Ramping up energy efficiency retrofits in NYC’s small homes

Energy and electrification retrofits are a great way for cities to decarbonize their existing building stock and reduce emissions. But over the last decade, retrofit programs in New York State have barely made a dent in NYC’s two- to four-family market. 

My team at Pratt Center secured funding to test a new community-based approach that combines electrification, energy efficiency measures, critical repairs, and health and safety upgrades—and centers the needs of low- and moderate-income homeowners—with the goal of ramping up small home electrification and reducing carbon emissions to meet the State’s climate justice goals. We framed this new approach to funders and policymakers as a climate justice issue by highlighting the fact that many owners of 2, 3 and 4 family homes—the types of buildings seeing the least uptake—are people of color, living in equity-denied communities in NYC.

We worked with two local partners that have deep ties in their communities to co-design a program that would address existing barriers, and develop an outreach and marketing plan that would integrate seamlessly with these organization’s existing housing programs. 

I led the development of the messaging strategy and visual direction for the outreach campaign, which utilized friendly hand-drawn images and straightforward language. The final communications plan included a website landing page with intake form and information guide, direct-mail postcards, large posters for displaying in storefronts, door hangers for canvassing, digital and print flyers, and an informational toolkit for social media. 

Work is currently underway toward this project’s goal of completing energy + electrification refrofits in 75 buildings.