Targeted Campaigns: Effective, Direct Member Communication
Targeted  Communication:
Vs.
Jim Sayers, Energy Services Director Corn Belt Power Cooperative, Humboldt IA G&T – 10 member co-‐ops Worked with Inside Information since 1998
Direct Mail (DM) Direct Response (DR) Target/Database Marketing Targeted Communication
Advantages to Cooperative 1.Timely 2.Economical 3.Personal 4.Action – measureable response 5.Indiv. member info. tied to data
Value to Member Engagement 1.Not a bill 2.Reminds member of co-‐op 3.Asks for action
How we do it at Corn Belt Power ü Data ü Content (+ Targets + Channels) ü Response/Results
Data Begin with database • • • • • •
Heating/cooling system Internet use Home appliances Age, number in family Interest in energy efficiency Previous rebate participation
• • • • •
Member surveys Online surveys Contest with survey questions Rebate surveys Never done!
FILL THIS OUT ONLINE (direct link): midland.yourcooperative.com PO Box 420 | Jefferson, IA 50129 | 515-386-4111
Member name prints here
A Touchstone Energy ® Cooperative
COMPLETE SURVEY FOR BILL CREDIT DRAWING! Midland Power Cooperative invites you to participate in our short survey. The survey will help us identify member electrical use, needs and preferences in order to better plan future co-op programs and services. The information will be used only by Midland Power and will not be sold or distributed to other firms. Please fill in one answer unless otherwise specified. All members who complete the survey will be entered in a drawing for an electric bill credit from Midland Power Cooperative. If you complete the survey by March 31, 2011, and your name is drawn, the prize is a $150 bill credit. If you complete the survey after that date, but before April 15, 2011, and your name is drawn, the prize is a $100 bill credit.
DRAFT NOT FOR 1. Year house was built: 1970 - 1979DUPLICATION Before 1960 1990 - 1999 After 2009 Your Home
General Rebate Info & Consumer Database Survey Mail to: PO Box 98 - Allison, IA 50602 More info: 319-267-2726 - www.butlerrec.coop
**ALL INFORMATION MUST BE COMPLETED TO RECEIVE REBATE** **For Office Use Only**
Member Information
a. Cooperative:
Name: Business name: (if applicable)
BUT CAL
Zip:
State:
-
Home phone: Cell phone:
Rebate Information Sources
Account #
Same as above
Or other:
Name/business:
Newspaper
Builder/contractor
Radio TV Co-op website
State:
-
Zip:
-
1. Rebate equipment installed in: Farm outbuilding
Multi-family unit: apt/condo/duplex/etc. 2. Building size (conditioned square feet):
Business
1,500 - 1,999 2,000 - 2,499
2,500 - 2,999
Before 1960
1980 - 1989
2000 - 2004
1960 - 1969
1990 - 1994 1995 - 1999
2005 - 2009 After 2009
Less than 1,000
1,000 - 1,499 3. Building age (year of construction):
1970 - 1979
More than 3,000
4. Building ownership:
Owned Leased 5. Do you have an active farming operation served by the REC?
Yes No 6. Rebate unit installed in: 7. Date unit installed (m/d/y):
New construction
-
Existing structure
-
8. Installer (if applicable) or purchased from:
State:
Contact name:
-
-
BUT GENERAL REBATE INFO VERSION 1 2010-1 ©Inside Information® Inc.
Other
Co-op newsletter Brochure/direct mail
Newspaper Radio TV Co-op website
Co-op employee Friend/relative
Co-op email Other
Co-op rebate Safety of the new unit
Higher efficiency new unit Previous unit quit working
Wanted new color/style
Other
Not at all likely
Zip:
1
2
3
4
5 Very likely
Member Demographics 13. How long have you received electric service from your REC? 4 - 5 years <1 year 11 - 20 years >30 years 6 - 10 years 1 - 3 years 21 - 30 years 75+
65 - 74 25 - 34 45 - 54 15. How many people live in the household?
1985 - 1989
1995 - 1999
2005 - 2009
1990 - 1994
2000 - 2004
1985 - 1989
1995 - 1999
2005 - 2009
Agriculture Business
Other Service Industry Office/Sales 17. What is the highest level of education completed? Less than high school diploma Some college
After 2009 No 3+
Propane [Gas/LP skip to #15]
Not interested No electric unit(s)
70 - 79
60 - 69 40 - 49 80 - 99 17. Do you use these energy efficient products in your home?
100+ Tankless
Reduced-flow showerhead/sink aerator
Your Home Appliances and Lighting 18. How many refrigerators: None [skip to #20]
1
2
3+
19. Age of oldest refrigerator: Less than 2 years
2-5 years
20. How many freezers:
6-10 years
None [skip to #22]
More than 10 years 1
2
3+
21. Age of oldest freezer:
High school graduate/GED
College graduate
Vocational/trade training
Graduate or professional school 27360
Less than 2 years
2-5 years
22. Do you have a dishwasher? 23. Do you have a clothes washer? 2011-2 ©Inside Information® Inc.
6-10 years
Yes Yes
4
5+
3+ 3+
More than 10 years
No No [skip to #25]
Pool or hot tub heater 26-50%
Water well pump
51-75%
More than 75%
Efficient electric water heaters
RECare - members helping members Home improvement loans 34. How satisfied are you overall with electric service from your co-op? Not at all satisfied 1 2 3 4 5 Very satisfied 35. What type of home internet service do you primarily use? Dial-up
High-speed
Phone/handheld device
None
36. If you would like to receive Smart Choices energy efficiency e-newsletter, provide your e-mail address. (We will not sell or distribute your address)
37. Please indicate any social networking websites you would like your co-op to use to communicate with you: (all that apply) None/don't use Facebook Twitter Other (specify)
38. If you would like your co-op to send text messages to your cell phone, mark your preferences below and provide cell phone number:
-
-
Cell phone: Send only emergency information, such as outages Send both emergency information and routine co-op messages 39. What suggestions do you have for us to improve our service?
15. Approximately what year was your primary water heater installed? Before 1990 1995 - 1999 2005 - 2009 2000 - 2004 1990 - 1994 After 2009 16. What size is your primary water heater (in gallons)? 50 - 59
None 3+
Rebate information
MySpace
14. [if electric] Would you be interested in allowing your co-op to temporarily cycle on-and-off the operation of your electric water heater and/or central air conditioner during peak electric use times to help keep power costs down?
Very interested Somewhat interested
1-25%
Budget billing Automatic payment (ACH)
After 2009
11. Do you use a programmable thermostat in your home? Yes 12. How many water heaters do you use in your home? 1 2 13. What is your primary water heater type? Natural gas
None
Not interested Very interested No electric appliances Somewhat interested Your Cooperative 33. Are you interested in any of these services? (all that apply)
10. Approximately when was your air conditioning system installed? Before 1985
More than 10 years Propane
Freezer Clothes washer None Dishwasher TV/electronics Refrigerator 32. If your co-op offered a "peak alert unit" to be plugged into an outlet in your home in order for you to voluntarily reduce appliance use and help the co-op save costs during peak electric-use times, would you be interested in participating?
9. What type of air conditioning system do you use? Central air None [skip to #11] Geothermal heat pump Window unit(s) Air source heat pump
Water heater wrap insulation
1 2 3 4 5+ 16. What are the primary sources of income for the household? Social Security Farming Professional
Please also complete form for specific rebate unit.
2000 - 2004
Less than 40
14. What is the age of the primary account holder? 55 - 64 Under 25 35 - 44
Pension
1990 - 1994
Natural gas
30. Which of these ENERGY STAR® appliances do you have? Freezer Clothes washer None Dishwasher TV/electronics Refrigerator 31. Do you plan to buy any ENERGY STAR® appliances in the next year?
Propane furnace/stove Electric furnace Air source heat pump Natural gas furnace/stove Geothermal heat pump Wood stove/fireplace Zoned electric (ceiling, cove, baseboard) Fuel oil furnace/stove Other 8. Approximately when was your heating system installed? Before 1985
6-10 years
Electric
b) Electronic video equipment. . . None 1 2 3 (DVRs, DVDs, receivers, converters, video games, etc.) c) Desktop or laptop computers. . None 1 2 d) Home office equipment. . . . . . None 1 2 (printers, fax, copier, etc.)
None
Build Remodel No plans 6. Do you operate a business in your home? Yes No Your Home Heating, Air Conditioning, and Water Heating 7. What is your home's primary heating system?
Electric
12. Would you have purchased this unit or participated in this program without the co-op rebate?
Factory/Industrial
Business name: City:
Co-op email
11. What were the most important factors influencing your purchase or program participation decision? (all that apply)
Rebate Unit Installation Information Single family residence
Co-op newsletter Brochure/direct mail
10. When you decided to purchase this unit or participate in this program, what were your most important sources of information? (all that apply) Dealer Builder/contractor
Address:
Phone:
Dealer Co-op employee Friend/relative
Location #
Phone:
. Small C&I Large C&I
9. How did you first learn about the availability of this rebate?
E-mail:
City:
PRA RAC
MID-CIP
Residential seasonal
-
Rebate unit installed at (location):
MID-CB
FRA b. All installations total rebate amount: $ c. Form 7 category: Residential
Address: City:
ILEC-CB ILEC-NIP
GRU HUM
2-5 years
26. Range or oven type: Electric Natural gas Propane 27. Do you use any of these electric devices in your home? a) LCD or plasma TVs. . . . . . . . None 1 2
Swimming pool pump
1,000 - 1,499 2,000 - 2,499 3,000 or more 3. Dwelling type: Mobile or manufactured home Single family residence Apartment, duplex, condo Farm home 4. Do you own or rent your home? Own Rent 5. Do you plan to build or remodel your house in the next 3 years?
To be filled out in conjunction with specific product rebate form.
Less than 2 years
25. Clothes dryer type:
29. Compact fluorescent lights (CFLs) used in home (% of all lighting):
2,500 - 2,999
1,500 - 1,999
24. Age of oldest clothes washer:
28. Do you use any of these water-related devices in your home?
1960 - 1969 1980 - 1989 2000 - 2009 2. How many square feet of living space do you have? Less than 1,000
Leave empty for barcode
Location # prints in this box
About You 40. How many years have you received electric service from your co-op? 4 - 5 years Less than 1 11 - 20 years More than 30 6 - 10 years 1 - 3 years 21 - 30 years 41. What age is the primary account holder? Under 25
35 - 44
55 - 64
45 - 54 25 - 34 65+ 42. What are the primary sources of income for your household? Social Security Farming Office/Sales Factory/Industrial
Professional
Service industry
Pension
43. How many people live in your home? 1 2 3 4 5
Agriculture business Other 6+
Draft
2011 database survey – 12,339 responses Data collected for targeted campaigns • • • • • • • • • • • •
Median age 58 – median length of service 26 years Mostly farm occupations (42%) and retirees (34%) 8,500 electric WH – 600 use 2+ WH – 8,900 are 50+ gallons 3,200 with propane WH – 1,400 interested in efficient WH 8,000 use central air – 4,900 interested in CA/WH load control 2,400 plan to build/remodel – 1,000 interested in energy audit 6,000 with 2+ refrigerators – 3,400 with 2+ freezers 5,700 use <25% CFLs – 8,700 have home office equipment 9,800 have PCs (74% Internet) – 8,300 have LCD/plasma TVs 1,000 interested in co-op social media communication 5,500 interested in receiving emergency text messages 4,150 email addresses (for Smart Choices monthly emails)
$ $ Just scratch off the sticker...
to find your personal code number.
Go to www.butlerrec.coop, enter your code and complete the survey.
$
$ Hit “Enter” to see if you’ve won the CASH!
$ P.O. Box 98 521 North main Allison, IA 50602-0098 (319) 267-2726 1-888-267-2726 butler@butlerrec.coop www.butlerrec.coop
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Ê , t * One response per household per month.
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NO POSTAGE NECESSARY IF MAILED IN THE UNITED STATES
As a member of Prairie Energy Cooperative, you are part of a national alliance of local, consumer-owned cooperatives dedicated to serving with integrity, innovation, accountability and commitment to community. Win an energy-efficient LED wreath! Complete this mini-survey, refold, and return for your chance to win! Or enter online at www.prairieenergy.coop.
PRAIRIE ENERGY COOPERATIVE c/o INSIDE INFORMATION PO BOX 1730 PLATTE CITY MO 64079-9800
POSTAGE WILL BE PAID BY ADDRESSEE
CLASS MAIL
PERMIT NO 2979
BUSINESS REPLY MAIL
Please refold with business reply showing, tape corners and drop in the mail.
PLATTE CITY MO
We will use this information to help improve our service to you. The information will be used only by Prairie Energy Cooperative and will not be sold or distributed to other firms. How important is it to you that your cooperative has renewable energy sources as part of its power supply? Not important 1 2 3 4 5 Very important What things has your household done to increase energy efficiency? (all that apply) Installed high efficiency light bulbs such as CFLs Lowered the thermostat in winter Added insulation Tightened up home for air leaks Installed a more efficient heating system Upgraded windows Nothing significant Other (specify:) _____________________________ How important is it to you that your cooperative promotes energy efficiency? Not important 1 2 3 4 5 Very important If your cooperative offered a load management program (such as controlling water heaters) to shift energy use or reduce power costs, how interested are you in participating? Not interested 1 2 3 4 5 Very interested How satisfied are you overall with service from Prairie Energy Cooperative? Not satisfied 1 2 3 4 5 Very satisfied Would you like someone from your cooperative to contact you on energy efficiency or heating/cooling options for your home? Yes No If you would like to receive future email updates from your cooperative, please provide your email address:
Total Household Surveys in Database 100%
84% 73%
80%
83%
76%
74%
67%
74%
75%
Pra
Rac
60% 40% 20% 0% But
Cal
Fra
Gru
IaLak
Mid
300 250
224
224
200 150
116 87
100 32
50 0
But
Cal
39
Fra
56
Gru
54
IaLak
Mid
Pra
2014 Online surveys received
Rac
Content Based on your objectives • • • • • •
Marketing (electric & other) Member relations Education Contest/promotion/prizes Political action Energy efficiency
Targets
• • • • • •
Members -‐ non-‐electric units Members -‐ older appliances Interest in energy efficiency Internet access/use Past rebate use Newer members
Channels • • • • • •
Postcard Personal letter Brochure Business reply card -‐ envelope Email/website Combination
If this winter’s gas heating prices are forcing you to pass on comfort, we’ll keep your heat up and energy costs down with safe, energy efficient electric heating.
Tackle High Heating Costs
Heating Efficiency Comparisons
When football season ends and winter winds begin to blow, the energy professionals at your electric cooperative want to help you keep your heating costs low – and your family safe and comfortable – with electric heating. At under 4 cents per kWh, electric heat is the safest, cleanest, most convenient and one of the most affordable ways to heat your home. And a cash rebate and low heating rate from your electric cooperative now make an energy efficient electric heating system a better choice than ever.
Geothermal Heat Pump . . . . . . . . . . . . . .325% Air-Source Heat Pump . . . . . . . . . . . . . . .225% Electric Furnace . . . . . . . . . . . . . . . . . . . .100% Propane or Natural Gas . . . . . . . . . . . . . .60-92%
Now through January 15, contact your Touchstone Energy Cooperative for information on energy efficient electric heat and your name will go into a drawing for valuable prizes. You could win a $25 gift certificate from a local convenience store and a color TV. Sign up now to tackle high heating costs. Offer ends January 15, 2004.
Win a $25 Gift Certificate from a local convenience store and be eligible to win a Color TV! Complete and mail the reply card, or complete and submit our online form, and we’ll enter your name in a drawing for the $25 Gift Certificate and a Color TV.
P.O. Box 98, 521 North Main Allison, IA 50602-0098 319-267-2726 • 1-888-267-2726 E-mail: butler@butler.prllc.org www.butlerrec.com
❏ Yes, please contact me with more information about beating high gas prices this winter with energy efficient electric heating. I am most interested in ❏ Geothermal Heat Pump ❏ Air-Source Heat Pump ❏ Central Resistance Heat ❏ Storage ❏ Zoned Supplemental Heat ❏ Warm Tiles ❏ Other ____________ Name:
Date:
Address: City:
State:
Phone:
Please phone me between the hours of:
❏ Yes, please enroll me in your Smart Choices E-mail newsletter. E-mail:
Zip:
CB-193 Butler 2
8/24/05
12:13 PM
Page 2
are easier to warm than others.
Some cold spots...
If you’ve been having to endure cold spots in your home, we’ll help turn your heat up and your energy costs down with safe, energy efficient and easy to install Zoned Electric Heating. There are several types of Zoned Electric Heat systems available – from electric fireplaces to baseboard electric heat to warm-tile floor heat. You can choose the perfect way to heat up those cold spots around your home such as bedrooms, bathrooms, upstairs rooms, basements, garages, four-season rooms, or just a cold spot next to that easy chair.
Cash Rebates are Available from Your Electric Cooperative! And now, a cash rebate combined with our low electric heating rate make Zoned Electric Heating the perfect choice. For more information, just complete and send the reply card or contact the energy professionals at your Touchstone Energy Cooperative today!
P.O. Box 98, 521 North Main Allison, IA 50602-0098 319-267-2726 • 1-888-267-2726 E-mail: butler@butler.rec.coop www.butlerrec.coop
❏ Yes, I have spots to warm. Please contact me with more information about energy efficient, easy to install Zoned Electric Heating. I am most interested in ❏ Baseboard Electric Heat ❏ Ceiling Cable Heat ❏ Cove Heating ❏ Deep Heat-Storage ❏ Electric Fireplace ❏ Warm Tile Floor Heat ❏ Hydronic Floor Heating ❏ Other____________ Name:
Date:
Address: City:
State:
Phone:
Please phone me between the hours of:
E-mail:
Zip:
CB-193 Butler 2
8/24/05
12:13 PM
Page 1
GRUNDY COUNTY RURAL ELECTRIC COOPERATIVE
102 East G Avenue Grundy Center, IA 50638-2095 (800) 390-7605 or (319) 824-5251 Fax (319) 824-3118
Why Take A Chance? Sure, propane prices may look slightly lower at the moment, but think twice. If you re-fill your tank now, you’ll have to try to beat the odds again next winter.
The propane company will say “Gotcha!” Over the past few years, propane prices have been on a rollercoaster ride. Prices have hit near record-high levels the last few winter heating seasons, and show no signs of stopping.
What can YOU do about it? If you’re like most people and have had enough, call Grundy County REC. We can help make your high propane bills just a memory. Right now, Grundy County REC is offering special rebates on high-efficiency electric heat pumps and water heaters. Better yet, you get STABLE ELECTRIC RATES. So you can pass on taking a gamble, and tell your tank goodbye. Remember that electric heat pumps, space heating and water heaters are much more efficient than propane – plus you can forget about those wild changes in gas prices every winter. So don’t gamble on your energy costs – ask us about electric heating and water heating for your home. Give us a call today at 800-390-7605 or 319-824-5251, or visit us online at www.grundycountyrecia.org. Thanks for the opportunity to serve you. Sincerely,
Daniel Huffman Member Service Director
A Touchstone Energy® Cooperative
with a new electric Marathon® & get a free box of chocolates!*
Facts you’ll about Marathon® water heaters. . .
We have a sweetheart of a deal
Replace your gas water heater
Kiss that old flame goodbye!
We have a sweetheart of a deal
Kiss that old flame goodbye! Iowa Lakes members, if you have a gas water heater, kiss that old flame
goodbye with a new energy-efficient
Install your water heater on Iowa Lakes A Touchstone Energy® Cooperative
Electric Cooperative’s lines by
702 South 1st Street Estherville, IA 51334 800-225-4532
Iowa Lakes Electric Cooperative
electric water heater for only $100.
Act Now
Contact us today! 800-225-4532 or www.ilec.coop
March 31, 2006 and we’ll give you a free box of chocolates!*
TO TAKE ADVANTAGE OF THIS SPECIAL OFFER, ACT BEFORE MARCH 31, 2006. *Nice enough to give your sweetheart, or enjoy for yourself!
Iowa Lakes Electric Cooperative
Your Touchstone Energy® Cooperative
Your Touchstone Energy® Cooperative wants you to have the most energy efficient, durable water heater you can find. That’s why we recommend a Marathon. Guaranteed Lifetime limited tank warranty and 5-year limited parts warranty. Long Life The seamless, blow-molded polybutylene tank is impervious to rust and corrosion, and is designed not to leak “for as long as you own your home.” Energy Efficiency Envirofoam insulation is free of ozone-depleting CFCs and HCFCs, so it saves the planet - and energy. Pipe Wrap Energy Kit is included to reduce heat loss from plumbing lines. Durable Tough molded outer shell resists dents and scratches, and bowl-shaped bottom allows more complete sediment draining. Functional Factory installed Temperature and Pressure Relief valve for greater value and security; all-plastic tank eliminates the need for an anode rod - preventing potential odor problems.
Make the Switch Contact us today! 800-225-4532
CB-183_Butler
12/21/06
4:07 PM
Page 1
Main 98 7-2726 .coop p
SPRING HAS SPRUNG
CB-179 UWHDM_Butler
9/9/03
8:45 AM
Page 1
Send us a photo of your ugly water heater, and you can win a new energy electric water heater and be eligible to win an electric washer and dryer.
Butler County REC P.O. Box 98 521 North Main Allison, IA 50602-0098
efficient
Want to make your vacation last longer? Win a Digital Camera!
Write us about your best vacation on our Website. To win a digital camera, and make your vacation last even longer, go to our Website and write us about your best ever vacation. Weâ&#x20AC;&#x2122;ll then enter your name in a drawing for the digital camera. Contest ends July 1, 2003; winner will be announced July 2, 2003. For more information call or visit us at www.butlerrec.com.
319-267-2726 â&#x20AC;˘ 1-888-267-2726 E-mail:butler@butler.prllc.org www.butlerrec.com
P.O. Box 98, 521 North Main Allison, IA 50602-0098
SUBMIT YOUR FAVORITE RECIPE IN OUR SIZZLIN’ SUMMER CONTEST AND YOU COULD WIN A NEW BARBEQUE SET! Your Touchstone Energy® cooperative needs more recipes for its Web site - and if you submit yours online by (date), you will be entered in a drawing for a heavy duty barbeque set. Just right for summer!
www.grundycountyrecia.org Go to “Recipes” and submit your favorite summer recipe. Drawing deadline: (date)
www.grundycountyrecia.org
Favorite Fall Recipe to our online recipe book and have a chance to win a new crockpot!
(Submit as many separate recipes as you like - one chance per recipe!) Deadline - October 31, 2004
Caesar Potato Salad Try this variation of potato salad at your next cookout. Serves 4-6 2 ½ pounds red potatoes 1 cup Caesar dressing 1/4 cup grated parmesan 1 small can (2.25 oz) sliced black olives (drained) 3 chopped green onions Salt and pepper to taste Boil the potatoes until just soft. Cool and cut into 1/4inch slices. Toss in the dressing. Toss in the cheese and other ingredients. Serve chilled.
Submit your
NAME ADDRESS CITY, STATE ZIP
www.midlandpower.com
What does a Perfect Pet look like? Enter our Perfect Pet Contest and find out if it’s yours.
Win a Digital Camera!
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o you have the perfect....or maybe not so perfect pet? Then enter our Perfect Pet Contest and show the world, or at least your friends and neighbors, and maybe even win a digital camera too! Just send us a photo of your pet, or person and pet together. We’ll post all the pictures in the Perfect Pet section of our website. And the person who sends the most unique photo will win a digital camera. And when you visit the co-op website, you’ll also find all sorts of valuable information about new technology, energy efficiency, co-op news, classified ads, community events and more! To enter, visit our website, click on Perfect Pet Contest, and upload your pet’s picture. Judges decisions are final, and whining will not be tolerated. Contest ends July 31, 2007; winner will be announced July 32... just kidding, it’s August 1. For more information call or visit us at www.butlerrec.coop, today.
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Humboldt County REC Your Touchstone Energy® Cooperative 1210 13th Street North Humboldt, IA 50548 515-332-1616 www.humboldtrec.coop
“Rebates, tax credits and high-tech efficiency improvements... we have answers to help you beat rising energy costs.”
Hi, my name is Larry Beilke, and I’m part of the member service and energy efficiency team at Humboldt County Rural Electric Cooperative – your local Touchstone Energy® Cooperative. With energy costs rising, more and more people are asking us to help them improve their home energy efficiency and save money on their utility bills. Consider these ideas, and remember, YOU have the power to make a difference... • Right now, Humboldt County REC offers rebates for high-efficiency cooling equipment – up to $600 for air-source heat pumps, $400 for central air units, $300/ton for geothermal heat pumps and even $50 for EnergyStar® window air conditioners. • You may also qualify for economic stimulus federal tax credits of 30% of the cost, or as much as $1,500, when you install energy efficient appliances. Check our website at www.humboldtrec.coop for more information. And for geothermal heat pumps, 30% of the installed cost qualifies for a tax credit – with no cap on the cost! • Join the “fan club” – Add a ceiling or floor fan to feel cooler this summer without lowering the thermostat as much. • Consider changing your light bulbs – Compact fluorescents are 75% more energy-efficient than conventional light bulbs, and they produce less waste heat. As the electric industry faces rising costs to generate power, we’re working harder than ever to help our member-customers like you make wise choices in their energy use. At Humboldt County REC, we’re not some big out-of-town utility company. We live here, too. And together, we have the power to make a difference.
To get additional information about ways to improve your efficient energy use, call me at 515-332-1616, or visit our website at www.humboldtrec.coop. Thanks for the opportunity to serve you.
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Response/ Results (Measureable) • • • • • •
Reply cards/forms/return envelopes Call, email Rebates Contest participation (prizes motivate) Online -‐ website link visits, online forms (Sometimes campaigns for info. only)
Sept. 2012 – Weatherization Campaign 8 matches to 2012 Rebates Promote sealing doors/windows, insulation and weatherization Target: Older electrically heated homes, 15+ yr. But 371 Fra 135 (5) Gru 275 ILEC 918 (2) Mid 221 Pra 187 RV 102 (1) TOTAL 2,209
Pull The Plug – 2012-‐13 Units Recycled 100 80 63
57
60
48 39
34
40
0
41 43
43
17
23
17
35
21
25
2012
Feb
20
13
7 Jan
50
49
30 30
25
20
64
3 Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2013
2013 = 382 units 112 matches from June campaign (29%) 2012 = 415 units
Value of Membership Campaign Summary Sent to 10,720 households Targeted newer members, selected by co-‐op
Co-‐op
Sent
Total Resp.
% Resp.
Butler
398
66
17%
Calhoun
427
30
7%
Franklin
709
54
8%
Grundy
679
66
10%
Iowa Lakes
4,087
392
10%
Midland
2,149
152
7%
Prairie
1,241
108
9%
Raccoon Valley
1,030
112
11%
TOTALS
10,720
980
9.1%
152 entries are Smart Choices members (79% of online entries, 16% of the total)
ANY NAME 1234 MAIN STREET NEWTOWN, AZ 85260
Fall Heat Pump Campaign Summary Sent to 8,892 households Targeted by planning to build/remod el, with LP or natural gas heat 49 response cards received (0.6%) 20 heat pump rebates from the campaign
Co-‐op
Quantity
Response
HP Rebates
1,373
9
0
Franklin
400
1
2
Grundy
1,045
10
4
Iowa Lakes
4,987
21
8
950
6
2
137
2
4
8,892
49
20
Butler
Prairie Raccoon Valley
TOTAL
2014 Fall Water Heater Campaign
Sent to 3,976 households Targeted to households with older gas or electric water heaters (15+ years old) 24 water heater rebates from the campaign
Co-‐op
Quantity
WH Rebates
1,122
6
Calhoun
260
0
Franklin
473
1
Grundy
831
10
Prairie Raccoon Valley
983
3
307
4
3,976
24
Butler
TOTAL
14 Years of Targeted Communications 140,000 120,000
105,366 97,740
100,000
78,473
80,000 60,000
68,961
58,493 50,026
41,881
44,095
40,000
37,957
43,729
37,106 27,532
28,168
23,078
20,000 0
2001
03
05
07
09
Total = 742,605 in 14 years
11
13
Challenges • • • • • •
“Herding the cats” Priority targets Learning more Financial evaluation Coordination Keeping data current (From Sayers presentation 1999)
It has been discovered artist Vincent Van Gogh had many relatives. Among them: Obnoxious brother Please Gogh
Dizzy aunt Verti Gogh
Brother who ate prunes Gotta Gogh
Constipated uncle Can’t Gogh
Grandfather from Yugoslavia U Gogh
Magician uncle Wheredid D. Gogh
Mexican cousin Ahmee Gogh
Nephew who drove stagecoach Wellsfar Gogh
Ballroom dancing aunt Tan Gogh
Sister who loved disco Go Gogh
Bird lover uncle Flamin Gogh
Nephew psychoanalyst E. Gogh
Fruit loving cousin Man Gogh
Aunt who taught positive thinking Wayto Gogh
Bouncy little nephew Poh Gogh
Brother who bleached his clothes white Hue Gogh
Cousin who wasn't allowed to leave country M. Barr Gogh
Brother who worked at convenience store Stop’n Gogh
Cousin from Illinois Chica Gogh
And his niece who travels the country in a van Winnie Bay Gogh
And so it goghs...
Proposed Agenda Corn Belt Target Marketing Committee 9:30 a.m. â&#x20AC;˘ October 13, 1999 â&#x20AC;˘ Corn Belt Board Room Welcome/Overview 1999 Review Campaigns Water heaters Surge Electric Heat Data update process Incorporating other data sources (other programs, secondary data) Surveys (progress on co-op send out, how co-ops updated throughout year)
Communicating progress and value (monthly and year-end reports) CCM letters Response rates, conversion, calculating payback Rebate updates Letâ&#x20AC;&#x2122;s Talk 2000 What do we want to accomplish next year? What not to do next year 2000 Work plan and budget Surveys Creative DM campaigns Designing a customer loyalty program Electronic marketing Internet Interactive marketing Permission email marketing Lunch Co-op annual marketing work plans 1-1 meetings Letâ&#x20AC;&#x2122;s review Next meeting Adjourn