ICF International
At a Glance
Industry
Professional and Technical Services
Project Type
Engagement and Behavior Change
Year
2017
Location
New York, NY
Summary
Julian Vasquez helped ICF develop its marketing efforts to increase the number of buildings using NYC’s Retrofit Accelerator program and encourage energy efficiency.
Goals
ICF, an international consulting firm that specializes in helping clients across sectors implement strategic initiatives, enlisted EDF Climate Corps fellow Julian Vasquez to support marketing efforts for the New York City Mayor's Office of Sustainability (MOS). As part of New York City's efforts to reduce GHG emissions 80% by 2050, MOS launched the NYC Retrofit Accelerator, a program to help buildings across the city implement measures that would make them more energy efficient. Vasquez was tasked with supporting marketing efforts across the spectrum to help increase the pipeline of buildings that use the NYC Retrofit Accelerator's services.
Solutions
Through analysis of marketing research and interviewing subject matter experts, Vasquez created messaging that would compel build decision makers, such as facilities staff, property managers and building owners, to work with the NYC Retrofit Accelerator. Messaging was leveraged to launch the creation of new marketing materials for the program, such as sell sheets and one-pagers, used by the NYC Retrofit Accelerator’s experts to encourage building decision makers to implement specific measures. Vasquez also project managed several marketing efforts to completion, including direct email efforts, updates to the program’s website and social media content curation.
Potential Impact
As a result of Vasquez’ marketing support, the New York City Retrofit Accelerator is better positioned to increase the pipeline of buildings using its services, build stronger ties with partners and bolster the brand among key build decision makers by improving its website, creating user-friendly marketing materials and investments in digital advertising.