Every year, organizations invest millions of dollars into clean energy, transportation electrification, and sustainability programs designed to help communities save money, reduce emissions, and improve quality of life.
Yet many of those programs struggle to reach the people they’re intended to serve.
The problem often isn’t the program itself. It’s awareness.
Research continues to show that many residents don’t know what resources are available to them. In one recent survey, 58% of residents said they weren’t sure whether their local Community Choice Aggregation (CCA) offered programs or incentives. While that statistic comes from the CCA world, the challenge extends far beyond it.
Whether it’s a utility rebate, an EV charging incentive, a fleet electrification grant, or a community sustainability initiative, people can’t participate in programs they don’t know exist—or don’t understand.
Awareness Is More Than Marketing
Many organizations launch a new program with a press release, an email announcement, or a social media post. Then they move on to the next priority.
But participation doesn’t happen because information was published once.
People discover information at different times, through different channels, and with different levels of understanding. Some need multiple reminders. Others need someone they trust to explain why a program matters to them personally.
Building awareness isn’t a campaign. It’s an ongoing communications strategy.
The Real Barrier Is Clarity
When participation is lower than expected, it’s easy to assume people aren’t interested.
More often, they’re simply overwhelmed.
Information may be scattered across multiple websites. Messages may rely on technical language. Benefits aren’t always explained in ways that connect to everyday life, and residents aren’t always sure whether they’re eligible or how to get started.
That communication gap creates friction. And friction prevents action.
The organizations seeing the strongest engagement are usually the ones making participation feel simple, approachable, and consistent.
Communication Is Part of Program Design
Successful programs don’t end with implementation.
They include a plan for helping people understand what’s available, why it matters, and what action to take next.
That means developing messaging people can actually understand, using communication channels that reach diverse audiences, partnering with trusted local organizations, and maintaining a steady cadence of outreach throughout the program’s life—not just at launch.
When communication is treated as a core part of program delivery rather than an afterthought, participation grows and communities receive more of the benefits those programs were created to provide.
Turning Awareness Into Action
At REACH, we believe every good program deserves to be understood.
We work with organizations across the clean energy and electrification ecosystem to develop communication strategies that connect people with the opportunities available to them. From community outreach and messaging to long-term engagement campaigns, our goal is simple: make it easier for people to discover programs, understand their value, and take the next step.
Because the success of a program isn’t measured by its launch.
It’s measured by the people whose lives it improves.
