Home Performance Contractor Marketing Tips to Leverage National

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Home Performance Contractor Marketing Tips to
Leverage National State Program Support
Developing Marketing Communications that
Motivate Homeownersto Embrace Energy Efficiency
September 30, 2008 Ed Thomas, Market Development
Group www.marketdevelop.com
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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

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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 EVERYBODYs Department

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DSM and Energy EfficiencyAint 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
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(No Transcript)
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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

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Can Paul Harvey and the Amish be Wrong?What Do
You Tell Members About Space Heaters?
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Home Performance Compendium
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Colorado Home Energy Makeover Contest
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Anaheim Home Energy Makeover website
Dedicated Energy Makeover Contest Website, Online
Contest Registration, Sponsor Links,
Case Studies, Fact Sheets,
Photos and Video Links
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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
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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

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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 winners eyes

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Home Energy Makeover Workshop
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Utility Efficiency Exchange
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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

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Home Performance Contractor Marketing Tips to
Leverage National State Program Support
Developing Marketing Communications that
Motivate Homeownersto Embrace Energy Efficiency
September 30, 2008 Ed Thomas, Market Development
Group www.marketdevelop.com