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Regional Program Platforms: Building a Sandbox Where Everyone Can Play

Regional Program Platforms: Building a Sandbox Where Everyone Can Play. Sarah F. Moore Bonneville Power Administration February 8, 2012. Northwest Region Overview. Utility Types Investor Owned Cooperatives Public Utility Districts Municipals Regional Organizations

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Regional Program Platforms: Building a Sandbox Where Everyone Can Play

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  1. Regional Program Platforms:Building a Sandbox Where Everyone Can Play

    Sarah F. Moore Bonneville Power Administration February 8, 2012
  2. Northwest Region Overview Utility Types Investor Owned Cooperatives Public Utility Districts Municipals Regional Organizations Bonneville Power Administration (BPA) Northwest Energy Efficiency Alliance (NEEA) Energy Trust of Oregon (ETO) Five States Washington Idaho Montana Wyoming Oregon
  3. Northwest Region Overview Major Metro Markets Small and Rural Markets Twin Falls, Idaho Kalispell, Montana Brookings, Oregon Port Angeles, Washington Seattle, Washington Portland, Oregon Spokane, Washington Boise, Idaho
  4. “One Size Does Not Fit All” 45 publics participating across channels From Snohomish County PUD, WA to Mission Valley Power, Pablo MT 6 investor owned utilities Avista, Energy Trust, Idaho Power, Northwestern, PacifiCorp/RMP, Puget Sound Energy We work regionally in most areas Collaborate with SCL, PSE, TPU, SnoPUD, Northwestern, Avista, Idaho Power
  5. Quick History 2000 - 2005 NEEA initial regional work on CFLs 2005 - 2008 NEEA regional program expands to grocery, hardware, mass merchandise, big box 2006 - 2010 BPA Change a Light NW regional program with emphasis on specialty CFLs 2010 - today BPA Simple Steps, Smart Savings program expands model to include fixtures, showerheads (other products on deck)
  6. Comprehensive Approach Diversify product channels Build a program model that is expandable Tailor programs for each participating utility Coordinate with other programs in the region Share research and data, collaborate Optimize for greater savings Be flexible and transparent
  7. Product Channel Overview Retail Years developing this channel Store type Competing programs Collaboration Direct Mail Designed for rural customers Single measure vs. conservation kit Direct mail vs. Request by mail
  8. Product Channel Overview Direct Installation Higher attribution of savings Focus on training & customer satisfaction Customized by product, building type and location Bulk Purchase Control of distribution and tracking Competitive pricing Customer engagement opportunities
  9. Channel Analysis – Retail Retail 42 participating utilities 34 participating retail chains with 815 retail locations 6.7 Million CFLs, fixtures, and showerheads Utility attribution
  10. Before Channel Analysis – Direct Install Case study: Washington Public Utility Project Before After After Goal: 10,600 direct installs (20,949 total homes) Purpose: Install CFLs and showerheads Snapshot audit Results: Higher verified savings Of homes reached, converted 96% of non-efficient lighting to CFLs Intel on next targets
  11. Utility Participation Analysis Utility Participation (Total = 51)
  12. Program activity to date
  13. Optimizing Program Design Leverage historic channels Diversify retail chains: hardware, drug, grocery and contractor supply stores Keep contract flexible for integration of new technologies Multiple channels meet more utilities’ needs Understand that direct install projects may be “seasonal” Need robust security mechanisms for direct install programs
  14. What makes it work Flexible – ability to integrate new products, pilot new program ideas Expandable – infrastructure allows new members to join with ease Reliable – relationships with retailers and manufacturers are stronger if we work together Customizable – the model needs to meet utilities needs and those of their end-users Collaboration + Coordination = Success!
  15. The Partnerships Coordinate with other large program partners Maintain relationships and good communication Balanced goals of regional programs with needs of individual utilities Coordinated on marketing messages Transparency on allocation of sales = less spillage through better partnership Utilize the expertise of your partners
  16. Field service coordination PECI/Fluid PSE/Sno KEMA PECI APT/Fluid
  17. Sales Allocation Methodology Incentive Redemption Retail Purchasing Census Typographic Demographic Geographic Psychographic Retail Market Profile Consumer Profile Retail Intelligence Customer Intelligence Customer Trade Area Retail/Consumer Profile Utility Boundary Profile PECI Market Intelligence Allocation Profile Calculates % attributable to each utility
  18. In the near future BPA and Utility Programs: Integrate new products, pilot new program ideas Coordination with retailers and manufacturers Maintain infrastructure flexibility for access Build alignment on Sales Allocation Methodology Opportunities for greater collaboration with NEEA: Regional marketing support/expansion? Retail field representatives in underserved areas? Coordination with DOE/Energy Star for region?
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