The Municipality of Soest wants to better support its residents in making their homes more sustainable. Many residents are aware of the energy transition, but experience barriers in taking concrete steps. That is why the municipality has asked WarmteLokaal to develop a communication strategy that guides residents from awareness to actual sustainability measures, tailored to the phase in which a neighborhood or district is in the adoption curve.
In order to reach and activate residents effectively, we have mapped out the residents’ journey. This consists of four main phases, which residents go through at their own pace:
1. Awareness – Discovering that sustainability has advantages and is relevant to their home.
2. Orientation – Searching for concrete possibilities and available support.
3. Choosing a solution – Selecting measures, suppliers and financing options.
4. Renovating and living – Implementing measures and optimizing energy use.
Because not every resident is on this journey at the same time, the strategy is phased per district and target group. In doing so, we take into account:
• The adoption phase of the district (early pioneers vs. broad majority).
• The lifestyle profiles (BSR personas) of the residents in that district.
• The specific pains and gains per target group in each phase.
For example:
• In districts that are still at the beginning of the transition, we focus on Progressive Veronique and Dynamic Daphne, who are open to innovation and can play a pioneering role.
• In neighborhoods where sustainability is already better known, we focus the communication more on Calculated Bryan and Benevolent Wilma, who need concrete savings and reliable guidance.
• In the last phase of the adoption curve, we involve Needy Hester and Waiting André, who only take action when they receive practical help or when sustainability becomes unavoidable.
To support residents per phase and target group, we have developed a set of communication tools:
• Information meetings and markets, tailored to the phase of the neighbourhood. In an early phase, we inspire with success stories, while in a later phase practical support (such as collective purchasing campaigns) is central.
• An online quick scan, which gives residents insight into their sustainability options and refers them to the most relevant next steps.
• Targeted follow-up via e-mail and telephone, whereby residents receive personalised information based on their home type, behaviour and phase in the residents’ journey.
• Social media and neighbourhood campaigns, such as the “Zet ‘m op 50” campaign, which is specifically used in neighbourhoods where residents are ready to make the switch to low-temperature heating.
• Use of experience stories, tailored to the phase of the neighbourhood. In an early phase, we let pioneers have their say, while in a later phase neighbours share their experience to remove the last hurdles.
• CRM integration, so that the municipality can keep track of the actions that residents take per district and target group and how communication can be tailored to this.
This approach ensures that residents are not only informed, but are also stimulated to take action at the right time and in a way that suits them. By aligning the communication strategy per phase of the district and phase of the resident with the adoption curve, the energy transition in Soest is implemented more effectively and efficiently.
The Municipality of Soest can continue to develop and scale up this approach, with data from the CRM system and evaluations of resident input helping to further refine the strategy.