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Topic: Strategy & planning 
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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
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
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
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
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
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
Geek Speak Takes a Back Seat
PEV Messaging for Mass Markets
January 14, 2011
Plug-in electric vehicles (PEVs) are now arriving in showrooms across the U.S. How are utilities in early roll-out regions identifying early-adopters and communicating on critical issues? This brief addresses these questions with profiles of three utilities operating in PEV-ready regions.
Content type: Research Brief | Document ID: UCS-RB-10 | Author: Bryan Jungers
Smart Meter Messaging Comes of Age
December 2, 2010
The messaging that utilities use to educate customers, address questions and concerns, and manage expectations about smart meters influences the overall success of the system deployment. We examine the key messages that utilities are using to effectively convey information about smart meters.
Content type: Research Brief | Document ID: UCS-RB-9 | Author: Kim Burke
Nashville Under Water
Crisis Communications During a Flood
July 23, 2010
In the spring of 2010, Nashville, Tennessee was hit with a powerful storm that flooded the city and created widespread electricity outages. Laurie Parker of Nashville Electric Service (NES) shares with us how social media helped NES communicate to customers and the media during the crisis.
Content type: Research Brief | Document ID: UCS-RB-12 | Author: Stephanie Spalding
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
Viral Marketing
Creatively Promoting Load-Management Programs to Your Business Customers
January 15, 2009
Creative marketing channels can empower people to inform others about your business’s load-management program. By tapping into the existing social networks of business operators, you can give your marketing efforts a life of their own.
Content type: Research Brief | Document ID: SMB-RB-1 | Author: Chad Garrett
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
