gary evans office of energy options. 2 we energies service territory
TRANSCRIPT
Gary Evans Office of Energy Options
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We Energies Service Territory
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Current Renewable Energy Sources
Biomass 26,370 MWH
75% of renewable power supply
Wind Turbines
6,000 MWH
18% of renewable power supply
Small Hydro 2,800 MWH
7% of renewable power supply
4Background / History
1996 Formation of EFT Three goals:
Demonstrate environmental stewardship
Provide experience in “customer choice”
Present “green pricing” as a market-based option for customers
Customer Enrollment (yearly totals)
1996: 1500 2000: 11,098
1997: 7200 2001: 10,686
1998: 8500 2002: 10,872
1999: 11,200 today: 11,412
5EFT Program Basics
Residential Premium pricing option
2.04 cents / kWh
customers choose: 25%, 50% or 100%
No fuel cost adjustment
Monthly commitment
Small Business Same as residential
Large Commercial/Industrial Business Block option or percentage
Calendar year commitment
6Residential Research
Current Customer Demographics Recently donated to environmental organization
Age 55 or older
Married / no children
Yearly income of $75,000 +
Post graduate education
Reasons for joining EFT Support the environment
Reduce production from standard generation techniques
Concern for future generations
Keep me informed
7Residential Research
Customer Input Keep it simple!
Use the term renewable energy - not “green” energy
Reasonable premium - 1 cent / kWh 5% willing to pay average of $5.00 / month
Suspected average program participation - 3 years
Trust Issues Use CRS accreditation
Want increase of wind and solar PV production Like images of wind turbines
Suggest charging all We Energies customers $1/month for EFT
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Business Research
Small Business Reasons to participate
Want to do something for future generations
Owners decision
Reasons that hinder participation Economic situation
Trust is an issue/ Easy and convenient
Have not been asked to participate
Environmental: conservation
Suggestions Use term renewable energy - not “green” energy
Don’t use testimonials
Keep information simple
9Business Research
Large Business Reasons to participate
To meet environmental requirements
The boss likes it
Fixed price
Positive PR opportunity
Reasons that hinder participation Who else is signed up?
Economy/price
Suggestions Find the right decision maker
Develop relationships
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Residential Marketing Strategy
Effective Integrated Marketing
Radio spots
Bill inserts
Multiple touch direct mail Brochures
postcards
Phone follow-up
Non effective Events
Noticing decrease in direct mail success
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Business Marketing Strategy
Small Business Multiple touch direct mail
Phone follow-up
Large Business Large customer interviews
One-on-one relationship with account rep.
Long term pricing
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Marketing Challenges
Creating awareness / understanding of renewable energy
Keeping the offer simple
Price
Limited resources
Economy
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The Future of EFT
Program Growth Increase business participation
New partnerships Environmental groups
Marketing options
Expand to new residential demographic groups
Lower price Green Tags / REC’s
Wind resources
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Contact Information
Gary Evans
Environmental Programs Manager
414-221-3553
www.we-energyfortomorrow.com