Because the Zero Carbon Hub’s remit does not include undertaking any direct consumer-facing activity, the Consumer Engagement workstream has focused, during 2009/10, on delivering a ‘product development focused’ marketing strategy and plan which industry, and associated organisations can use to drive up awareness and generate demand amongst consumers who are in the market to buy, or part-buy homes.

Those consumers who fall outside of this category – in particular social and also, private tenants have not been a key focus of work to date, but we will work with other organisations (within the existing and newbuild arena), so that a strategy / tactical plan is developed which ensures that these consumers receive suitably tailored advice and information not only about low and zero carbon homes, but how to live in them in the most efficient way possible.

Outlined below is the workplan from April 1 2009 – 31 October 2009:

STAGE 1

CREATING THE MARKETING PROGRAMME (MARCH 09 – APRIL 09)

This report reviews existing consumer research around low and zero carbon homes and associated technologies and identifies the gaps and opportunities for consumer engagement. It is available for download by clicking here.

STAGE 2

PART 1 -WHAT IS THE 'LOW AND ZERO CARBON HOME PROPOSITION'? (MAY – AUGUST 2009)

• Further product detail (what will home look like / what features)
• Pricing models – including any incentives, subsidies
• If applicable at that stage, some physical product / showhomes

PART 2 – DEVELOPMENT OF A MARKETING PLAN (SEPTEMBER – OCTOBER 2009)

• positioning
• broad consumer positioning
• positioning implications for individual developments
• target audience – propriety targets
• messaging
• message distribution
• marketing materials
• media

You can download the Interim Developing the Marketing Plan report by clicking here. We are currently looking for feedback on this document, so you have any comments or thoughts then please email them to matt.robinson@zerocarbonhub.org

NOTE ON THE REPORT: In summary, the document strongly makes the point that UK housing strategy needs to be considered in the round – a single overarching strategy for the UK housing industry as opposed to each subsector having a different and possibly conflicting strategy. This is because the consumer thinks of housing in the round. However, the focus of the Consumer Engagement workstream at this time is to drive up awareness and generate demand amongst consumers who are in the market to buy, or part-buy homes. Therefore the Marketing Plan is specific to this sector. The plan we have devised does that. However the Marketing Plan also needs to be capable of working within – and not conflict with – the overarching UK housing strategy as discussed above. The plan we have devised also does this.

A quite separate project is to create a plan to ensure that all consumers (whether private owners, social/private tenants) living in low and zero carbon homes (whether existing or new) understand how to use, and live in them in the most effective way possible. The Hub will, of course, input into any such work - but it is outside our remit to lead on it.

If you would like to find out more then please contact Matt Robinson, Consumer Engagement Lead at the Zero Carbon Hub by email: matt.robinson@zerocarbonhub.org