#smartgridclimate
Sponsored by Schneider Electric
2014 Communications Workshop
Connecting climate change, smart grid, and consumer attitudes
This interactive workshop provided an in-depth view of segmentation models relevant to discussions of climate change, what these distinct viewpoints mean for those tasked with designing outreach and marketing programs, and explored technologies and engagement practices that are proving to be effective. In a design exercise, participants applied the concepts, frameworks, and tools discussed throughout the day to hypothetical utility territories.
Value Continues Beyond the Workshop Experience
The conversations from throughout the day will be integrated into a post-workshop report that identifies the top issues facing utilities when they try to apply segmentation, solutions, and how to articulate relevant consumer benefits. The publication will be posted here in February 2015. If you would like the report sent to you directly, please email Judith@tothept.com.
This workshop was organized by To the Point & Brainspur on behalf of the ADS Mass Markets Committee. Many thanks to Schneider Electric for sponsoring the event.
Links to handouts from the Workshop
Links to resource materials shared by the panelists and team leaders:
DEFG Low Income Forum Consumer Decision Making
DEFG Low Income Forum Energy Affordability
EcoPinion – 19 Consumer Choices
IEE – Benefits of Smart Meters
Langheim et al 2014 open access
NAPC Action Guide Part 1 11.07.07
Small Business Sector Customer Segmentation – David Dobratz
SMUD Customer Segments at a Glance
SMUD_Customer Segments at a Glance SEC copy
Stephens et al 2013 Getting Smart
The Consumer Education Program for Residential Energy Efficiency
Wimberly LIEIF Workshop Consumer Deck
Wimberly Presentation DEFG Nov2014
Here is an article about the Workshop written by one of the participants.
Workshop Agenda
Note: While the morning schedule aligns with Day 2 of the Summit, and shares networking breaks, it concludes at 5:00 PM
8:30 – 9:00 AM
Keynote Address at Main Summit Venue
Workshop registrants may attend the keynote address
9:00 – 9:15 AM
Welcome by the ADS Mass Markets Committee and Yann Kulp, VP, Residential Energy Solutions, Prosumer North America, Schneider Electric
Plan for the Day: Judith Schwartz, To the Point
9:15 – 10:00 AM
Segmentation and Personalization Discussion
The opening session for this interactive workshop will present several segmentation frameworks relevant to climate change, Smart Grid, and energy efficiency. Expert panelists will explore the distinct ways consumers and small businesses change behavior or get involved based on these attitudes and energy worldviews.
Discussion topics will include:
- What distinctive perspectives do consumers and small business owners express about sustainability, SG and climate change?
- What are similarities and differences among the different models?
- What are the impacts of regional and political variances?
- What about orthogonal views such as where people are in their personal lifecycle?
- What can be measured accurately, predicted or must be self-selected by the customer?
Panelists:
- Judith Schwartz, President, To the Point, facilitator
- David Weitz, Director of Applied Building Science, Conservation Services Group
- Jamie Wimberly, CEO, DEFG EcoAlign
- Jennie Stephens, Associate Professor and Blittersdorf Professor of Sustainability Science & Policy, University of Vermont
10:00 – 10:30 AM
Networking Break
10:30 – 11:30 AM
What Varied Customer Perspectives Mean for Communications, Education, and Outreach
Creative consultants, environmental activists, consumer advocates and utility communication executives will discuss the challenges of delivering targeted messaging through different communication channels, the implications of delivering the “wrong” message, and ways to deal with integration with low-income, energy efficiency, and other silos. Breakout discussions with experts and small groups at tables will focus on worries from the field and barriers to execution experienced by the participants. Each table reports back to the full group.
Panelists:
- Judith Schwartz, President, To the Point, facilitator
- Seth Kiner, former VP SCE, now principal of Charlotte Street Partners
- David Dobratz, Supervisor – Energy Efficiency, Northeast Utilities
- Joseph Laquatra, Professor, Cornell University
- Dave Kolata, Executive Director, IL CUB
- Jill Vohr, Director of Marketing, EPA’s Energy Star Program, EPA
11:30 AM – 12:00 PM
Closing Summit Keynote with White House Advisor John Podesta
12:00 – 1:00 PM
Lunch Break
1:00 – 2:30 PM
Solutions for Applying Segmentation to Targeted Communications
We will begin with an introduction of best (and next) practice examples, some of which come from other industries. Our discussion will include effective web information architectures, interactive tools, dynamic delivery of relevant messaging and content, and interactive exchanges at various scales (face-to-face, social media, leveraging third party partners). Audience members will be invited to share their organizations’ experiences. Expert panelists and participants will brainstorm on how the best practices could be applied in a real world context.
Panelists:
- Cindy Sargent, Brainspur, facilitator
- Nikolas Rechtiene, Project Manager, Customer Strategy SMUD
- Jenny Roehm, Senior Manager, Utility Residential Solutions, Schneider Electric
- Tony Barnes, Senior Director of Client Solutions, EnergySavvy
- Tom Matzzie, Founder and CEO, Ethical Electric
- Deidrea Miller, Manager, Digital Communications and Strategy, New York Power Authority
2:30 – 3:00 PM
Networking Break
3:00 – 5:00 PM
Design thinking exercise: Leveraging tools to talk about smart grid and climate change
Each breakout team, supported by communication experts, will be assigned a specific service territory and given a toolkit of components to use in the exercise that will draw out the necessary distinctions. The toolkit will include a segmentation model matched with a % breakdown for that territory, customer-centric web and mobile schematics and apps that allow customers to self-select. Each team will devise a strategy, points of emphasis, and outline for their integrated communication plan. Teams will share their ideas with the rest of the group.
Team leaders will include:
Roger Gray, VP, Business Development, Wiser North America, Schneider Electric
Mei Shibata, CEO, The Energy Agency
Ryn Hamilton, Principal, Ryn Hamilton Consulting
Kevin Hinson, Partner, Brainspur
Mark Michalski, Associate, Cadmus Group
Omar Siddiqui, Director of Energy Efficiency, EPRI