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Marketing Community Based Programs
An AESP Brownbag PanelMarch 10, 2011
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Agenda
• Presentation from each presenterp• Questions for each panelist after presentation• Open phones for broader questions at endp p q(with guidelines)
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O D i d O tOur Desired Outcome
• Dive deeper into the challenges of marketing community programs,y p g ,
• Discuss practical solutions to yield more effective program implementation andeffective program implementation, and
• Have some great discussions!
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A Few Topical QuotesA Few Topical Quotes• “Progress is impossible without change,
and those who cannot change their minds cannot change anything. .” George Bernard Shaw
• “All meaningful and lasting change starts first in your imagination and then works its way out. Imagination is more important than knowledge .” Albert Einstein
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S tti th StSetting the Stage
• Community Programs – Can you actually get savings from these programsy y g g p g– Learning a few important lessons can make a big difference
– How are you measuring success
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1 Comm nit Initiati es1. Community Initiatives:Lessons from the Frontlines
Ellen PfeifferNational Grid
Can you actually get savings from these programs?
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National Grid Community Initiativesy
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Motivations & Considerations
Broader and Deeper EE Participation. p pCustomer Satisfaction. Low Cost Procurement.
Aquidneck T&D Constraints
Boston, Quincy, Lowell ARRA Funding
Chelsea, Chinatown, Lynn Green Jobs
Worcester Athol Nantucket Hard to Reach
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Worcester, Athol, Nantucket Hard to Reach
Design Secrets• Don’t limit yourself to residential audits or even only
residential!residential!• Start with solid programs and it is easy to create and
scale a community initiative. y• Maintain the integrity of your programs.• Contests and prizes are not necessary, but if you doContests and prizes are not necessary, but if you do
offer them, keep them simple.• Grab the low hanging fruit of outreach/PR first.g g
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Lighting and Productsg gRefrigerator Recycling Fundraisers
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Whole Building Assessmentg• Complete Ashrae Level 2 Audit of 5 Worst performing Municipal Buildings
A ti Pl f C l ti R d ti• Action Plan for Completing Recommendations• Education and outreach for building occupants
• Power to Save Education Campaign and Go Green Nights
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Small Business Main StreetsSmall Business Main Streets
OUTH, 620
%700%
PORTSMOU
500%
600%
OWN, 253
%
RT, 25
9%300%
400%
STOWN, 67%MID
DLETOW
NEWPOR
200%
300%
State Average
JAMEST
0%
100%
Average 63%
-100%
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Keep Contests SimpleKeep Contests Simple
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Earned Media is King
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Communicating with Your CommunityYour Community
• Be Picky.
• Clearly and constantly communicate your• Clearly and constantly communicate your
capabilities and capacities.
• Establish expectations and reporting
requirements for them as well.
• Always take the high road.aesp.org
The Great Data Debate
• Sharing Customer level data is not only• Sharing Customer level data is not only illegal in most cases, it is also unnecessarySti k t t li t ti ti• Stick to top line statistics:– MWh and Therms saved– Carbon saved– Dollars saved– Number of Participants
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Branding Confusion• Control is the exception, not the rule:
Questions for Ellen
Please use the chat function.
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2 Community pilots the Good the2. Community pilots, the Good the Bad and the Uglyg y
Sara Van de GriftWECC
Learning a few important lessons can make a big difference.
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Where are we?
Focus on Energy Territory
•Community Pilots
oGeneral target location for future pilot
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p
BackgroundBackground
• 6 different pilots6 different pilots across the state
• 1 completed, 4 in process, 1 getting ready to launch
• Last1 to 3 yearsLast1 to 3 years
• In suburban, urban & rural areas
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GoalsGoals • Test communication &
d ti heducation approaches• Test turn key delivery
d l f t fitmodels for retrofit • Marry rates and energy y gy
efficiency
• Leverage social• Leverage social marketing/networks
• Create scalable modelsaesp.org
Lessons LearnedLessons Learned
• Clearly define your goal• Invest in research before you go iny g• Each community is different
Understand them– Understand them– Know that what works in one community may
not work in anothernot work in another• Do they want you there?
D ’t th d !– Don’t assume they do!
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Lessons LearnedLessons Learned
• Find the right champion– This may not be who you think – Find them before you roll out the program
• Community reward? y– If yes engage them – Make sure that target is attainableMake sure that target is attainable
• Need options that work for the whole of the communitycommunity
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Lessons LearnedLessons Learned
• Balance! – Customized but transferable; localized but
scalable• You can’t be all to everyoney• A local brand?
– It can help it can hinder– It can help, it can hinder• Its not a sure bet
C t ff ti i t t d– Cost effective savings not guaranteed
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Questions for Sara
Please use the chat function.
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3. Successful Community Campaigns:
Powered by the PeoplePowered by the People
Cindy JolicoeurMarketing Drive
How are you measuring success?
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Range of ExperienceRange of Experience• Personal Mission
– “Power to Save” Campaign, Millville Elementary
• Sharing the Wealth– “Power to Save Tour” with NationalPower to Save Tour with National
Grid to• Targeting “Hard to Reach”Targeting Hard to Reach
consumers – “Lighting the Community” CampaignLighting the Community Campaign
in Worcester aesp.org
Lessons LearnedLessons Learned• Know your Objectives• Know your Objectives
– Understand where you can give, and where you can’tand where you can t
• Know your LimitationsS t b d t d ti t– Set budget and time parameters
– Delegate, delegate, delegate• Know your Audience
– Energy IQ may not be as high as you think
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Lessons LearnedLessons Learned• Find your Championy p
– Community ownership is key – What are their non-energy end benefits
• Create a network for success– Define and engage key stakeholders– Leverage different parties to distinct
advantageThink be ond the s al s spects– Think beyond the usual suspects
• Leverage resourcesD ’t t th h l– Don’t re-create the wheel
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Lessons LearnedLessons Learned• Tell Your StoryTell Your Story
– Use a smart communication plan that suits communityy
• Guerilla & traditional communications
• Measure success beyond kwh– Education, Action, Brand
An Energy Saving Tip
Millville Elementary School
Enhancement• Celebrate your Successes
from Millville Elem
T th h th P t S !
• Millville Elementary has taken the ENERGY STAR Challenge to reduce our energy use, lower our energy bills and do our part to reduce global warming.
• Tune in to read our weekly tips to help you save energy saving at home. y
– And enable others to shareaesp.org
Together, we have the Power to Save!
Questions for Cindy
Please use the chat function.
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Discussion
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Cl i it tClosing it out
• Final thoughts from panelists• Conclusions / Lessons LearnedConclusions / Lessons Learned
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AESP Topic Committees are talking aboutAESP Topic Committees are talking about Community Pilots too!
Join our Community Pilot Sub Committee contact:
Chair Ellen PfeifferChair Ellen [email protected]
orVice Chair of Topic Committees
Sara Van de [email protected]
A joint venture of the Implementation and Marketing Topic Committees
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22nd National Conference & Expo
February 6‐10, 2012Hilton San Diego Bay FrontHilton San Diego Bay Front
