HomeMy WebLinkAbout20141001PAC to Staff Attach 6.3.pdf Home Energy Savings Program Two-Year Marketing Plan 1
PacifiCorp Home Energy Savings Program:
2012 Annual Marketing Plan
30 September 2011
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Home Energy Savings Program Two-Year Marketing Plan 2
Table of Contents
Executive Summary ....................................................................................................................................................... 3
Program Overview ........................................................................................................................................................ 3
Program Goals................................................................................................................................................................ 4
Program Strategies ........................................................................................................................................................ 4
Retail Channel Marketing Strategies ......................................................................................................................... 4
Contractor Channel Marketing Strategies .............................................................................................................. 4
Market Segments and Key Messaging ....................................................................................................................... 4
Strategies and Tactical Ideas ....................................................................................................................................... 5
Retail Channel ................................................................................................................................................................ 6
Contractor Channel ...................................................................................................................................................... 8
Measurement ................................................................................................................................................................ 11
Retail Channel Marketing Metrics ........................................................................................................................... 11
Contractor Channel Marketing Metrics ................................................................................................................. 12
Tactical Plan and Schedule ......................................................................................................................................... 13
Marketing Reviews and Approvals........................................................................................................................... 13
Quarterly Check-Ins................................................................................................................................ 14
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Home Energy Savings Program Two-Year Marketing Plan 3
Executive Summary
Marketing the Home Energy Savings (HES) program is essential to create awareness and therefore
participation in the program.
The 2012 Marketing Plan supports the HES program within the Rocky Mountain Power and Pacific
Power service areas. This plan outlines the objectives, marketing strategies and tactics for Q1-Q4 2012.
This document serves as Contract Task 3.3.3 Deliverable for Contract Number 3000075941, executed
on 26 March 2011 with the following language:
TASK: Marketing Plan. Consultant will develop a marketing plan covering the entire term of
the Contract for each state which will be updated semi-annually. The marketing plan will provide
month by month details on all marketing activities such as planned media buys, outreach events,
development of collateral materials, trainings, mailings, website updates, etc. The marketing plan
must identify internal quality control procedures for finalizing all materials. The marketing plan
must provide baseline benchmarks and targets for key activities such as recruitment/retention of
trade allies, penetration of program measures, participating retailers, repeat customers, average
savings and incentives per customer and more. The marketing plan must provide a month by
month record of completed marketing activities such as media buys, outreach events, collateral
materials, trainings, mailings, website updates, etc.
Program Overview
The overarching goal of the HES program is to reduce kilowatt hours used by customers. The
integrated marketing program therefore is designed to educate and encourage consumers and trade
allies to change their behaviors and rethink the way they use energy. Incentives for the purchase and
installation of high-efficiency appliances, efficient lighting, weatherization upgrades, HVAC equipment &
services and new homes, serve as a marketing tool for partners in marketing their equipment and
services.
PacifiCorp and PECI have worked together to establish and build relationships with trade allies, gas
utilities, government offices, retail partners and manufacturers/distributors. The two-year plan includes
similar tactics used in previous years, but with an increased focus on enhancing the program to further
foster the relationships with each individual audience, and with each other as a whole. PECI believes
that by further cultivating these relationships, the success of the Home Energy Savings program will
continue to grow. For this reason, the annual plan will focus on strategies that create a deeper level of
integration across program participants. The theme as we move forward is “partnerships.”
Analysis of program performance in past years revealed that the overarching needs in each section of
the program were to establish measure tracking indicators that would provide greater insight into what
was working well within the program, and where there was room to improve. Further, it was
discovered that consumer and trade allies had greater support needs via educational and creative
awareness materials, as well as community based outreach.
In order to properly plan for unexpected changes to the program (tariff changes, ENERGY STAR®
requirement changes, etc.) we will provide a detailed quarterly tactical plan that outlines specific goals,
measurement tracking and reporting on the previous quarter results. The broad plan included in this
document is subject to change based on program needs. An updated quarterly plan will be
communicated with PacifiCorp quarterly to ensure consistency and accuracy.
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Home Energy Savings Program Two-Year Marketing Plan 4
Program Goals
The goals for the Home Energy Savings (HES) program are:
Deliver on savings, budget and compliance commitments
Tariff support and program design
Customer satisfaction
Market approach
o Localized delivery
o Qualified Contractor program
Market leadership
Program Strategies
The long-term HES program strategies to reach the goals are:
Provide strong, localized merchandising
Generate cross-sales of products Motivate partners through ongoing evaluation and rewards
Offer business support Ensure 100% compliance among partners
Retail Channel Marketing Strategies
The long-term Retail Channel marketing strategies in support of the program goals are:
Use a localized delivery approach to provide value and benefits for retail partners
Develop a foundation for partnership program that inspires action
Target customers in different participation cycles to reinforce positive behavior change
Leverage local resources to create community based events and social marketing
Enhance online channel to inspire action and track kWh savings
Partner with PacifiCorp to align all DSM program marketing efforts to leverage utility brand
power
Contractor Channel Marketing Strategies
The long-term Contractor Channel marketing strategies in support of the program goals are:
Use a localized delivery approach to provide value and benefits for trade ally partners
Develop a foundation for a partnership program that inspires action
Enhance online channel to inspire action and track kWh savings
Partner with PacifiCorp to align all DSM program marketing efforts to leverage utility brand
power
Market Segments and Key Messaging
We will leverage segmentation research and market research we invested in has helped us gain insight
into the most effective messages that resonate with our customers. The messages outlined are grouped
by state and product. The quarterly marketing plan will outline the specific messages that will be used
for each tactic.
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Home Energy Savings Program Two-Year Marketing Plan 5
Strategies and Tactical Ideas
Retail Channel
Use a localized delivery approach to provide value and benefits for retail partners.
Develop marketing materials relating to the local market and new measures that inspire action
o Direct mail campaigns
Manufacturer coupons
Retailer coupons
Local events/community based
o Localized event participation
Small, community oriented participation
o New measure education
Retailers
Consumers
Use targeted messages to reinforce positive behavior changes regionally
o Point of purchase materials
o Bill inserts
o Direct mail
o Promotions/events
Partner with local retailers to drive traffic and participation
o Joint retailer promotions
o Cross-channel promotions
o In-store signage
o Banners
o Kiosks
Multiple participation rewards foundation
o Create a roadmap for customers to follow for complete energy-efficiency
Bonus incentive options to encourage customers and trade allies to continue to
make energy-efficient choices
Focus on promoting measures to make the whole home more efficient
Partnership with like incentive programs and organizations to ensure customers are getting the
most value
o Gas utilities
o Home Performance with ENERGY STAR
o Direct mail to encourage participation in other programs
o DSM programs (JACO, etc.)
Advertise promotions through social media and targeted Web advertising
Estimated timeline
Develop materials that inspire action
o Ongoing Q1-4 2012
Use targeted messages regionally
o Ongoing Q1-4 2012
Partner with local retailers
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Home Energy Savings Program Two-Year Marketing Plan 6
o Ongoing Q1-4 2012
Multiple participation rewards foundation
o Q3 2012
Partner with like programs and organizations
o Ongoing Q1-4 2012
Advertise promotions through social media and Web advertising
o Ongoing Q1-4 2012
Develop a foundation for a partnership program that inspires action.
Draft partnership program plan that perpetuates program participation across all audiences
o Leverage like goals to encourage our trade allies to be our advertising partner
Retailer focused educational campaign
o Increased in-store training and education for retail partners
Use local resources as motivation for high performing partners
o Local rewards for multiple referrals
Grocery store gift certificates
Event tickets
Local sporting event tickets
Engage partners to influence new measure design
Estimated timeline
Draft a partnership program plan
o Q2-3 2012
Use local resources as motivation
o Ongoing Q1-4 2012
Target customers at different stages of participation cycle to reinforce behavior
change.
Develop direct marketing materials/promotions to encourage another action from participants
o Use “energy-efficiency” roadmap that will vary depending on the level of participation
“Thank you” direct mail for first time participants
Inspector leave behind gift and coupon
Education and rewards for customers who’ve participated multiple times
Estimated timeline
Draft energy-efficiency road map
o Q1-3 2012
Leverage local resources to create community based events and social marketing.
Partner with local utilities, agencies and organizations to promote a sense of community and
preservation
o Inspire action that affects the community in a positive way
o Leverage industries outside energy-efficiency
Partner with program participating retailers to increase their benefit of participating in program
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Home Energy Savings Program Two-Year Marketing Plan 7
Estimated timeline
Partner with local utilities, agencies and organizations
o Ongoing Q1-4 2012
Partner with program participating retailers
o Ongoing Q1-4 2012
Enhance online channel to inspire action and track marketing generated kWh
savings.
Encourage customers to take action online
o Website redirect links on promotional materials
o Easy online application submission
o Energy-efficient product locators
o Consistent online survey
Enhance program website to include instructions and education for trade allies and consumers
o How to fill out your application
Most common missing information
o How to properly install a CFL
o How to perform services and how to message the program
Trade ally specific
Partner with PacifiCorp DSM programs to heighten awareness of Pacific Power/Rocky Mountain
Power website during community events and promotions
o Use social media to inform and encourage attendance at events
Estimated timeline
Encourage customers to take action online
o Ongoing Q1-4 2012
Enhance program website to include instructions and education for trade allies and consumers
o Ongoing Q1-4 2012
Partner with PacifiCorp DSM programs
o Ongoing Q1-4 2012
Partner with PacifiCorp to align all DSM programs marketing efforts to leverage
utility brand power.
Formalize the process for communicating upcoming promotions with PacifiCorp’s DSM
programs, call center and market partners
Work with PacifiCorp’s communications department to approve and distribute press releases
about events/promotions
Work with DSM program marketing teams to ensure brand is leveraged at all possible events
Estimated timeline
Formalize the communication process
o Ongoing Q1-4 2012
Work with PacifiCorp’s communications department for press release distribution
o Ongoing Q1-4 2012
Work with DSM programs to ensure brand is leveraged
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Home Energy Savings Program Two-Year Marketing Plan 8
o Ongoing Q1-4 2012
Contractor Channel
Use a localized delivery approach to provide value and benefits for trade ally
partners.
Establish schedule of face to face interactions with contractor network to reinforce our
commitment to communication, education and support
o Quarterly outreach
o Contractor social hours
o Educational events
Partner with programs (regional or local) to penetrate the market and to maintain consistent
messages including but not limited to:
o Solar program in California and Utah
o Utah Home Performance
o Energy Upgrade California
Leverage relationships with local organizations to promote the benefits of the program including
but not limited to:
o Home Builders Associations
o Colleges
o State/County organizations
o Low-income housing organizations
Use Inspector leave behinds as vehicle to inform customers about program details
o Results of inspection and program contact information
o Qualified contractor lists
o Coupons/promotions
o Customized measure suggestions based on participation and local climate zones
Estimated timeline
Establish contractor meetings/events
o Q1 2012
Evaluate and determine schedule for 2013
Partner with regional and local programs
o Ongoing Q1-4 2012
Leverage relationships with local organizations
o Ongoing Q1-4 2012
Use inspector leave behinds
o Begins Q1 2012
Develop a foundation for a partnership program that inspires action.
Motivate participation from trade allies using a qualified contractor network
o Develop marketing materials that highlight the criteria for contractors to be listed as
“Qualified Contractors” including:
Measure performance
Installation standards
Inspection pass/fail rate standards
Determined by the tariff updates in each state
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Home Energy Savings Program Two-Year Marketing Plan 9
Anticipated full implementation by 2013
o Create a robust benefits package for high performing contractors, builders and retailers
Package details informed by market research
Higher incentive levels for qualified contractors
Business consultation provided by program outreach staff
Prominent website placement
Co-op advertising preferences
Print and radio advertising to help boost their presence
o Increase trade ally training and education on benefits of program participation
Specific curriculum developed by Contractor Channel
o Produce support materials
Marketing collateral to help promote the program
Forms/worksheets
Technical support materials
Actual tools necessary to perform services
Leverage retail partnerships to ensure consistent messages
o Use Field Services to help bridge participation from retailers and contractors
o Promote value of whole home approach to energy efficiency
“House as a system”
o Program materials available at contractor desks in retail stores
Program description/overview
How to participate
Qualifying measures
Special promotion information
o Point of Purchase materials for HVAC and weatherization measures
o Market retail stores’ contractor lists
Bridge relationships between HES contractors and external trade allies
o Plumbers
o Multi-family superintendent
o HVAC and Weatherization contractors
Target new contractors
o Questar gas contractors not participating in the HES program
o Contractors wanting to expand their business
o Retail stores’ contractor lists
Estimated timeline
Motivate trade ally participation
o Q1 2012
o Full implementation anticipated Q4 2013
Leverage retail partnerships
o Q3 2011 though Q4 2013
Bridge relationships between HES contractors and external trade allies
o Q1 2012 through Q4 2013
Target new contractors
o Q4 2011 through Q4 2013
Enhance online channel to inspire action and track marketing generated kWh
savings.
Enhance trade ally communication channels to expand education and support
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Home Energy Savings Program Two-Year Marketing Plan 10
o i.e. E-newsletter, online forums
Encourage customers to take action online
o Website redirect links on promotional materials
o Program measure locators
Retail stores
Qualified contractors
o QR codes
Enhance the website to include instructions and education for trade allies and consumers
o How to fill out your application
Most common missing information
o Installation requirements for specific measures
o How to perform services
Trade ally specific
Partner with PacifiCorp DSM programs to heighten awareness of Pacific Power/Rocky Mountain
Power website during community events and promotions
o Use social media to inform and encourage attendance at events
Estimated timeline
Enhance trade ally communication channels
o Ongoing Q1-4 2012
Encourage customers to take action online
o Ongoing Q1-4 2012
Enhance the website to include instructions and education for trade allies and consumers
o Q1 2012 through Q4 2013
Partner with PacifiCorp DSM programs
o Ongoing Q1-4 2012
Partner with PacifiCorp to align all DSM programs marketing efforts to leverage
utility brand power.
Formalize the process for communicating upcoming promotions with PacifiCorp’s DSM
programs, call center and market partners
Work with PacifiCorp’s communications department to approve and distribute press releases
about events/promotions
Work with DSM program marketing teams to ensure brand is leveraged at all possible events
Estimated timeline
Formalize the communication process
o Ongoing Q1-4 2012
Work with PacifiCorp’s communications department for press release distribution
o Ongoing Q1-4 2012
Work with DSM programs to ensure brand is leveraged
o Ongoing Q1-4 2012
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Home Energy Savings Program Two-Year Marketing Plan 11
Measurement
As part of the quarterly Marketing Plan, specific success metrics and tracking mechanism will be detailed;
below are tracking mechanisms expected to be used. Measurements will be updated and communicated
on a quarterly basis.
Retail Channel Marketing Metrics
The long-term Retail Channel marketing metrics in support of the program goals are:
Use a localized delivery approach to provide value and benefits for retail partners
Survey retailers on effectiveness of materials prior to campaigns
Track and report customer response to materials using targeted messaging
o Utilize marketing campaign-specific telephone numbers
o Track and report program website redirects and traffic using Google Analytics
o Track and report QR codes (if applicable)
Survey program participating retailers on effectiveness of materials after campaign completions
Track and report redemptions and compare year over year to determine effectiveness of
campaigns
Track and report any media pickup from campaigns
Include high level achievements in monthly report
Develop a partnership program that inspires action through each program channel
Survey retailers on benefits of partnership program
Track redemptions and compare year over year to determine effectiveness
Include high level achievements in monthly report
Target customers in different participation cycles to reinforce positive behavior
change
Include tracking mechanism in each cycle
o i.e. Require customers to attach marketing piece to incentive application to track
effectiveness
Track and report customer response to materials using targeted messaging
o Utilize marketing campaign-specific telephone numbers
o Track and report program website redirects and traffic using Google Analytics
o Track and report QR codes (if applicable)
Track and report redemptions and compare year over year to determine effectiveness
Include high level achievements in monthly report
Leverage local resources to create community based events and social marketing
Track and report customer response to materials using targeted messaging
o Utilize marketing campaign-specific telephone numbers
o Track and report program website redirects and traffic using Google Analytics
o Track and report QR codes (if applicable)
Survey program participating retailers on benefits
Track and report any media pickup from marketing efforts
Include high level achievements in monthly report
Enhance online channel to inspire action and track kWh savings
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Home Energy Savings Program Two-Year Marketing Plan 12
Track and report customer website usage using Google Analytics
o Visits
o Page views
o Bounce rate
o Pages / visit
o Average time on site
o New visits
o Traffic sources
Track and report views of instructional videos
Include high level achievements in monthly report
Partner with PacifiCorp to align all DSM program marketing efforts to leverage
utility brand power
Ensure that all possible DSM programs have been contacted about participation
Track and report event evaluation
Track and report any media pickup from campaigns
Include high level achievements in monthly report
Contractor Channel Marketing Metrics
The long-term Contractor Channel marketing metrics in support of the program goals are:
Use a localized delivery approach to provide value and benefits for trade ally
partners.
Track number of contractor events and number of attendees and evaluate changes
Use Google Analytics to track web traffic on the HES website from other programs’ or
organizations’ web pages
Track calls from campaign-specific telephone numbers
Track and report program website redirects and traffic using Google Analytics
Track number of applications submitted from audited households
Use market research to establish a baseline of contractor’s involvement in the program and use
of program resources
Analyze application submission data to track increases due to specific marketing campaigns
Develop a partnership program that inspires action through each program channel
Use market research to establish a baseline of contractor’s involvement in the program and use
of program resources
Track contractor participation in specific measure promotions
Use Google Analytics to track web traffic to Trade Ally website resource pages
Track “Qualified Contractors” inspection pass/fail rates to determine improvements
Track new contractors
o Track number of contractors in HES program on a quarterly basis
o Survey contractors to determine reasons for signing up with the program
o Track calls from campaign-specific telephone numbers and contractor hotline
o Track and report program website redirects and traffic using Google Analytics
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Home Energy Savings Program Two-Year Marketing Plan 13
Annually compare contractor involvement in the program to baseline from market research
Track program activity through retail partnerships
o Track retail involvement in contractor channel measure promotions
o Track applications from self-installers through retail channel
o Measure field services contractor-specific visits to retail stores
o Track influence of point of purchase materials through application submission
Track number of external trade allies the program works with on an annual basis
Enhance online channel to inspire action and track kWh savings
Track Trade Ally contractor communications using campaign monitor system
Analyze customer’s online interaction by tracking program website redirects and traffic using
Google Analytics
Track and report QR codes (if applicable)
Analyze contractor online interaction by tracking program website redirect and traffic to Trade
Ally website pages using Google Analytics
Determine baseline and track Pacific Power/Rocky Mountain Power presence in social media
o Use social media to promote events
o Track website redirects from social media websites
Partner with PacifiCorp to align all DSM program marketing efforts to leverage
utility brand power
Coordinate with PacifiCorp’s DSM programs to assist in promotion of HES marketing campaigns
Track HES and other DSM program participation in events
Track HES and other DSM program press releases
Conduct evaluation of marketing campaigns to identify missed opportunities for HES brand
promotion
Tactical Plan and Schedule
Each quarter, a detailed tactical outline will be provided. Included in the outline will be specific budgets,
measurement and results from the previous quarter. Along with a solid quarterly plan, a soft plan for the
next quarter will be provided.
Marketing Reviews and Approvals
Careful review of the marketing plan at quarterly kickoff and key milestones by decision-makers will help
protect the budget and schedule and ensure marketing deliverables meet expectations. To support this,
PECI will schedule formal reviews and approvals at key milestones throughout program implementation.
Each review process includes two rounds and consists of the following steps:
If the client review schedule extends beyond the agreed timeframe, PECI will do its best to make up any
lost time when possible, otherwise adding on the same number of days slipped to the deliverable
deadline. If the scope or schedule extends beyond the original agreement, impacting the budget, a
change order may be required.
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Home Energy Savings Program Two-Year Marketing Plan 14
Quarterly Check-Ins
PECI will initiate a quarterly check-in to ensure the program goals remain in line with the marketing
strategies and tactics planned. If a revision to the plan is required, a revised list of tactics and related
timeline and/or budget revisions will be reviewed and approved by PacifiCorp.
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