chris cocoran, opower
TRANSCRIPT
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Behavioral Science Marketing
Chris CorcoranVP Marketing & Strategy
OPOWER
Ac! 6
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OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Marketing Can Save The Environment!
Chris Corcoran!OPOWER!Manager, Strategy and Marketing!Next DC – Monday, January 23!
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2!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Citizenship!
Turn off AC &!Turn on Fan!
Environment!
Turn off AC &!Turn on Fan!
$$$!
Turn off AC &!Turn on Fan!
Schultz & Cialdini. San Marcos Study, 2003!Hewlett Foundation San Marcos Study!
Conservation messages printed on door hangers and left on homes!
Motivations for Saving Energy!
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3!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Citizenship!
Turn off AC &!Turn on Fan!
Environment!
Turn off AC &!Turn on Fan!
$$$!
Turn off AC &!Turn on Fan!
Zero Impact on Consumption!
Schultz & Cialdini. San Marcos Study, 2003!Hewlett Foundation San Marcos Study!
Conservation messages printed on door hangers and left on homes!
Motivations for Saving Energy!
6% Drop in Consumption!
Neighbors!
Turn off AC &!Turn on Fan!
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4!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Utility Bill Facelift!
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5!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
New Utility Front End – A Marcom Platform!
OPOWERʼs Multi-Channel Platform!
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6!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
OPOWER Impact!
• We reach 8 million US homes today!• Zero opt-in participation required, 85% action rate!• Deployed nationally, could remove 4 million homes from grid!
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7!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Marketing Takeaways!
• Test messaging for effectiveness of motivation!• Use all available channels; concentrate on the channels
where users naturally gravitate!
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8!OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Thank You!Chris Corcoran!
Manager, Strategy & Marketing!
Weʼre Hiring!!
www.opowerjobs.com!