regional program platforms: building a sandbox where everyone can play
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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 - PowerPoint PPT PresentationTRANSCRIPT
Regional Program Platforms: Building a Sandbox Where Everyone Can Play
Sarah F. Moore Bonneville Power Administration
February 8, 2012
Northwest Region Overview
• Five States– Washington– Idaho– Montana– Wyoming– Oregon
• 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)
Northwest Region Overview
Major Metro Markets• Seattle, Washington• Portland, Oregon• Spokane, Washington• Boise, Idaho
Small and Rural Markets• Twin Falls, Idaho• Kalispell, Montana• Brookings, Oregon• Port Angeles, Washington
“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
Quick History2000 - 2005 NEEA initial regional work on CFLs 2005 - 2008 NEEA regional program expands to
grocery, hardware, mass merchandise, big box2006 - 2010 BPA Change a Light NW regional
program with emphasis on specialty CFLs2010 - today BPA Simple Steps, Smart Savings
program expands model to include fixtures, showerheads (other products on deck)
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
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
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
Channel Analysis – Retail
Retail• 42 participating utilities• 34 participating retail
chains with 815 retail locations
• 6.7 Million CFLs, fixtures, and showerheads
• Utility attribution
Channel Analysis – Direct InstallCase study: Washington Public Utility Project
• 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
8%
91%
1%
Existing CFLs
Incandescent Bulbs
Other
8%
55%
12%
12%
9%4%
0%
Pre-Existing CFLs
13 watt twist - CFL
23 watt twist - CFL
Globes - CFL
Reflectors - CFLs
Incandescent Bulbs
Other
Before
After
Utility Participation AnalysisUtility Participation (Total = 51)
Program activity to dateCurrent Program Results | April 2010 – October 2011 Energy Saved
(kWh)
Product Mix
General Purpose CFLs 3,753,373 101,341,071
Specialty CFLs 3,624,105 76,106,205
Showerheads 98,798 10,903,742
Lighting Fixtures 3,120 308,880
Channel Mix
Retail 6,700,033 157,290,861
Direct Install 472,268 19,114,946
Direct Mail 202,487 8,119,204
Bulk Purchase 106,615 4,134,887
Total kWh 188,659,898
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
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!
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
Field service coordination
APT/Fluid
PECI/Fluid
KEMAPSE/Sno
PECI
Retail Purchasing
Typographic
Geographic
Retail Market Profile
Census
Demographic
Psychographic
ConsumerProfile
Incentive Redemption
Retail Intelligence Customer Intelligence
Customer
Trade Area
Retail/Consumer Profile
PECI Market Intelligence
Utility Boundary Profile
Allocation ProfileCalculates % attributable to each utility
Sales Allocation Methodology
In the near futureBPA 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?