Targeted Marketing Strategies that Increase Energy Efficiency Program Participation of Commercial Companies

Panel: Commercial Buildings: Program Design, Implementation, and Evaluation

Authors:
Fred Dreher, Franklin Energy Services, LLC
Jan Peiffer, Franklin Energy Services, LLC
Judy Mathewson, We Energies

Abstract

This paper demonstrates how a targeted and synergistic approach to marketing energy efficiency programs can increase program awareness, participation levels, and the quality of implemented projects.

The presenters of this paper have been implementing three commercial and industrial incentive programs for a Wisconsin-based utility since 2004. The Prescriptive, Custom and RFP programs were successful in gaining new participants while maintaining relationships with existing customers and allies. Using a two-pronged strategic approach, customers and Trade Allies received frequent, informative communications. Over the duration of the program, relationships have been nurtured, trust gained, and knowledge of the programs has flourished. As a result, we saw an average increase in the quantity of Prescriptive applications in the range of 30% to 40% from program year to program year. We also realized an improvement in the technical quality of the custom submittals received by the contractors.

Four key elements of successful program development and implementation are reviewed:

The Importance of Timing
Good Communication
Trusting What Works
Taking Reasonable Risks

By discussing several program efforts, both successes and disappointments, we hope that we can help other utilities take advantage of our experiences and avoid some of our mistakes.