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?