Rolling Out CEEs HighEfficiency Water Heating Initiative

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Rolling Out CEEs High-Efficiency Water Heating
Initiative

• January 16, 2008

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Agenda

• Update on the Initiative
• Communicating the Benefits of Efficient Water
  Heating
• Implementing Mid-Stream Approaches

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High-Efficiency Residential Gas Water Heating
Initiative

• Incorporate the CEE efficiency specifications for
  water heaters in an incentive-based program at
  Tier 0, Tier 1, or Tier 2 and
• Undertake the awareness-building aspects of the
  initiative, making use of communication messages
  developed by CEE committee

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Manufacturers Requested

• Simplified and Standardized Rebate Application
  Process
• Improved Program Summaries
• National Water Heating Marketing Plan

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What is a National Market Plan?

• What were going to say
• Who were going to say it to
• How were going to say it

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The Who is Determined by the Initiative Goals

• Influencing the Distribution Channel
• Supply chain to stock high-efficiency products
• Supply chain to promote high-efficiency models
• Create awareness of and interest in
  high-efficiency models
• Competency for high-efficiency installation
• Influencing Consumers
• Consumers to understand the benefits of
  high-efficiency
• Consumers request high-efficiency models
• CEE, efficiency program administrators and
  manufacturers to educate consumers about the
  benefits of high-efficiency

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What other goals do we have for our interactions
with Manufacturers?

• Agree on common communication points
• Seek their help in reaching distributors,
  installers, and consumers
• Take advantage of their market insights
• Strengthen our relationship
• What else???

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Questions to consider about common messages

• What do we think consumers and installers need to
  understand?
• Whats best said collectively?
• Whats best said by individual programs?
• What might manufacturers object to?
• What do we think must be said despite this
  objection?

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Defining Message Areas

• Efficiency
• Safety
• Performance
• Water Conservation
• Early Replacement
• New Technologies
• e.g. condensing
• What else???

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Efficiency

• The second largest energy cost in your home is
  heating hot water. By upgrading your water
  heating equipment and changing your families'
  water consumption habits, you can reduce your
  energy usage and save money. Puget Sound Energy
• Water heating equipment comes with two price
  tags the cost to buy and install the equipment
  and the cost to operate it. Although energy
  efficient water heating equipment often costs
  more to buy, it can cost significantly less to
  run because it uses less energy. KeySpan Energy
  Delivery

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Safety

• Extinguish the pilot light before using
  flammable liquids or setting off aerosol bug
  bombs near the unit. Never store combustibles
  close by.
• If the device is in the garage, raise it so the
  pilot light is 18 in. above the floor. This can
  help prevent ignition of gasoline vapors that
  collect near the floor.
• www.ThisOldHouse.com

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Performance

• Guiding a consumer in choosing the right water
  heater to meet their needs
• Directing consumers to ask their plumbers for
  efficient models

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Early Replacement

• If your water heating system is failing or
  becoming old, it makes sense to invest in a new
  energy-efficient system. Youll enjoy greater
  whole-home comfort, and the upgrade will pay for
  itself sooner than you think. Alliant Energy

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Water Conservation

• Your biggest opportunity for savings is to use
  less hot water. In addition to saving energy and
  money, cutting down on hot water use helps
  conserve water supplies. Gas Networks

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New Technologies

• Condensing water heaters?
• Tankless water heaters offer continuous hot
  water, energy savings, and space saving designs.
  Energy savings can be up to 30. Gas Networks
• When an indirect water heater is used with a
  highly efficient boiler, the combination may
  provide one of the least expensive methods of
  water heating. Gas Networks

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Implementing Mid-Stream Approaches

• Lessons from Wisconsin Focus on Energy and
  Pacific Gas Electric

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PGE has Provided 27,903 Rebates to Distributors
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PGE Has Built Distributor Buy-In

• Developed confidence that program procedures will
  not disclose any sensitive information
• Worked together to set up proper verification and
  reporting systems, timely payment of rebates, and
  proper support in the area of point-of-sale
  information
• Used a field services vendor to establish a
  comfortable working relationship