Engaging Distributor Energy Teams for LED Retrofit Projects

1. Pursuing End User Project BusinessAgent Overview, Programs, PCRs, Order Entry, Best Practices, & Resources Stu Sumner, VP of Lighting Renovation Cedric Van Den Haute, Director of Pricing Bill Brosius, VP of Business Development, Energy Project Manager Susan Phillips, VP of Marketing

2. Energy Strategy - Update The lighting industry is rapidly shifting towards project business (LED). Universal has a well rounded retrofit product portfolio to help end users upgrade their fluorescent to LED technology. We want to engage with distributor energy teams to pull more end user project (LED) business through the channel.

3. Why target the retrofit business? • A huge focus on this business across North America • Still a large number of fixtures need be retrofitted to LED • Quick turnaround projects – quick commission • ULT has the right product mix for this segment • Incremental market growth and margin opportunity • ULT understands this business – can support this business • ULT is generating end user leads

4. Example: Influencers • End User:Typically a building owner or facility manager who wants to upgrade their older fluorescent lighting to newer LED technology. They may need assistance of a distributor. • EXAMPLE: “Big Lots” • ENERGY Select Partner:This is the Distributor Energy Team involved with the project. They typically will do the lighting audit and the quote. This can be either a distributor with a contractor arm, or an ESCO that purchases through a distributor. They must be in the ENERGY Select Program. • EXAMPLE: “Pacific Energy Concepts” or “Groom Electric”

5. Energy Strategy - Update Universal has formed a new dedicated Energy sales team and aligned internal resources to support this team. The team was developed to SUPPORT YOU with incremental end user retrofit project and relight opportunities. One of the many tools we have to go after end user project business is called ENERGY Select. The intent of ENERGY Select is to sign up Distributor Energy Teams (i.e. typically a contractor arm) or ESCO Energy teams (purchasing through a ULT distributor) to partner with together to uncover more LED project opportunities. The idea here is that if the Distributor Energy Team agrees to partner with us then we can reward them with value, including local end user leads. This is a FOCUSED and ELITE program. Not every distributor is a fit for this program. Be selective!

6. How does ENERGY Select work? • What do YOU get: • (Agent Perspective): • Tool to grow incremental sales. • A way to form new relationships. • Ability to reward loyal customers that may qualify • Access to services to expand your comprehensive offering (one stop shop). • Protection and expansion of your local retrofit market share. • Ability to sell more LED and make more money! • What’s Required? • Must be LED Select level. • Requires an initial order. • ENERGY Select is a way to leverage additional collaboration on end user projects. • A distributor can be both LED Select (customer code) and in the ENERGY Select (program) • What do THEY get? • To sign up a distributor partner into the ENERGY Select Program just contact your Energy Manager … The big thing is LEADS

7. The Energy Team Organization

8. Tracking our Successes We want to follow our successes carefully so that we can make incremental improvements to the strategy along the way. In order to do that we are putting two new processes in place. 1.) At time of PCR(Pricing Request) 2.) At time of Order Entry

9. At Time of PCR (Quote) • The main screen for PCR entry in myunvlt.com has been modified to capture an ENERGY Select Partner associated with a project. • When entering a PCR for a new project quote request you will need to do the following: • Make sure you enter the Project Name with as much details as possible (complete project name, location, phase # if relevant. No acronyms. If the End User is known, the name of the End User should be clearly labelled at the beginning of the project name • Project Name: This is the actual building or space which is being updated. • EXAMPLE: “Big Lots, Portland, OR, Phase III, Building 3” • You will need to answer the mandatory question whether or not an ENERGY Select Partner is involved with this project. (Example: Yes or No) • If an ENERGY Select Partner is involved, you will have access to the “ENERGY Select Partner Name” drop list. This is the same list as the one available for order entry. If the name of the ENERGY Select Partner involved for this project is not on the list, select “Other” and alert your local ESM to target this partner for the program.

10. At Time of PCR (Quote): EXAMPLE Project Name *

11. At Time of Order Entry Now, moving to order entry … • To capture the name of the ENERGY Select Partner when we sell to a distributor, we now have the ability to enter the ENERGY Select partners at time of order entry. In Oracle OE for Customer Service: • On the OE Main Screen, after entering the normal data, click the circled button.

12. At Time of Order Entry • On the Additional Header Information Pop Up, Two new fields have been added. • Energy Select Partner • Project Name • Click in the Energy Select Partner Field & a List of Values will appear.

13. At Time of Order Entry • The List of Values will be the current Energy Select Partners that are signed up. There is an option for “Other” should there be someone who has not been signed yet for the ENERGY Select program. • Once the ENERGY Select Partner has been entered, Enter the Project Name in the Project Name Field. Anything can be typed here. It is not a necessary field.

14. At Time of Order Entry • To capture the name of the ENERGY Select Partner, when we sell to them through a distributor, we now have the ability to enter the ESCO partner name at time of order entry. • In myUNVLT.com Order Entry (OE) for Agents: • On the OE Main Screen, after entering the normal data, click the circled button.

15. At Time of Order Entry • This button opens a List of Values for current Energy Select Partners that are signed up. There is an option for “Other” should there be someone who has not been signed yet. • Once the ENERGY Select Partner has been entered, Enter the Project Name in the Project Name Field. Anything can be typed here. It is not a necessary field.

16. Capturing in Business Intelligence (BI) • Once the order has been entered, this data remains with the order through booking, open backlog, and shipment history. • Allows reporting before the order ships for Project Management • Open Orders Associated with a Project • Backlog Reports • Past Due • As well as Sales History and Tracking • Sales vs. Forecast • Sales by ESM, RSM, whatever associated with Projects

17. Marketing Best Practices We want to share some resources, tools and tips with you based on what we have seen in the field that WORKS! • Harvest ALL leads: Leads can come from many sources. Use all sources to obtain leads, and to create awareness in your local market. Examples: Google retargeting, form fills, website, Events, LinkedIn, Direct email, Eblast, Newsletter, educational articles, gated content like ebooks, social media, etc. • Network Locally:Attend Facility Manager/Building Owner local events and participate in local associations. For example, join your local utility company’s program (i.e. Trade Ally). • Forward all ULT Eblasts: Send eblasts to you customers. Include the customer’s specific pricing and your local message about the product opportunity. • Target and Outreach:Use SIC/NAICS targeting. (we like salesgenie.com). Create an email list of end users for each vertical market. Target these end user segments with a series of sales outreach tactics (email, eblast, direct mail, etc.). • Popular verticals to target: Commercial Property Buildings, Retail, Healthcare, Education (K-12 & Universities), Warehouse, Industrial, Municipal/Government, etc. • Popular titles to target: Facility Managers, Operations Manager, Building Manager, Energy Manager, Building Owner, etc. • Qualify your targets: For example: 30K+ sf, older than 8 years, currently has older fluorescent lighting, has multiple buildings/spaces, wants to retrofit within next year, decision maker, etc.

18. Marketing Resources • Add content to your website: to accelerate lead generation. Create content on your website around each vertical market and the Universal Retrofit Solution. Contact marketing@unvlt.com for assistance. • Share educational (thought leadership) content: • RetrofiteBook: https://unvlt.com/retrofit-guide • Retrofit Article & VideoSeries: https://unvlt.com/products/led-retrofit-kits-luminaires/ • Installation Videos: https://unvlt.com/resources/ • Share/use key collateral: www.unvlt.com • Retrofit Capabilities Brochure https://unvlt.com/pdf/literature/brochures/Retrofit_Capabilities_Brochure.pdf • Vertical Segment Brochures (6): https://unvlt.com/applications/ • LED Retrofit Solutions Brochure (Spec Sheets) • LED Luminaire Selector Guide https://unvlt.com/pdf/literature/brochures/Fixtures_Selector_Guide.pdf • LED Tubes Selector Guide https://unvlt.com/pdf/literature/brochures/Tubes_Brochure.pdf • Use vertical end user capabilities PPT presentations: • We have (6) on the Agent Presentation Library link here: https://unvlt.com/universal_presentationlibrary/

19. Marketing Resources • Utilize your distributor’s marketing funds: Distributors can use their marketing funds on lead generation programs (contact marketing@unvlt.com for assistance). • Run Vertical end user lead generation programs contact marketing@unvlt.com for assistance getting it set up. • Choose a custom promotion. See our Marketing Bench online promo portal: https://universallighting.mymarketingbench.com/ • Set up merchandising at the store front counter letting contractors know about Universal’s retrofit solution. See Distributor Playbook. 1 2 3

20. Marketing Resources • To RequestSamples: Contact your RSM. • To Request a Lighting Audit: Contact your ESM and they will assist you in finding an “ENERGY Select” partner to perform the service locally. We now have over 34 partners across the country, growing weekly. • To Request a Custom Lighting Proposal: Contact your RSM. The following information will be needed: • Existing Fixture information: 2 Lamp T8, 1 Lamp T5 Strip, etc. • Existing Fixture Qty’s • Annual Operating Hours • kWh: This is good to have but we can also use average for the state • What ULT solution are we using: occupancy sensors, etc. • Price on ULT solution • Is maintenance to be included / Installed labor cost • To Search Online for Local Rebate Programs:Use our online tool here: https://unvlt.com/support/esco-rebates Use the download button to create local handouts. • To Use the Online ROI Calculator: End Users can use our online tool here: https://unvlt.com/support/roi-calculator Proposals created by end users online will be forwarded to your ESM as a lead for your region.

21. Our Team is Ready to Support YOU! Thank you for your time today! If you need additional assistance with an LED retrofit project, please reach out: • Jennifer Lawrence, jlawrence@unvlt.com, Energy Sales Manager, West Coast U.S. • Rich Smith, rsmith@unvlt.com, Energy Sales Manager, East Coast U.S. • Blair MacGillis, bmacgillis@unvlt.com, Energy Sales Manager, Canada • Stu Sumner, ssumner@unvlt.com, VP of Distribution & Renovation Channels • Bill Brosius, bbrosius@unvlt.com, VP Business Development, Energy Project Manager • Susan Phillips, sphillips@unvlt.com, VP of Marketing • Cedric Van Den Haute, cvandenhaute@unvlt.com, Director of Pricing • Greg Wells, gwells@unvlt.com, FAE West – for assistance with lighting audits • Suman Parajuli, sparajuli@unvlt.com, FAE East – For assistance with lighting audits