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B O N N E V I L L E P O W E R A D M I N I S T R A T I O N

Brown Bag Webinar

Preview of Residential Marketing Materials for

Utility Feedback


2

Introduction

What are we doing?

� Working to support our customers’ marketing and

communications efforts either through ready made material and

raw assets

� Reducing duplication of effort and cost by providing those

materials utilities have indicated they would find valuable

� Creating pieces that leverage the regional investment in the RMCC

toolkit and messaging

� Providing flexibility and customization options to avoid the “one

size fits all” trap


3

Introduction

How did we get here?

� Rather than take a “we build it and they will come” approach, BPA

requested the assistance of several of our customers

� This focus group was meant to guide our marketing efforts for the

residential sector. Specifically:

In what measure categories would it be valuable to have centrally created

marketing resources

What channels would you use in these measure categories

� This work also provided us an opportunity to leverage our regional

investment in the RMCC Toolkit


4

Background: Top Utility Priorities


5

Background: Top Utility Priorities


Background: Top Utility Channels


Why Regional Marketing?

• Energy Efficiency is not competitive, your megawatt is not my megawatt

• Our lives are not bound by utility territories

• Consistency of message motivates action

• Cost savings could be significant


The Challenges of a Regional Approach

• Utilities serve a diverse set of end users

• They offer a variety of efficiency programs

• They have a wide variety of marketing competencies

• They have dramatically different resources to support marketing

• They have existing brands and campaigns


Approach: RMCC Messaging Research

Methodology

� Included residents of Washington,

Oregon, Montana & Idaho

� Data is representative of the region,

geographically & demographically

� 50 online interviews conducted to get

qualitative input

� 1,049 phone interviews conducted to

get quantitative input, with 20 follow-

up online chats

Key Learnings

� We do not need to build awareness of

energy efficiency – residents across the

region are already tuned in to this

� We do need to create a greater sense of

urgency – at present, just 23% of

households are highly likely to take more

action

� Highlighting waste creates this sense of

urgency and personalizes it - gets residents’

attention that there’s more they can do

� Getting rid of wasted energy delivers

benefits that resonate – it not only lowers

their bill, it makes them feel good that they

are conserving more, wasting less, keeping

costs down for everyone, and part of the

solution 9


10

Approach: RMCC Messaging Hierarchy


11

Approach: RMCC Graphic Approach


12

Finished pieces


13

Messaging and Copy Library

� Comprehensive source of customer- and partner-focused

messaging and copy

� Messaging themes to develop custom copy

� Reflects findings of RMCC messaging hierarchy

� Ready-to-use or customizable long/medium/short

blocks of copy

� Example – PTCS®

BP

A –

PT

CS

ME

SS

AG

ING

& C

OP

Y L

IBR

AR

Y

Perfo

rman

ce T

este

d C

om

fort S

yste

m (P

TC

S) –

Cu

sto

mer –

Messag

ing

Defin

ition

PT

CS

is a

regio

na

l pro

gra

m th

at w

as d

esig

ned

to e

nsure

tha

t duct s

yste

ms a

nd d

ucte

d h

ea

t

pum

ps in

sin

gle

fam

ily a

nd m

anufa

ctu

red h

om

es w

ill deliv

er th

e g

reate

st e

nerg

y s

avin

gs p

ossib

le,

while

reducin

g c

old

and d

rafty

sp

ots

in th

e h

om

e.

Duct S

ealin

g

Duct S

ealin

g e

nsure

s th

at th

e a

ir yo

u h

ave p

aid

to h

ea

t or c

ool c

an tra

ve

l thro

ug

h y

our h

om

e’s

ductw

ork

with

a m

inim

al a

mount o

f leakage. W

hen d

ucts

are

tight, c

on

ditio

ned

air is

gettin

g to

the

room

s y

ou o

ccup

y, ra

ther th

an le

akin

g in

to y

our c

raw

lspace o

r attic

. Duct s

ealin

g is

importa

nt fo

r

ne

w c

onstru

ctio

n, e

xis

ting h

om

es, a

nd e

specia

lly m

anufa

ctu

red h

om

es. D

uct s

ealin

g c

an a

lso

benefit h

om

es w

ith a

ll kin

ds o

f heatin

g s

yste

ms.

Heat P

um

ps

Heat P

um

ps c

om

e in

man

y d

iffere

nt e

fficie

ncy le

vels

. PT

CS

pro

vid

es s

tep-b

y-s

tep s

upp

ort to

contra

cto

rs to

ensure

that y

our n

ew

he

at p

um

p h

as b

een c

om

mis

sio

ned a

nd c

onfig

ure

d to

deliv

er

conditio

ned a

ir to its

gre

ate

st p

ote

ntia

l.

Valu

e P

rop

os

ition

The P

TC

S p

rogra

m ta

kes a

holis

tic a

ppro

ach to

incre

asin

g th

e e

fficie

ncy o

f resid

entia

l HV

AC

syste

ms b

y c

om

bin

ing h

ighly

effic

ient h

eat p

um

p te

chn

olo

gy, g

ood in

sta

llatio

n p

ractic

es, a

nd

duct

sealin

g to

maxim

ize c

om

fort a

nd

indoor a

ir qua

lity w

hile

min

imiz

ing e

nerg

y w

aste

. PT

CS

com

bin

es rig

oro

us tra

inin

g a

nd p

rescrip

tive p

ractic

es to

ensure

PT

CS

certifie

d w

ork

deliv

ers

the

hig

hest q

uality

and th

e g

reate

st v

alu

e.

Ov

era

ll Messag

e

When in

sta

lling o

r up

gra

din

g y

our h

eatin

g a

nd

coolin

g s

yste

m y

our u

tility-a

ppro

ve

d P

TC

S

certifie

d te

ch

nic

ian c

an h

elp

yo

u c

ho

ose th

e rig

ht h

igh

effic

iency h

eat p

um

p, in

sta

ll and m

ain

tain

it

pro

perly

, and

ensure

it de

livers

he

ate

d o

r coo

led

air to

yo

ur liv

ing

spaces in

ste

ad

of le

akin

g o

ut o

f

yo

ur d

uctw

ork

. Yo

ur u

tility is

here

to h

elp

with

more

info

rmatio

n o

n h

eatin

g a

nd c

oolin

g o

ptio

ns

and to

find a

PT

CS

certifie

d te

chn

icia

n.

Me

ss

ag

ing

Th

em

es

1.

Red

uce e

nerg

y w

aste

Duct S

ealin

g

�Leaky d

ucts

waste

en

erg

y b

ecause th

e a

ir you

pa

y to

heat a

nd

cool y

our h

om

e g

oes in

to

pla

ces th

at d

on

’t need

cond

itione

d, lik

e u

ncon

ditio

ned b

asem

ents

, betw

een w

alls

and in

attic

s a

nd c

raw

l spaces.

�S

ea

ling d

ucts

keeps y

our c

ond

itione

d a

ir where

yo

u w

ant it to

be, in

yo

ur liv

ing s

pace.

�S

ea

ling d

ucts

can re

duce e

nerg

y w

aste

by

as m

uch a

s 2

0%

.

�E

ven n

ew

hom

es c

an w

aste

en

erg

y.

Heat P

um

ps

�T

he h

eat p

um

p y

ou c

hoose

and h

ow

it is in

sta

lled m

atte

rs.

�C

hoosin

g a

low

effic

iency h

eat p

um

p, c

hoosin

g th

e w

rong s

ize

for y

our h

ouse, o

r havin

g

it insta

lled im

pro

perly

can le

ad to

a g

reat d

eal o

f waste

d e

nerg

y, a

nd u

nn

ecessarily

hig

h

energ

y b

ills.

�A

PT

CS

certifie

d te

chn

icia

n c

an e

nsure

yo

ur e

quip

ment w

ill functio

n p

roperly

an

d h

ave a

lon

g life

.

�P

TC

S h

ea

t pum

p in

sta

llatio

ns in

clu

de te

stin

g a

nd a

dju

stm

ents

for o

ptim

al p

erfo

rmance

and c

om

fort a

nd c

an p

reve

nt th

e n

eed fo

r ineffic

ient b

ackup h

eat.

2.

Incre

ase y

ou

r co

mfo

rt an

d a

ir qu

ality

�Y

our h

eatin

g a

nd c

oo

ling s

yste

m is

essentia

l in m

akin

g s

ure

yo

u a

re c

om

forta

ble

regard

less o

f the w

eath

er. C

hoosin

g th

e rig

ht s

yste

m fo

r yo

ur h

om

e, a

nd

makin

g s

ure

it

functio

ns p

roperly

will k

eep

yo

u c

om

forta

ble

ye

ar ro

un

d.

�S

ea

ling a

nd in

su

latin

g d

ucts

reduces p

rob

lem

s lik

e ro

om

s th

at a

re to

o h

ot in

the s

um

mer

and to

o c

old

in th

e w

inte

r.

�D

uct s

ealin

g p

reve

nts

da

ng

ero

us h

ouseho

ld fu

mes lik

e c

om

bustio

n g

ases a

nd in

sula

tion

partic

les fro

m e

nte

ring

yo

ur d

uct s

yste

m, a

nd k

eeps th

ese p

ollu

tan

ts fro

m c

ircula

ting in

yo

ur h

om

e.

�A

corre

ctly

tuned, h

igh e

fficie

ncy h

eat p

um

p w

ill pro

vid

e y

ear ro

und c

om

fort a

nd c

ut d

ow

n

on w

aste

d e

nerg

y a

nd m

one

y.

3.

PT

CS

pro

vid

es

qu

ality

yo

u c

an

rely

on

�T

he P

TC

S p

rogra

m tra

ins p

rofe

ssio

nal in

sta

llers

acro

ss th

e P

acific

North

west, to

ensure

PT

CS

certifie

d in

sta

llatio

ns p

rovid

e th

e h

ighest le

ve

ls o

f quality

and

com

fort.

�P

TC

S c

ertifie

d te

chn

icia

ns c

an e

nsure

all fa

cets

of y

ou

r HV

AC

syste

m a

re d

eliv

erin

g

relia

ble

com

fort fo

r man

y y

ears

:

i.P

TC

S te

chn

icia

ns w

ill ensu

re y

our h

eat p

um

p is

the rig

ht s

ize fo

r yo

ur h

om

e,

ii.Is

insta

lled p

roperly

to h

eat a

nd c

ool y

our h

om

e a

s e

fficie

ntly

an

d e

ffectiv

ely

as

possib

le,

iii.A

nd d

eliv

ers

cond

ition

ed a

ir wh

ere

you

wan

t it, rath

er th

an e

scapin

g o

ut o

f leaky d

ucts

�O

nly

PT

CS

-certifie

d c

ontra

cto

rs c

an p

rovid

e P

TC

S-q

ualifie

d d

uct s

ealin

g o

r heat p

um

p

insta

llatio

ns th

at a

llow

you to

qu

alify

for u

tility in

centiv

es.

4.

Yo

ur u

tility is

he

re fo

r yo

u

�Y

our u

tility c

an p

rovid

e y

ou

with

valu

ab

lein

form

atio

n a

nd g

uid

ance a

s y

ou th

ink a

bout

wa

ys to

reduce th

e e

nerg

y w

aste

in y

our h

eatin

g a

nd c

oolin

g s

yste

ms.

�Y

our u

tility c

an p

rovid

e m

ore

info

rmatio

n o

n h

eatin

g a

nd c

oolin

g o

ptio

ns a

nd d

irect y

ou to

a c

ertifie

d P

TC

S te

ch

nic

ian

to m

ake s

ure

your in

vestm

ent in

your h

om

e is

as e

fficie

nt a

nd

effe

ctiv

e a

s p

ossib

le.

�Y

ou c

an fin

d m

ore

info

rmatio

n a

bout th

e P

TC

S p

rogra

m a

t ww

w.y

ou

rutility

.co

m.

�Y

ou m

ight q

ua

lify fo

r incentiv

es fro

m y

our u

tility to

help

offs

et th

e c

ost o

f duct s

ealin

g o

r

heat p

um

p in

sta

llatio

n.

Perfo

rman

ce T

este

d C

om

fort S

yste

m (P

TC

S) –

Partn

er –

Messag

ing

Defin

ition

Perfo

rmance T

este

d C

om

fort S

yste

ms c

ertifie

d c

ontra

cto

rs a

re tra

ined to

the h

igh

est s

tand

ard

s

for s

ele

ctio

n a

nd in

sta

llatio

n o

f heat p

um

p e

qu

ipm

ent a

nd d

uct s

ea

ling s

erv

ice p

rocedure

s.

Contra

cto

rs m

ust b

e c

ertifie

d b

y a

BP

A-a

ppro

ved P

TC

S tra

iner; o

nly

certifie

d te

ch

nic

ians c

an

pro

vid

e P

TC

S s

erv

ices th

at a

re e

ligib

le fo

r custo

mer re

bate

s.

Valu

e P

rop

os

ition

Only

custo

mers

of P

TC

S-c

ertifie

d te

chn

icia

ns a

re e

ligib

le fo

r a u

tility in

ce

ntiv

e to

reduce c

usto

mer

serv

ice a

nd in

sta

llatio

n c

osts

; by b

ecom

ing P

TC

S c

ertifie

d y

ou c

an o

ffer th

ese v

alu

able

be

nefits

to y

our c

usto

mers

. In a

dd

ition to

pro

motin

g th

e b

en

efits

of P

TC

S p

roje

cts

to y

our c

usto

mers

,

PT

CS

-Certifie

d c

ontra

cto

rs w

ill be lis

ted o

n a

centra

l regis

try s

o th

at c

usto

mers

in th

eir a

rea w

ho

are

activ

ely

seekin

g d

uct s

ealin

g a

nd h

igh

effic

iency h

eatin

g e

qu

ipm

ent a

nd w

ho w

ant to

receiv

e

utility

incentiv

es. P

TC

S-q

ua

lified

techn

icia

ns h

ave

serv

ed 1

2,0

00 c

usto

mers

with

PT

CS

serv

ices

in th

e p

ast y

ear a

nd a

tota

l of 5

4,7

00 s

ince th

e b

eg

innin

g o

f the

pro

gra

m. P

TC

S is

supporte

d b

y

103 u

tilities, w

hic

h h

ave p

rovid

ed in

centiv

es to

the

ir custo

mers

in O

regon, W

ashin

gto

n, Id

aho

,

Nevada, M

onta

na a

nd W

yo

min

g.

Perfo

rman

ce T

este

d C

om

fort S

yste

ms (P

TC

S) –

Cu

sto

mer —

LO

NG

CO

PY

LO

GO

:It’s

a g

oo

d p

lace to

be

.

IMA

GE

:G

uy d

rinkin

g c

offe

e fro

m p

ot.

HE

AD

:L

ow

er

he

atin

g b

ills a

nd

a w

arm

er h

om

e –

no

w I c

an

ge

t rea

lly c

om

forta

ble

.

CO

PY

:P

erfo

rma

nc

e T

es

ted

Co

mfo

rt Sys

tem

s®

min

imiz

e e

ne

rgy w

as

te th

rou

gh

du

ct s

ea

ling

, effic

ien

t he

at p

um

p te

ch

no

log

ya

nd

go

od

ins

talla

tion

pra

ctic

es.

SU

BH

EA

D:

Seal U

p T

he S

av

ing

s

CO

PY

:Leaky d

ucts

are

a c

om

mon c

ause o

f waste

d e

nerg

y in

hom

es o

f all a

ges, m

akin

g

it more

diffic

ult,

an

d m

ore

expensiv

e to

keep y

our h

ouse c

om

forta

ble

. When

ducts

are

sea

led, w

arm

and c

ool a

ir goes w

here

yo

uw

ant it, ra

ther th

an le

akin

g

into

un

used p

arts

of y

our h

ouse lik

eth

e a

tticor c

raw

lspace.

Perfo

rmance T

este

d

Com

fort S

yste

ms (P

TC

S®

)are

desig

ned to

ensure

tha

t duct s

yste

ms a

nd d

ucte

d

heat p

um

ps d

eliv

er th

e g

reate

st e

nerg

y s

avin

gs p

ossib

le.

SU

BH

EA

D:

Th

e B

en

efits

Of C

ertifie

d In

sta

llatio

n

CO

PY

:W

hen in

sta

lling o

r up

gra

din

g y

our h

eatin

g s

yste

m, P

TC

S c

ertifie

d te

ch

nic

ians

can h

elp

yo

u th

rough

out th

eentire

pro

cess. T

he

y a

re tra

ine

d to

se

al le

aky d

ucts

and

insta

ll hig

h e

fficie

ncy h

eat p

um

ps p

erfe

ctly

tun

ed to

each h

om

e’s

exact s

ize

and la

you

t.P

lus, (In

sert u

tility n

am

e h

ere

)offe

rsin

centiv

es to

help

keep

insta

llatio

n c

osts

low

.

Take c

ontro

l of e

nerg

y w

aste

an

d m

ake y

our h

om

e a good place to be

.

CT

A:

Conta

ct u

s a

bout a

Perfo

rmance T

este

d C

om

fort S

yste

mat y

ouru

tility.c

om

, or

call (x

xx) x

xx-x

xxx.

Perfo

rman

ce T

este

d C

om

fort S

yste

ms (P

TC

S) –

Cu

sto

mer —

ME

DIU

MC

OP

Y

LO

GO

:It’s

a g

oo

d p

lace to

be

.

IMA

GE

:G

uy d

rinkin

g c

offe

e fro

m p

ot.

HE

AD

:L

ow

er

he

atin

g b

ills a

nd

a w

arm

er h

om

e –

no

w I c

an

ge

t rea

lly c

om

forta

ble

.

CO

PY

:P

erfo

rma

nc

e T

es

ted

Co

mfo

rt Sys

tem

s®

min

imiz

e e

ne

rgy w

as

te th

rou

gh

d

uc

t se

alin

g, e

fficie

nt h

ea

t pu

mp

tec

hn

olo

gy

an

d g

oo

d in

sta

llatio

n

pra

ctic

es.

Leaky d

ucts

are

a c

om

mon c

ause o

f waste

d e

nerg

y in

hom

es o

f all a

ges, m

akin

g

it more

diffic

ult,

an

d m

ore

expensiv

e to

keep a

com

forta

ble

tem

pera

ture

.A

Perfo

rmance T

este

d C

om

fort S

yste

m (P

TC

S®

)certifie

d te

ch

nic

ian is

train

ed

to

seal le

aky d

ucts

and

insta

ll hig

h e

fficie

ncy h

eat p

um

ps p

erfe

ctly

tune

d to

each

hom

e’s

exact s

ize

an

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page

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om

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certifie

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t

yo

uru

tility.c

om

, or c

all (x

xx) x

xx-x

xxx.

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ntact us ab

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ile about.

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ntact us abo

ut installing a heat

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ater heater at yourutility.co

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o


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tilityW

hen you g

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mp

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ith your custo

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r maxim

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ciency. And

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tility incentives availables

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Out W

ith Old

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eatersH

ot w

ater accou

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r 10-20

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asteful. B

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ps are a proven alternative to outdated heating system

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ith D

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P)

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ergy savin

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00

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om

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e No

rthwest.

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e DH

P in th

e central living

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om

e delivers

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l air in th

e sum

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rtable

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P benefits

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oth heating

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mfo

rt•

Built-in filter to

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ltra quiet fan

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te contro

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eatA

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ch mo

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eat sou

rce. It’s easy to

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g a sm

all foo

tprint an

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isrup

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n you

r cu

stom

er’s ho

me. P

lus, u

tility incentives an

d tax cred

its can h

elp o

ffset in

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sts.

Installing the Savings

Perform

ance Tested C

omfort System

s® m

inimize energ

y waste

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uct sealing, effi

cient heat pum

p technolog

y and g

ood

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Seal Up

the Savings

Leaky du

cts are a com

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n cau

se of w

asted

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y in h

om

es of all ag

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g it m

ore

diffi

cult, an

d m

ore exp

ensive to

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ur

ho

use co

mfo

rtable. W

hen

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cts are sealed,

warm

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es wh

ere you

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t it,

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g in

to u

nu

sed p

arts of yo

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e attic or craw

lspace.

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rman

ce Tested C

om

fort S

ystems

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esign

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re that d

uct

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d d

ucted

heat p

um

ps d

eliver the

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ergy savin

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ossib

le.

The Benefi

ts of Certifi

ed Installation

Wh

en in

stalling

or u

pg

radin

g yo

ur h

eating

system, P

TCS

certified

techn

icians can

help

you

thro

ug

ho

ut th

e entire p

rocess. T

hey are

trained

to seal leaky d

ucts an

d in

stall hig

h

efficien

cy heat p

um

ps p

erfectly tun

ed to

each h

om

e’s exact size and

layou

t. Plu

s,

(Insert u

tility nam

e here) o

ffers in

centives to

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stallation

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w.

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ntact u

s abo

ut a P

erform

ance T

ested C

om

fort S

ystem at yo

urutility.com

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aste and m

ake your home

A G

ood Place To B

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Behind the C

ertification

A P

erform

ance T

ested C

om

fort S

ystem

(PT

CS

®) certified

techn

ician is train

ed to

seal

leaky du

cts as well as select an

d in

stall hig

h

efficien

cy heat p

um

ps p

erfectly tun

ed to

each h

om

e’s exact size and

layou

t. Plu

s, on

ly

a PT

CS

certified

installatio

n q

ualifi

es

ho

meo

wn

ers for th

e fin

ancial in

centives

available. B

y beco

min

g certifi

ed yo

u can

off

er these valu

able services to

you

r

custo

mers.

Benefits of a PTC

S Certified Installation

· R

edu

ce energ

y waste

· Q

ualify fo

r fin

ancial in

centives

· G

reater com

fort an

d tem

peratu

re con

trol

· Imp

rove in

do

or air q

uality

Your Utility is H

ere to Help

By atten

din

g yo

ur u

tility’s 3-day an

d 1-d

ay

trainin

g co

urses, yo

u’ll g

ain access to

new

custo

mers w

ho

wan

t to red

uce w

aste, low

er

heatin

g co

sts and

qu

alify for valu

able

incen

tives. Yo

ur u

tility will also

pro

vide yo

u

with

imp

ortan

t new

s and

info

rmatio

n ab

ou

t

the P

TC

S p

rog

ram.

Visit th

e PT

CS

pag

e of th

e BP

A site o

r, con

tact you

r utility to

fin

d o

ut m

ore

abo

ut b

ecom

ing

a Perfo

rman

ce Tested

Co

mfo

rt System

s (PT

CS

) certified

in

staller at yourutility.co

m, o


Becom

e a Perform

ance Tested C

omfort System

® certifi

ed technician and

help m

ore custo

mers save

on their energ

y bills.


14

Customizable Assets

� Encourage customization to own needs

� Supplying source files in Adobe InDesign

� Customizable elements

Lower heating bills and a warm

er home —

now I can get really com

fortable.

Performance Tested

Com

fort Systems®

minim

ize energy w

aste throug

h duct

sealing, effi

cient heat p

ump

technology

and g

oo

d installatio

n p

ractices.

Leaky ducts are a co

mm

on cause of

wasted

energy in ho

mes of all ag

es, m

aking it m

ore d

ifficult, and

mo

re exp

ensive to keep

a com

fortab

le tem

perature. A

Perfo

rmance Tested

C

om

fort System

(PTC

S®) certified

technician is trained

to seal leaky

ducts and

install high effi

ciency heat p

ump

s perfectly tuned

to each

hom

e’s exact size and layo

ut. And

, w

ith a certified P

TCS installatio

n, utility incentives can help

keep

installation co

sts low.

Take contro

l of energy w

aste and

make yo

ur hom

e A G

ood Place To B

e.

Co

ntact us abo

ut a Perfo

rmance

Tested C

om

fort System

at yourutility.co

m,



15

Future focus

� Clearinghouse of materials, multi-sector

� “Finished” logo-ready pieces

� Source files for customization

� Copy libraries

� Infographics

� Existing marketing collateral, e.g. T8 lighting


16

Your Thoughts:

� Does this approach support your programmatic focus? Any

programs you would add or remove?


17

Your Thoughts:



� Are there other communication channels we should address?


18

Your Thoughts:




� Does this approach fit with your overall aesthetic / branding

approach?


19

Your Thoughts:





approach?

� What kind of customization do you anticipate?


20

Your Thoughts:





approach?

� What kind of customization do you anticipate?

� Do you have any further input?

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