Social marketing is different from, yet complementary to, traditional marketing. In addition to behavior change goals, efforts can also be used to increase market penetration of existing programs, to lower the overall costs of reaching customers, and to complete a market transformation of attitudes and behaviors. We’ve assembled speakers who will review the tenets of social marketing, discuss how market research is conducted to achieve social goals, and provide studies featuring industry and non-industry programs.

Workshop leaders will:

• Explain the benefits and drawbacks of social marketing techniques
• Discuss how social marketing is different from traditional marketing, but can complement various marketing approaches
• Show how social marketing tools can build support for energy efficiency goals
• Explain how to design a social marketing approach to support a DSM effort
• Cite current and relevant examples of social marketing from the field and literature
• Teach attendees how to become the most admired employees at their companies

Workshop Objectives:
The workshop will provide participants from energy organizations with the following information they can use to guide the development of comprehensive energy efficiency programs targeting residential customers. It will provide the following information:

• Best practices among energy organizations implementing comprehensive home energy programs including EPA’s Home Performance with Energy Star and Pay-as-you-save programs developed by cooperatives in New Hampshire and Kansas
• Leverage the latest program evaluation research findings on non-energy benefits such as comfort, health, safety and home value
• Leverage channel partners such as remodelers, HVAC installers, plumbers and realtors who are key influencers in homeowner decision-making
• Strategies to integrate existing materials from EPA and others to streamline the marketing, implementation, and tracking designs for these programs
• Integrate “carbon footprint” and other community value messages in non-traditional ways to appeal to the early adopter and high visible market niches

AESP’s Principles of Demand Side Management Workshop provides the education your team needs to implement energy efficiency programs. Our workshops teach DSM fundamentals to newcomers to the field while providing updates for your staff who lived through the first phase of large-scale energy efficiency programs in the ‘90s.

Elements to be covered include:

• Industry Organization and Overview
• DSM Portfolio and Program Design (Historical Review, Portfolio Development and Best Practices)
• Program Implementation (Core Functions, Implementation Issues and Service Delivery Options)
• Monitoring and Evaluation (Core Functions and Implementation Issues)

Workshop Leaders:
Carol Mulholland, PA Consulting Group
Robert Obeiter, PhD (Bob), Applied Energy Group

Arizona Public Service's (APS) ENERGY STAR Residential Lighting Programs
Monica Blakeslee, Ecos Consulting
This program is part of APS's overall conservation campaign, and one of its goals is to encourage residential customers to purchase high-efficiency ENERGY STAR®-qualified lighting products. Utilizing an upstream lighting manufacturer buy-down approach, the program helps bring down the cost of energy-efficient lighting products to make them more attractive to consumers.

Save the Watts (STW) Marketing Campaign
Theresa Bradley, Progress Energy
STW was created and developed as a full-blown customer-engagement campaign with a unique persona that people would remember -- Save the Watts Guy. This program engages customers more actively in a fun and fresh manner, provides simple, low-cost ways for customers to reduce energy use and save money at home, promotes and encourages Home Energy Checks and features an interactive Web site – savethewatts.com.

Charting Energy Efficiency Effectiveness: Home Energy Displays
Bill Jackson, Paragon Consulting Services
This poster will display results on a market test of Home Energy Displays that are promising to be the next energy efficiency breakthrough to provide customers real or near real-time information on how they are using electricity and what they are paying for electric energy.

The Cost Effectiveness of Energy Efficiency: Prioritizing Design Decision
David Meisegeier, ICF International
This poster will display the relationship between the cost of energy efficiency upgrades and the cost of onsite generation to meet the remaining energy needs. This is achieved by considering multiple climates, utility rates, housing configurations, and efficiency upgrade options.

Selling the Brooklyn Bridge: Finding the Messages to Make Different Audiences Care About Energy Efficiency
Carol Mulholland, PA Consulting Group
This poster will focus on the challenges in communicating energy efficiency program evaluation results and other key energy efficiency measures to a range of audiences, including senior utility management, regulators and regulatory staff, and the media.

Catalyst for Change: Creating an Energy Awareness Culture
Heidi Sickert, Ecos Consulting
This poster will demonstrate the efficacy of the Industrial Efficiency Alliance’s Employee Energy Awareness Program for multifaceted facilities and shop floor employees; discuss how the EEAP empowers shop floor staff to take ownership of energy-saving opportunities; and explain how seemingly insignificant energy awareness actions can change the corporate culture.

California Utility Scores with Cool Control Plus Program
Stephen Smith, Honeywell
This poster will educate viewers on successful deployment of an electric conservation program for the hotel/motel industry; discuss implementation of PTAC control utilizing occupancy sensing in guest rooms with optional control for lighting; and provide an overview of energy savings through conservation and the opportunity to reduce peak load during unoccupied hours, traditionally prior to check in at most facilities. .

Marketing Energy Efficiency Programs to Business Associations
Midge Vreeland, Vreeland Marketing & Design
In its effort to achieve market transformation by educating businesses about the resources and benefits available through the Efficiency Maine Business Program, Vreeland Marketing & Design successfully expanded Efficiency Maine’s network of program allies to include professional business associations who provide third-party endorsements to business prospects and serve as important communication channels to business constituents.

Long Island Power Authority's LIPAedge Program
Carla Hamilton, Long Island Power Authority (LIPA)
The LIPAedge Program is part of Long Island Power Authority’s (LIPA's) Clean Energy Initiative (“CEI”) and is designed specifically to assist LIPA’s customers in their effort to conserve energy while protecting the environment. It also helps LIPA manage its electric supply during peak periods, which will help ensure the availability of reliable power for Long Island.

Welcome
Susan Nathan, Assistant Vice President, Applied Energy Group and AESP Chair

State of AESP
Meg Matt, President & CEO, AESP

Keynote Address
Jeff Lyash, President & CEO, Progress Energy Florida

Energy Efficiency from the CEO Perspective
Eric Ackerman, Senior Manager, Regulatory Policy, EEI

Moderator: Phil Austen, Long Island Power Authority (LIPA)

Analyzing Program Results to Strategize for the Future of the Energy Trust of Oregon's New Building Program
Spencer Moersfelder, Energy Trust of Oregon
This session will examine how the savings from completed projects from the Energy Trust New Buildings program are distributed throughout a range of building sizes; review the different program options that have been utilized by buildings of various sizes; and discuss how the prior concepts impact marketing tactics to expand the program’s reach in the future.

LIPA's Commercial Construction Incentives for Green Buildings
Stacey Wagner, LIPA
In an effort to further promote whole building approach to design, and to address the growing green building movement as documented by the US Green Building Council, LIPA formally adopted additional Green Building incentives to the CCP. The structure of these additional incentives will be discussed  during this presentation, along with other incentives that were considered but not adopted. The speaker will also discuss other Green Building incentive programs around the country and provide a comparison of the benefits, and deficiencies, of each.

Marketing Efficiency to Small- and Mid-Sized Commercial Customers Using a Participation-Oriented Web-Based Tool and Innovative Outreach Approaches
Jeff Alexander, San Diego Gas & Electric (SDG&E)
The presenter will discuss the innovative ways efficiency can be marketed to and implemented for small- to mid-sized commercial customers utilizing a simplified, participation-oriented web-based tool, and innovative outreach.

Moderator: Dave Hyland, Comverge

Non-Traditional Utility Pricing and Demand Response Actions: You Want to Control What?
This session will discuss innovative applications of demand response and pricing in utility programs.

Jim Eber, ComEd
Brian White, Gulf Power
Steven Sunderhaulf, Pepco Holdings

Moderator: Brad Kates, Opinion Dynamics Corporation

Framing the Audience: Describing Households that Invest in Energy Efficiency
Phillip Kelsven, Energy Trust of Oregon
Energy efficiency program implementers that know who to target for energy efficiency measures will be more effective at implementing their programs. Online and in house energy audits can educate potential energy efficiency program participants and motivate energy saving behavior. How effective these audits are in getting customers to adopt energy efficiency measures and participate in programs is still in question. The speaker will describe how the two home energy audits drive program participation, and he will demonstrate what can be done with the information given by audit participants.

Bedpans, Baked Beans and Businessmen: Changing the Business Practices that Drive Energy Use in Hospitals, Grocery Stores, and Commercial Real Estate
Jane Peters, Research Into Action
This presentation will discuss the Northwest Energy Efficiency Alliance’s (NEEA) BetterBricks program for the commercial sector and findings from the evaluation activities for the BetterBricks Hospitals Initiative, Grocery Initiative, and Real Estate Initiative.

Electric Personalities: A Segmentation of the Ontario Public
Bob Collins, Ontario Power Authority
Description Coming Soon...

Moderator: Janet Brandt, WECC

American Electric Power (AEP) Texas CitySmart Program: A Market Transformation Success Story for Local Governments
Russell Bego, American Electric Power
This presentation will describe how the AEP Texas CitySmart pilot program is transforming the market for energy efficiency improvements in Texas cities. This pilot program helps cities identify and overcome the technical, financial, institutional, and political barriers that either delay energy efficiency opportunities or overlook them altogether. Through best practices and lessons learned in CitySmart, the speaker will use a case study approach to help the audience understand how they can apply similar market transformative approaches and techniques with their customers and clients.

Peeling Back the Onion of National Grid's Small Business Energy Efficiency Program
Mark Siegal, National Grid
The speaker will discuss the findings from visiting and interviewing small business customers that participated in energy efficiency projects over the last two years. Topics to be discussed include: impacts of the installed measures; the willingness of customers to participate in additional energy efficiency programs and other programs such as renewables and interruptibles; and perceptions of energy and dollar savings.

Getting the Most out of the ENERGY STAR on Campus and the SUNY Fredonia Approach
Carol Sabo, PA Consulting Group
Jim Pepe, SUNY Fredonia
The speaker will discuss what needs to be done to ensure campuses achieve maximum benefits from ENERGY STAR equipment used on campus and what else should be done for a campus-wide plug-load efficiency policy.

Moderator: Brent Barkett, Summit Blue Consulting

Panel Discussion on The New England Forward Capacity Market and Other Initiatives: Further Integrating Demand-Side Resources into System Planning Processes 
Eric Winkler, PhD., New England ISO
Julie Michals, NEEP
This panel will discuss the Forward Capacity Market (FCM), a wholesale market designed by the six New England states and industry stakeholders to promote investment in supply and demand resources. It is the first capacity market in the nation that includes the full range of demand resource types as qualified capacity resources. Under the new FCM design, ISO New England will project the needs of the power system three years in advance and then hold an annual auction to purchase the power resources that will satisfy the future regional requirements.

Moderator: Susan Nathan, Applied Energy Group (AEG)

Understanding Public Opinion About Climate Change for Energy Efficiency Programs and Utility Customer Communications
Carla Jackson, Schulman, Ronca and Bucuvalas
Description coming soon...

Are You Online With Your Target Audience? Reach Customers in a Digital Age
Sara Van De Grift, WECC
Description coming soon...

Getting Closer to Your Customer: Using Online Surveys
Craig Williamson, Energy Insights
Description coming soon...

Moderator: Dan Tarrence, Franklin Energy

Measuring Efficiency Achievement in High Performance Homes
Ward Lenz, Advanced Energy
This presentation will demonstrate the actual energy performance of standard construction, ENERGY STAR, and Guaranteed Performance homes in the Phoenix area. It will also demonstrate the customer satisfaction differences between standard construction, ENERGY STAR, and Guaranteed Performance Homes in the Phoenix area. The speaker will present the program methodology of transforming the Phoenix new residential construction market to energy efficient building processes via utility sponsored programs.

Lessons from Successful QA and QC
Brian Smith, ICF International
This session will share observations, issues, new best practices, and lessons learned from implementing QAQC programs. Specific quantitative results will be presented as well as actions taken to improve the home energy ratings and the final outcomes and recommendations.
 
Breaking Down the Barriers to Efficiency Improvements in the Rental Housing Market: One Utility's Approach
Michael Volker, Midwest Energy
The speaker will discuss Midwest Energy's Pay-As-You-Save Program, an innovative program that reaches out to the landlord-tenant community and focuses on raising energy efficiency standards throughout a diverse region. It also provides a model that can be used as an umbrella to finance energy efficiency improvements across other target markets too. The speaker will share the results to date on the following key metrics: number of residences reached, value of home improvements to date, estimated energy savings, tracking of energy usage pre and post installation, strategies for reaching out to the home improvement contractors, and lessons learned.

Moderator: Brent Barkett, Summit Blue Consulting

Enhancing Price Response Programs Through Auto-DR: California's 2007 Implementation Experience
Greg Wikler, Global Energy Partners
Albert Chiu, Pacific Gas & Electric (PG&E)
This presentation will illustrate what is automated demand response (Auto-DR) and how Auto-DR is increasingly playing an important role in the delivery of price-responsive DR programs throughout California.

Energy Drill! Unique Demand Response in Schools
Heather Davidson-Meyn, IndEco
The speaker will discuss Energy Drill, an innovative demand-response program modeled after fire drills. Piloted in eight schools in Toronto, Canada in the 2006-2007 school year, this demand response program actively engaged students, teachers and staff in reducing electricity use during times of peak demand.

Designing a Customer-focused C&I Demand Response Program
Jason Jones, Kansas City Power & Light
C&I retail demand response programs must be designed to meet the capacity and planning needs of the utility while providing incentives and operational features that will garner the desired level of customer participation. The natural starting point for the program designer is to ask the question “What are our capacity and operational needs?” While this is a sensible place to begin, the design process too often stops at that point. What would happen instead, if the utility began by asking customers, “What would it take for you to participate in a curtailment program?” This presentation discusses KCP&L's experience, process and results when it asked those questions in preparation for its 2007 curtailment season. 

Moderator: Dan Violette, Summit Blue Consulting

Logic Models and Program Theory for Today's 'Big and Bold' Energy Initiatives
Sharyn Barata, Opinion Dynamics
This presentation will look at how logic models are being used in North America to understand how programs operate, as well as their importance in program design, roll-out, ability to meet goals and the evaluation of these goals and program objectives.

Herding Cats: Challenges in Corralling DSM Technologies and Data Needed for Assessing Your DSM Potential and Planning Programs
Laura Schauer, PA Consulting Group
This presentation will share common challenges in developing the data necessary to estimate demand-side management (DSM) potential in a utility service territory or region, and key steps for making good choices.

Integrating Evaluability Assessment into the Program Planning, Implementation and Evaluation Process: Case Studies from SCE's IDEEA Program Portfolio
Ben Bronfman, Quantec
This presentation will discuss the development and application of the Evaluability Assessment (EA) approach to program evaluation and implementation. Developed for early assessment of 25 utility sponsored innovative programs, the EA process will be described, several case studies presented and resulting changes to program tracking and management will be described.

Moderator: Matt Dugan, KeySpan Energy

Occupant Energy Index: Understanding How Occupant Behavior Impacts Energy Use
Dean Gamble, ICF International
This session will examine the impact of using real past weather data as compared to using the 30 year average data on the electrical demand and energy use of a home. It will also outline the sources of real past and real-time weather data and the building energy simulation software that are capable of utilizing the data. Finally, the various applications of using real-time data in conjunction with building energy simulation and BEMS will be discussed.

 Is Direct Load Control a Program or a Resource? The Evolution of Demand Response and Why it Matters to Utilities Developing Load Control Capability
Stuart Schare, Summit Blue Consulting
This session will identify major differences in how utilities develop their demand response capability, and explain how various approaches fit with alternative resource planning and DSM strategies.

 Using Market Channels to Deliver Energy Savings
Erinn Monroe, WECC
This session will offer examples of how WECC has engaged market providers to gain a greater understanding of their business practices and to develop a program that works in partnership with the market. The paper will include specific information on program outcomes based on these market channel approaches.

Moderator: Jay Zarnikau, Frontier Associates

Counting kWs: How the Utilities in Texas Quantify the Demand Reduction Impacts of Air Conditioning Energy Efficiency Programs
Rebecca Farrell, Frontier Associates
This presentation will discuss how demand impacts from air conditioning efficiency measures have been estimated for use in the energy efficiency programs administered by the investor-owned electric utilities in Texas.

 National Energy Efficiency Benchmarking Study for Residential Air Conditioning
Charles Bicknell, Quantec
The speaker will present high level findings from Quantec’s multi-client, nationwide study on the impact of residential central air conditioner programs.

The Load-Impact Estimation and Cost-Effectiveness Protocol Rulemaking in California: Working Toward Recommentations
Dan Violette, Summit Blue Consulting
California started a process designed to develop a set of protocols for estimating the Load Impacts (LI) of different types of Demand Response (DR) programs. These DR protocols that would serve as a companion to the California Energy Efficiency Evaluation Protocols adopted in April 2006. This presentation will discuss the processes and efforts associated with estimating the load impacts of California’s demand response programs. 

Moderator: Lisa Skumatz, Skumatz Economic Research Associates (SERA)

Conservation  Potential Review 2007: A Beacon for the Future
Murry Bond, BC Hydro
A description coming soon...

 Evaluating Annual Natural Gas Savings from Custom Projects: A Balancing Act
Gay Cook, Summit Blue Consulting
The speaker will describe some issues in assessing results from custom natural gas energy efficiency projects with large industrial customers.

As the World of Commercial HVAC Turns
Lynn Ross, National Grid
This presentation will answer key questions about the Heating Ventilation and Air Conditioning (HVAC) commercial market including the market’s composition, how the supply chain is working, commercial customers’ standard practice, how standard practice has changed, developments that are affecting HVAC standard practice and barriers to increased HVAC efficiency levels.

Moderator: Ed Thomas, Market Development Group

Panel Discussion on Home Performance with ENERGY STAR: A Comparison of Implementation Strategies
Chandler von Schrader, US EPA
James Quirk, NYSERDA
This panel presentation will provide attendees with the “best practices” and “lessons learned” from program sponsors currently implementing this innovative program in more than 20 states.

Moderator: John Masiello, Progress Energy

LEDs: Getting to What's Real
Ira Krepchin, E Source
Lighting uses about 20 percent of the electrical energy in the U.S., and the resulting heat also contributes a great deal to cooling loads in commercial buildings. There has been a lot of hype around LEDs becoming the next wave of lighting. But what is the reality of where LEDs are likely to be used and how far the technology is likely to get in the next few years and decades? This presentation will help the audience understand LED lighting technology and where it may be ready to fit into demand-side management programs.

The Benefits of a Targeted Prescriptive Approach to Compressrd Air Technologies
Fred Dreher, Franklin Energy
This presentation will show how a targeted approach to compressed air in an industrial energy efficiency program produced superior results. A variety of aspects, both positive and negative, of incorporating compressed air measures within a prescriptive incentive program will be discussed.

Results of the Grid-Friendly Appliance Project
Donald Hammerstrom, PNNL
The speaker will discuss the Pacific Northwest GridWise™ Project funded by the U.S. Department of Energy and others, PNNL collaborated with Whirlpool Corporation, Invensys Corporation, the Bonneville Power Administration, PacifiCorp, PGE, and several small utilities to install 150 new Sears Kenmore clothes dryers and to retrofit 50 existing electric water heaters in homes in Washington and Oregon.

Moderator: Rafael Friedmann, PG&E

Panel Discussion on Attribution of Energy Savings in a Multi-Intervener Context
Carol White, National Grid
Mike Rufo, Itron
Fred Gordon, Energy Trust of Oregon
Larry Pakenas, NYSERDA
This panel will bring together a mix of esteemed evaluators, energy efficiency portfolio managers, and policymakers to seek consensus on what methods and/or approaches can be used to meet both policymakers and portfolio managers´ attribution needs. 

Moderator: Ed McGlynn, ICF International

When Opportunity Knocks, How Quickly can you Open the Door? Designing and Launching a DSM Program for Business Customers
Wayne Dobberpuhl, Arizona Public Service (APS)
After a nearly decade-long lull in activity, APS tackled the challenge of rapidly developing and launching a DSM program for non-residential customers. This challenge was made more complex by an ambitious implementation timeframe and by internal infrastructure limitations. APS launched its Solutions for Business program in March 2006, a mere month from the Arizona Corporation Commission program approval, and has already demonstrated success in strong participation rates and projected reductions in electricity usage. This presentation will describe APS’ unique approach and offer a model for other utilities or governmental organizations seeking to design and implement a DSM program.

Waking Up Before the Rooster Crows: Devising and Implementing Successful Strategy to Increase Agriculture Energy Efficiency
Patrice Ignelzi, Global Energy Partners
This presentation will provide practical results on the marketing, community outreach, and customer recruitment strategies that Global Energy Partners devised to achieve acceptance of the energy efficiency programs among agricultural producers and moved them to install new equipment that improves their energy efficiency.

Developing Upstream HVAC Programming in the Northeast
Edward Schmidt, NEEP
The presentation will enable attendees to understand the drivers behind a decision to move upstream rather than continue to exclusively pursue end-use customers and HVAC contractors and the subsequent process undertaken to pursue joint, cooperative activities between efficiency programs and upstream market actors. 

Moderator: Rick Morgan, Morgan Marketing Partners

AMI and Home Networks: Will Advances in Energy Communication Create a Significant Resource Strategy?
Harvey Michaels, Nexus Energy Software
Description coming soon.

 Creating a Total Value Proposition for an Energy-Efficient Technology
Jane Pater, Summit Blue Consulting
This presentation will demonstrate how to apply a valuation framework developed at the National Renewable Energy Laboratory (NREL) to an energy efficient technology. This framework provides a context that is broader than avoided cost for explaining the value of a residential or commercial technology.

Micro Combined Heat and Power - An Analysis of the Climate Energy Freewatt^TM System
Tina Halfpenny, National Grid
Description coming soon.

Moderator: Carol White, National Grid

Allocating Impact Evaluation Resources: Using Risk Analysis to Get the Biggest Bang for Your Buck
Jennifer Meissner, NYSERDA
This presentation describes NYSERDA’s approach to risk analysis including the process and analytic techniques, results, lessons learned, and utility of the outcomes.

Comparing Impact Assessments: Billing Analysis vs. Self-Reporting and Engineering Algorithms
Peter Jacobs, BuildingMetrics
Evaluation managers are forced to make hard decisions about which programs to evaluate, how rigorously the programs should be evaluated and how much to spend conducting the studies. This presentation will describe: the program evaluation planning risk analysis approach; the risk factors used to assess program evaluation related risks; the techniques used to assign program-specific risk values for each of the factors; the assignment of probability distributions around the risk factors; the results of the Monte Carlo risk analysis runs; and the use of the results to assign evaluation priorities, rigor levels and budget values. 

Moderator: Tracy Narel, ENERGY STAR US EPA

Panel Discussion on Delivering Whole-Building Performance: Benchmarking, Comprehensive Resources and Portfolio Management
Adam Marks, Nexus Energy Software
Mark Jewel, RealWinWin
This panel will speak to the growing national interest in clean energy, energy efficiency and climate change. Delivering whole building energy performance to the C&I sector addresses each of these concerns. Organizations around the country are using ENERGY STAR tools and resources to assist in delivering building performance. This panel will feature three of the newest and innovative efforts in this area.

Moderator: Katherine Johnson, Market Development Group

Panel Discussion - No Longer the Forgotten Appliance: Best Practices to Incorporate Water Heaters into Utilities' Energy Efficiency Programs
Steve Koep, Marathon Water Heaters
Todd Grzybinski, AWHR
Dave Harris, FAFCO
This panel discussion will present an overview of numerous programs sponsored by leading-edge cooperative, municipal and investor-owned utilities. The speakers’ discussion will center on best practices that influence the event-driven nature of water heater replacements, and the effectiveness of new water heating technologies. 

Moderator: Dick Spellman, GDS Associates

The Evolution of an Award-winning Program: Nevada Pulls Smooth Moves in Energy Efficiency and Renewable Energy Programs
John Hargrove, Sierra Pacific Power/Nevada Power
The speaker will discuss how Sierra Pacific Power and Nevada Power realized extraordinary program results by working through nontraditional channels to promote CFL sales and provide wider energy efficiency education. The speaker will demonstrate the utilities’ successes achieved through innovative media approaches and event marketing.

The Five Phases of an Effective Demand Response Program
Paul Tyno, Energy Curtailment Specialist
This presentation will outline program design development that can maximize demand response benefits and participation, including advanced notification, number of call hours, penalty and performance structures, and baseline methodology. Attendees will learn why clear triggers and program rules are essential for participation in demand response programs.

Moving the Food Service Market in Oregon
Greg Stiles, Energy Trust of Oregon
This presentation will cover the experiences, challenges and successes of a strategic comprehensive marketing strategy and product offering in acquiring cost-effective kilowatt hour and therm savings from the foodservice sector by Energy Trust’s program for existing commercial buildings.

Moderator: Tom DuBos, GoodCents

Direct Mail that Gets Results
Kathleen DeVito, CSG
Attendees will learn how NSTAR Electric and National Grid launched innovative energy solutions by promoting new technologies for their residential customers, utilizing creative direct mail efforts. They will gain expertise on tips for successful direct mail campaigns, and learn how two different utilities undertook separate, yet effective marketing initiatives and both got outstanding results!

Developing Marketing Communications Strategies that Motivate Homeowners to Embrace Energy Efficiency Programs
Ed Thomas, Market Development Group
Session attendees will learn the marketing communications tactics that innovative program designers are implementing to: leverage the latest program evaluation research findings on non-energy benefits such as comfort, health, safety and home value; leverage channel partners such as remodelers, HVAC installers, plumbers and realtors who are key influencers in homeowner decision-making; and, integrate “carbon footprint” and other community value messages in non-traditional ways to appeal to the early adopter and high visible market niches.

Why No One Signed Up After You Sent out Your Brochure: Insights into Exemplary Marketing Practices to Increase Energy Efficiency Program Participation
Kevin Cooney, Summit Blue Consulting
This presentation will provide insights into effective energy efficiency program marketing strategies that could be deployed by a regional power provider to increase the uptake of program offerings. Key questions to be covered included: how well were program goals defined; was the target audience well defined; is it an appropriate target for the goals of the program; and much more. 

Moderator: Pat Doyle, Progress Energy

Mapping the Paradigm Shift in Energy Services: Case Studies from Leading States
Bill Prindle, ACEE
This presentation will document the leading edge of efficiency policy and practice by providing case studies on states that are generating major new commitments to energy efficiency in the utility sector. Leading candidate states include New York, Maryland, North Carolina, Florida, Minnesota, Nevada, and Texas.

Who Is, and Who Should Be Promoting Energy Efficiency in Today's Environment?
Brad Kates, Opinion Dynamics Corporation
Our industry has been beating the drum for energy efficiency for the past 20 years, and electric utilities have been mandated to support it. This presentation will look at the proliferation of other businesses that are promoting energy efficiency and the environment and work to determine if the messages are the same, if they are confusing customers, how electric utilities can remain in the forefront of the energy efficiency discussion, and whether they should be.

Total Energy and Emissions Perspective for Utility Energy Efficiency Initiatives
Todd Starnes, Puget Sound Energy
Mary Smith, Snohomish PUD
This presentation will advance the understanding of ways to minimize climate impacts from space heating equipment choice; encourage discussion for energy efficiency policy makers, and present a format for analysis that can be used where different space conditioning parameters are involved.
 

Moderator: Elizabeth Titus, NEEP

Panel Discussion on Recent EM&V Protocols: Pointless, Practical, or Perfect?
Andrew Bishop, Ontario Power Authority
M. Sami Khawaja, Quantec
Mike Messenger, California Energy Commission
Eric Winkler, ISO-New England
AESP invited the International Energy Program Evaluation Conference (IEPEC) to present on the following:
What does it mean to have a common approach to evaluation, measurement and verification? How do protocols impact program evaluators and program implementers? Panelists will discuss these and other issues in the context of the following recent protocols: The National Action Plan for Energy Efficiency (NAPEE), California DR Protocols and the Ontario Power Authority Energy Efficiency Framework and Protocols.

Moderator: Kendall Youngblood, Energy Trust of Oregon

Starting Small, Saving BIG in New England: Using a Public Affairs Approach to Engage Consumers and Mobilize Partners Toward Energy Efficiency
Laura Orfanedes, The Cadmus Group
Cynthia Jolicueur, Marketing Drive Worldwide
This presentation will outline how a public affairs campaign approach, capitalizing on public interest in energy and global warming, can effectively mobilize third party media and industry partners and ultimately engage consumers with residential energy efficiency programs. The presentation will also include strategies for effectively leveraging these partnerships through programming and promotional tactics, and utilizing the public affairs platform to drive awareness and results in the marketplace.

Getting to Yes: Innovative Marketing Strategies to Increase the DSM Participation
Matthew Joyce, E Source
You and your competitors may spend a great deal of money to deliver information to customers and prospects, but ultimately it’s the recipients who talk over the information, influence each other, and decide what to do. It’s those unscripted, uncontrolled exchanges that have been shown in study after study to be the “proximal cause of purchase” That is, a person-to-person (P2P) conversation is usually the most recent thing to have happened just before a customer decides to do something or not. In other words, it's the conversation that gets the person to "Yes" and triggers the purchase. In this presentation we review the differences between P2P communications and P2P marketing. We discuss the three types of P2P marketing and the three essential elements for a successful campaign. We also cover the three reasons why people pass on P2P messages, the four types of risk that keep customers from saying yes, and how to craft a P2P marketing campaign using the five T’s of P2P.

What are They Thinking? The American Consumer Mindset on Utilities, Energy Efficiency and Sustainability
Suzanne Shelton, The Shelton Group
During this session, attendees will be given a strong range of information and take-away ideas that they can immediately apply to their energy conservation marketing programs . . . ideas that are on-target with addressing key consumer energy issues. 

Moderator: Ingrid Rohmund, Global Energy Partners

Reducing the Risk: Key Parameters When Planning Cost-Effective DSM Programs
Rick Morgan, Morgan Marketing Partners
The speaker will discuss the key parameters to consider for program planning, design and implementation for cost effectiveness analysis. In addition the speaker will help the audience to understand what assumptions have the biggest impact on the analysis and where to focus for refinements of the assumptions.

Are Your Smarter Than a 1980s DSM Planner
Bonnie Jacobson, PA Consulting Group
This presentation will discuss current methods and “best practices” employed in demand-side management or energy-efficiency resource planning including issues encountered during execution, and solutions to these issues. The speaker will present an informative but humorous perspective on the topic in making comparisons to DSM/EE resource planning beginning in the early 1980s and evolving to current times. The objective is to present lessons learned in DSM/EE planning methodology development and regulation that can be applied today to improve the current process and save on some potential frustration.

The GREM-reaper: Reaping the Benefits of an Agressive Guest Room Energy Management Program (GREM) Targeting Smaller Hotels and Motels
Kevin McKinnon, Franklin Energy
This presentation will describe an innovative approach to producing significant energy savings in small hotels/motels. Nevada Power’s Sure Bet for Small Hotels/Motels program provides a turn-key approach to getting small lodging businesses to agree to direct installation of Guest Room Energy Management (GREM) systems in their facilities. The speaker will also highlight the challenges of implementing an innovative new program concept and the results through the first eight months. 

Moderator: Mike Messenger

Addressing Climate Change Concerns at the Municipal Level: A Case Study on the City of Sunnyville, CA
Betty Seto, KEMA
This presentation will discuss how the City of Sunnyvale is actively measuring and managing its carbon footprint and how greenhouse gas (GHG) emissions are serving as a performance metric for energy consumption. The speaker will describe the process for measuring GHG emissions and strategies for evaluating the relative merits of different carbon mitigation projects.

 The Cost of New Jersey's Solar PV Transition: An Analysis of Ratepayer Impacts Associated with Alternative Models for Transitioning a Statewide Solar PV Program from Rebates to Market-based Incentives
Nicole Wobus, Summit Blue Consulting
Description coming soon.

Innovative Solar Solutions: Progress Energy Florida's Renewable Energy Program
John Masiello, Progress Energy
This session will include a presentation of the integration of classic demand side management strategies with renewable or innovative technologies. The speaker will present various programs and success rates.
 

Moderator: Chris Gillman, Progress Energy

Selecting and Appropriate Approach for Calculating Avoided Emissions for Different Energy Projects and Program Types
David Sumi, PA Consulting Group
This presentation will identify different project and program types based on their objectives, and suggest approaches for calculating avoided emissions that are appropriate to the program type and objectives. Distinctions in objectives will be described for EE projects (site-specific), regulatory mandated programs, voluntary programs (those where emissions are a secondary benefit vs. programs where the emissions are the primary objective).

The Carbon Question: Answering with Technology-Driven Emissions Measurement
Mike Jackson, EnerNOC
This presentation will outline technologies and strategies available to downstream energy users to employ robust technology-enabled methodologies to rigorously measure, quantify, analyze, and report their carbon footprint.

Renewable Energy Credits (RECs)
Bill Kallock, Native Energy
Description coming soon.

Moderator: Lori Megdal, Megdal and Associates

A Modest Proposal: Integrated Demand-Side Programs
Bill Steigelmann, Lockheed Martin
Description coming soon...

The Cambridge Energy Alliance: Using Private Funds for Mass DSM Program Implementation
Brett Feldman, Constellation NewEnergy
The speaker will discuss the Cambridge Energy Alliance, a first-of-its-kind attempt to leverage private funding to implement large-scale, cross-sector energy efficiency, demand response, and renewable energy. He will explain how the concept evolved, what kind of political will it took to move it forward, how the program is expected to be implemented, how the local electric and gas utility is involved, and how the funding mechanism will work.

Plug-In Hybrid Electric Vehicles (PHEV) and Environmentally Beneficial Load Building: Implications for California's Revenue Decoupling Mechanism
Natalie Mims, Rocky Mountain Institute
This presentation will address several emerging topics that will have significant impact on the future of the electricity industry’s regulation: the ability of PHEVs that are V2G compatible to firm intermittent wind power through battery storage, environmentally beneficial load building through large-scale adoption of PHEVs that will result in energy system wide reductions in GHG emissions and how revenue adjustment mechanisms, while encouraging efficiency, do not allow the utility to financially benefit from environmentally beneficial load building. 

Moderator: Bill Norton, Opinion Dynamics Corporation

Best Practices of Energy Efficiency Portfolios: Findings from the National Best Practices Study
Jennifer Fagan, Itron
The presenter will share the results of recent findings from the National Energy Efficiency Best Practices study regarding Best Practices of Energy Efficiency Portfolios. These findings are based on in-depth research and analysis of 9 leading energy efficiency portfolios from around the U.S.

Building Customer Relationships: But Then Again, How Much "Relationship" Do Customers Really Want?
David Lineweber, Momentum Market Intelligence
This presentation will provide summary information that outlines business customer preferences for the type of relationship they want with their energy service provider (from a “Basic” or “commodity attributes only” relationship to a “Partnership” relationship) and the implications of those preferences for the specific types of new service options in which they are likely to find value.

Energy Efficiency Showcase of Homes
George Malek, ComEd
This presentation will describe a residential energy efficiency “makeover” program, and share the results and lessons learned. Starting in July 2006, six homes in the Chicagoland area underwent comprehensive energy-saving overhauls as part of ComEd’s CARE Energy Efficiency Showcase program. The results confirm the effectiveness of the “whole house" approach, but reveal the challenges in verifying savings.