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One-Page Marketing Plan
Nine Simple Steps to Writing a Powerful, Customer-Oriented, Actionable Plan
April 17, 2013
We often receive questions about developing a utility marketing plan, so we’ve updated our nine-step process for creating a simple one-page template to help guide you in creating a customer-oriented, actionable plan for all your marketing campaigns.
Content type: Research Brief | Document ID: RES-RB-26 | Author: Beth Hartman, Matthew Joyce
Are You Wasting Money on Marketing? Part I
Calculating Marketing ROI
March 26, 2013
Rather than a cost center, the utility marketing department represents an essential investment opportunity for the company to expand programs that will sustain profits long into the future. Understanding the challenges to and creating a framework for calculating ROI can lead to better results.
Content type: Focus Report | Document ID: RES-F-49 | Author: Beth Hartman
Are You Wasting Money on Marketing? Part II
Current Utility ROI Measurement Solutions
March 26, 2013
Although marketing measurement solutions in use among utilities vary widely, overall, those that make an effort to evaluate results are able to generate a higher return on investment. Using tools such as Google Analytics, Salesforce, and Excel, utilities can improve marketing results.
Content type: Focus Report | Document ID: RES-F-50 | Author: Beth Hartman
Are You Wasting Money on Marketing? Part III
Outside Industries and Future Opportunities
March 26, 2013
There are several innovative marketing strategies from outside industries that utilities could apply to their own campaigns to more effectively calculate return on marketing investment (ROMI). Also, utilities are uniquely positioned to build higher ROMIs by leveraging smart grid data.
Content type: Focus Report | Document ID: RES-F-51 | Author: Beth Hartman
Get Others to Do the Work for You!
Channel Your Marketing Through Existing Networks and Partnerships
January 9, 2013 | Updated: March 18, 2013
Sometimes the most effective way to reach your target customers is to let someone else do it for you. E Source has learned of several utilities that have successfully collaborated with existing networks and local organizations to spread their marketing messages.
Content type: Research Brief | Document ID: RES-RB-19 | Author: Katie Ruiz
Carrotmob in Boulder County, Colorado
Forget the Stick—Use the Carrot to Spark Energy-Efficiency Action
March 18, 2013
In Boulder, Colorado, the county's EnergySmart program and students in the Colorado Public Interest Group at the University of Colorado worked together to launch a Carrotmob event in the Colorado town to raise awareness about and encourage participation in the program.
Content type: Research Brief | Document ID: RES-RB-25 | Author: Katie Ruiz
Stormy Weather’s Silver Lining: Opportunities to Accelerate Energy Efficiency After Disasters
January 30, 2013
Natural disasters have the potential to wreak massive financial damages to properties and unquantifiable emotional and personal losses, but program administrators at ground zero are uniquely poised to help victims rebuild or renovate their damaged homes and businesses to be more secure, affordable, and ...
Content type: Focus Report | Document ID: EDRP-F-46 | Author: Melanie Wemple, Rachel Reiss Buckley, Dulcey Simpkins
Puget Sound Energy’s Green Power Rewards Program
January 9, 2013
Puget Sound Energy developed a unique value proposition around its green power program by creating a community that ties together participating households and businesses. An exclusive rewards program provides households with discounts to green-powered businesses.
Content type: Research Brief | Document ID: RES-RB-22 | Author: Katie Ruiz
Efficiency Beyond Widgets: Residential Behavioral Program Options
December 18, 2012
Behavior-change programs for the residential sector have proliferated rapidly over the past few years, evolving more quickly than virtually any other energy-efficiency program offering. What elements drive successful residential behavioral approaches?
Content type: Research Brief | Document ID: RES-RB-46 | Author: Dulcey Simpkins
Residential Revenue-Generating Products and Services: Six Ways to Boost Utility Earnings
November 29, 2012
As technologies, policies, and consumer preferences evolve, utilities are finding new ways to adapt their business model by offering products and services that extend beyond energy sales.
Content type: Research Brief | Document ID: RES-RB-20 | Author: Katie Ruiz
Marketing Dynamic Pricing: Three Residential Case Studies
August 1, 2012
Can utilities successfully drive enrollment in dynamic-pricing programs and help their customers succeed in them? This report contains messaging, targeting, channel-usage, and education lessons from three residential case studies: Gulf Power, Pacific Gas and Electric Co., and Toronto Hydro-Electric System. ...
Content type: Focus Report | Document ID: RES-F-45 | Author: Rob Hall
Grassroots Marketing: Tried-and-True Strategies That Never Go Out of Style
June 21, 2012
Tapping into the roots of your communities through grassroots marketing strategies is a great way to create awareness and understanding around your energy-efficiency initiatives and incentives programs. Don’t let the power of Main Street pass you by!
Content type: Focus Report | Document ID: RES-F-44 | Author: Katie Ruiz
Gaining Efficiencies Through Residential Product Bundling
December 19, 2011
Today’s consumers are well accustomed to product bundles, and they expect meaningful value from them. As some utilities try to capitalize on this customer desire, they’re finding that product bundling not only helps meet consumer expectations but also helps achieve program administrator goals. ...
Content type: Research Brief | Document ID: RES-RB-12 | Author: Melanie Wemple
Utility Marketing Industry Insights
Results from the 2011 Utility Marketing Survey
May 27, 2011
How do utilities organize their marketing departments? What are the most effective marketing channels? What metrics do utilities use to measure the success of marketing efforts? To find out, in January 2011 E Source surveyed marketing staff at our member organizations.
Content type: Research Brief | Document ID: RES-RB-9 | Author: Alexandra Behringer
Social Marketing Insights from the Experts
Highlights from the E Source Let’s Get Social Conference
July 14, 2010
We highlight the social marketing presentations from the 2010 E Source Let’s Get Social conference. Speakers discussed innovative social marketing campaigns, how market research informs successful branding and program execution, and how to measure energy savings from behavior-change programs.
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Content type: Research Brief | Document ID: RES-RB-4 | Author: Kim Knox
Marketing Demand Response to Residential Customers: A PG&E Case Study
December 3, 2009
Can you provide a short case study on the methods used by Pacific Gas and Electric to promote the utility’s residential demand-response programs?
Content type: Ask E Source | Document ID: RES-AskES-11 | Author: Alexandra Behringer
The Cost of Pay-per-Click Advertising
August 19, 2009
We want to include pay-per-click advertising in our campaign. How can we estimate the cost?
Content type: Ask E Source | Document ID: RES-AskES-7 | Author: Stephanie Cary
How Utility Marketers Can Succeed in a Rapidly Changing Media Marketplace
Results from an E Source Roundtable Discussion
July 6, 2009
Utility marketers must increase customer enrollments in efficiency and conservation programs, as mandated by regulators, and cheaply. Digital social media may be a solution. This Roundtable report summarizes four digital social media presentations from the 2009 E Source Utility Marketing Conference.
Content type: Focus Report | Document ID: RES-F-33 | Author: John Egan
Marketing Appliance and HVAC Protection Plans
Results from an E Source Roundtable Discussion
March 16, 2009
Many utilities have found success by offering residential customers service contracts or warranty plans for appliances and HVAC equipment. Such products can provide residential customers with peace of mind by preventing unforeseen expenses, which can be valuable during financially troubled times. In ...
Content type: Focus Report | Document ID: RES-F-32 | Author: Alexandra Behringer
Success Story
How APS Markets Its New Home Construction Program
November 1, 2008
Problem: You are implementing a new home construction program and want to know the best and most cost-effective way to market it. How can you effectively reach out to home builders and consumers in the midst of this tough housing market?
Content type: Research Brief | Document ID: RES-RB-1 | Author: Stephanie Cary and Kim Knox
