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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
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
Data Center Demand-Response Strategies
An E Source Sound Bite
February 7, 2013
Demand response for data centers can be a bit of a challenge. In this sound bite, we go over nine different strategies for shedding load in this growing customer segment.
Content type: Research Brief | Document ID: TAS-RB-64 | Author: Andrea Salazar
HEAL Program: Employers Alleviate the Pain of Energy-Efficiency Financing
January 30, 2013
HEAL, a project of the Clinton Climate Initiative, was developed to facilitate commercial retrofits and, at the same time, help residents access capital for home energy improvements.
Content type: Research Brief | Document ID: RES-RB-24 | Author: Melanie Wemple
Daily Deals Increase Program Participation: Leveraging Networks Like Groupon
January 9, 2013
CenterPoint Energy and Xcel Energy in Minnesota were looking for a way to get more people interested in a visit from the Home Energy Squad. Turning to a strategy employed by many other businesses, the utilities used an online deals network to spread the word.
Content type: Research Brief | Document ID: RES-RB-21 | Author: Beth Hartman
Community Rewards by New Jersey Natural Gas
Referrals Spread the Word and Earn Cash for Community Organizations
January 9, 2013
The New Jersey Natural Gas Conserve to Preserve Community Rewards program uses the power and reach of nonprofit networks to help drive enrollments for its online dashboard. Each successful enrollment that is referred by a registered nonprofit earns a referral reward for that community group.
Content type: Research Brief | Document ID: RES-RB-23 | Author: 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
Key Takeaways from the 2012 Energy Star Partner Meeting
December 3, 2012
Didn’t get to attend this year’s Energy Star Partner Meeting? Never fear—we attended for you! In this seven-minute video, we share some key takeaways, helpful resources and intriguing graphs.
Content type: Research Brief | Document ID: TAS-RB-62 | Author: Andrea Salazar, Lee Hamilton
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
Help! U.S. Businesses Waste $60 Billion Annually on Energy
How to Increase Interest in Efficiency Programs
September 27, 2012
Utilities can use surprising industry statistics on energy waste to startle their business customers into participating in energy-efficiency programs. Presenting this information in terms that make sense can make it more compelling.
Content type: Research Brief | Document ID: BCO-RB-3 | Author: Beth Hartman
Listen to Your Business Customers, and They’ll Listen to You
Get Smart Through Business Advisory Panels
August 30, 2012
Would you like to better understand the needs of your business customers and strengthen your customer relationships? Look no further—business advisory panels can help you achieve these goals!
Content type: Research Brief | Document ID: BMS-RB-12 | Author: Katie Ruiz
Great Minds Think Electric: Highlights from the 26th Annual Electric Vehicle Symposium
August 28, 2012
The electric vehicle (EV) has finally come of age. Or at least, that’s what EV industry insiders are all abuzz about.
Content type: Research Brief | Document ID: TAS-RB-55 | Author: Bryan Jungers
ComEd's Customer Experience Project
Notes from the 2012 E Source Utility Customer Experience Conference
August 16, 2012
These notes summarize a presentation given by ComEd’s director of marketing, Jennifer Montague, at the 2012 E Source Utility Customer Experience Conference.
Content type: Research Brief | Document ID: ECM-RB-4 | Author: Matthew Burks
Social Media for Outages and Beyond
How Utilities Can Respond to Emergencies and Improve Customer Communications
August 9, 2012
Increasingly, emergency management organizations are turning to social media to help with more-effective crowd-sourced communications during disasters. Utilities can use this approach to help better manage their own communication strategy during power outages and to build customer relationships.
Content type: Research Brief | Document ID: ECM-RB-3 | Author: Beth Hartman
Customer Satisfaction Improvements
Notes from the 2012 E Source Utility Customer Experience Conference
August 2, 2012
These notes summarize a presentation given by DTE Energy’s Carolyn Mackool at the 2012 E Source Utility Customer Experience Conference.
Content type: Research Brief | Document ID: ECM-RB-2 | Author: Matthew Burks
Outage Communications for Business Customers
Doing It Right Can Drive Satisfaction Higher
May 2, 2012
Engaging in proactive outage communications is one of the key ways to keep business customers satisfied. This report looks at the primary methods that utilities are using to communicate successfully with large, key account customers and small-to-midsize business customers.
Content type: Research Brief | Document ID: BMS-RB-3 | Author: Kim Burke
How 50 Top Utilities Use Social Media
Key Findings from the E Source 2012 Social Media Survey
April 18, 2012
Utilities continue to realize the value in social media as a marketing, communication, and customer service channel. This report analyzes the results from our 2012 Utility Social Media Survey, the most comprehensive survey in our industry.
Content type: Research Brief | Document ID: ECS-RB-2 | Author: Stephanie Spalding
Do They Qualify? Trade Ally Screening Practices
April 16, 2012
Trade allies frequently help deliver efficiency programs. See how efficiency program administrators make sure trade allies are qualified to participate.
Content type: Research Brief | Document ID: EDRP-RB-24 | Author: Todd Camnitz and Kim Burke
Marketing Prepaid Programs
April 4, 2012
Prepaid metering can be promoted to all residential customers, but certain segments value different messages delivered through specific channels. Which messaging and communication channels should you be using?
Content type: Research Brief | Document ID: RES-RB-17 | Author: Dulcey Simpkins, Sarah Fiebiger
Identifying and Improving Key Moments of Truth
March 30, 2012
Identifying and improving key moments of truth is an important component of customer experience management that can have positive impacts financially as well as on customer satisfaction and brand loyalty. Gain insights in this area from Duke Energy and a transportation and business services company.
Content type: Research Brief | Document ID: ECM-RB-1 | Author: Sarah Fiebiger
Attention-Getting Ads to Boost Your EV Program
March 7, 2012
How are you going to get your message regarding electric vehicles out to customers? These sample advertisements designed by E Source can provide inspiration.
Content type: Research Brief | Document ID: EVG-RB-1 | Author: Jay Stein
Expanding Your Reach with C&I Behavioral Program Options
February 29, 2012
Do you want your commercial and industrial (C&I) customers to be more engaged with your demand-side management offerings? Look no further than behavior-change programs, which offer utilities some unique ways to propagate efficiency norms and spread better operations and savings information to key ...
Content type: Research Brief | Document ID: EDRP-RB-22x-BCO | Author: Dulcey Simpkins
Will California’s Global Warming Policies Drive Up Electricity Prices 20 Percent by 2020?
February 17, 2012
How will cap and trade affect the cost of energy in California? Electricity bills in California are projected to rise 20 percent over and above inflation and other naturally occurring price increases, according to models of the state's carbon regulations and renewable energy standard.
Content type: Research Brief | Document ID: CEMC-RB-3 | Author: Dulcey Simpkins, Todd Camnitz
Efficiency Beyond Widgets: C&I Behavioral Program Options
February 7, 2012
This review of behavioral program options for the commercial sector helps demand-side management program managers view the lay of the land for programs that focus on changing how people think about and use energy, rather than on installing efficient devices.
Content type: Research Brief | Document ID: EDRP-RB-22x | Author: Dulcey Simpkins
Don’t Let Fairness Concerns Derail Your Smart Grid Business Case
Pricing Program Practices for Low-Income Customers
December 27, 2011
Utilities lack sound intelligence on pricing-program implications for verified hardship customers—those whose households meet some poverty level measure and qualify for bill assistance. Regulators' fairness concerns about pricing programs can be addressed with the strategies outlined in this report. ...
Content type: Research Brief | Document ID: IGS-RB-10 | Author: Dulcey Simpkins
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
Smart Grid Choice and Control
An Enticing Proposition, but Can It Deliver?
October 11, 2011
Is "choice and control" really the best message we can deliver to customers regarding the benefits of smart meters and grid modernization?
Content type: Research Brief | Document ID: IGS-RB-7 | Author: Jonathan Nelson, Carol Stimmel
A Home Run: Utility Promotions Through Sports Marketing
August 24, 2011
Utilities use regional or community-based sports team partnerships to increase brand awareness, improve sales, and demonstrate good corporate citizenship. Utilities can also use such partnerships as a marketing tool to promote demand-side management program participation, outreach, and education.
Content type: Research Brief | Document ID: RES-RB-18 | Author: Alexandra Behringer, Kim Burke
