I'm putting together flyers and other marketing campaigns for neighborhoods after I do an audit in a neighborhood built by a tract builder.
But the first thing to do is to understand influence. To that end, I'd recommend reading Influence by Dr. Robert Cialdini. He's a well known researcher in Social Psychology and is now on the science advisory board of Opower. Opower has one product they sell to utilities which is simply charting each residential customer's energy usage compared to their neighborhood. Opower reports a 3% decrease in energy usage by simply adding that information to the bill.