1. DNV GL © 2013 SAFER, SMARTER, GREENER DNV GL © 2013 1 Wisconsin Public Service iCanConserve Pilot Program: Evaluation Perspective Presentation to the Wisconsin Public Utility Institute December 17, 2013

2. DNV GL © 2013 Presentation Overview  Evaluation Activities  Major Themes – Rates Participation – Energy Savings – Motivations – Program Processes 2

3. DNV GL © 2013 Community Pilot Evaluation Activities  Evaluation Objectives – Energy use – Attitudes – Behavior – Identify key lessons learned 3

4. DNV GL © 2013 Community Pilot Evaluation Activities 4 StudyCompletion DatePrimary Data Type Brillion Baseline1Q 2010CATI Surveys Response Rewards Post Event IAug 2010In-depth Interviews Allouez Residential Focus GroupsSep 2010Focus Groups Brillion Community Leader and Staff Interview ResultsNov 2010In-depth Interviews Allouez & Plover Baseline1Q 2011CATI Surveys Brillion and Allouez Pilots: Time of Use RatesMar 2011In-depth Interviews Brillion CommunicationsApr 2011In-depth Interviews Billing Analysis: Energy and Demand Effects (Year 1)Jul 2011Billing Data Allouez Summer Peak Event Report (Response Rewards Post Event II)Sep 2011In-depth Interviews Interim ReportDec 2011Summary of previous work Allouez ProcessJan 2012In-depth Interviews Billing Analysis: Energy and Demand Effects (Year 2)Feb 2012Billing Data Plover ProcessAug 2012In-depth Interviews Commercial Process EvaluationJan 2013In-depth Interviews Plover Opt OutFeb 2013In-depth Interviews Residential Participation Characterization StudyMay 2013Baseline Study Results Follow Up ReportApr 2013CATI Surveys Small Programs Evaluation: School to HomeApr 2013In-depth Interviews Small Programs Evaluation: Business Staffing GrantMay 2013In-depth Interviews Billing Analysis Year 3May 2013Billing Data

5. DNV GL © 2013 Community Pilot Evaluation Activities 5 Focus Groups Billing Analysis In-Depth Interviews CATI Surveys

6. DNV GL © 2013 Community Pilot Evaluation Activities 6  Pilot vs. Control  Pilot Timing

7. DNV GL © 2013 Participation & Rates 7

8. DNV GL © 2013 Participation 8

9. DNV GL © 2013 Rates Participation 9

10. DNV GL © 2013 Rates Participation  Opt out  Much higher participation  Minimal Costs – Temporary customer satisfaction dip  Minimal Benefits – Not much more energy savings – Klos report  Opt In = more savings  Savings require customer actions – Awareness – Automation 10

11. DNV GL © 2013 Energy Savings 11

12. DNV GL © 2013 Energy Savings  Overall: 3%  Rates + Tools & Tech = Synergy – Greater savings than sum of each (+1% Allouez, +9% Plover)  Net-to-gross ratio 12

13. DNV GL © 2013 Customer Motivations (Attitudes and Behaviors) 13

14. DNV GL © 2013 Customer Motivations  Save money – High incentives w/ deadlines  Keep control of household energy use (Big Brother)  Inconvenience = cost 14

15. DNV GL © 2013 Customer Motivations  Marketing works 15  Key support iCanConserve microsites  Customer Satisfaction Personalized customer contact

16. DNV GL © 2013 Processes 16

17. DNV GL © 2013 Program Processes  Fully integrated evaluation  Upfront planning – Turnover – Cost effectiveness & Net-to-gross  Flexibility 17

18. DNV GL © 2013 Final Thoughts... 18 Theme Assigned Pilot Rate High Participation Savings not guaranteed Energy SavingsOverall 3%Net Savings MotivationSaving MoneyLoss of Control Fully Integrated Evaluation Early involvement & consistent communication Things change

19. DNV GL © 201319

20. DNV GL © 201320 Shawn Bodmann shawn.bodmann@dnvgl.com Lisa Stefanik lisa.stefanik@dnvgl.com

21. DNV GL © 2013 Evaluation Results: Participation ParticipationBrillionAllouezPloverOverall Res HVAC Bonus15774N/A231 Home Energy Reviews2247763271,327 Tools & Tech36215113364 Pilot Rates864002,5753,061 Tot. Part. HHs*4792,6143.4166,509 Total Households1,4085,8945,49812,800 % Participating34%29%62%51% Business Incentives30254095 Business Audits8312663272 Pilot Rates241723 Tot. Part. Businesses*8493186363 Total Businesses2104127591,381 % Participating40%23%25%26% 21

22. DNV GL © 2013 Evaluation Results: Attitudes and Behavior 22 Before/After survey results Evaluation CategoryResidential Result Commercial Result Awareness of energy efficiency topicsIncreasedNo change # energy-related information sourcesIncreased iCanConserve AwarenessNear 100%Majority aware Energy efficiency attitudesNo change Energy efficiency control beliefsIncreased (Plover)No change Energy efficiency social normsIncreased (Plover)No change Self-reported efficiency behaviorsIncreasedNo change