ENERGY STAR® Market Transformation - Cadmus For over a decade, Cadmus has been the prime contractor to provide communications support for EPA’s ENERGY STAR ® program—a notable example of a successful market transformation initiative. When we first began working with the program in 2000, our first challenge was to develop a long-term strategic communications plan to build awareness beyond its 40 percent recognition level, with the audacious goal of increasing awareness to the level of the Good Housekeeping Seal of Approval. An early Cadmus recommendation was to encourage consumers to switch from incandescent light bulbs to ENERGY STAR ® compact fluorescent lights (CFLs) as a first step toward motivating consumers to make energy efficiency part of their lifestyle. As a result, EPA’s Change

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