team power smart - stanford university...becc, nov. 15 – 18, 2009 11-2009. beautiful british...

Team Power Smart

Arien KortelandBECC, Nov. 15 – 18, 2009

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Beautiful British Columbia

BC Hydro

• 3rd largest electric utility company in Canada• ~1.7 million customers• Some of the lowest rates in North America• Crown Corporation• Power Smart is BC Hydro’s energy efficiency

brand

BC Energy Plan

• Make B.C. electricity self-sufficient by 2016

• Acquire at least 50% of incremental resource needs through conservation by 2020

• Establish a ‘Culture of Conservation’

Meeting the BC Energy Plan

• Complement the existing end-use focused programs with a behavioural approach

• Conservation Potential Review confirmed behaviour change opportunities, such as:

– Turning down thermostat– Heating only occupied parts of home– Turning off lights when no one in room– Using only necessary outdoor lighting– Taking shorter showers– Hanging out clothes to dry– Only full dishwasher loads– Switching off PC when not in use– Turning off TV when no one watching– etc.

BC Hydro’s ‘behavioural’ approach

• Residential Inclining Block (2-stepped rate)• Smart Meters and In-Home Displays• Opt-in “Loyalty” Program: TEAM POWER SMART

Why change?

• Consumer marketing: fulfilling consumer needs• Is there a consumer need for electricity? Not

necessarily!

Why change?

• Electricity: low involvement product, dissatisfier

• Low electricity rates• Hydro = clean energy• Behaviour change itself is

not easy

Addressing the challenges

• To answer the “What’s in it for me?” question, BC Hydro developed TEAM POWER SMART:

– Long-term program– Opt-in– Relational– Key elements social marketing applied

Key elements social marketing

Join Team Power Smart

Join Team Power Smart

• TV, radio, print, internet advertising• Outreach teams at events across

the province• Sign-up kiosks at major retail

outlets• Customized employee activation

campaigns with corporate partners• Member-gets-member-campaigns• etc.

Integrated multi-channel approach for acquisition:

Members’ Tool Box

Staggered value proposition Team Power Smart

Join Team Power Smart

Pledge w/o

account flag

Pledge w/ account

flag

Add account

Pro

In challenge

Basic value proposition

Enhanced value proposition

$75 reward when reach 10% reduction target

How to address challenges

Value proposition components

Feedback tools Instructional tools

Motivational tools

ExclusivityBeautiful BC

RewardsMagazineNewsletter

Testimonial storytelling

Consumption graphsCompare Your HomeAnalyze Your Home

Tips & to-do’sPersonal Energy Planner

What’s in the Members’ Tool Box?

• Consumption and tracking graphs

• Compare Your Home

What’s in the Members’ Tool Box?

• Analyze Your Home

• Tips and to-do’s• Personal Energy Planner (expected Dec. ’09)• Free telephone consultation with conservation

expert

What’s in the Members’ Tool Box?

• Special Offers

• Members-only Contests• Monthly chance to win tickets to the 2010 Winter

Games• Team Power Smart Photo Contest• GE Appliance Contest

• New Members’ Tool Box items added constantly

Additional member benefits

• Regular communications:• Monthly eNewsletter• Complimentary magazines• Special correspondence• Events

Additional member benefits

• Regular communications:• Monthly eNewsletter• Complimentary magazines• Special correspondence• Events

Creating content

• Behavioural actions re-categorized to help create messaging that is more closely connected to participants’ interests

Why engagement is important

• Research indicates strong correlation between engagement and savings

• Team Power Smart value proposition intended to increase engagement levels:

• Log ins at bchydro.com• Member identification• Co-creation/interactivity

Supporting marketing tools

• Celebrity endorsements• Ambassador project (Team Power Smart

Volunteers)– ‘Elite’ members of Team Power Smart– Focus on friends/family/neighbours– Pilot Oct. 2009 – Oct. 2010– Screening– Training– Volunteer activities– Rewards

Key Performance Indicators

• Participation rates• Transition between categories• Promotional analysis• Engagement metrics• Redemption special offers• Web analytics• Other

• Success of the Power Smart Residential Behavioural Program to be measured in attributable kWh’s saved through billing analysis and additional behavioural research.

Questions?