20141001PAC to Staff Attach 6.1.pdf

Home Energy Savings Program
2010 Marketing Plan
Submitted to:
PacifiCorp

Submitted on:
Novmeber 13, 2009

Submitted by:
PECI
ID PAC-E-14-07
IPUC 6 Attachment IPUC 6-1
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Home Energy Savings program | 2010 Marketing Plan 2

Introduction .................................................................................................................................................3
Program overview.......................................................................................................................................3
Program goals..............................................................................................................................................4
Marketing goals............................................................................................................................................4
Key messaging .............................................................................................................................................4
Strategies and Tactics.................................................................................................................................5
To multiply participating customer redemptions.................................................................................5
To increase participating customers......................................................................................................5
To increase number of qualified HVAC contractors............................................................................5
To increase new home builder participation.........................................................................................6
To increase consumer awareness and retailer participation for promotion and sale of CFLs..........6
To increase customer participation in higher efficiency appliance incentives....................................6
Receive two pieces of earned media in each state................................................................................7
Measurement...............................................................................................................................................7
Appendices...................................................................................................................................................9
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Home Energy Savings program | 2010 Marketing Plan 3
Introduction
The following 2010 Marketing Plan provides an overview of the Home Energy Savings (HES) program
within the Rocky Mountain Power and Pacific Power service areas. This plan outlines the overall
objectives, marketing strategies and tactics for the 2010 program.
The HES program has been administered for the last three years by PECI, putting us in a unique position
to gauge the market, leverage trade ally relationships and accurately project future savings numbers.
This marketing plan includes strategies and tactics specific to the HES program. It does not include
budget, time, strategies or tactics for incorporating the WattSmart brand and messaging into the HES
program.
Program overview
The HES program is designed to educate and encourage consumers to rethink the way they use energy.
By offering incentives for the purchase and installation of high-efficiency appliances, weatherization
upgrades, HVAC equipment and new homes, the goal of the HES program is to reduce the kilowatt
hours used by customers. The incentives serve as a useful marketing tool for partners to utilize in
marketing their equipment and services.
Analysis of program performance in 2009 revealed overarching needs in each section of the program.
Themes from the analysis include the needs for educational tools for consumers and trade allies,
creative awareness materials and community based outreach was evident for each program.
It was determined, based on market trends, program analysis and proposed measure changes, to lower
the unit and kwh goals for appliances in 2010. The plan includes the same tactics used in 2009, but with
less focus on the sale and promotion specific appliances.
The 2010 plan includes strategies necessary to overcome the challenges faced in 2009.

ID PAC-E-14-07
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Home Energy Savings program | 2010 Marketing Plan 4
Program goals*
• Increase kwh savings from 80,773,381 to 101,198,933
o Appliance units from 45,764 to 26,394†
ƒ Decrease of 2,826,736 kwh
o Home improvement units (sq./ft.) from 53,588,971 to 56,897,642
ƒ Increase of 4,206,308 kwh
o HVAC units from 947 to 763
ƒ Increase of 380,316 kwh‡
o CFL units from 2,813,945 to 3,487,057
ƒ Increase of 18,598,393 kwh
o New Home units from 4,891 to 11,046
ƒ Increase of 45,554 kwh

*Kwh/marketing goals and projections per preliminary 2010 targets developed on November 10, 2009.
†Decrease in appliance goals is attributed to market trends, program analysis and proposed measure changes.
‡Added measures that account for higher kwh savings.

Marketing goals
The 2010 marketing goals to support program are to:
• Increase the number of unique customers who apply for an incentive during the year from
68,738 to 86,127 (increase of 25 percent).
• Increase the number of participating customers redeeming multiple incentives from 8,313 to
12,469 (increase of 50 percent).
• Benchmark program awareness so year over year awareness changes may be statistically
correlated to program participation.
• Receive two pieces of earned media coverage in each state.

Key messaging
The messaging for the HES program, although similar for each state, is not always the same. The goal is
the same, but the messaging may be changed slightly to account for different markets. Research has been
purchased to better understand which messages are effective in each market.
Consumer messaging
• Energy efficient choices save money.
• Energy efficient choices are good for the environment.
• Role model smart energy choices.

Contractor messaging
• Performing energy efficient services increases sales.
• Being an expert on energy is a competitive differentiator.
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Home Energy Savings program | 2010 Marketing Plan 5
• Cash back incentives are available for HVAC contractors.

Retailer messaging
• CFL discounts help to sell bulbs.
• Interest and awareness in energy efficiency will increase traffic to stores that offer high-efficiency
products.
• Trained, enthusiastic sales associates who understand and can explain energy efficiency products
and incentives will increase sales.

Strategies and Tactics
Outlined in detail in Appendices I-7.
To multiply participating customer redemptions.
• Targeted direct mail campaign
o Incentive check inserts
ƒ Promoting incentive bundle options
o Branded incentive checks and envelopes
o As appliance tiers move up, target higher-income ZIP codes
• Bundled incentive options
o Energy-efficiency kit offered to customers when they participate in two or more
measures

To increase participating customers.
• Clear, fresh and purposeful POP materials for retail locations
o Hang tags
o Considering CFL kiosks at select retailers
• Corporate bill inserts to promote HES measures
• Community Managers and DSM program representation in the planning of one major event in
each state

To increase number of qualified HVAC contractors.
• Contractor tool kit for distribution at training sessions
o Includes one page “cheat sheet” with information about incentives and requirements
ƒ “Must haves” when filling out an incentive application
ƒ Measure matrix for easy reference
o Include actual tools such as a tape measure and carpenter pencil
o Include program manual and guidelines
o “How to take care of your equipment” leave behind piece for customers
o Program requirement information distributed to trade ally office staff
• Contractor support materials accessible online
o Training refresher resources
o Quarterly contractor e-communication
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Home Energy Savings program | 2010 Marketing Plan 6
• Produce a Contractor Pocket Guide
o Qualifying products
o Terms and conditions
o FAQs

To increase new home builder participation
• Marketing support materials for verifiers
o Business cards
o Incentive awareness materials
ƒ Program fact sheets/brochures
• Testimonial campaign to encourage building ENERGY STAR® homes
• Partnership with local HBAs to sponsor Tour of Homes and other builder focused events

To increase consumer awareness and retailer participation for promotion and sale of
CFLs.
• Increase consumer awareness of CFLs through purchased media
o Radio/print campaign
• Implement a Retailer Certification Program to encourage promotion of the program in specific
small markets
o Quick quizzes for retail staff to engrain simple program information
o Offer small cash rewards (gift cards) for completion of the quiz
• Distribute physical and electronic educational training kits to Field Staff to train retail staff.
• Create, produce and distribute specific, easy to comprehend, program materials for retailers
o One page “cheat sheets” for retail associates to easily identify qualifying bulbs
o Produce a Retailer Pocket Guide to provide retailers with the tools necessary to
promote the HES program at their fingertips
ƒ Specialty bulb information
ƒ Recycling information
ƒ Toll-free numbers
o Wallet cards directing customers to online educational booklets
ƒ Include tax credit information
o Develop all of the pieces both physically and electronically to post on the updated Web
site
• Increase awareness and educate customers through participation in local events

To increase customer participation in higher efficiency appliance incentives.
• Create purposeful POP that highlights the benefits of higher efficiency models
o Counter cards
o Retail posters
• Targeted promotions to encourage participation in higher efficiency appliance measures
o Tabling events
ƒ In-store

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Home Energy Savings program | 2010 Marketing Plan 7
Receive two pieces of earned media in each state.
• Press releases in conjunction with events and promotions
• Pitch letters to distribute to local media
• Develop and leverage relationships with local media

Measurement
Increase HVAC contractor participation.
• Monitor number of contractors who attend training
• Use Google Analytics to track Web traffic to the contractor resource page* on the HES Web
site
• Monitor traffic on specific toll-free contractor support line
• Track number of HVAC training packets distributed annually

*URL available after Web site launch November 16, 2009
Increase new home builder participation.
• Track number of homes verified for ENERGY STAR standards
• Track incentives submitted.
o Whole home
o Stand alone measures
• Monitor number of builder agreements submitted annually

Multiply participating customer redemptions.
• Use toll-free number and Web redirects on bundled measure print materials
o Track monthly
• Track number of multiple redemptions from the same account number

Increase participating customers.
• Use source codes for printed materials distributed at events
• Track number of first time participants quarterly
• Track number of follow-up actions to customers indicating interest on event surveys
• Monitor the number of annual impressions on advertising materials

To measure the increase in retailer participation.
• Monitor Retailer Certification Program responses.
o Number of trained retail associates
o Number trained who pass the quiz
• Use Google Analytics to track Web traffic to the retailer resource page* on the HES Web site
• Track number of signed retailer participation agreements quarterly
ID PAC-E-14-07
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Home Energy Savings program | 2010 Marketing Plan 8
• Monitor traffic on specific toll-free retailer support line quarterly

*URL available after Web site launch November 16, 2009

Receive two pieces of earned media in each market.
• Track media mentions through Google Alerts

ID PAC-E-14-07
IPUC 6 Attachment IPUC 6-1
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Home Energy Savings program | 2010 Marketing Plan 9
Appendices

Appendix 1
Idaho tactical timeline
Appendix 2
Utah tactical timeline
Appendix 3
Washington tactical timeline
Appendix 4
California tactical timeline
Appendix 5
Wyoming tactical timeline
Appendix 6
CFL program tactical timeline
Appendix 7
Corporate communications tactical timeline

ID PAC-E-14-07
IPUC 6 Attachment IPUC 6-1
9 of 16
Contacts: Jodi Walder‐Biesanz, RSM Senior Manager
Rachel Hansen, RSM Senior Marketing Coordinator
Heidi Griffith, RSM Senior Marketing Assistant
Budget:$22,000.00
Effective date:January 1, 2010
c x t
4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27
SAMPLE: Builders Training postcard (series of 4 unique designs)
General Presentation Folder x
General Program Business Cards (Regular)x
General Program Business Cards (Tent)x
General Program Envelopes (#10)x
General Program Envelopes (#15)x
General Program imagery t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
General Program Labels x
General Program Letterhead x
Consumers Aisle Violators -- CFLs x
Consumers Aisle Violators -- Appliances x
Consumers Appliance and Lighting Incentive forms x x x x
Consumers Check insert templates x x x
Consumers Clothes washer clings Tier 1 x
Consumers Clothes Washer clings Tier 2 x
Consumers Consumer Education Booklet (Appliances/CFLs)x x x
Consumers Consumer Education Booklet (Home Improvement)x x
Consumers Customized Posters x x x x
Consumers Dishwasher clings x
Field Staff Field staff apparel x x
Field Staff Field training packet x x
Contractor Home Improvement Contractor pocket guide x x x
Consumers Home Improvement Incentive forms x x x x
Consumers How To Care For Your Equipment Customer Leave Behind x
Contractor How to present the program one page cheat sheet x x x
Contractor HVAC Contractor Pocket Guide x x x
Consumers HVAC incentive forms x x x x
Contractor HVAC Training Invitation x
All Incentive Form Quarterly Updates x x x
Trade Allies Marketing materials order form t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Program Fact Sheet x x
Consumers Refrigerator Clings x
Consumers Retail Stickers x
Retailer Retailer Certification Pins x x x
Retailer Retailer Certification Quiz x x x
Retailer Retailer One Page Cheat Sheets x x x x x
Retailer Sales Associate pocket guide x x x
Consumers Seasonal Counter Cards x x x x x x x x x
Consumers Seasonal Home Improvement End Cap x x x
Consumers Utility Bill Inserts February x x x
Consumers Utility Bill Inserts July x x x
Consumers Utility Bill Inserts March
Consumers Utility Bill Inserts May x x x
Consumers Utility Bill Inserts October x x x
Consumers Branded Tape Measures x x
Consumers Carpenter Pencils x x
Contractor Contractor Training - HVAC x
Consumers Energy Efficiency Kit (Box)x
Consumers Low flow shower heads x
Consumers Swag giveaway t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Targeted giveaway package x x
Consumers Weather Stripping x
Utility customized web button/templates t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
All Monthly Web Maintenance x x x x x x x x x x x
Consumers survey (what light goes where)x x x x
Retailers training video uploads (production: RSM and outsourced)t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Utility SWOT Analysis of program success x
Utility Tactical Data Inputs x
Internal Google Analytics x x x x x x x x x x x x
Project meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
Recurring meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
2010 Rocky Mountain Power Home Energy Savings Program - Idaho
November December
Develop Deliver/In Market Tentative
Tactical Marketing Plan - Appliances, Home Improvement and HVAC
Q3
April
Appendix 1
Marketing Measurement
Web
2011 Marketing Plan
July August September OctoberJune
Q2 Q4
Collateral/Outreach
Print Advertising
May
Events
Meetings
Business Package
Target Audience Marketing Deliverable
Submitted by: PECI-Residential Strategic Marketing
Q1
January February March
ID PAC-E-14-07
IPUC 6 Attachment IPUC 6-1
10 of 16
Contacts: Jodi Walder‐Biesanz, RSM Senior Manager
Rachel Hansen, RSM Senior Marketing Coordinator
Heidi Griffith, RSM Senior Marketing Assistant
Budget:$83,950.00
Effective date:January 1, 2010
x x t
4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27
SAMPLE: Builders Training postcard (series of 4 unique designs)
General Presentation Folder x
General Program Business Cards (Regular)x
General Program Business Cards (Tent)x
General Program Envelopes (#10)x
General Program Envelopes (#15)x
General Program imagery t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
General Program Labels x
General Program Letterhead x
Consumers Aisle Violators -- CFLs x
Consumers Aisle Violators -- Appliances x
Consumers Appliance and Lighting Incentive forms x x x x
Consumers Check insert templates x x x
Consumers Clothes washer clings Tier 1 x
Consumers Clothes Washer clings Tier 2 x
Consumers Consumer Education Booklet (Appliances/CFLs)x x x
Consumers Consumer Education Booklet (Home Improvement)x x
Consumers Customized Posters x x x x
Consumers Dishwasher clings x
Field Staff Field staff apparel x x
Field Staff Field training packet x x
Contractor Home Improvement Contractor pocket guide x x x
Consumers Home Improvement Incentive forms x x x x
Consumers How To Care For Your Equipment Customer Leave Behind x
Contractor How to present the program one page cheat sheet x x x
Contractor HVAC Contractor Pocket Guide x x x
Consumers HVAC Incentive forms x x x x
Contractor HVAC Training Invitation x
All Incentive Form Quarterly Updates x x x
Trade Allies Marketing materials order form t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Program Fact Sheet x x
Consumers Refrigerator Clings x
Consumers Retail Stickers x
Retailer Retailer Certification Pins x x x
Retailer Retailer Certification Quiz x x x
Retailer Retailer One Page Cheat Sheets x x x x x
Retailer Sales Associate pocket guide x x x
Consumers Seasonal Counter Cards x x x x x x x x x
Consumers Seasonal Home Improvement End Cap x x x
Consumers Utility Bill Inserts February x x x
Consumers Utility Bill Inserts July x x x
Consumers Utility Bill Inserts March
Consumers Utility Bill Inserts May x x x
Consumers Utility Bill Inserts October
Consumers Branded Tape Measures x x
Consumers Carpenter Pencils x x
Contractor Contractor Training - HVAC x x
Consumers Energy Efficiency Kit (Box)x
Consumers Low flow shower heads x
Consumers Swag giveaway t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Targeted giveaway package x x
Consumers Weather Stripping x
Utility customized web button/templates t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
All Monthly Web Maintenance x x x x x x x x x x x
Consumers survey (what light goes where)x x x x
Retailers training video uploads (production: RSM and outsourced)t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Utility SWOT Analysis of program success x
Utility Tactical Data Inputs x
Internal Google Analytics x x x x x x x x x x x x
Project meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
Recurring meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
Q1
January February March
Events
Appendix 2
Submitted by: PECI-Residential Strategic Marketing
Collateral/Outreach
Print Advertising
Business Package
Target Audience Marketing Deliverable
Meetings
June
Q2 Q4Q3
April May
2011 Marketing Plan
November DecemberJulyAugustSeptemberOctober
Marketing Measurement
Web
2010 Rocky Mountain Power Home Energy Savings Program - Utah
Tactical Marketing Plan - Appliances, Home Improvement and HVAC
Develop Deliver/In Market Tentative
ID PAC-E-14-07
IPUC 6 Attachment IPUC 6-1
11 of 16
Contacts: Jodi Walder‐Biesanz, RSM Senior Manager
Rachel Hansen, RSM Senior Marketing Coordinator
Heidi Griffith, RSM Senior Marketing Assistant
Budget:$30,057.00
Effective date:January 1, 2010
x x t
4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27
SAMPLE: Builders Training postcard (series of 4 unique designs)
General Presentation Folder x
General Program Business Cards (Regular)x
General Program Business Cards (Tent)x
General Program Envelopes (#10)x
General Program Envelopes (#15)x
General Program imagery t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
General Program Labels x
General Program Letterhead x
Consumers Aisle Violators -- CFLs x
Consumers Aisle Violators -- Appliances x
Consumers Appliance and Lighting Incentive forms x x x x
Consumers Check insert templates x x x
Consumers Clothes washer clings Tier 1 x
Consumers Clothes Washer clings Tier 2 x
Consumers Consumer Education Booklet (Appliances/CFLs)x x x
Consumers Consumer Education Booklet (Home Improvement)x x
Consumers Customized Posters x x x x
Consumers Dishwasher clings x
Field Staff Field staff apparel x x
Field Staff Field training packet x x
Contractor Home Improvement Contractor pocket guide x x x
Consumers Home Improvement Incentive forms x x x x
Consumers How To Care For Your Equipment Customer Leave Behind x
Contractor How to present the program one page cheat sheet x x x
Contractor HVAC Contractor Pocket Guide x x x
Consumers HVAC Incentive forms x x x x
Contractor HVAC Training Invitation x
All Incentive Form Quarterly Updates x x x
Trade Allies Marketing materials order form t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Builders New Homes Incentive forms x x x x
Consumers Program Fact Sheet x x
Consumers Refrigerator Clings x
Consumers Retail Stickers x
Retailer Retailer Certification Pins x x x
Retailer Retailer Certification Quiz x x x
Retailer Retailer One Page Cheat Sheets x x x x x
Retailer Sales Associate pocket guide x x x
Consumers Seasonal Counter Cards x x x x x x x x x
Consumers Seasonal Home Improvement End Cap x x x
Consumers Utility Bill Inserts February x x x
Consumers Utility Bill Inserts July x x x
Consumers Utility Bill Inserts March
Consumers Utility Bill Inserts May x x x
Consumers Utility Bill Inserts October
Consumers Washington New Homes TOH Ad/CWHBA Member Ad x x x x
Consumers Branded Tape Measures x x
Consumers Carpenter Pencils x x
Contractor Contractor Training - HVAC x x
Consumers Energy Efficiency Kit (Box)x
Consumers Low flow shower heads x
Consumers Swag giveaway t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Targeted giveaway package x x
Consumers Weather Stripping x
Utility customized web button/templates t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
All Monthly Web Maintenance x x x x x x x x x x x
Consumers survey (what light goes where)x x x x
Retailers training video uploads (production: RSM and outsourced)t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Utility SWOT Analysis of program success x
Utility Tactical Data Inputs x
Internal Google Analytics x x x x x x x x x x x x
Project meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
Recurring meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
Submitted by: PECI-Residential Strategic Marketing
Develop Deliver/In Market Tentative
Tactical Marketing Plan - Appliances, Home Improvement, HVAC and New Homes
Appendix 3
2010 Pacific Power Home Energy Savings Program - Washington
Events
Collateral/Outreach
Print Advertising
Business Package
Q1
January February MarchTarget Audience Marketing Deliverable
Meetings
June
Q2 Q4Q3
April May
2011 Marketing Plan
November DecemberJulyAugustSeptemberOctober
Marketing Measurement
Web
ID PAC-E-14-07
IPUC 6 Attachment IPUC 6-1
12 of 16
Contacts: Jodi Walder‐Biesanz, RSM Senior Manager
Rachel Hansen, RSM Senior Marketing Coordinator
Heidi Griffith, RSM Senior Marketing Assistant
Budget:$16,500.00
Effective date:January 1, 2010
x x t
4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27
SAMPLE: Builders Training postcard (series of 4 unique designs)
General Presentation Folder x
General Program Business Cards (Regular)x
General Program Business Cards (Tent)x
General Program Envelopes (#10)x
General Program Envelopes (#15)x
General Program imagery t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
General Program Labels x
General Program Letterhead x
Consumers Aisle Violators -- CFLs x
Consumers Aisle Violators -- Appliances x
Consumers Appliance and Lighting Incentive forms x x x x
Consumers Check insert templates x x x
Consumers Clothes washer clings Tier 1 x
Consumers Clothes Washer clings Tier 2 x
Consumers Consumer Education Booklet (Appliances/CFLs)x x x
Consumers Consumer Education Booklet (Home Improvement)x x
Consumers Customized Posters x x x x
Consumers Dishwasher clings x
Field Staff Field staff apparel x x
Field Staff Field training packet x x
Contractor Home Improvement Contractor pocket guide x x x
Consumers Home Improvement Incentive forms x x x x
Consumers How To Care For Your Equipment Customer Leave Behind x
Contractor How to present the program one page cheat sheet x x x
Contractor HVAC Contractor Pocket Guide x x x
Consumers HVAC Incentive forms x x x x
Contractor HVAC Training Invitation x
All Incentive Form Quarterly Updates x x x
Trade Allies Marketing materials order form t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Builders New Homes Incentive forms x x x x
Consumers Program Fact Sheet x x
Consumers Refrigerator Clings x
Consumers Retail Stickers x
Retailer Retailer Certification Pins x x x
Retailer Retailer Certification Quiz x x x
Retailer Retailer One Page Cheat Sheets x x x x x
Retailer Sales Associate pocket guide x x x
Consumers Seasonal Counter Cards x x x x x x x x x
Consumers Seasonal Home Improvement End Cap x x x
Consumers Utility Bill Inserts February x x x
Consumers Utility Bill Inserts July x x x
Consumers Utility Bill Inserts March
Consumers Utility Bill Inserts May x x x
Consumers Utility Bill Inserts October
Consumers California HVAC Ad It's a green day x x
Consumers Branded Tape Measures x x
Consumers Carpenter Pencils x x
Contractor Contractor Training - HVAC x
Consumers Energy Efficiency Kit (Box)x
Consumers Low flow shower heads x
Consumers Swag giveaway t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Targeted giveaway package x x
Consumers Weather Stripping x
Utility customized web button/templates t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
All Monthly Web Maintenance x x x x x x x x x x x
Consumers survey (what light goes where)x x x x
Retailers training video uploads (production: RSM and outsourced)t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Utility SWOT Analysis of program success x
Utility Tactical Data Inputs x
Internal Google Analytics x x x x x x x x x x x x
Project meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
Recurring meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
September OctoberJune
Q2 Q4Q3
April
2011 Marketing Plan
Events
Print Advertising
May
Q1
Web
Target Audience Marketing Deliverable
Marketing Measurement
Meetings
Collateral/Outreach
Business Package
Develop
January February March November DecemberJuly August
Deliver/In Market Tentative
Appendix 4
2010 Pacific Power Home Energy Savings Program - California
Tactical Marketing Plan - Appliances, HVAC and New Homes
Submitted by: PECI-Residential Strategic Marketing
ID PAC-E-14-07
IPUC 6 Attachment IPUC 6-1
13 of 16
Contacts: Jodi Walder‐Biesanz, RSM Senior Manager
Rachel Hansen, RSM Senior Marketing Coordinator
Heidi Griffith, RSM Senior Marketing Assistant
Budget:$22,000.00
Effective date:January 1, 2010
x x t
4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27
SAMPLE: Builders Training postcard (series of 4 unique designs)
General Presentation Folder x
General Program Business Cards (Regular)x
General Program Business Cards (Tent)x
General Program Envelopes (#10)x
General Program Envelopes (#15)x
General Program imagery t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
General Program Labels x
General Program Letterhead x
Consumers Aisle Violators -- CFLs x
Consumers Aisle Violators -- Appliances x
Consumers Appliance and Lighting Incentive forms x x x x
Consumers Check insert templates x x x
Consumers Clothes washer clings Tier 1 x
Consumers Clothes Washer clings Tier 2 x
Consumers Consumer Education Booklet (Appliances/CFLs)x x x
Consumers Consumer Education Booklet (Home Improvement)x x
Consumers Customized Posters x x x x
Consumers Dishwasher clings x
Field Staff Field staff apparel x x
Field Staff Field training packet x x
Contractor Home Improvement Contractor pocket guide x x x
Consumers Home Improvement Incentive forms x x x x
Consumers How To Care For Your Equipment Customer Leave Behind x
Contractor How to present the program one page cheat sheet x x x
Contractor HVAC Contractor Pocket Guide x x x
Consumers HVAC Incentive forms x x x x
Contractor HVAC Training Invitation x
All Incentive Form Quarterly Updates x x x
Trade Allies Marketing materials order form t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Program Fact Sheet x x
Consumers Refrigerator Clings x
Consumers Retail Stickers x
Retailer Retailer Certification Pins x x x
Retailer Retailer Certification Quiz x x x
Retailer Retailer One Page Cheat Sheets x x x x x
Retailer Sales Associate pocket guide x x x
Consumers Seasonal Counter Cards x x x x x x x x x
Consumers Seasonal Home Improvement End Cap x x x
Consumers Utility Bill Inserts February x x x
Consumers Utility Bill Inserts July x x x
Consumers Utility Bill Inserts March
Consumers Utility Bill Inserts May x x x
Consumers Utility Bill Inserts October
Consumers Branded Tape Measures x x
Consumers Carpenter Pencils x x
Contractor Contractor Training - HVAC x x
Consumers Energy Efficiency Kit (Box)x
Consumers Low flow shower heads x
Consumers Swag giveaway t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Targeted giveaway package x x
Consumers Weather Stripping x
Utility customized web button/templates t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
All Monthly Web Maintenance x x x x x x x x x x x
Consumers survey (what light goes where)x x x x
Retailers training video uploads (production: RSM and outsourced)t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Utility SWOT Analysis of program success x
Utility Tactical Data Inputs x
Internal Google Analytics x x x x x x x x x x x x
Project meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
Recurring meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
Develop Deliver/In Market Tentative
NovemberAugustSeptemberOctoberJune
Meetings
Collateral/Outreach
Print Advertising
Events
2011 Marketing Plan
Marketing Measurement
Web
Appendix 5
Submitted by: PECI-Residential Strategic Marketing
Target Audience Marketing Deliverable DecemberFebruaryMarchJuly
Business Package
April May
Q1 Q2 Q4Q3
January
2010 Rocky Mountain Power Home Energy Savings Program - Wyoming
Tactical Marketing Plan - Appliances, Home Improvement and HVAC
ID PAC-E-14-07
IPUC 6 Attachment IPUC 6-1
14 of 16
Contacts: Jodi Walder‐Biesanz, RSM Senior Manager
Beth Gillette, RSM Marketing Coordinator
Budget:$80,096.00
Effective date:January 1, 2010
x x t
4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27
SAMPLE: Builders Training postcard (series of 4 unique designs)
General Presentation Folder x
General Program Business Cards (Tent)x
General Program Envelopes (#10)x
General Program Envelopes (#15)x
General Program Imagery t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
General Program Labels x
General Program Letterhead x
Consumers Aisle Violators -- CFLs x
Consumers CFL Character Cut Out for Retail Stores t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers CFL Counter Cards t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Retailer CFL Custom Retail Price Tags t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers CFL Header boards t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Consumer Education Booklet (Appliances/CFLs)x x x
Consumers Customized CFL Posters t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers FAQ -- lighting myths t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Field Staff Field staff apparel x x
Field Staff Field training packet x x
Retailer Retailer Certification Pins x x x
Retailer Retailer Certification Quiz x x x
Retailer Sales Associate pocket guide x x x
Consumers Utility Bill Inserts October
Utility Utility Bill Postage
Consumers Idaho CFL Newspaper Ads t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Washington CFL Newspaper Ads t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Wyoming CFL Newspaper Ads x x x x
Consumers Idaho CFL Radio Ads t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Washington CFL Radio Ads t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Wyoming CFL Radio Ads x x x x
Consumers CFL Post-It Pads t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers CFL Table Banner t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers CFL Tattoos t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Consumers Targeted giveaway package x x
Utility Customized web button/templates t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
All Monthly Web Maintenance x x x x x x x x x x x
Consumers Survey (what light goes where)x x x x
Retailers Training video uploads (production: RSM and outsourced)t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t t
Utility SWOT Analysis of program success x
Utility Tactical Data Inputs x
Internal Google Analytics x x x x x x x x x x x x
Project meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
Recurring meetings x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
2010 Home Energy Savings Program - All States
Marketing Measurement
Web
2011 Marketing Plan
November DecemberJuly August September October
Q2 Q4Q3
April May
Meetings
Q1
January February March
Events
Collateral/Outreach
Appendix 6
Radio Advertising
Print Advertising
Target Audience Marketing Deliverable
Business Package
June
Submitted by: PECI-Residential Strategic Marketing
Develop Deliver/In Market Tentative
Tactical Marketing Plan - CFLs
ID PAC-E-14-07
IPUC 6 Attachment IPUC 6-1
15 of 16
Number of residential customers by state for bill inserts:Bill Insert:Postage overage costs are $2.10 per thousand
425,000 (not included in total)$892.50 (not included in
total)
Legend:92,000 $1,960.02 $193.20
Voices Newsletter 108,000 $2,300.90 $226.80
Voices Newsletter - Corp Schedule 700,000 $14,913.22 $1,470.00
Bill Inserts 30,000 $639.14 $63.00
Direct Mail 52,000 $1,107.84 $109.20
982,000 $20,921.12 $2,062.20
Channel:Concept:Channel:Concept:Channel:Concept:Channel:Concept:Channel:Concept:Channel:Concept:Channel:Concept:Channel:Concept:Channel:Concept:Channel:Concept:Channel:Concept:Channel:Concept:
CALIFORNIA
New Homes Voices Fall prep
HVAC Voices EE / Tune-up Bill Insert Cooling tips Voices Cooling Tips Voices Fall prep Voices Heating Tips
Appliances Bill Insert Voices Earth Day tie in Bill Insert RAC/CF Voices Fall prep
Lighthing Bill Insert Voices EE Voices Fall prep Bill Insert CFL
IDAHO
HVAC Voices EE / Tune-up Bill Insert Cooling tips Voices Cooling Tips Voices Fall prep Voices Heating Tips
Appliances Voices Earth Day tie in Bill Insert RAC/CF Voices Fall prep
Lighting Bill Insert CFL
Home Improvement Voices Fall prep
UTAH
HVAC Voices EE / Tune-up Bill Insert Cooling tips Voices Cooling Tips Voices Fall prep Voices Heating Tips
Appliances Bill Insert Voices Earth Day tie in Direct Mail Possible co-brand wBill Insert RAC/CF Voices Fall prep
Lighting Bill Insert Voices EE Voices Fall prep Bill Insert CFL
Home Improvement Voices Fall prep
WASHINGTON
New Homes Voices Fall prep
HVAC Voices EE / Tune-up Bill Insert Cooling tips Voices Cooling Tips Voices Fall prep Voices Heating Tips
Appliances Bill Insert Voices Earth Day tie in Bill Insert RAC/CF Voices Fall prep
Lighting Bill Insert Voices EE Voices Fall prep Bill Insert CFL
Home Improvement Bill Insert H&G show Voices Fall prep
WYOMING
HVAC Voices Voices EE / Tune-up Bill Insert Cooling tips Voices Cooling Tips Voices Fall prep Voices Heating Tips
Appliances Voices Bill Insert Voices Earth Day tie in Direct Mail Possible co-brand wBill Insert RAC/CF Voices Fall prep
Lighthing Voices Bill Insert Voices EE Voices Fall prep Bill Insert CFL
Home Improvement Voices Voices Fall prep
November DecemberJulyAugustSeptemberOctober
TOTAL Postage Cost
January February March April May June
TOTAL (households)
* Oregon (ETO) plans are turned in under the Energy
Trust of Oregon master plan. These numbers are not
included in totals.
California California
Idaho Idaho
Oregon (ETO)*Oregon (ETO)*NOTE: -- we are billed periodically for the postage
amountWashington
Bi
l
l

I
n
s
e
r
t

P
r
i
n
t
i
n
g

Co
s
t
s
Washington
Wyoming Wyoming
Utah Utah
2010 Proposed HES Marketing Communications Plan
Submitted by: PECI
Pacific Power / Rocky Mountain Power Appendix 7
ID PAC-E-14-07
IPUC 6 Attachment IPUC 6-1
16 of 16