The information hub for home performance contracting
All you need to know to get started – and keep going.
As a not-for-profit, BPI needs to stay lean and keep its overhead expenses tight. That sometimes means that there just aren’t enough human resources to go around. When we built www.bpi.org, the goal was to allow stakeholders to self-serve more readily than they had in the past.
Everything from current and under-development standards to certification guidelines, accreditation application forms and field guides are all available at the push of a download button. A web portal keyed into the CRM system allows certified professionals and accredited companies to manage their own information, and test-center proctors to administer written examinations. A locator tool allows homeowners and program administrators to search for credentialed service providers by city, state or zip code. An xml feed automatically sends that same information out to other partner organizations that list BPI professionals and companies in their own directories.
Combine that with lots of home performance news, information and insight, and this website is the information hub for the industry.
Get qualified. Earn more.
Drive-to-web integrated paid media campaign
Home performance, as an industry, is still in its infancy. Getting people involved and committed is key to growth. Remodelers, contractors, HVAC technicians and home inspectors can all benefit from incorporating this type of work into their business model. The trick is convincing them it’s worth their investment.
Then there are the energy incentive and weatherization assistance program managers. The ones that hold the purse strings and make the mandate decisions in their area. They need to be convinced of the benefits of specifying a skilled, certified workforce to reduce their risk.
As a not-for-profit, BPI’s paid media budget isn’t huge. Careful planning with an eye on ROI is required, as is constant measurement and reporting to make sure the campaign is achieving the desired results. The creative has to work hard, and capitalize on the information hub to be found on www.bpi.org by peaking curiosity and driving readers to the site to learn more.
So far, everything is unfolding to plan.
When even POTUS says “Insulation is sexy stuff,” you’ve got buzz
Garnering media attention for an esoteric topic
When a new industry is formed, education is the name of the game. You have to communicate the benefits, and you have to target your message to each audience who has a say in the buying decision.
That’s why media relations is a cornerstone strategy for BPI. Priority A: push the value of BPI certification and accreditation to the construction community. Priority B: push the category to the wider stakeholder audience to ensure there is work and success to be had for the direct participants in the industry.
We work to get BPI contributed articles and interviews in trade media, often penning the piece in addition. Mainstream media efforts (Priority B) paid off with fantastic results in 2010, when BPI credentials were specified in the proposed federal HOME STAR Act (aka “Cash for Caulkers”) that would have seen billions of dollars invested in improving the energy efficiency of America’s existing housing stock at a time when unemployment in the construction industry was a staggering 25%. When USA Today and BusinessWeek are calling you, you know your little brand that could is on the map.
Getting the word out
BPI attends dozens of industry events – large and small – each year, both as exhibitor and expert presenter. That’s why we developed a suite of collateral material for them to take on the road.
First off, a tradeshow booth designed to garner attention without breaking the bank. Flexibility of messaging was important too, so we chose hardware that allows us to swap out different panels and really target each show’s audience.
Next up, clean and professional templates to make the experts’ presentations stand out in a sea of bland PowerPoint® slides.
At the booth, stakeholder testimonial videos playing on a screen entice visitors to enter, and a series of targeted information sheets answer questions on everything from benefits for program administrators to the difference between personnel certification and company accreditation, and fast-track paths for HVAC technicians.
For networking events, slick business cards help get the conversation started, and leave an impression that lasts even after the event is over and the contact has returned to their own office.