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
2
Agenda
Summer Staycation promotion – case study
Key campaign elements
Trade ally collaboration
Campaign themes and offerings
Program results
3
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
4
AGL Resources FootprintDistribution
operations
headquarters(Naperville, IL)
Corporate
headquarters(Atlanta, GA)
5
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
6
Staycation Video
7
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
8
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)
8
Feb. 12th - Annual Dealer Meeting 18
Feb. 18th - Annual Dealer Meeting 15
Feb. 27th - Dealer Event 15
Feb. 28th - Dealer Event 15
TOTAL 92
9
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
10
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
11
Summer Staycation Results
Total Staycation rebates: 2,119
12
Summer Staycation Results
(Furnace and A/C)
(Furnace, A/C, water heater, pipe
wrap and programmable thermostat)
13
Summer Staycation Results
777
14
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
15
Transforming Markets???
Staycation Campaign
Best Value
1616
Contact Information
Jim Jerozal
Managing Director, Energy Efficiency
NicorGasRebates.com
877.886.4239
