the block and tackle group +
Energy Upgrade California
Concept Test Top Line Report
September 2013
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Contents
1. Background & Methodology
2. Motivations & Barriers
3. Topics Interest & Importance
4. Concept Evaluation • Top 3/Bottom 3 messages by segment
1. Highlighting Tool
1. Appendix • Full Concept List Evaluation
2
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Background: Top Performing Messages from previous
study
3
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Wasted energy
(Vampires)
Look out for energy vampires! What things are sucking energy in your house that you don’t see
or need – like that second fridge in the garage? The water heater temperature set too high? The
computers that aren’t turned off? That old game console? Up to 5% of your bill can be vampires. 178% 36% 42% 50% 50%
Rebates
When you go shopping, shop for rebates too. Before you purchase your next appliance or
vehicle, check the reviews and the rebates to get the best value for your money. 174% 36% 40% 52% 46%
Leaks
Most homes are leakier than you think—losing 30% of heating and cooling energy through
poorly insulated walls, windows, doors and ductwork. If you can find the “holes” and seal them
up, you’ll save a lot of energy. 172% 29% 38% 50% 55%
TOU &DR
When you use electricity is just as important as how much you use. By shifting your energy use
to off-peak hours (before noon or after six PM), you can help keep our electricity reliable and
reduce pollution too. 162% 33% 36% 47% 46%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Methodology: How we asked the questions to respondents
4. Brand Perceptions 2. Energy questions 1. Screening
• Age 18-75
• 5 Residential Segments:
1. Striving Believers
2. Leading Achievers
3. Thrifty Conservers
4. Practical Spenders
5. Disconnected
• Small Business
Owners
• Must be customer of
the 4 California IOUs
• Must be responsible
for paying
electricity/energy bill
• Must NOT work in
energy conservation
org., utility company or
marketing/marketing
research
• Energy Usage Attitudes,
behaviors, and
perceptions.
• Familiarity with EUC
• Follow Up:
• What was it that
you specifically
liked (open
ended question)
• How believable is
Energy Upgrade
California as a
sponsor of these
message ?
3. Concept Testing
• We showed each
respondent 6 of the 12
concepts one-by-one
(these were randomly
selected so that each
message would be seen
by a min of 75
respondents in each
segment)
• Respondents were asked
to highlight images and
text the liked, disliked
and/or found confusing.
• Of the same 6 shown,
respondents were asked:
• Believability
• Interest in idea
• Interest to find out
more
• Likelihood to take
action
5. Final profiling
• Media Habits and
Uses
• Standard consumer
demographics
WILL BE PROVIDED IN
FINAL FULL REPORT
INCLUDING THE
CONCEPT TEST
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Overview
Concept performance is fairly consistent across audience segments
• The concepts around wasted energy (Vampires) and Rebates rise to the top
(consistent with the messaging study). While wasted energy in Vampire
concept is appealing the metaphor is not (i.e. slaying vampire, defang your
bills and stop the bleeding).
• Of the 3 themes (Habits, Technology & Community) Habits resonates the
most followed closely by Technology. Community doesn’t seem to be working
as hard with the exception when paired with Rebates.
• The top motivator for conserving energy remains money savings which is
also apparent in the top performing concepts. The top two concepts include
dollar values of possible savings or money going to waste “save over $100 a
year in standby power” and “costs the average US household over $100 a year”.
• Many state that taking action is too expensive as a barrier – “don’t like the
initial financial investment”, “cost too much” and “tools and technology is too
expensive”. Some also say that financing and/or tools are too complicated.
5
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Overview (cont.)
• The research make it very clear that informing people where they might be
wasting energy and giving easy habit changing actions work well. Technology
that doesn’t require much effort or financial investment also resonates (e.g.
“plug your electronics into a smart strip”, “the latest devices automatically power off”
and “unplug chargers, consoles and other devices that waste standby power”).
• Low performing concepts are mainly community themed across Topics (except
for Rebates). The community message around coming together with neighbors,
sharing your TV and AC and having a block party is not highly believable and
likelihood to take action is low.
• Leaks and TOU with technology theme also score low for most segments. The
latest advanced technology implies a significant financial investment and is too
complicated/geeky for some. Plus these concepts give no indication of how much
money the technology could potentially save the household. Note that TOU-
Technology works for SMB and Thrifty Conservers.
Real imagery is working
• Images that are the most effective tend to be real images; people life-style and
staged. Illustrations are less effective unless it’s “green imagery”.
• Images that do not directly relate to the message are found confusing by some.
6
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Overview (cont.)
The Residential Segments show varying opportunities
• Confirming what we know already from previous segmentation work; Leading
Achievers is your strongest advocates. They are open to a variety of messages
and are the most likely to take action.
• Interestingly, the Disconnected segment showed potential to engage with in the
messaging study and we see even stronger responses in this study (scoring in line
with even Leading Achievers on the concept evaluation)
• The Thrifty Conservers (again) score the lowest across the board. Practical
Spenders responded ok overall but mainly resonate with the rebates concepts.
7
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Motivations & Barriers
8
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Total (A)
ALL Residents
(B)
Striving Believers
(C)
Leading Achiever
s (D)
Thrifty Conservers
(E)
Practical Spenders
(F)
Disconnected
(G)
SMB (H)
Saving Money 53% CD
54% CD
40% 42% 69% ABCDFH
59% CDH
62% ABCDH
48%
Protecting the Environment 19% EFG
19% EFG
32% ABEFGH
33% ABEFGH
4% 10% E
13% E
18% EF
Health 7% 8% CDH
4% 4% 15% ABCDGH
13% ABCDGH
6% 4%
For the benefit of future generations
7% E
7% E
15% ABDEFG
8% E
0% 4% E
5% E
10% EFG
Reducing out dependence on foreign oil
7% 6% 7% 8% 7% 5% 5% 8%
Helping California lead the way on saving energy
5% 4% 2% 3% 3% 6% C
7% C
9% ABCDE
R8. Below you can find a list of 6 reasons why people might change their daily actions to save energy. Please indicate which of these would motivate you the MOST? You can select up to 3 and rank them in order of importance, where 1 is the most important and 3 is the third most important. Total: N=1214, Total Residents N=1012, Striving Believers N=219, Leading Achievers N=219, Thrifty Conservers N=168, Practical Spenders N=208, Disconnected N=198, SMB N=202 Sig Test (A, B, C, D, E, F, G, H): Letters represent significant difference at 95% confidence level
Ranked by Total, % Selecting this as their top motivator
1
Motivators for saving Energy
2
When asked to pick the one thing that would motivate them the most to save energy
“Saving money” is the top motivator across audiences. Striving Believers and
Leading Achievers are also somewhat driven by protecting the environment.
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Total (A)
ALL Residents
(B)
Striving Believers
(C)
Leading Achievers
(D)
Thrifty Conservers
(E)
Practical Spenders
(F)
Disconnected (G)
SMB (H)
Already practice efficient behavior /know what to do
50% G
50% G
57% G
57% FG
51% G
47% G
37% 51%
G
Satisfied with current energy bill/lifestyle conducive to low usage
39% 37% 41%
G 39% 40% 37% 30% 35%
Don’t like the initial financial investment 35%
G 34%
G 39%
G 39%
G 30%
38%
G 23%
37% G
Taking action is too expensive/it costs too much
35% 36% 33% 39% 31% 37% 39% 30%
Tools and technology gadgets to monitor energy use are too expensive
33% 34% 32% 33% 32% 30% 40% AFH
30%
Financing is too complicated/too much of a hassle
20% 19% 20% 19% 218% 16% 23% 22%
Over time, the savings won't add up to that much/won't make that big of a
difference 19% 17% 15% 13% 23% 21% 16% 28%
Tools and technology gadgets to monitor energy use are too
complicated 16% 17% 15% 15% 14% 17%
24% ABCDEH
11%
It’s too hard to change my habits 10% 10%D 11% 6% 10% 10% 16%ABDH 8%
Q6. What are the main reasons for why you would NOT look for ways to better manage your energy use? You can select up to 3 TOP REASONS and rank them in order of importance, where 1 is the most important reasons NOT to look and 3 is the third most important NOT to look. Total: N=1214, Total Residents N=1012, Striving Believers N=219, Leading Achievers N=219, Thrifty Conservers N=168, Practical Spenders N=208, Disconnected N=198, SMB N=202 Sig Test (A, B, C, D, E, F, G, H): Letters represent significant difference at 95% confidence level
Ranked by Total, % selecting this in their top 3 barriers
Barriers for Better managing Energy Usage
1
3
2
½ of all segments say they’re already practicing efficient behavior as one of the
top reasons they do not look for ways to better manage their energy use. 1/3 say
that taking action is too expensive.
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Topics Interest & Importance
11
CCSE Concept Top Line Report, September 2013 + the block and tackle group
TOTAL (A)
ALL Residents
(B)
Striving Believers
(C)
Leading Achievers
(D)
Thrifty Conservers
(E)
Practical Spenders
(F)
Disconnected (G)
SMB (H)
Getting rebates on energy efficient products
38% E
37% E
37% E
51% ABCEFG
22% 37% E
36% E
43% E
Doing my part to make my community healthy and safe (COMMUNITY)
37% E
37% E
40% E
50% ABCEFG
21% 31% E
38% E
41% EF
Financing programs for alternative energy solutions (like solar, wind)
37% EF
36% EF
44% ABEF
48% ABEFG
20% 29% E
35% E
40% EF
Working together with my neighbors for a more energy efficient community
(COMMUNITY)
37% E
36% E
42% EF
47% ABEFG
19% 32% E
36% E
43% EF
Easy and affordable technology tools to make your home/business more energy
efficient (TECHNOLOGY)
36% E
36% E
40% E
44% EABF
23% 33% E
36% E
38% E
Easy quick changes that can save energy in your home/business (HABIT)
35% E
35% E
39% E
43% ABEF
21% 31% E
35% E
38% E
Upgrading the technology in your home/business to monitor energy use (like
Internet enabled thermostats) (TECHNOLOGY)
34% E
33% E
37% E
37% E
20% 31% E
36% E
40% EBF
Saving money by adjusting habits to use energy during "off peak" times (HABIT)
32% E
31% E
31% E
39% ABEF
21% 28% 32% E
36% E
Q10. How interested are you to learn more about any of the following topics? Total: N=1214, Total Residents N=1012, Striving Believers N=219, Leading Achievers N=219, Thrifty Conservers N=168, Practical Spenders N=208, Disconnected N=198, SMB N=202 Sig Test (A, B, C, D, E, F, G, H): Letters represent significant difference at 95% confidence level
Ranked by Total, % Very Interested
* Selected top responses shown, full list of responses in appendix
Energy Topics interested to learn more about
Overall, no one topic stands out when it comes to interest in learning more within segments
(interest in energy topics is fairly flat – with around 1/3 of respondents indicating they’d like
to learn more). Leading Achievers show by far the most interest while Thrifty Conservers
show the least enthusiasm.
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Ranked by Total, % Very important
* Selected top responses shown, full list of responses in appendix
Importance of Energy Topics
Similarly, topic importance doesn’t vary drastically within each audience.
Upgrading technology is of more importance to SMB.
TOTAL (A)
ALL Residents
(B)
Striving Believers
(C)
Leading Achievers
(D)
Thrifty Conservers
(E)
Practical Spenders
(F)
Disconnected
(G)
SMB (H)
Getting rebates on energy efficient products
34% E
33% E
34% E
42% ABEF
25% 30% E
38% E
38% E
Doing my part to make my community healthy and safe (COMMUNITY)
34% E
34% E
42% ABEF
44% ABEFG
20% 27% 33% E
36% E
Saving money by adjusting habits to use energy during "off peak" times (HABIT)
32% E
31% E
29% E
42% ABCEF
20% 27% 35% E
35% E
Financing programs for alternative energy solutions (like solar, wind)
32% EF
31% E
37% EF
41% ABEF
17% 25% 34% EF
35% EF
Easy quick changes that can save energy in your home/business (HABIT)
32% E
31% E
37% E
38% EF
17% 26% E
36% EF
33% E
Easy and affordable technology tools to make your home/business more energy
efficient (TECHNOLOGY)
32% E
31% E
34% E
39% ABEF
18% 29% E
31% E
35% E
Working together with my neighbors for a more energy efficient community
(COMMUNITY)
32% E
31% E
37% EF
41% ABEF
17% 26% E
32% E
37% EF
Upgrading the technology in your home/business to monitor energy use
(like Internet enabled thermostats) (TECHNOLOGY)
32% E
31% E
35% E
36% E
18% 28% E
33% E
40% ABEF
Q11. How important are each of the following topics to you <<IF SMB>> your business>>? Total: N=1214, Total Residents N=1012, Striving Believers N=219, Leading Achievers N=219, Thrifty Conservers N=168, Practical Spenders N=208, Disconnected N=198, SMB N=202 Sig Test (A, B, C, D, E, F, G, H): Letters represent significant difference at 95% confidence level
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Concept Evaluation
14
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Average Uberscore of the messages within the same theme.
TOTAL Striving
Believers Leading
Achievers Thrifty
Conservers Practical Spenders
Disconnected SMB
Habits 113 109 139 68 108 130 110
Technology 108 99 132 77 99 122 118
Community 95 89 98 58 88 124 96
* Selected top responses shown, full list of responses in appendix
Overall Theme & Message Topic Performance
Looking at the messages within the same theme, Habits is the stronger theme for most
segments except for SMB and Thrifty Conservers who slightly prefer Technology.
Within the same topic category there is a close tie between wasted energy (vampires)
and rebates messages.
Average Uberscore of the messages within the same topic category.
TOTAL Striving
Believers Leading
Achievers Thrifty
Conservers Practical Spenders
Disconnected SMB
Wasted energy (Vampires) 115 112 133 85 100 140 110
Rebates 114 108 137 64 119 130 115
Leaks 92 92 100 60 77 112 109
TOU 99 84 123 63 97 119 100
QM Next, we’re going to show you a series of 14 ideas/statements regarding energy conservation, and ask 4 questions after each. QM1 How interesting is the idea presented in this statement? QM2 How believable is this statement? QM3 Reading this statement, how much does it interest you to find out more information on this topic? QM4 Reading this statement, how likely are you to invest your time or money to take action? Total: N=1253,
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Summary – Top 3 Concepts By Segment*
16
Rebates - Habits
Rebates - Tech
Rebates – Commu nity
Wasted energy- Habits
Wasted energy- Tech
Wasted energy - Community
TOU - Habits
TOU - Tech
TOU - Community
Leaks- Habits
Leaks - Tech
Leaks - Community
Total X X X
Striving Believers
X X X
Leading Achievers
X X X
Thrifty Conservers
X X X
Practical spenders
X X X
Disconnected X X X
SMB X X X
COUNT 2 4 6 6 2 1
*Chart illustrates the top 3 concepts for each segment by Uber score (interest, believability, likelihood to find out more information, likelihood to take action).
CCSE Concept Top Line Report, September 2013 + the block and tackle group 17
Rebates - Habits
Rebates - Tech
Rebates - Community
Wasted energy - Habits
Wasted energy - Tech
Wasted energy- Community
TOU - Habits
TOU - Tech
TOU - Community
Leaks- Habits
Leaks - Tech
Leaks - Community
Total X X X
Striving Believers
X X X
Leading Achievers
X X X
Thrifty Conservers
X X X
Practical spenders
X X X
Disconnected X X X
SMB X X X
COUNTS 1 5 1 3 4 1 3 3
Summary – Bottom 3 Concepts By
Segment*
*Chart illustrates the bottom 3 concepts for each segment by Uber score (interest, believability, likelihood to find out more information, likelihood to take action).
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Concept Uber Score: How we present the results
KEY GOALS/SUCCES CRITERIA :
1. Believable/Credibility
2. Engaging (Interest)
3. Likely to find out more information
4. Likely to take action
UBER SCORE INPUTS
TRANSLATED INTO METRICS
1. % Very Believable
Capturing the credibility of the concept
2. % Very interested in the idea
Capturing the engagement we want the concept to encourage
3. % Very Interested to find out more
Capturing the behavior we want the concept to encourage
4. % Very likely to take action
Capturing the action we want the concept to encourage
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score
UBER SCORE
Very likely to take action
Very Interested to
find out more
Very Interested in
idea
Very Believable
Concept Imagery Concept Copy
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power.
Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them.
Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding
UBER SCORE CALCULATION AND EXPLANATION TABLES
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Top 3 concepts: <<Total>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBER SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power.
Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them.
Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding
131 29% 32% 38% 32%
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping.
Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night.
Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year.
Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org.
126 29% 29% 36% 32%
A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come.
Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community.
Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.
119 22% 28% 35% 34%
.
Wasted energy –Technology
Wasted energy – Habits
Rebates - Community
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Bottom 3 concepts: <<Total>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBE
SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all.
92 18% 22% 27% 25%
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources.
Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high.
Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
88 18% 20% 24% 26%
When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs.
Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too.
Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.
80 16% 20% 22% 22%
.
Leaks – Community
Wasted energy– Community
TOU – Community
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Top 3 concepts: <<Striving Believers>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBER SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping.
Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night.
Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year.
Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org.
134 29% 26% 41% 38%
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power.
Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them.
Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding
130 25% 29% 43% 33%
A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come.
Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community.
Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.
113 14% 24% 36% 39%
.
Wasted energy –Technology
Wasted energy – Habits
Rebates - Community
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Bottom 3 concepts: <<Striving Believers>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBE
SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy.
The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too.
Get your hands on the latest technology to avoid peak energy times automatically.
80 15% 19% 24% 22%
Make your home or business geeky. Not leaky. A high-tech thermostat is even smarter with low-e windows that really crank up the energy you save. Geek out to get the leaks out of your home. Aim a thermal detector at windows and doors, chimney flues and power outlets to find and fix those leaks.
76 13% 17% 20% 26%
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources.
Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high.
Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
71 13% 16% 20% 22%
.
TOU - Technology
Leaks - Technology
Wasted energy – Community
Bottom concept different from Total
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Top 3 concepts: <<Leading Achievers>> Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBER SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power.
Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them.
Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding
168 34% 42% 50% 42%
You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks.. Get started at http://energyupgradeca.org.
153 28% 39% 43% 43%
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping.
Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night.
Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year.
Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org.
147 33% 32% 42% 40%
.
Wasted energy –Technology
Wasted energy – Habits
Leaks - Habits
Top concept different from Total
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Bottom 3 concepts: <<Leading Achievers>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBE
SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all.
99 19% 21% 32% 27%
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources.
Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high.
Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
84 14% 20% 25% 25%
When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs.
Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too.
Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.
73 15% 15% 19% 24%
.
Leaks – Community
Wasted energy – Community
TOU – Community
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Top 3 concepts: <<Thrifty Conservers>> Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBER SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power.
Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them.
Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding
102 23% 23% 33% 23%
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping.
Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night.
Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year.
Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org.
91 18% 25% 26% 22%
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy.
The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too.
Get your hands on the latest technology to avoid peak energy times automatically.
75 13% 16% 23% 23%
.
Wasted energy –Technology
Wasted energy – Habits
TOU – Technology
Top concept different from Total
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Bottom 3 concepts: <<Thrifty Conservers>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBE
SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks.. Get started at http://energyupgradeca.org.
59 9% 11% 17% 22%
The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle.
You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates.
Go power shopping. Check out rebates and energy savings that make new appliances such a deal.
Upgrade your shopping, get started with rebates at http://energyupgradeca.org
56 9% 10% 19% 18%
When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs.
Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too.
Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.
37 7% 8% 11% 11%
.
Leaks – Habits
Rebates - Habits
TOU – Community
Bottom concept different from Total
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Top 3 concepts: <<Practical Spenders>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBER SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come.
Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community.
Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.
127 26% 34% 34% 33%
The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle.
You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates.
Go power shopping. Check out rebates and energy savings that make new appliances such a deal.
Upgrade your shopping, get started with rebates at http://energyupgradeca.org
126 29% 29% 36% 32%
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping.
Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night.
Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year.
Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org
119 22% 28% 35% 34%
.
Wasted energy –Habits
Rebates – Habits
Rebates - Community
Top concept different from Total
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Bottom 3 concepts: <<Practical Spenders>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBE
SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all
75 17% 18% 21% 19%
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources.
Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high.
Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
74 18% 13% 23% 20%
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy.
The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too.
Get your hands on the latest technology to avoid peak energy times automatically.
71 16% 17% 22% 16%
.
Leaks – Community
Wasted energy – Community
TOU – Technology
Bottom concept different from Total
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Top 3 concepts: <<Disconnected>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBER SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping.
Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night.
Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year.
Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org.
148 34% 34% 42% 38%
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power.
Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them.
Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding
147 34% 38% 39% 36%
The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle.
You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates.
Go power shopping. Check out rebates and energy savings that make new appliances such a deal.
Upgrade your shopping, get started with rebates at http://energyupgradeca.org
133 25% 33% 41% 34%
.
Wasted energy –Technology
Wasted energy – Habits
Rebates - Habits
Top concept different from Total
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Bottom 3 concepts: <<Disconnected>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBE
SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
It really pays to think about when you use energy. Take a second to set a timer or program an appliance.
Save early. Save late. Time your energy use right and it helps keep our power reliable and reduces pollution too.
Take the afternoon off and a few dollars off your energy bill as well. Schedule yourself and your thermostat to be off from noon to six.
Upgrade your timing, see how you can shift your energy use at http://energyupgradeca.org
109 24% 26% 32% 27%
Make your home or business geeky. Not leaky. A high-tech thermostat is even smarter with low-e windows that really crank up the energy you save. Geek out to get the leaks out of your home. Aim a thermal detector at windows and doors, chimney flues and power outlets to find and fix those leaks.
107 21% 30% 30% 26%
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy.
The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too.
Get your hands on the latest technology to avoid peak energy times automatically.
106 21% 30% 28% 27%
.
TOU – Habits
Leaks - Technology
TOU – Technology
Bottom concept different from Total
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Top 3 concepts: <<SMB>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBER SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy.
The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too.
Get your hands on the latest technology to avoid peak energy times automatically.
138 29% 38% 35% 36%
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power.
Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them.
Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding
126 32% 35% 31% 28%
A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come.
Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community.
Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.
123 27% 30% 34% 32%
.
Wasted energy –Technology
Rebates - Community
TOU – Technology
Top concept different from Total
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Bottom 3 concepts: <<SMB>>
Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Uber Score UBE
SCORE
Very likely to
take action
Very Interested to find out
more
Very Interested
in idea
Very believable
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources.
Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high.
Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
94 21% 20% 23% 30%
Make your home or business geeky. Not leaky. A high-tech thermostat is even smarter with low-e windows that really crank up the energy you save. Geek out to get the leaks out of your home. Aim a thermal detector at windows and doors, chimney flues and power outlets to find and fix those leaks.
92 14% 24% 22% 32%
When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs.
Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too.
Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.
80 19% 22% 16% 23%
.
Wasted energy – Community
Leaks - Technology
TOU – Community
Bottom concept different from Total
CCSE Concept Top Line Report, September 2013 + the block and tackle group
1% 1% 0% 1% 3% 2% 2%
1% 6% 7% 5%
7% 3% 8% 13%
2%
52% 51% 59% 48% 59% 52% 44% 56%
40% 40% 36% 44%
36% 38% 42% 40% Very believable
Quite believable
Quite hard tobelieve
Very hard to believe
33
Top 2: Appeal 92%
Majority think Energy Upgrade California is a believable
sponsor for the messages
91% 95% 92% 95% 90% 85% 96%G
Total (A)
All Residents
(B)
Striving Believers
(C)
Leading Achievers
(D)
Thrifty Conservers
(E)
Practical Spenders
(F)
Disconnected (G)
SMB (H)
H
Q17. How believable is Energy Upgrade California as a sponsor of these messages? Total: N=1253, Total Residents N=1025, Striving Believers N=309, Leading Achievers N=273, Thrifty Conservers N=146, Practical Spenders N=163, Disconnected N=134, SMB N=194
The disconnected are less likely to believe the energy efficiency message when it’s
coming from Energy Upgrade California – but the overwhelming number of people
in all segments find the message very believable from your sponsorship.
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Highlighting Tool
34
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Highlighting Tool <<Total>>
Wasted energy: Technology (Uber Score: 131) 1
Q14. We’d like you to highlight the individual elements of the concepts, i.e. the specific images AND words/phrases that you particularly like (that positively reinforce your interest in the idea) as well as anything you dislike (that detracts from your interest in the idea). If at any point you highlight something you didn't mean to, you can click three times and all highlights will be cleared. Total: N=609
X% = Confusing X% = Dislike X% = Like
Banish wasted energy from your home or business.
The latest devices automatically power off
40%
when nobody’s using them.
31%
Think of all the gadgets in your life
in standby power.
32%
all of which could be wasting energy when no one is looking.
Plug your electronics into a smart strip
42%
and save over $100 a year
49%
and ways you can stop the bleeding
Slay energy vampires with your smartphone.
New apps show you how much standby power is being sucked from your home
8%
11% / 8%
26%
25%
15% 9%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Highlighting Tool <<Total>>
Wasted energy: Habits (Uber Score: 126) 2
Q14. We’d like you to highlight the individual elements of the concepts, i.e. the specific images AND words/phrases that you particularly like (that positively reinforce your interest in the idea) as well as anything you dislike (that detracts from your interest in the idea). If at any point you highlight something you didn't mean to, you can click three times and all highlights will be cleared. Total: N=606
Beware of standby power consumed
33%
while electronics are switched off but still plugged in.
32%
This hidden wasted energy
25%
costs the average US household over $100 a year.
35%
X% = Confusing X% = Dislike X% = Like
38%
Unplug chargers, consoles and other devices that waste standby power
when they’re supposed to be sleeping.
27%
You can’t afford wasted energy in your home.
25%
Defang your energy bill by hunting and killing vampires.
19%
that suck power in the dark of night.
Pull the plug on devices
get started at http://energyupgradeca.org.
and save 5% of your energy, Upgrade your vampire hunting
25%
13%
25%
9%/7%
8%
7%/5%
11%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Highlighting Tool <<Total>>
Rebates: Habits (Uber Score: 119) 3
Q14. We’d like you to highlight the individual elements of the concepts, i.e. the specific images AND words/phrases that you particularly like (that positively reinforce your interest in the idea) as well as anything you dislike (that detracts from your interest in the idea). If at any point you highlight something you didn't mean to, you can click three times and all highlights will be cleared. Total: N=606
Energy-saving upgrades
do a great deal of good for the reliability of the energy we share.
5%
A rebate can make it a great deal for you as well.
29%
X% = Confusing X% = Dislike X% = Like
38%
A rebate on a new appliance not only saves your family money today
32%
it saves energy
35%
and reduces pollution
34%
for years to come.
Lower energy.
30%
Rebates on efficient appliances
29%
help put more energy back into our community
Less money.
35%
Big impact.
26%
38%
11%
25%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Highlighting Tool <<Total>>
TOU: Community (Uber Score: 80) 12
Q14. We’d like you to highlight the individual elements of the concepts, i.e. the specific images AND words/phrases that you particularly like (that positively reinforce your interest in the idea) as well as anything you dislike (that detracts from your interest in the idea). If at any point you highlight something you didn't mean to, you can click three times and all highlights will be cleared. Total: N=606
Step up and power down from noon to six during peak energy use.
39%
The more of us who help, the better to keep our power reliable and reduce pollution too.
X% = Confusing X% = Dislike X% = Like
When you use energy can make a big difference for reducing pollution
5%
by sharing your AC or TV so they can turn off theirs.
12% / 5%
and keeping power reliable. Help friends and family use less energy at peak times
Have a peak energy party to save energy
12%
and get to know your neighbors at the same time.
9%
Here’s to good times.
7%
Turn off the TV, the laundry and the AC and have a backyard party instead.
13%
26%/ 8%
7% / 5%
8%
9%
10%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Highlighting Tool <<Total>>
Wasted energy: Community (Uber Score: 88) 11
Q14. We’d like you to highlight the individual elements of the concepts, i.e. the specific images AND words/phrases that you particularly like (that positively reinforce your interest in the idea) as well as anything you dislike (that detracts from your interest in the idea). If at any point you highlight something you didn't mean to, you can click three times and all highlights will be cleared. Total: N=606
32%
X% = Confusing X% = Dislike X% = Like
Wasted energy is not healthy for your neighborhood.
9%
21% / 6%
Sucking power at all hours.
6%
increasing pollution and draining the life out of our resources.
Keep an eye out for wasted energy in your neck of the woods
and save energy in your community. Unplug game boxes and video players left on.
Get rid of that second fridge in the garage.
27%
Make sure your water-heater temperature isn’t set too high.
35%
Tell your family you slayed a vampire today. The wasted energy from standby power alone
costs the US over $4 billion a year.
17%
26%
11%
7%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Highlighting Tool <<Total>>
Leaks: Community (Uber Score: 92) 10
Q14. We’d like you to highlight the individual elements of the concepts, i.e. the specific images AND words/phrases that you particularly like (that positively reinforce your interest in the idea) as well as anything you dislike (that detracts from your interest in the idea). If at any point you highlight something you didn't mean to, you can click three times and all highlights will be cleared. Total: N=606
37%
X% = Confusing X% = Dislike X% = Like
The most impactful energy savings are close to home.
Start by fixing energy leaks in your home,
5%
then share your know-how with friends and neighbors.
Fixing energy leaks isn’t only good for your home, 32%
Is your home heating (or cooling) the entire neighborhood?
Fix the leaks
Most homes leak energy,
24%
including our friends. our neighbors., and our own.
33%
7%/9%
and keep everyone’s energy healthy and reliable.
6%/5%
By helping each other fix leaks, 5% we can make a world of difference.
it reduces pollution too.
The more energy leaks we can fix, 27% the happier and healthier for us all. 28%
26% 9%/14%
29%
7%/9%
20% 25%
25%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Recommendations going forward
41
DO DON’T
Be informative - give concrete tips on easy habit changes to save energy & money
Be careful with vampire analogy – not using it overtly (i.e. slaying vampires, defang your bill, stop the bleeding etc.)
Include a savings/rebates message and if possible give specifics ($) on potential money savings
Community messaging has to be believable to work and motivate
Wasted energy messaging works to get peoples attention and motivate to action
Be mindful of technology messaging that implies too advanced (complicated) and expensive
When talking about technology make it sound simple
Avoid illustrations and images that are not directly related to the message
Include an environment message, such as “reducing pollution”
Use real images – over illustrations/cartoons seems to be working best (unless it’s directly tied to energy and “green” message)
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Appendix
42
CCSE Concept Top Line Report, September 2013 + the block and tackle group
Highlighting Tool; Language <<Total>>
TOU: Technology (Uber Score: Total=98; : SMB=138; Thrifty Conservers=75)
Q14. We’d like you to highlight the individual elements of the concepts, i.e. the specific images AND words/phrases that you particularly like (that positively reinforce your interest in the idea) as well as anything you dislike (that detracts from your interest in the idea). If at any point you highlight something you didn't mean to, you can click three times and all highlights will be cleared. Total: N=x
X% = Confusing X% = Dislike X% = Like
to avoid peak energy times automatically.
28%
Get your hands on the latest technology
26%
7%
26%
Up-to-the-minute technology like smart thermostats
and programmable appliances
29%
can give you perfect timing for using energy.
26%
26% 31%
The coolest technology knows when it’s time to chill out during peak hours.
It helps keep our power reliable
30% / 7%
and reduces pollution too.
20%
7%
8%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Total>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Wasted energy:
Technology
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power. Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them. Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding.
131 29% 32% 38% 32%
Wasted energy:
Habits
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping. Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night. Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year. Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org
126 29% 29% 36% 32%
Rebates:
Community
A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come. Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community. Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.
119 22% 28% 35% 34%
Rebates:
Habits
The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle. You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates. Go power shopping. Check out rebates and energy savings that make new appliances such a deal. Upgrade your shopping, get started with rebates at http://energyupgradeca.org.
113 22% 26% 33% 32%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Total>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Leaks: Habits
You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks. Get started at http://energyupgradeca.org.
112 22% 27% 30% 33%
Rebates:
Technology
Junk the clunkers around your home. Go shopping for rebates on energy-saving technology that helps pay for itself. Always shopping for the latest and greatest technology? Look out for the latest rebates too. Cutting-edge technology can cut your energy use. Shop for rebates and you can cut the price as well.
110 22% 26% 31% 31%
TOU: Habits
It really pays to think about when you use energy. Take a second to set a timer or program an appliance. Save early. Save late. Time your energy use right and it helps keep our power reliable and reduces pollution too. Take the afternoon off and a few dollars off your energy bill as well. Schedule yourself and your thermostat to be off from noon to six. Upgrade your timing, see how you can shift your energy use at http://energyupgradeca.org
99 20% 24% 27% 28%
TOU:
Technology
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy. The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too. Get your hands on the latest technology to avoid peak energy times automatically.
98 19% 25% 27% 27%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Total>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Leaks:
Technology
Make your home or business geeky. Not leaky. A high-tech thermostat is even smarter with low-e windows that really crank up the energy you save. Geek out to get the leaks out of your home. Aim a thermal detector at windows and doors, chimney flues and power outlets to find and fix those leaks.
93 17% 23% 26% 27%
Leaks:
Community
The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all.
92 18% 22% 27% 25%
Wasted energy:
Community
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources. Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high. Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
88 18% 20% 24% 26%
TOU:
Community
When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs. Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too. Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.
80 16% 20% 22% 22%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Striving Believers>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Wasted energy:
Habits
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping. Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night. Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year. Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org
134 29% 26% 41% 38%
Wasted energy:
Technology
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power. Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them. Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding.
130 25% 29% 43% 33%
Rebates:
Community
A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come. Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community. Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.
113 14% 24% 36% 39%
Rebates:
Technology
Junk the clunkers around your home. Go shopping for rebates on energy-saving technology that helps pay for itself. Always shopping for the latest and greatest technology? Look out for the latest rebates too. Cutting-edge technology can cut your energy use. Shop for rebates and you can cut the price as well.
108 14% 26% 35% 33%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Striving Believers>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
TOU: Habits
It really pays to think about when you use energy. Take a second to set a timer or program an appliance. Save early. Save late. Time your energy use right and it helps keep our power reliable and reduces pollution too. Take the afternoon off and a few dollars off your energy bill as well. Schedule yourself and your thermostat to be off from noon to six. Upgrade your timing, see how you can shift your energy use at http://energyupgradeca.org
108 22% 24% 32% 30%
Rebates:
Habits
The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle. You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates. Go power shopping. Check out rebates and energy savings that make new appliances such a deal. Upgrade your shopping, get started with rebates at http://energyupgradeca.org.
103 15% 26% 230% 32%
Leaks: Habits
You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks. Get started at http://energyupgradeca.org.
92 12% 18% 27% 35%
TOU:
Community
When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs. Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too. Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.
89 15% 21% 27% 26%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Striving Believers>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Leaks:
Community
The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all.
84 13% 20% 26% 25%
TOU:
Technology
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy. The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too. Get your hands on the latest technology to avoid peak energy times automatically.
80 15% 19% 24% 22%
Leaks:
Technology
Make your home or business geeky. Not leaky. A high-tech thermostat is even smarter with low-e windows that really crank up the energy you save. Geek out to get the leaks out of your home. Aim a thermal detector at windows and doors, chimney flues and power outlets to find and fix those leaks.
76 13% 17% 20% 26%
Wasted energy:
Community
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources. Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high. Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
71 13% 16% 20% 22%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Leading Achievers>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Wasted energy:
Technology
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power. Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them. Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding.
168 34% 42% 50% 42%
Leaks: Habits
You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks. Get started at http://energyupgradeca.org.
153 28% 39% 43% 43%
Wasted energy:
Habits
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping. Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night. Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year. Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org
147 33% 32% 42% 40%
Rebates:
Habits
The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle. You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates. Go power shopping. Check out rebates and energy savings that make new appliances such a deal. Upgrade your shopping, get started with rebates at http://energyupgradeca.org.
145 29% 32% 43% 41%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Leading Achievers>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Rebates:
Community
A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come. Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community. Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.
137 23% 34% 44% 36%
Rebates:
Technology
Junk the clunkers around your home. Go shopping for rebates on energy-saving technology that helps pay for itself. Always shopping for the latest and greatest technology? Look out for the latest rebates too. Cutting-edge technology can cut your energy use. Shop for rebates and you can cut the price as well.
128 23% 28% 38% 39%
TOU:
Technology
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy. The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too. Get your hands on the latest technology to avoid peak energy times automatically.
116 20% 29% 32% 35%
Leaks:
Technology
Make your home or business geeky. Not leaky. A high-tech thermostat is even smarter with low-e windows that really crank up the energy you save. Geek out to get the leaks out of your home. Aim a thermal detector at windows and doors, chimney flues and power outlets to find and fix those leaks.
116 22% 26% 37% 31%
110 19% 25% 27% 27%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Leading Achievers>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
TOU: Habits
It really pays to think about when you use energy. Take a second to set a timer or program an appliance. Save early. Save late. Time your energy use right and it helps keep our power reliable and reduces pollution too. Take the afternoon off and a few dollars off your energy bill as well. Schedule yourself and your thermostat to be off from noon to six. Upgrade your timing, see how you can shift your energy use at http://energyupgradeca.org
110 21% 28% 30% 31%
Leaks:
Community
The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all.
99 19% 21% 32% 27%
Wasted energy:
Community
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources. Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high. Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
84 14% 20% 25% 25%
TOU:
Community
When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs. Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too. Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.
73 15% 15% 19% 24%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Thrifty Conservers>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Wasted energy:
Technology
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power. Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them. Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding.
102 23% 23% 33% 23%
Wasted energy:
Habits
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping. Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night. Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year. Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org
91 18% 25% 26% 22%
TOU:
Technology
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy. The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too. Get your hands on the latest technology to avoid peak energy times automatically.
75 13% 16% 23% 23%
Rebates:
Community
A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come. Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community. Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.
71 9% 18% 18% 26%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Thrifty Conservers>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Leaks:
Technology
Make your home or business geeky. Not leaky. A high-tech thermostat is even smarter with low-e windows that really crank up the energy you save. Geek out to get the leaks out of your home. Aim a thermal detector at windows and doors, chimney flues and power outlets to find and fix those leaks.
67 13% 15% 18% 21%
TOU: Habits
It really pays to think about when you use energy. Take a second to set a timer or program an appliance. Save early. Save late. Time your energy use right and it helps keep our power reliable and reduces pollution too. Take the afternoon off and a few dollars off your energy bill as well. Schedule yourself and your thermostat to be off from noon to six. Upgrade your timing, see how you can shift your energy use at http://energyupgradeca.org
67 16% 17% 18% 16%
Rebates:
Technology
Junk the clunkers around your home. Go shopping for rebates on energy-saving technology that helps pay for itself. Always shopping for the latest and greatest technology? Look out for the latest rebates too. Cutting-edge technology can cut your energy use. Shop for rebates and you can cut the price as well.
64 9% 16% 19% 20%
Leaks:
Community
The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all.
62 13% 17% 17% 15%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Thrifty Conservers>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Wasted energy:
Community
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources. Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high. Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
62 13% 13% 19% 17%
Leaks: Habits
You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks. Get started at http://energyupgradeca.org.
59 9% 11% 17% 22%
Rebates:
Habits
The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle. You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates. Go power shopping. Check out rebates and energy savings that make new appliances such a deal. Upgrade your shopping, get started with rebates at http://energyupgradeca.org.
56 9% 10% 19% 18%
TOU:
Community
When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs. Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too. Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.
37 7% 8% 11% 11%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Practical Spenders>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Rebates:
Community
A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come. Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community. Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.
127 26% 34% 34% 33%
Rebates:
Habits
The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle. You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates. Go power shopping. Check out rebates and energy savings that make new appliances such a deal. Upgrade your shopping, get started with rebates at http://energyupgradeca.org.
120 26% 27% 35% 32%
Wasted energy:
Habits
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping. Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night. Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year. Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org
119 29% 29% 34% 27%
Leaks: Habits
You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks. Get started at http://energyupgradeca.org.
110 22% 26% 29% 33%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Practical Spenders>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Rebates:
Technology
Junk the clunkers around your home. Go shopping for rebates on energy-saving technology that helps pay for itself. Always shopping for the latest and greatest technology? Look out for the latest rebates too. Cutting-edge technology can cut your energy use. Shop for rebates and you can cut the price as well.
110 26% 27% 28% 29%
Leaks:
Technology
Make your home or business geeky. Not leaky. A high-tech thermostat is even smarter with low-e windows that really crank up the energy you save. Geek out to get the leaks out of your home. Aim a thermal detector at windows and doors, chimney flues and power outlets to find and fix those leaks.
107 18% 28% 33% 28%
Wasted energy:
Technology
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power. Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them. Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding.
106 23% 26% 30% 27%
Rebates:
Technology
Junk the clunkers around your home. Go shopping for rebates on energy-saving technology that helps pay for itself. Always shopping for the latest and greatest technology? Look out for the latest rebates too. Cutting-edge technology can cut your energy use. Shop for rebates and you can cut the price as well.
110 22% 26% 31% 31%
TOU: Habits
It really pays to think about when you use energy. Take a second to set a timer or program an appliance. Save early. Save late. Time your energy use right and it helps keep our power reliable and reduces pollution too. Take the afternoon off and a few dollars off your energy bill as well. Schedule yourself and your thermostat to be off from noon to six. Upgrade your timing, see how you can shift your energy use at http://energyupgradeca.org
84 16% 20% 23% 25%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Practical Spenders>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
TOU:
Community
When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs. Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too. Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.
76 16% 21% 22% 17%
Leaks:
Community
The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all.
75 17% 18% 21% 19%
Wasted energy:
Community
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources. Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high. Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
74 18% 13% 23% 20%
TOU:
Technology
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy. The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too. Get your hands on the latest technology to avoid peak energy times automatically.
71 16% 17% 22% 16%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Disconnected>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Wasted energy:
Habits
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping. Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night. Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year. Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org
148 34% 34% 42% 38%
Wasted energy:
Technology
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power. Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them. Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding.
147 34% 38% 39% 36%
Rebates:
Habits
The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle. You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates. Go power shopping. Check out rebates and energy savings that make new appliances such a deal. Upgrade your shopping, get started with rebates at http://energyupgradeca.org.
133 25% 33% 41% 34%
Rebates:
Community
A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come. Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community. Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.
130 30% 26% 38% 36%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Disconnected>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Leaks: Habits
You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks. Get started at http://energyupgradeca.org.
128 29% 34% 34% 31%
Rebates:
Technology
Junk the clunkers around your home. Go shopping for rebates on energy-saving technology that helps pay for itself. Always shopping for the latest and greatest technology? Look out for the latest rebates too. Cutting-edge technology can cut your energy use. Shop for rebates and you can cut the price as well.
127 22% 26% 31% 31%
Wasted energy:
Community
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources. Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high. Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
126 31% 18% 36% 41%
Leaks:
Community
The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all.
121 25% 31% 34% 31%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<Disconnected>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
TOU:
Community
When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs. Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too. Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.
120 25% 29% 37% 29%
TOU: Habits
It really pays to think about when you use energy. Take a second to set a timer or program an appliance. Save early. Save late. Time your energy use right and it helps keep our power reliable and reduces pollution too. Take the afternoon off and a few dollars off your energy bill as well. Schedule yourself and your thermostat to be off from noon to six. Upgrade your timing, see how you can shift your energy use at http://energyupgradeca.org
109 24% 26% 32% 27%
Leaks:
Technology
Make your home or business geeky. Not leaky. A high-tech thermostat is even smarter with low-e windows that really crank up the energy you save. Geek out to get the leaks out of your home. Aim a thermal detector at windows and doors, chimney flues and power outlets to find and fix those leaks.
107 21% 30% 30% 26%
TOU:
Technology
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy. The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too. Get your hands on the latest technology to avoid peak energy times automatically.
106 21% 30% 28% 27%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<SMB>>Top Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
TOU:
Technology
Up-to-the-minute technology like smart thermostats and programmable appliances can give you perfect timing for using energy. The coolest technology knows when it’s time to chill out during peak hours. It helps keep our power reliable and reduces pollution too. Get your hands on the latest technology to avoid peak energy times automatically.
138 29% 38% 35% 36%
Wasted energy:
Technology
Think of all the gadgets in your life—all of which could be wasting energy when no one is looking. Plug your electronics into a smart strip and save over $100 a year in standby power. Banish wasted energy from your home or business. The latest devices automatically power off when nobody’s using them. Slay energy vampires with your smartphone. New apps show you how much standby power is being sucked from your home and ways you can stop the bleeding.
126 32% 35% 31% 28%
Rebates:
Community
A rebate on a new appliance not only saves your family money today—it saves energy and reduces pollution for years to come. Lower energy. Less money. Big impact. Rebates on efficient appliances help put more energy back into our community. Energy-saving upgrades do a great deal of good for the reliability of the energy we share. A rebate can make it a great deal for you as well.
123 27% 30% 34% 32%
Rebates:
Technology
Junk the clunkers around your home. Go shopping for rebates on energy-saving technology that helps pay for itself. Always shopping for the latest and greatest technology? Look out for the latest rebates too. Cutting-edge technology can cut your energy use. Shop for rebates and you can cut the price as well.
115 27% 26% 32% 30%
Leaks: Habits
You can’t afford to ignore the money leaking from your home or business. Are you missing out on savings in your home? Check your ducts, windows and doors for leaks. How much of your home’s budget is going through the roof? Or ducts? Or windows? Upgrade the seals around your home and stop losing up to 30% of your energy to leaks. Get started at http://energyupgradeca.org.
113 27% 28% 28% 30%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<SMB>>Top/Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Wasted energy:
Habits
You can’t afford wasted energy in your home. Unplug chargers, consoles and other devices that waste standby power when they’re supposed to be sleeping. Defang your energy bill by hunting and killing vampires. Pull the plug on devices that suck power in the dark of night. Beware of standby power consumed while electronics are switched off but still plugged in. This hidden wasted energy costs the average US household over $100 a year. Upgrade your vampire hunting and save 5% of your energy, get started at http://energyupgradeca.org
110 28% 29% 29% 24%
TOU: Habits
It really pays to think about when you use energy. Take a second to set a timer or program an appliance. Save early. Save late. Time your energy use right and it helps keep our power reliable and reduces pollution too. Take the afternoon off and a few dollars off your energy bill as well. Schedule yourself and your thermostat to be off from noon to six. Upgrade your timing, see how you can shift your energy use at http://energyupgradeca.org
108 19% 28% 26% 35%
Rebates:
Habits
The power is in your hands. You can save a lot of energy and money when you shop for rebates before you buy that new appliance or vehicle. You can’t afford to ignore your energy-hogging appliances, heating and cooling systems any longer. Get the best deals by checking out the latest rebates. Go power shopping. Check out rebates and energy savings that make new appliances such a deal. Upgrade your shopping, get started with rebates at http://energyupgradeca.org.
108 25% 27% 27% 29%
CCSE Concept Top Line Report, September 2013 + the block and tackle group
<<SMB>>Bottom Concepts Uber Score = % Very believable + % Very Interested in idea + % Very interested to find out more + % Very likely to take action
Ranked by Index Score UBER SCORE
Very likely to take action
Very Interested to find out
more
Very Interested in
idea
Very Believable
Wasted energy:
Community
Wasted energy is not healthy for your neighborhood. Sucking power at all hours, increasing pollution and draining the life out of our resources. Keep an eye out for wasted energy in your neck of the woods and save energy in your community. Unplug game boxes and video players left on. Get rid of that second fridge in the garage. Make sure your water-heater temperature isn’t set too high. Tell your family you slayed a vampire today. The wasted energy from standby power alone costs the US over $4 billion a year.
94 21% 20% 23% 30%
Leaks:
Community
The most impactful energy savings are close to home. Start by fixing energy leaks in your home, then share your know-how with friends and neighbors. Is your home heating (or cooling) the entire neighborhood? Fix the leaks and keep everyone’s energy healthy and reliable. Most homes leak energy, including our friends’ our neighbors’, and our own. By helping each other fix leaks, we can make a world of difference. Fixing energy leaks isn’t only good for your home, it reduces pollution too. The more energy leaks we can fix, the happier and healthier for us all.
94 18% 21% 28% 27%
Leaks:
Technology
Make your home or business geeky. Not leaky. A high-tech thermostat is even smarter with low-e windows that really crank up the energy you save. Geek out to get the leaks out of your home. Aim a thermal detector at windows and doors, chimney flues and power outlets to find and fix those leaks.
92 14% 24% 22% 32%
TOU:
Community
When you use energy can make a big difference for reducing pollution and keeping power reliable. Help friends and family use less energy at peak times by sharing your AC or TV so they can turn off theirs. Step up and power down from noon to six during peak energy use. The more of us who help, the better to keep our power reliable and reduce pollution too. Here’s to good times. Have a peak energy party to save energy and get to know your neighbors at the same time. Turn off the TV, the laundry and the AC and have a backyard party instead.
80 19% 22% 16% 23%