PGEIntegratedWorkshopPresentationMarch7

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Business-Finance

Published on January 8, 2009

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Integrated Marketing Strategies:Focus on the Customer – Delivering Solutions 2009-2011 and Beyond : Integrated Marketing Strategies:Focus on the Customer – Delivering Solutions 2009-2011 and Beyond CPUC Integration Workshop March 7, 2008 Long Term Statewide Strategic Plan:Marketing Education & Outreach Strategies : Long Term Statewide Strategic Plan:Marketing Education & Outreach Strategies Statewide Vision: Californians are engaged as partners in the state’s energy efficiency, demand-side management and clean energy efforts for 2009 and beyond with the dual goals of informing them of the importance of energy efficiency, and their opportunities to take action. Statewide Strategies: Explore the use of a recognizable and trustworthy brand for California’s energy efficiency and other DSM consumer products and services. Utilize statewide segmentation research to develop targeted and highly relevant energy efficiency and DSM marketing messages to incite behavior change/action. Use social marketing techniques to build awareness and change consumer attitudes and perceptions. Explore developing a website with statewide information on GHG reductions, efficiency and DSM awareness and options. PG&E’s Strategies will Support Long Term Strategic Plan : PG&E’s Strategies will Support Long Term Strategic Plan The Long Term Strategic Plan (2009-2020) focuses on Statewide strategies and overall vision In order to support the statewide strategies and the CPUC direction, each IOU will deliver on integrated offerings for their particular customers in the near term (2009-2011): Integration of Programs Integrated Marketing Strategies Integrated Delivery Strategies Modifications to Traditional Regulatory and Funding Approaches PG&E’s Integrated Marketing and Outreach Efforts : PG&E’s Integrated Marketing and Outreach Efforts Integrated marketing begins with understanding the customer and creating consistent messaging that addresses: Their Personal Goals (for residential customers) Their Business Goals (for business customers), Their Own Customer / Employee Needs (for business customers) and Their Green / Global Climate Change Goals Integrated Marketing requires a better understanding of the customer: In-depth market segmentation of residential and business customers to understand customers’ wants and needs. This will help to cater our offerings to customers based on their interests and ability to execute projects. Integrated Marketing Process : Integrated Marketing Process Phase 2 Develop/Execute Phase 3 Evaluate/Refine Phase 2 Plan Phase 1 Analysis Impact Deeper understanding of the customer to identify like process, needs, lifecycle, regulation and other energy-profile identifiers Coordinated planning effort across all Customer Experience Identify repeatability, scalability, impact Providing a sharable, actionable view of the customer across the company Integrated efforts of delivery channels and programs Focused on customers, businesses and messages Optimized delivery Best practices/path to execution & communication Scalability of approach Integrated Program Offerings : Integrated Program Offerings Based on Segmentation, Integrated Marketing allows each IOU to provide bundled program offerings that are specific to each customer segment. Program bundles can include offerings from: Energy Efficiency Demand Response Solar and Distributed Generation Options Water Efficiency (if applicable) ClimateSmart (if applicable) AMI (if applicable) Low Income (if applicable) Integrated Marketing is supported by case studies of integrated program successes in each market sector Integrated Delivery – Residential Customers : Integrated Delivery – Residential Customers Mass Markets will integrate offerings based on the current portfolio. Initially, we will integrate these programs based on customer segmentation results. Included in these offerings will be the following: EE Rebates Smart Metering through roll out of AMI and Related Pricing Plans Solar installations A/C Cycling ClimateSmart Low Income Programs Integrated Delivery – Business Customers : Integrated Delivery – Business Customers Develop and execute integrated sales strategy and training for Sales and Service staff Sales and Services personnel will develop account plans based on the long term needs of their customers Sales and Services will present comprehensive / integrated offering to customers that best meets their needs and integrates multiple offerings Integrated assessments / audits of targeted customers will include all pertinent offerings, including Energy Efficiency, Demand Response and Distributed Generation Implementation of projects and programs will require coordination across all offerings for optimal solution to customer Feedback will result in modifications to the approach and collateral. Questions : Questions Transitioning to Integrated Customer Offerings:Programs, Approaches and PilotsFocus on the Customer – Delivering Solutions 2009-2011 and Beyond : Transitioning to Integrated Customer Offerings:Programs, Approaches and PilotsFocus on the Customer – Delivering Solutions 2009-2011 and Beyond CPUC Integration Workshop March 7, 2008 Platform For Integrated Offerings : Platform For Integrated Offerings The 2009-11 application and programs must include an integrated approach to customers through energy efficiency, demand response, distributed generation and solar. PG&E is responding to the CPUC direction and customers’ request for support in meeting green goals in 2008, prior to the 09-11 filing PG&E’s Integrated Marketing/ Outreach Plan is being developed and rolled out with the following key considerations: Input from the CPUC’s 2020 Strategic Planning Process On-going meetings with internal PG&E groups working on Demand-Side Management Programs Coordinating on regulatory front to have consistent messaging (SB1, LIEE, DR) Market segmentation work to define the wants and needs of customers to better target programs PG&E’s 2008 Integrated Transition Plan : PG&E’s 2008 Integrated Transition Plan Key components of the integrated plan include: Working initially with targeted customers identified by Service & Sales and the CEE Targeted markets group, Local Government Partners and possibly third party contractors Developing integrated marketing materials to be used as individual and aggregated pieces Conducting integrated EE/DR audits for targeted customers Focusing on various targeted markets including industrial, food & ag, large commercial, high tech Inclusion of Demand Response Goals with Energy Efficiency Goals for Energy Efficiency Managers and Teams Key Goals for 2008 Transition: Gather customer information in order to improve program integration for 2009 and beyond. Support long term coordination of these programs internally and externally with the appropriate resources and incentives to drive desired behavior and outcomes with PG&E customers. Integration in 2009-2011 : Integration in 2009-2011 Ramp up integration efforts based on what we learn in 2008 through this transition pilot and through our market segmentation work. Pursue integrated offerings with customers based on receptivity to various programs. Begin integration of energy efficiency offerings and demand response. Pull in the Solar and SGIP programs through integrated marketing, given that these programs have a different administrative and marketing approach. As pilots are developed, we can become more comfortable with energy savings from integrated offerings and use them in our future planning process. Integrated “Pilots” : Integrated “Pilots” PG&E Is Pursuing Integrated Offerings to Customers in 2008 We have examples of near term integrated approaches and opportunities in the following sectors: Commercial Office Buildings Ag and Food Processing Retail Healthcare Residential New Construction Local Government These “pilots” will ultimately integrate multiple offerings including EE, DR, Solar and DG, LIEE, ClimateSmart, Emerging Technologies, Sustainable Communities AND Will be offered through multiple delivery channels including Core Programs, Third Parties and Local Government Partnerships Commercial Office Building (Location TBD) : Commercial Office Building (Location TBD) Scope Super efficient high-task-low ambient lighting with daylight and DR controls Objective Demonstrate high quality at effective levels of about 0.4w per sf and DR Timing Currently in development and in progress in 2008 Customer Selection Customer selection is driven by customer interest and building characteristics Information from Approach and Scalability Project will potentially yield radically reduced requirements for general office lighting that can be scalable to other similar sites Results will be monitored and verified Policy Issues Addressed Barriers to integrating across programs and funding will be identified Issues related to codes and standards and Emerging Technology may be identified Issues related to tariff integration with DR will likely be identified Ag and Food Processing – Kendall Jackson : Ag and Food Processing – Kendall Jackson Scope Provide a Comprehensive Energy Management and GHG Assessment Develop an Energy Action Plan and Corporate Culture Transformation Activities Conduct a Water-energy study to target projects that can combine water conservation opportunities with energy savings projects Objective Test the process as an energy management tool / market transformation approach for KJ Understand how GHG reduction opportunities will drive energy reduction projects Understand the energy savings potential of water conservation opportunities Timing Currently in development and in progress in 2008 Customer Selection The company was driven to do more and committed to resource efficiency Information from Approach and Scalability Data specific to the customer that could be applied to other opportunities in Ag & Food Process can be scaled to a toolkit for use by all customers Policy Issues Addressed Water / Energy relationship and potential pilots Barriers to integrating across programs and funding will be identified Retail – Safeway Stores : Retail – Safeway Stores Scope Provide multiple DSM offerings – EE, DR, Emerging Technologies and Self-Gen Objective Meet the customers needs through integrated program offerings Timing Currently in development and in progress in 2008 Customer Selection Safeway senior leadership is engaged and committed to energy management through an integrated DSM approach PG&E is dedicated to partner with Safeway to maximize their participation in IDSM offerings Information from Approach and Scalability Through serving Safeway better, we hope to learn how to serve the grocery customer segment better PG&E will learn about specific products and business economics that drive this customer class PG&E should be able to scale programs for other grocery retailers Policy Issues Addressed Barriers to integrating across programs as opportunities will be identified Integrated funding issues are likely to be identified Healthcare - Kaiser : Healthcare - Kaiser Scope Provide multiple DSM offerings – EE, DR, Emerging Technologies and Self-Gen Start with integrated audits of facilities and propose comprehensive offerings Explore innovative solutions like self generation and thermal storage for data centers Objective Meet the customer’s needs through integrated program offerings Timing Currently in development and in progress in 2008 Customer Selection Kaiser senior leadership is committed to energy management through integration PG&E is dedicated to work with Kaiser to maximize their participation in IDSM offerings Information from Approach and Scalability Through serving Kaiser, we hope to learn how to serve the healthcare segment better PG&E will learn about specific products and business economics that drive this class PG&E should be able to scale programs for other hospitals and healthcare providers Policy Issues Addressed Barriers to integrating across programs as opportunities will be identified Integrated funding issues are likely to be identified Peak incentives related to thermal storage installations PG&E’s RNC and CEC’s NSHP Program Integration Pilot : PG&E’s RNC and CEC’s NSHP Program Integration Pilot Target Customers New Solar Homes Program and Residential New Construction – same (res builders/developers/custom homes owners) Goal Encourage high levels of energy efficiency when building new homes Aligned with loading order of the state’s Energy Action Plan (EAP) Alignment Energy Efficiency Tiers the same for RNC & NSHP EE Builder rollout sessions – RNC & NSHP info dissemination Strategic plan – Continue EE alignment CSI Training – Include NSHP Local Government - Green Cities Pilot : Local Government - Green Cities Pilot Proposed 2008 Pilot Integrate marketing materials and approach to governments to include multiple offerings and programs Integration of Low Income and ClimateSmart will be key parts of these strategies Cross train PG&E staff on Sustainability messaging and opportunities for PG&E “green” services Consider tools for roll out in 2009 that will help with delivering energy use data to local governments for GHG inventories and energy plan development 2009 Follow up and Consistency with Strategic Plan Green Communities offerings will be proposed in the 09-11 EE filing. Pending CPUC approval, an expanded Green Cities program will increase demand for integrated service delivery within green communities Integration of Emerging Technologies : Integration of Emerging Technologies Fume-hood assessments (EE/DR) (2007) Wireless lighting controls (EE/DR) (current) Small Commercial EMS (currently an EE assessment with possible DR oriented pilot in future) In-Home Display pilot (EE/DR) (planned for summer 2008) Programmable Communicating Thermostat assessment (EE/DR/AMI-HAN) (future) Success of Integration Depends on Removing Barriers : Success of Integration Depends on Removing Barriers Although Pilots will further identify barriers to full integration, we know that several exist today that we will need to address: Integrated Funding We will need to determine how to best integrate funding across programs and offerings Cost-Effectiveness We will need to determine how to assess cost-effectiveness of programs that have long term benefits and innovative approaches that have other important environmental benefits Incentives to Promote Integration We will need to determine appropriate incentive levels and budgets to drive integrated behavior with customers that follows the loading order Attribution We will need to determine how to attribute savings into various programs if customers participate in an integrated offering PG&E looks forward to working through these issues and proposing solutions to make integrated offerings to customers successful Questions : Questions Integrated Account Services ApproachFocus on the Customer – Delivering Solutions 2009-2011 and Beyond : Integrated Account Services ApproachFocus on the Customer – Delivering Solutions 2009-2011 and Beyond CPUC Integration Workshop March 7, 2008 Integrated Delivery – 2008 Roll Out : Integrated assessments / audits of targeted customers will include all pertinent offerings, with particular emphasis on integration of Energy Efficiency and Demand Response programs Delivery channels will be leveraged based on customer relationships and will include: PG&E Sales and Service representatives Third Parties Local Government Partnerships Service and Technology Vendors Recent solicitations for third parties and LGPs are expected to result in integrated offerings and services to customers Integrated Delivery – 2008 Roll Out Integrated Delivery – 2008 Roll Out : Sales and Service will Modify Approaches to Customers Sales and Service personnel will develop integrated account plans based on the long term needs of their customers Sales and Services will present comprehensive/integrated offerings to customers that best meets their needs and integrates multiple programs Implementation of projects and programs will require coordination across all offerings for optimal solution to customer Feedback will result in modifications to the marketing and sales approaches for optimal scaling of programs and offerings Integrated Delivery – 2008 Roll Out Questions : Questions

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