Co-Sponsored by:

This day-and-a-half workshop will provide information useful to the initial or re-design of a highly successful mass market energy efficiency portfolio of programs.  The workshop will address the critical issues and questions that must be examined and answered to ensure that the desired reductions in energy use are achieved.  Elements of program marketing and operations will be discussed with a focus on ensuring that maximum participation is achieved over the life of the program and that customer satisfaction exceeds expectations.  The workshop will cover the following topics:

• Why offer these programs at all?  Economics, politics, and public perception
• Comparing large customer programs to mass market programs
• What mass market programs can provide the required reductions?
• The economic justification for efficiency programs – They may be the cheapest form of incremental supply
• Don’t rush to a favorite technology before understanding your customer’s preferences
• Examine the different economic models: Rebates, buy-downs, and customer incentives
• Customers: What you probably don’t know, but need to!
• What’s utility image got to do with program design and marketing?
• The marketing plan: How do you keep it fresh and avoid the pitfalls?
• What to consider in deciding to in-source or out-source program operations
• Enrollment and operations interdependency: Forecasts, cost containment, backlogs, and timing
• Understanding IT requirements for program administration
• Key issues in operation of the customer call center
• Understanding effective methods for marketing and customer recruitment; designing and targeting marketing campaigns for all program phases – start-up to mature program
• Attention to detail makes the difference to ensure customer acceptance and satisfaction
• Understanding data collection: Metering equipment and predictive models
• Forecasting market penetration and reductions achieved

This course will expose the user to load research techniques necessary to design and select a sample of participants from a demand side program in order to forecast load reductions. The user will get a good overview of state of the art load research and forecasting techniques.

Utilities are installing direct load control at a record pace. The goal of this workshop is to introduce attendees to the load research and forecasting methodologies used to forecast load reductions from direct load control programs. The workshop will cover the following topics:

• What methodologies are available for developing valid forecasts of load reductions due to load management programs?
• What are the accuracy requirements of the study?
• How to determine the appropriate sample size given accuracy requirements
• How to choose a representative sample of participants
• What level of metering is necessary, premise or end use?
• What customer demographic information is necessary?
• How to develop a load model using regression analysis from the load research and demographic data
• What statistical package should I use?
• Developing a time-temperature matrix of load reductions
• Understanding the effects of weather on load reduction forecasts
• How to validate the accuracy of the results
• Forecasting current and future load reductions
• Methods for determining market penetration of a load management program

Kathi Disch, Director of Marketing, GoodCents
Kathi Disch supports GoodCents clients in marketing and creative direction. She works closely with utilities to assess their customer information and identify the characteristics beyond energy use that define distinct mass market segments. Once customer segments are identified and profiled, targeted marketing campaigns are created to drive program participation. Based on the geodemographic and psychographic segment profiles, Kathi works with the utility to develop the right message and the right channel for delivery at the right time in the program lifecycle. Her professional experience spans the areas of strategic planning, process improvement, customer relationship management, marketing research, marketing operations, creative development, and communications. Kathi holds her BA in Media Communications, Journalism, and English and is a qualified MBTI instructor.

Roger Gray, Vice President, Business Development, GoodCents
Roger is responsible for developing and managing strategic business relationships with investor-owned, cooperative, and municipal electric utilities. He combines an in-depth knowledge of demand response and energy efficiency programs with a carefully researched understanding of the challenges and needs facing the utility industry. By working closely with his utility client and drawing on the analytical and technical resources at GoodCents, Roger is able to match the individual utility’s situation and needs with the right GoodCents program solution. Roger has a BS in Business Administration with a concentration in economics from the University of West Georgia.

Robert S. Mason, Jr. P.E., Vice President, Energy Efficiency, GoodCents
Bob Mason specializes in helping utilities develop utility-sponsored GoodCents energy efficiency and demand response programs for the residential, commercial, and industrial customer classes. He is responsible for profitable business models and operations of authorized HVA/C dealer network programs, utility rebate programs, and expanded energy auditing. His attention is also on the potential for GoodCents to expand quality home and systems inspections, energy-rating certifications, and ENERGY STAR home activities. During his time with Florida Power Corporation (now Progress Energy), Bob worked with elements of the nation’s largest load management program and was instrumental in the development of the nation’s first full-service utility power-quality program. Bob is a graduate of the University of South Florida with BS and MS degrees in Mechanical Engineering. He is a registered Professional Engineer in Florida, and a member of ASME, ASHRAE, AEE, and RESNET.

Bill Bland, Vice President of Consulting, GoodCents
Bill brings 25+ years of experience in load research, market research and forecasting. He also has extensive experience in end use research, demand-side evaluation, integrated resource planning (IRP) and weather analysis. Bill’s substantial load research experience includes design of test and control sample populations for pilot DSM projects, data acquisition, data warehousing and impact analysis. He is currently conducting measurement and validation (M&V) studies for load management programs for Commonwealth Edison, Dominion, Progress Energy Florida, Louisville Gas & Electric, Hydro One, Toronto Hydro and East Kentucky Power. Bill holds an MA in Applied Mathematics and a BS in Geography/Climatology from the University of Georgia. Bill has published a number of articles on the effects of weather and climate on the energy industry and has taught a number of seminars on M&V of demand side programs.

Liza Thompson, Supervisor of Load Research, GoodCents
Liza Thompson brings to GoodCents a detailed knowledge of statistical analysis, weather analysis, forecasting, climatology, and research. She performs statistical analysis to provide sample designs, measurement and validation (M&V), and weather data analysis for utility load management and end use programs. Liza holds her certification in IPMVP M&V protocol, as well as SAS base programming. Before coming to work for GoodCents, Liza worked for a private meteorology firm, forecasting weather for many utility and gas companies. Liza graduated from the University of Georgia with a BS in Geography and a Certificate in Atmospheric Sciences. Liza is currently working on her MS in Applied Statistics at Kennesaw State University.

Audrey Ewen, Research Analyst, GoodCents
Audrey Ewen has a detailed knowledge of weather analysis, forecasting, climatology, and research. She manages the creation and updating of the databases as well as performing statistical and weather data analysis for utility load management and end use programs. She holds her certification in SAS base programming. Audrey graduated from the University of Georgia with a BS in Geography and Certificates in Atmospheric Sciences and Geographic Information Systems.