1. Ed Thomas, Market Development Group
Developing Marketing Communications that Motivate Homeowners to Embrace Energy Efficiency
October 2, 2008
Ed Thomas, Market Development Group

2. Market Development Group
Publishing
Home Performance Industry Compendium
Geo Heat Pump Report
White Papers and Case Studies
Event Management
Home Performance with ENERGY STAR®
NRECA, WAPA, EEI and AESP Workshops
Utility Energy Forum & CO/WY/Four Corners Utility Exchanges
Home Energy Makeover Workshops
Technical and Market Potential Studies
Colorado Springs Utilities
Program Design
Midwest Energy, Wyoming Home Performance Alliance
Program Marketing
Maine Home Performance, Anaheim Utilities, Energy Trust of Oregon
Program Management
Orlando Utilities Commission, Delta-Montrose Electric Association
Program Evaluation, Measurement & Verification
Northern California Power Authority
Hawaii Electric

3. Home Performance Compendium3 3

4. CFLs Replace Girl Scout Cookies?4 4

5. NEW RULES! Old School Marketing Dept. Sells Energy
Customer Service Dept. Serves Energy
DSM Dept. GIVES AWAY Energy
NEW RULES!
Decouple Energy Sales From Revenue
Outsource to “pay for performance”
Energy Efficiency is in EVERYBODY’s Department 5

6. DSM and Energy Efficiency Ain’t What it Used to Be...
Electric and Gas Regulatory Mandates
Dollars Spent is now Energy Saved
AMR is now Smart Meters & Smart Grid
Time-of-Use Rate is now Critical Peak Pricing
Load Control is now Demand Response
“Prices to devices”
Curtailment service providers
Hide is now Celebrate Distribution Loss Savings
“Energy Efficiency is Green” 6

7. 7

8. Strategy-to-Tactic Link
Load Strategy: Energy (gas and electric) Efficiency
End-Use: “Whole House” Energy Improvements
Traditional Channel:
Home Improvement Retailers, Remodelers, HVAC Contractors,
Program Challenge: Conflicting energy savings claims and “piece meal” approach

9. Colorado Home Energy Makeover Contest

11. Unfair Competitive Advantage

12. Integrating Energy with
Non-Energy Benefits

13. Anaheim Home Energy Makeover
website
Dedicated Energy Makeover Contest Website, Online Contest Registration, Sponsor Links, Case Studies, Fact Sheets, Photos and Video Links

14. Anaheim Home Energy Makeover
print materials
Flyer in All City Facilities, Press Release (6 local papers), TV PSAs, LA Times Insert, Energy Fair Distribution and More

15. Anaheim Home Energy Makeover
broadcast & events
Static TV Ad On Public Broadcasting Ch Runs 6 Times Daily Throughout June
Flyer Highlighting Makeover Contest At Anaheim Green Lifestyle Community Fair

16. Anaheim Home Energy Makeover follow-up to all contest entrants
Anaheim Public Utilities Buying Down Interest Rate to 9.99% APR On Qualifying Home Performance Installations
Evaluating Tiered Rate Financing To Incent More Comprehensive Installations

17. Lessons Learned (Pioneers get the arrows...)
Pick a typical home and saavy homeowner
Award prizes based on building science rather than “luck” or “need”
Focus media on winner AFTER measures installed
Help “losers” “do their own home performance makeover”
Cultivate media without playing favorites
Rally all product/service providers for their “conceptual” as well as “in-kind” support but maintain overall control of messaging
Showcase energy and non-energy benefits “through the winner’s eyes”

18. Home Energy Makeover Workshop18

19. 7 Tips for Developing Marketing Communications that Embraces Homeowners
Communicate the link between tactics and strategies to employees, management and stakeholders
Leverage national efforts like ENERGY STAR®
Be the “whole house” energy efficiency expert
Help customers be smarter about how they use all energy in their home and work
Integrate energy with non-energy benefits
Translate energy savings to customer dollars, utility peak and global carbon reductions
Hug your channel partners
Link web, print and event efforts
Steal the best practices and lessons learned from others to design & implement your programs