Presentation Example
Energy Efficiency:
A Neighborhood Approach
Christopher Frye
Austin Energy, Distributed Energy Services
Market Research & Product Development
December 15, 2011
Overview
• Austin Energy Overview
• Energy Efficiency Awareness
• Local Research Context
• Case Studies
• Community Engagement
• Conclusions / Q&A
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Austin Energy Overview
• Nation’s 9th largest community-owned electric utility
• Generation portfolio of just over 2,600 MW
– Coal (600)
– Nuclear (400)
– Natural Gas (1400)
– Renewables (Wind, Solar, Landfill Gas, Small Hydro)
• Nation’s first and largest Green Building program
• GreenChoice® # 1 nine years running (kWh sales)
• Serve population of roughly 1 million
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Energy Efficiency Awareness
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Recent Survey: 61% Unaware of Incentives
Disconnect between Usage (kWh) & Cost ($)
Multiple, Mixed Messages
Hassle Factor / Transaction Costs
Lack of Trust in the Utility
Need to align measures with programs
Fixation on “Mass Market”
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All Politics are Local…
• …as is energy usage behavior
• Mass Market is Dead
• Word of Mouth Paramount in Awareness:
– Neighbors
– Contractors
– Community Organizations
– Direct message where customers congregate
• Partner with Organizations customers trust
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Research/Segmentation
• Understanding Customer Segments Critical
• Primary Value: Saving Money ($)
• Secondary Values:
– Support environmental initiatives
– Increase property value
– Make process seamless / EE coach
• Research MUST inform marketing
• Continuous monitoring/market research
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Case Study: ARRA Weatherization
• Only municipality in the US to deploy funds
• Understand areas of most need / Census Data
• Outreach is critical
– Partnership with community leaders
– Recognize potential for pockets of poverty
• Reduce complexity for customers
• Results:
– Average of $4,900 in free improvements
– Twice received additional funding
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Case Study: Small Business Lighting
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Assist in upgrading inefficient lighting systems
Summer peak of 100 kW or less
Partnership with multiple local contractors
Sales are split geographically
Cold call & direct engagement with customers
Process to identify leads based on high bills
Multiple marketing channels utilized
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Case Study: Pecan Street Inc
• Unique collaboration / UT, Utility, and Industry
• Consumer System Deployment
– 102 Chevy Volts
– Home Services Systems & Smart Appliances
– Residential PV
"The Pecan Street Consortium's smart grid research is generating
incredibly valuable information on how, when and on what customers
use energy. It will end up as the single greatest collection of consumer
energy data that has been developed in the United States. ”
Dr. Michael Webber, University of Texas researcher
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Mueller Neighborhood, Central Austin
Solar Panels
Consumers
EVs
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Pecan Street Consortium
• Understand marketing synergy between retail distributors and utility
• Collaborative effort provides test bed for evaluation and innovation
• Recognize residents as ultimate stakeholders in product development
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Community Engagement
• Build relationships with contractor community
• Canvassing provides engagement opportunity
• Leverage community groups / interest
• Engage/Educate key community leaders
• Identify/align media with customer segments
• Focus on strengthening local economy
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Conclusions
• Research, Research, Research
• Segmentation is Critical
• Focus marketing efforts on customer values
• Data Driven Policy Formation
• Continuous evaluation / feedback loops
• Challenge assumptions constantly
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Q&A / Contact Information
Christopher Frye
Austin Energy, Distributed Energy Services
Market Research & Product Development
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