In the first two posts of this series, we looked at the foundation of energy efficiency messaging and how to tailor that message to different audiences. But even the most compelling story or value proposition can fall flat if it’s delivered at the wrong time. Timing isn’t just about when your message goes out; it’s about when your audience is most ready to hear it.

Energy efficiency often becomes top-of-mind when people are reacting to a problem, a spike in their utility bill, an aging HVAC system, or a sweltering heatwave. These are the moments when messaging can feel most relevant and most likely to drive action.

“People search for energy efficiency opportunities in a reactive state of mind,” said Rad Tollet from Brand Federation. That means we need to be proactive. Anticipate seasonal pain points, like the start of summer or winter, and use those moments to promote energy-saving programs or resources before people feel the strain.

Use the Calendar to Your Advantage:

 Planning around seasonal or situational triggers can help your message land:

• Spring and fall: Prime time to promote energy audits, insulation, and HVAC tune-ups.
• Tax season: Remind audiences about credits and rebates tied to energy efficiency upgrades.
• Move-in/back-to-school seasons: Reach renters and new homeowners with simple, low-cost solutions.

Align Timing with Platform

How you deliver the message matters just as much as when. Newsletters may resonate with homeowners. Text alerts or targeted social ads might better reach renters or younger audiences. And in historically underserved communities, trusted local partners, like non-profits, schools, or neighborhood leaders, may be your best messengers.

Repetition Builds Recognition

Don’t be afraid to repeat yourself, thoughtfully. People rarely act the first time they see a message. Use a mix of channels, voices, and formats to keep the message fresh while reinforcing your core point. Repetition builds recognition, and recognition builds trust.

As West Cary Group noted, effective campaigns plan for the full customer journey, not just a single impression. The key is showing up consistently and meaningfully, not just loudly.

Test, Learn, and Adjust

Timing isn’t a perfect science. Track when and how people are engaging with your messages, opens, clicks, participation rates, and feedback, and use those insights to improve. Over time, you’ll gain a clearer picture of what matters most to your audience and when.

Throughout this series, we’ve explored the foundations of energy efficiency messaging: how to make it relatable, how to tailor it for different audiences, and how to time it for the most impact. These strategies are more than just communication tips; they’re tools to help build trust, drive engagement, and ultimately, help more people benefit from energy efficiency.

We hope our Effective Communication, Efficient Energy blog series sparked ideas, offered useful insights, and gave you a strong foundation to build from, whether you’re launching a campaign, crafting an outreach plan, or simply looking for ways to connect with your community.