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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
Reinventing the Utility Brand Experience: Starbucks or Just Plain Coffee?
February 21, 2013
Utilities are in danger of losing brand value as other industries become more important in peoples’ lives. But by following the path of successful brands both inside and outside the industry, utilities can revitalize their brand for the emerging market.
Content type: Focus Report | Document ID: ECM-F-3 | Author: Bill LeBlanc
Who Participates in Residential Energy-Efficiency Programs?
A Look at the Key Drivers
February 12, 2013
E Source’s investigation of energy-efficiency program participation drivers, based on one of the most robust sets of data in the industry, provides utilities with some of the tools and information necessary to achieve better marketing traction and to accelerate program participation.
Content type: Focus Report | Document ID: RES-F-48 | Author: Kim Burke, Rachel Cooper
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
Fun and Games: Using Facebook Apps for Marketing and Customer Engagement
January 14, 2013
Utilities that meet their customers on social media channels can achieve dramatic results in marketing and customer engagement. Online and mobile applications for games, sweepstakes, trivia contests, and other fun social activities abound and can be used to increase interest in energy efficiency.
Content type: Focus Report | Document ID: RES-F-47 | Author: Beth Hartman
Multicultural Marketing and Outreach
How Engaging Key Ethnicities Will Grow Utility Program Participation
June 6, 2012
Over the past decade, utilities have realized that to succeed in a multicultural marketplace, they need effective marketing tactics that establish trust and loyalty among their ethnic customers and that result in increased program participation and customer satisfaction.
Content type: Focus Report | Document ID: RES-F-43 | Author: Paula Aven Gladych, Chris Connolly
SMB Segmentation: Your Customers and Employees Will Thank You
January 9, 2012
Utility marketers will learn the direct effect that segmentation has on corporate goals – customer satisfaction and program participation – and the indirect effect that it can have on employee engagement.
Content type: Focus Report | Document ID: BCO-F-1 | Author: Jenny Field
2011 E Source Utility Brand Strength Survey: Rankings and Drivers
November 14, 2011
To help utilities understand utility brand value drivers and to support the improvement of utility brand image and strength, E Source analyzed data from The Nielsen Company’s 2010 energy-use survey, conducted with more than 32,000 residential customers in the U.S.
Content type: Focus Report | Document ID: UCS-F-8 | Author: Rachel Cooper, Chuntian Lu, Dulcey Simpkins
Utility Social Media Business Drivers and Trends
May 5, 2011
Find out what customers are using social media, what the business drivers are for utilities, and where the industry is headed.
Content type: Focus Report | Document ID: EBiz-F-34 | Author: Stephanie Spalding
The State of Utility Social Media
Results and Insights from Our 2011 Survey
May 4, 2011
E Source conducted its second national social media survey of utilities in early 2011 to find out more details about utility social media efforts.
Content type: Focus Report | Document ID: UCS-F-7 | Author: Stephanie Spalding
Low-Income Weatherization Marketing and Outreach
Results from an E Source Roundtable Discussion
April 28, 2010
Representatives from Xcel Energy, Progress Energy, and the Baltimore Neighborhood Energy Challenge discuss how they conduct marketing and outreach for their low-income weatherization programs. Topics addressed include multilingual marketing, social marketing, and education.
Content type: Focus Report | Document ID: RES-F-36 | Author: Florence Connally
“Ding Dong, Energy Services Calling”
Engaging Customers Through Neighborhood Blitzes
March 23, 2010
Many utilities are using neighborhood blitzes to directly install energy-saving measures in specific neighborhoods. This approach was typically deployed in low-income areas, but some utilities and community groups are looking to bring these programs to neighborhoods with more diverse income levels.
Content type: Focus Report | Document ID: RES-F-42 | Author: John Egan
Marketing Appliance Recycling Programs
Results from an E Source Roundtable Discussion
November 18, 2009
In August 2009, E Source convened a Roundtable Discussion with representatives from Southern California Edison, Commonwealth Edison, and Ontario Power Authority to learn how they promote their appliance recycling programs. Our panel discussed the role of third-party contractors, marketing approaches, ...
Content type: Focus Report | Document ID: RES-F-40 | Author: Alexandra Behringer
Partnering with Cities
October 6, 2009
A new trend in utility-city partnerships is to align demand-side management programs with a local climate action plan. E Source explores the Palm Desert Energy Partnership and the Chicago Climate Action Plan, including partnership framework, program design, results, and lessons learned.
Content type: Focus Report | Document ID: EDRP-F-36 | Author: Yuki Iida
Marketing Residential Dynamic Pricing
Results from an E Source Roundtable Discussion
October 5, 2009
Many utilities have experimented with residential dynamic electricity pricing over the past decade, but mostly through pilot programs with limited numbers of participants. As more utilities begin offering dynamic rates, effective marketing will be one key to a successful program.
Content type: Focus Report | Document ID: RES-F-35 | Author: Chad Garrett
Fifty Homes in One: Multifamily Efficiency Programs
Results from an E Source Roundtable Discussion
September 28, 2009
Learn how to engage multifamily properties in your energy-efficiency programs. There are savings to be had—but when landlords aren’t responsible for tenants’ bills, and tenants don’t own the property, who do you convince to make the investment?
Content type: Focus Report | Document ID: RES-F-41 | Author: Kelsie Bell
Web 2.0 for Utilities
August 24, 2009
What is Web 2.0? What does it mean for electric and gas companies? This report answers these questions and provides actionable recommendations to help utilities make the most of this new generation of Internet technologies.
Content type: Focus Report | Document ID: EBiz-F-30 | Author: Andrew Heath
Marketing Load Management
Results from a Residential Market Research Survey
July 31, 2009
A large market research study points out the most promising ways of promoting residential load management, including co-marketing opportunities and customer preferences.
Content type: Focus Report | Document ID: RES-F-34 | Author: Chad Garrett
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
Improving the Satisfaction of Your SMB Electric and Gas Customers
Results from an E Source Roundtable Discussion
June 1, 2009
What makes your small and midsize business (SMB) customers tick? What ticks them off? We summarize best practices, no-cost and low-cost customer satisfaction (CSAT) improvement steps, and insights gleaned from the 2009 J.D. Power and Associates CSAT studies for SMB electric and gas utility customers. ...
Content type: Focus Report | Document ID: SMB-F-23 | Author: John Egan
Next Steps: Ramping Up Your Efficiency Portfolio
April 3, 2009
Have you been through a “first launch” of efficiency and need to expand your offerings? Unsure of what the next steps are? Whether you are adding new or expanding existing programs, this report describes the most common steps utilities take to enhance start-up efficiency portfolios.
Content type: Focus Report | Document ID: EDRP-F-30 | Author: Kelsie Bell
Energy Myth-Busting for Small Businesses
Results from an E Source Roundtable Discussion
September 1, 2008
By dispelling some common energy myths, utilities can help their small and midsize business customers save money and use energy more wisely. This report sets the record straight about 10 of the most prevalent energy myths that we have encountered year after year.
Content type: Focus Report | Document ID: SMB-F-15 | Author: Gregg Eisenberg
Protection Plans Offer Peace of Mind and Profitability
August 1, 2008
Protection plans provide customers with peace of mind by preventing unforeseen expenses, which is especially valuable during times of economic uncertainty. These plans also lend themselves well to bundling.
Content type: Focus Report | Document ID: RES-F-28 | Author: Alexandra Behringer
Innovative Carbon-Offset Programs for Utility Customers
Results from an E Source Roundtable Discussion
July 1, 2008
Our panel discusses the rationale behind the utilities’ decisions to create carbon-offset programs, the projects they are investing in, how successful the programs are thus far, and the types of messaging they are using to promote the programs.
Content type: Focus Report | Document ID: RES-F-27 | Author: Kim Knox
