Eco Pulse 2017 ends year on message of unity

Artwork by Shelton Group

In a country that increasingly seems to be defined by its division, it can be hard to market products and services that everybody needs, a challenge not lost on electric utilities. Happily, there are still some things people agree on—energy efficiency comes to mind—and the latest Eco Pulse report explores how to use those areas of agreement to tell your product’s story.

Agreeing on Earth
United We Understand You are leaving WAPA.gov. takes a deep dive to look at the values that drive the attitudes and behaviors people have with regard to sustainability. The data collected in the report suggest that the values structure in our country has more common roots than news headlines would indicate.

A survey of 2,000 respondents showed that Americans believe three things:

  1. We all deserve a clean planet.
  2. There’s a big problem happening with our environment.
  3. Everyone bears responsibility for fixing environmental problems.

Also, the number of respondents who say sustainability is an important part of their consumer choices has increased since 2013 and they believe that companies should do their part. However, a majority of respondents believe companies won’t take action unless a law requires them to.

Words matter
The report shares words that can unify Americans and thereby help brands connect with consumers. Using words that unite can help businesses use sustainability to build their brands across a broader audience. For utilities, the carefully chosen marketing language can create support for sustainability initiatives and program offerings, ensure a message that resonates and increase customer loyalty.

Language that divides rather than unites is also covered in the report. Words that trigger neutral or negative responses tend to have a less clear meaning across different demographics and do not resonate with our broader beliefs about how the world works.

Speak to values
Researchers concluded that Americans value the environment more than we might expect, but their reasons for doing so differ. Using a set of agreement statements developed in the seminal book, Environmental Values in American Culture, the Eco Pulse report found motivations that can be categorized into three distinct groups: earth-centric, human-centric and economic-centric. By understanding these values, and how to articulate them, you can better leverage your sustainability story, build your customer relationships and drive program participation.

You can download United We Understand for free from the Shelton Group, but registration is required. Start off 2018 with a revitalized marketing strategy for your customer programs and don’t forget to tell Energy Services how it goes. Happy New Year!

Source: The Shelton Group, 12/7/17

Smart messaging inspires Glendale Water & Power customers to save energy

Talking to customers about controlling their energy use can make utilities feel like parents—you repeat yourself like a broken record and you suspect your audience is just rolling their eyes and tuning out your words of wisdom. Facing summer peaking season and historic drought, Glendale Water & PowerRedirecting to a non-government site (GWP) was determined to find fresh ways to engage its customers.

Fans cool people, not rooms. Please turn them off when you leave the room.

Participants in GWP’s customer engagement program see messages like this in an In-Home Energy display digital picture frame. The display also gives homeowners real-time energy use data to help them save energy and money. (Artwork by CEIVA Energy)

Partnering to reach goals
Home energy management supplier CEIVA EnergyRedirecting to a non-government site helped GWP develop a campaign that drew on communications techniques from none other than Disney Studios. Dean Schiller, who runs the company, is a former Disney executive. He recently shared several tips for successful story telling with Smart Grid News,Redirecting to a non-government site which included advice on being practical, topical, clever yet accessible, and relevant to consumers of all ages.

Those tips sound like a recipe for getting dialogue going with customers, which is what GWP had in mind when it formed the partnership with CEIVA Energy two years ago. Funding for the program came from grants GWP received from the U.S. Department of Energy and the California Energy Commissions to help fund the utility’s modernization programs.

Glendale Public Benefits Coordinator Atineh Haroutunian explained that the municipal utility had three goals for the program. “We wanted to increase our residential customers’ engagement and satisfaction, improve their awareness of energy and water use, and encourage conservation and shift use to off-peak hours,” she said.

Pilot program changes behavior
GWP launched the program in early 2013, deploying the platform in about 90 residences. The Homeview system collects data directly from the home’s digital meter, analyzes the information and converts it into compelling messages and visuals. The cloud service then dispatches these conservation messages to the homeowner on several platforms including a “glanceable” In Home Display in a digital picture frame.

The real-time energy-use data and conservation messages got the participants to take notice—and make changes. The information convinced one family that it was time to retire their energy-hog space heater. Another customer told Haroutunian that she placed the display near her children’s room to teach them about energy use in a concrete way.

GWP engaged an independent research company to evaluate the program. They found that 74 percent of customers recalled the conservation messages, and 88 percent of those who remembered the message liked it. Among program participants, awareness of hourly electricity costs grew by 85 percent after the deployment. After joining the pilot program, 83 percent of respondents said they changed their behavior to reduce energy and water use. Also, participants overwhelmingly reported that installing Homeview was easy, a critical but sometimes overlooked factor in program success.

Time to grow
Numbers like that spell success and persuaded GWP to expand its customer engagement program earlier this year. Using newsletters, direct mail and a little help from the local media,Redirecting to a non-government site GWP’s conservation team recruited 500 new customers to install the Homeview platform.

Conservation messages also remind customers that wasting water can cost as much as wasting electricity, (Artwork by CEIVA Energy)

Conservation messages also remind customers that wasting water can cost as much as wasting electricity, (Artwork by CEIVA Energy)

The utility worked with CEIVA Energy to craft conservation messages that align with its current priorities, such as saving water or managing air conditioning use. Throughout the day, customers see the messages as part of their picture rotation, along with information about how much energy they are using. GWP reinforces these messages by distributing them in social media and community outreach newsletters.

A new feature in Phase Two is the integration of a programmable thermostat with the Homeview display. “By tying specific heating and cooling behavior directly to energy use, we are giving customers one more tool to understand their habits and make changes that will reduce their energy costs even more,” Haroutunian said.

Benefits for all
The beauty of a successful customer program is that it is good for the utility that provides it, too. CEIVA Energy offers additional utility services that GWP can use to improve its operations and make future programs more effective. The Entryway smart meter integration software allows GWP to analyze home energy use, monitor home energy management devices and deliver residential demand response. Product licensing, implementation, integration, training and ongoing maintenance and service are part of the package, as well.

The most valuable outcome of the partnership, however, may be finding the “magic mix” of technology and message that inspires homeowners to be conscious of their energy use. Instead of feeling like it is scolding its customers about turning off the lights, Glendale Water and Power will now be having a conversation with informed partners. And that is something worth talking about.