HR&A developed and designed the New York Energy $martSM Loan Fund, which provides reduced interest loans to customers of New York State utility companies to implement electric saving energy efficient and renewable improvements. As the lead consultant on this project, HR&A held focus groups with lenders throughout New York State to test the market feasibility of the Loan Fund, developed program guidelines, policy and procedures manual, and application forms with the goal of making the application process as simple as possible for borrowers and lenders. After completing the program design, HR&A developed and executed a marketing strategy for the Loan Fund, which included outreach to lenders, borrowers, and contractors across New York State.