4/1/2013

Involving Trade Allies in Market Transformation:

Why, When and How?

Utility Perspective: Creative Energy Efficiency Programs

ACEEE Market Transformation Symposium

March 26, 2013

Jim Jerozal, Nicor Gas

Managing Director Energy Efficiency

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Agenda

Summer Staycation promotion – case study

Key campaign elements

Trade ally collaboration

Campaign themes and offerings

Program results

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Nicor Gas

Serving most of the northern third of

Illinois (excluding Chicago)

17,000 square miles of service territory

2.2 million customers

643 communities served

34,000 miles of pipeline

8 interstate pipeline connections

7 underground storage fields

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AGL Resources FootprintDistribution

operations

headquarters(Naperville, IL)

Corporate

headquarters(Atlanta, GA)

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Award-Winning Summer Staycation

Goals: Increase program awareness,

drive program participation in the “off-

season” and test “bundling” initiative

Promotional period: 7/1/12 - 9/30/12,

application deadline of 10/31/12

Strong consumer and trade ally

response

Burst of activity at end of promotion

Experience has fed into evolution of

Home Energy Efficiency Rebate

incentives structure and bundling focus

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Staycation Video

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Distributor “Counter Day” Events

Strengthens relationships with key players

Improves coordination of energy efficiency programs

Discovers/engages new distributors and locations

Develops an ongoing commitment for interaction

between distributors and outreach staff

Distributor/Supply Chain Interaction

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Distributor # of Events # of Meetings

Distributor 1 14 62

Distributor 2 4 26

Distributor 3 4 10

Distributor 4 1 14

TOTAL 23 112

Special Events - Date/Event Meetings

Jan. 16th - McHenry (Hydronic Htg. Service) 10

Feb. 22nd - Rockford (Hydronic Htg. Service) 11

Feb. 26th - McHenry (Gas Furnace Service

Procedures Class)

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Feb. 12th - Annual Dealer Meeting 18

Feb. 18th - Annual Dealer Meeting 15

Feb. 27th - Dealer Event 15

Feb. 28th - Dealer Event 15

TOTAL 92

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Collected trade ally feedback to help structure the

Summer Staycation promotion

Introduced promotion to Trade Ally Focus Group in

advance of the launch

Encouraged contractors to promote bundled rebate

offerings to increase installation opportunities

Engaged with trade allies throughout program to

maintain a high level of enthusiasm and knowledge

Communicated the benefits/value of off-season

promotion

Trade Ally Collaboration

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Positive feedback from outreach activities:

93.7%: Plan to continue their active participation in Nicor

Gas energy efficiency programs

79%: Consider their participation level as medium or high

80%: Felt high levels of positive interaction with outreach

staff

71%: Leverage energy efficiency program materials

Trade Ally Relationships – General Survey

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Summer Staycation Results

Total Staycation rebates: 2,119

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Summer Staycation Results

(Furnace and A/C)

(Furnace, A/C, water heater, pipe

wrap and programmable thermostat)

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Summer Staycation Results

777

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New rebate offerings went live November 2012

Revival of Staycation rebate levels and packages for

remainder of the program year

New Home Energy Efficiency Rebate fact sheet for

customers and trade allies

Website updated with new incentive levels

“Best Value” badge emphasizes top-tier incentives

Trade ally launch webinar: 150+ attendees

From Pilot Program to Full-Time Offering

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Transforming Markets???

Staycation Campaign

Best Value

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Contact Information

Jim Jerozal

Managing Director, Energy Efficiency

James.jerozal@aglresources.com

NicorGasRebates.com

info@NicorGasRebates.com

877.886.4239