Strategy 2.1: Create a statewide quality installation and maintenance (QI/QM) brand that will be attached to systems/installations/contractors that meet quality standards.
Because it is difficult for the layperson to identify what a quality HVAC installation looks like, the Strategic Plan introduced specific milestones to improve the customer’s ability to identify, procure and verify quality installation. The complex process of developing an effective brand that resonates with California consumers—including the development of brand attributes, as well as “look-and-feel” of a logo—begins with a review of the building energy efficiency standards to precisely define QI/QM (including a clear accounting of HVAC lifecycle costs and benefits, such as price, longevity and performance), translated for broader public consumption. With a foundation of the branding approach set in a clear definition, mission and purpose, California must develop statewide guidelines and standards that allow logo use only with verified projects that meet QI/QM standards—or risk challenges to brand value. Given the time and expertise required, this strategy requires near-term focus, including initiation of a WPHA marketing committee and market adoption subcommittee.
    
        
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             Milestone 
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             Key Actions 
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             Timeline 
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             2-1-1 
            Create   and launch statewide quality brand and/or align with national brand 
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             Agree   to standards of quality maintenance and key attributes of brand 
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             Q3   2011 
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             Assess   existing brands for alignment opportunities 
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             Q3   2011 
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             Develop   brand guidelines and marketing campaign 
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             Q4   2011 
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             Launch   campaign 
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             Q1   2012 
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             2-1-2 
            Develop   operating and lifecycle data on economic and comfort benefits 
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             Assess   existing operating and lifecycle data on economic and comfort benefits of   quality HVAC installations 
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             Q3   2011 
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            | 
             Identify   gaps in current data 
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             Q3   2011 
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             Create   work plan to fill data gaps 
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             Q4   2011 
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