channel development and support. EGIA has facilitated the financing of over 80,000 residential and business projects valued in excess of $1 billion, and has administered over $450 million in rebate payments.

Promotional consideration provided by:

The Building Performance Institute, Inc. (BPI) is a recognized global leader, supporting the development of a highly professional building performance industry through individual and organizational credentialing and a rigorous quality assurance program. BPI works with building performance industry stakeholders to ensure that the professional bar for excellence in building performance contracting is established and maintained by creating and regularly updating technical requirements through an open, transparent, consensus-based development process.

Home Performance Resource Center The Home Performance Resource Center is a national not-for-profit organization formed to conduct research and education concerning the field of home energy performance. The Resource Center conducts research and documents home performance-related issues for government policy makers, residential energy efficiency program managers and industry stakeholders to promote job creation, economic recovery, lower household energy bills and deep reductions in residential carbon emissions through improved home energy efficiency.

State and Local Energy Report Launched in August 2008, State & Local Energy Report is a quarterly magazine designed to share successes and spur dialogue among all levels of government and key stakeholders on issues of energy efficiency, policy, technology, and economics.  Our sponsoring organizations include the National Association of State Energy Officials (NASEO), the National Association of Regulatory Utility Commissioners (NARUC), the National Energy Assistance Directors’ Association (NEADA) the National Association for State Community Services Programs (NASCSP) and the Energy Programs Consortium (EPC).

About Leadership Academy

Through direct engagement, webinars, presentations, workshops and network exchange's, Leadership Academy challenges organizations to commit to implement sustainable business practices, and encourage the firm owner's and management staff to actively participate in their, and the company's, long-term growth while integrating utility and government programs into successful business models.

The EGIA Leadership Academy helps attract and inspire those organizations seeking to grow their business to capitalize on numerous federal, state and utility initiatives aimed at encouraging home and business owners to install comprehensive energy efficiency and renewable energy related measures.