gary evans office of energy options. 2 we energies service territory
TRANSCRIPT
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Gary Evans Office of Energy Options
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We Energies Service Territory
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Current Renewable Energy Sources
Biomass 26,370 MWH
75% of renewable power supply
Wind Turbines
6,000 MWH
18% of renewable power supply
Small Hydro 2,800 MWH
7% of renewable power supply
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4Background / History
1996 Formation of EFT Three goals:
Demonstrate environmental stewardship
Provide experience in “customer choice”
Present “green pricing” as a market-based option for customers
Customer Enrollment (yearly totals)
1996: 1500 2000: 11,098
1997: 7200 2001: 10,686
1998: 8500 2002: 10,872
1999: 11,200 today: 11,412
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5EFT Program Basics
Residential Premium pricing option
2.04 cents / kWh
customers choose: 25%, 50% or 100%
No fuel cost adjustment
Monthly commitment
Small Business Same as residential
Large Commercial/Industrial Business Block option or percentage
Calendar year commitment
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6Residential Research
Current Customer Demographics Recently donated to environmental organization
Age 55 or older
Married / no children
Yearly income of $75,000 +
Post graduate education
Reasons for joining EFT Support the environment
Reduce production from standard generation techniques
Concern for future generations
Keep me informed
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7Residential Research
Customer Input Keep it simple!
Use the term renewable energy - not “green” energy
Reasonable premium - 1 cent / kWh 5% willing to pay average of $5.00 / month
Suspected average program participation - 3 years
Trust Issues Use CRS accreditation
Want increase of wind and solar PV production Like images of wind turbines
Suggest charging all We Energies customers $1/month for EFT
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Business Research
Small Business Reasons to participate
Want to do something for future generations
Owners decision
Reasons that hinder participation Economic situation
Trust is an issue/ Easy and convenient
Have not been asked to participate
Environmental: conservation
Suggestions Use term renewable energy - not “green” energy
Don’t use testimonials
Keep information simple
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9Business Research
Large Business Reasons to participate
To meet environmental requirements
The boss likes it
Fixed price
Positive PR opportunity
Reasons that hinder participation Who else is signed up?
Economy/price
Suggestions Find the right decision maker
Develop relationships
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Residential Marketing Strategy
Effective Integrated Marketing
Radio spots
Bill inserts
Multiple touch direct mail Brochures
postcards
Phone follow-up
Non effective Events
Noticing decrease in direct mail success
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Business Marketing Strategy
Small Business Multiple touch direct mail
Phone follow-up
Large Business Large customer interviews
One-on-one relationship with account rep.
Long term pricing
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Marketing Challenges
Creating awareness / understanding of renewable energy
Keeping the offer simple
Price
Limited resources
Economy
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The Future of EFT
Program Growth Increase business participation
New partnerships Environmental groups
Marketing options
Expand to new residential demographic groups
Lower price Green Tags / REC’s
Wind resources
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Contact Information
Gary Evans
Environmental Programs Manager
414-221-3553
www.we-energyfortomorrow.com