Building Performance Association (BPA)

  • Brand Strategy
  • Branding & Graphic Design
  • Web Design
  • Email Marketing
  • Social media

Creating Energy Efficient & Healthy Homes for All

The Building Performance Association (BPA) is a nonprofit organization committed to increasing the expansion of home and building performance and promoting energy efficiency nationwide. They are made up of 20,000+ members. Fierce Creative is an extension of their marketing team, providing ongoing strategy, event support and strategic campaigns to support their vital work in the industry.

Overall Brand Strategy

Our work with BPA extends across multiple areas of their organization. For our overall marketing approach, we support membership, state and federal policy support, discount programs, events and daily communication.

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NHPC24 logo - Building Performance Association
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The Fierce team has been instrumental in helping further develop and solidify the BPA brand… BPA needed a strong team to round out and support BPA communications, and their staff was able to do just that.

The Fierce team is great to work with. I would say their flexibility and agility are a huge asset and one of the main reasons I love working with them.”

- Katie Miller
Marketing Director, BPA

Events Keep the Industry Engaged

  • Messaging
  • Web
  • Social
  • Email
  • Live Coverage

Each year, BPA’s national conference brings together thousands of professionals who work to make homes more efficient across the nation. They also host regional events throughout the year for targeting geographical education. For each event, we work with their team to develop the overall marketing strategy, including past attendee engagement, email marketing, social media campaigns, paid ads and on-site photo/video.

Most recently, their 2024 national conference was their second largest national conference in history (only after their 2023 conference), with 2,498 attendees and 50 exhibitors. In total, the event brought in $1.9M for the association.

Web Design, Development & Maintenance

BPA’s website is the hub for the home performance industry – delivering users with the latest updates, policy information, stories and event updates.

BPA Homepage
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Email Marketing

Our direct line to home performance contractors

Email marketing has proven to be our most effective channel for marketing to our audience. With a list of over 25,000, we share weekly email updates and keep our list engaged.

Average Open Rate: 33%

Average Click Rate: 6%

Building Performance Association social graphic - A photo of three attendees at a conference networking. On the bottom, the NHPC24 logo and text, "where the industry gathers, April 8-11, 2024, Minneapolis, MN"
Building Performance Association social graphic - Photo of Johanna Miller from HUD and a quote that reads, "You can't have a healthy home without it being energy efficient. You can't have it be affordable without it being energy efficient."
Building Performance Association social graphic - A screenshot of the BPA Journal with the text, "Earn up to 11 CEUs with BPA Journal Articles"
Building Performance Association social graphic - A man working on a water heater and text on the bottom that reads, "2M+ Americans Work in Energy Efficiency"

Engagement on Social

BPA maintains a strong presence on LinkedIn, Instagram, Facebook and X. Our organic strategy includes posting consistently across channels while custom-tailoring the visual and message on the channels.

LinkedIn has been the primary channel for expansion and growth in 2024. In just one year, our following on LinkedIn has grown by 44%. We’ve seen a shift in the way users are using different platforms, and LinkedIn has given BPA more exposure as compared to Instagram, Facebook and X.

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