ݺߣ

ݺߣShare a Scribd company logo

Aesp fall 2013 a toolkit of technologies and tactics for successful community‐based initiatives avseikova

•
•
Opinion Dynamics
Opinion Dynamics

This document outlines strategies for selecting communities and targeting customers for an energy efficiency initiative. It describes a microtargeting approach using census data, program participation data, and utility customer data to identify communities with high concentrations of target customers. A three-step process is used: 1) Initial analysis of census data to narrow candidate communities, 2) In-depth analysis of qualified communities to make final selections, 3) Development of customer targeting lists within selected communities. The key takeaway is that targeting can be done efficiently using a variety of available data sources.

1 of 23
Download to read offline
A Toolkit of Technologies and Tactics for Successful Community‐Based Initiatives Melanie Coen, National Grid Kessie Avseikova, Opinion Dynamics October 1, 2013 AV sponsored by:
2 Presentation Overview  Efficient Neighborhoods+SM (EN+SM) Background  EN+SM Design  Involving Evaluation Early  Community Selection - Microtargeting Approach  Key Takeaways
Initiative Background  Efficient Neighborhoods+SM born from the Appreciative Inquiry Summit led by National Grid in the spring of 2012.  Stakeholders interested in environmental justice and equity in service  Main issue is difficulty reaching lower to moderate income customers, typically who earn between 60-120% of state median income 3
4 Barriers to Higher Residential Participation 41% of Massachusetts housing stock is multi- unit structures Split Incentives Higher Job Costs No point of contact Pre-Weatherization Barriers Income verification screening
Initiative Design  EN+SM included in the Massachusetts Joint Statewide Three-Year Electric and Gas Energy Efficiency Plan  Extension of the Mass Save® Home Energy Services (HES) initiative  Statewide effort – most Program Administrators (PAs) implementing EN+SM from June through November 2013 5 LEANLow-Income Energy Affordability Network
Initiative Design (Cont.)  Open to the entire community, but targets lower to moderate-income energy customers in designated neighborhoods  Low-income customers and customers in 5+ unit structures do not qualify and are referred to other programs 6
7 Enhanced Incentive Description Enhanced EN+ SM Incentives Existing Incentive Common Area Lighting (LED or CFL depending on fixture) $120 $0 Pre-Weatherization Barrier Incentive Up to $800 $Up to $800 90% up to $3000 Insulation per unit/single family $1,980 $1,650 (Based on historical costs) 2-4 Family Landlord Whole House Insulation with Adder (50% of Customer Contribution) (Based on historical job costs) 2 Family $5,130 $4,000 3 Family $7,695 $6,000 4 Family $9,500 $7,500 Early Retirement Refrigerator (ENERGY STAR® labeled) $200 $150 EN+ SM Boiler & Furnace Incentive Adder $100 $0 Early Boiler Replacement (EBR) Rebate with Additional $500 Incentive for Non- owner Occupied Properties ($4,000) Unrestricted Timeline ($4000) Restricted Timeline EN+ SM Whole House $500 Incentive Adder Package Insulation + Heating Equipment $500 $0 Enhanced Incentives
Involving Evaluation Early 8
9 Community Selection – Big Questions…. How do we select the communities that have high concentrations of target customers? How do we identify customers that are most likely to fall into the desired customer segment? How do we avoid customers who do not qualify for the program or who already participated in the program? How do we find communities with city/town support? Are there other initiatives that are going on in that community?
10 Community Selection – Effective Solution Microtargeting A strategy that uses demographic, geographic, household, psychographic, and other data to identify customer segments of interest for purposes of marketing, targeting, and outreach.
11 Community Selection – Effective Solution Multiple sources of data:  Census  Past program participation  Utility customer  Other (secondary segmentation data, GIS shapefiles) Easy to Use Efficient Flexible Microtargeting=Data+Mapping
12 Community Selection – Process  American Community Survey (ACS) data for 2007-2011  Data fields of interest available at the census block group level  Core data fields (housing count, population count, income, housing stock, home ownership status)  MassGIS data  Maps of towns and census block groups  Maps of Massachusetts PA service territories  Program tracking data  Utility customer data Census block group –between 600 and 3,000 people, with an optimum of 1,500 people. Census Block group Income Housing stock Ownership status AddressTown Program Administrator Participant Flag Audit Flag Address Low Income Rate Code Multi-family indicator Census Data Utility Customer DataMass GIS Data Program Tracking Data Microtargeting database Perfect for our purposes!
13 Community Selection – Process (Cont.) Step 1 Step 2 Initial data analysis to narrow the set of communities to target In-depth community analysis and final community selection Three-step approach Step 3 Customer Targeting List Development
14 Step 1 – Approach Step 1 - Initial data analysis to narrow the set of communities to target  Target communities have a higher than average number of households with:  Incomes falling between 61% and 100% of median income  1 – 4 unit buildings  Also want to avoid communities with high concentrations of:  Low-Income Program eligible customers  Multi-family (5+ units) buildings In setting optimal thresholds, it was important to substantially narrow down the set of communities while still providing PAs with enough communities to meet their goals
15 Step 1 – Results Qualifying communities: • 30% of households or more have income between 61% and 100% of the state median income • 30% of units or less are in 5+ unit structures Qualifying communities: • 311 census block groups • 112 towns with at least one qualifying census block group • 43,253 households
16 Step 2 – Approach Step 2 - In-depth community analysis and final community selection  In-depth analysis of qualified communities  Prior participation in PA-administered energy efficiency programs  Percentage of renters vs. owners  Building stock and characteristics (age, size, etc.)  Other characteristics
17 Step 2 – Results Town of Townsend
18 Step 2 – Results (Cont.)
19 Step 2 – Results (Cont.)
20 Step 3 – Approach Step 3 – Development of Customer Targeting Lists  For selected communities, mapped customer addresses and rate codes to support custom marketing and targeting  Identification and removal of the low-income rate codes, past participants, customers in multi-family structures
21 Step 3 – Results
22 Key Takeaways  Customize program design and delivery to account for the specific characteristics of the target audience  Community selection is one of the critical design components  Targeting can be done efficiently and cost-effectively  A wealth of data available at fingertips  Engage evaluation early on in the process – they can help!
Save the Dates AESP’s National Conference San Diego, CA AESP’s Spring Conference Baltimore, MD AESP’s Summer Conference San Francisco, CA Jan. 27-30, 2014 For more information - www.aesp.org May 12-14, 2014 Aug. 4-6, 2014

More Related Content

Aesp fall 2013 a toolkit of technologies and tactics for successful community‐based initiatives avseikova

  • 1. A Toolkit of Technologies and Tactics for Successful Community‐Based Initiatives Melanie Coen, National Grid Kessie Avseikova, Opinion Dynamics October 1, 2013 AV sponsored by:
  • 2. 2 Presentation Overview  Efficient Neighborhoods+SM (EN+SM) Background  EN+SM Design  Involving Evaluation Early  Community Selection - Microtargeting Approach  Key Takeaways
  • 3. Initiative Background  Efficient Neighborhoods+SM born from the Appreciative Inquiry Summit led by National Grid in the spring of 2012.  Stakeholders interested in environmental justice and equity in service  Main issue is difficulty reaching lower to moderate income customers, typically who earn between 60-120% of state median income 3
  • 4. 4 Barriers to Higher Residential Participation 41% of Massachusetts housing stock is multi- unit structures Split Incentives Higher Job Costs No point of contact Pre-Weatherization Barriers Income verification screening
  • 5. Initiative Design  EN+SM included in the Massachusetts Joint Statewide Three-Year Electric and Gas Energy Efficiency Plan  Extension of the Mass Save® Home Energy Services (HES) initiative  Statewide effort – most Program Administrators (PAs) implementing EN+SM from June through November 2013 5 LEANLow-Income Energy Affordability Network
  • 6. Initiative Design (Cont.)  Open to the entire community, but targets lower to moderate-income energy customers in designated neighborhoods  Low-income customers and customers in 5+ unit structures do not qualify and are referred to other programs 6
  • 7. 7 Enhanced Incentive Description Enhanced EN+ SM Incentives Existing Incentive Common Area Lighting (LED or CFL depending on fixture) $120 $0 Pre-Weatherization Barrier Incentive Up to $800 $Up to $800 90% up to $3000 Insulation per unit/single family $1,980 $1,650 (Based on historical costs) 2-4 Family Landlord Whole House Insulation with Adder (50% of Customer Contribution) (Based on historical job costs) 2 Family $5,130 $4,000 3 Family $7,695 $6,000 4 Family $9,500 $7,500 Early Retirement Refrigerator (ENERGY STAR® labeled) $200 $150 EN+ SM Boiler & Furnace Incentive Adder $100 $0 Early Boiler Replacement (EBR) Rebate with Additional $500 Incentive for Non- owner Occupied Properties ($4,000) Unrestricted Timeline ($4000) Restricted Timeline EN+ SM Whole House $500 Incentive Adder Package Insulation + Heating Equipment $500 $0 Enhanced Incentives
  • 9. 9 Community Selection – Big Questions…. How do we select the communities that have high concentrations of target customers? How do we identify customers that are most likely to fall into the desired customer segment? How do we avoid customers who do not qualify for the program or who already participated in the program? How do we find communities with city/town support? Are there other initiatives that are going on in that community?
  • 10. 10 Community Selection – Effective Solution Microtargeting A strategy that uses demographic, geographic, household, psychographic, and other data to identify customer segments of interest for purposes of marketing, targeting, and outreach.
  • 11. 11 Community Selection – Effective Solution Multiple sources of data:  Census  Past program participation  Utility customer  Other (secondary segmentation data, GIS shapefiles) Easy to Use Efficient Flexible Microtargeting=Data+Mapping
  • 12. 12 Community Selection – Process  American Community Survey (ACS) data for 2007-2011  Data fields of interest available at the census block group level  Core data fields (housing count, population count, income, housing stock, home ownership status)  MassGIS data  Maps of towns and census block groups  Maps of Massachusetts PA service territories  Program tracking data  Utility customer data Census block group –between 600 and 3,000 people, with an optimum of 1,500 people. Census Block group Income Housing stock Ownership status AddressTown Program Administrator Participant Flag Audit Flag Address Low Income Rate Code Multi-family indicator Census Data Utility Customer DataMass GIS Data Program Tracking Data Microtargeting database Perfect for our purposes!
  • 13. 13 Community Selection – Process (Cont.) Step 1 Step 2 Initial data analysis to narrow the set of communities to target In-depth community analysis and final community selection Three-step approach Step 3 Customer Targeting List Development
  • 14. 14 Step 1 – Approach Step 1 - Initial data analysis to narrow the set of communities to target  Target communities have a higher than average number of households with:  Incomes falling between 61% and 100% of median income  1 – 4 unit buildings  Also want to avoid communities with high concentrations of:  Low-Income Program eligible customers  Multi-family (5+ units) buildings In setting optimal thresholds, it was important to substantially narrow down the set of communities while still providing PAs with enough communities to meet their goals
  • 15. 15 Step 1 – Results Qualifying communities: • 30% of households or more have income between 61% and 100% of the state median income • 30% of units or less are in 5+ unit structures Qualifying communities: • 311 census block groups • 112 towns with at least one qualifying census block group • 43,253 households
  • 16. 16 Step 2 – Approach Step 2 - In-depth community analysis and final community selection  In-depth analysis of qualified communities  Prior participation in PA-administered energy efficiency programs  Percentage of renters vs. owners  Building stock and characteristics (age, size, etc.)  Other characteristics
  • 17. 17 Step 2 – Results Town of Townsend
  • 18. 18 Step 2 – Results (Cont.)
  • 19. 19 Step 2 – Results (Cont.)
  • 20. 20 Step 3 – Approach Step 3 – Development of Customer Targeting Lists  For selected communities, mapped customer addresses and rate codes to support custom marketing and targeting  Identification and removal of the low-income rate codes, past participants, customers in multi-family structures
  • 21. 21 Step 3 – Results
  • 22. 22 Key Takeaways  Customize program design and delivery to account for the specific characteristics of the target audience  Community selection is one of the critical design components  Targeting can be done efficiently and cost-effectively  A wealth of data available at fingertips  Engage evaluation early on in the process – they can help!
  • 23. Save the Dates AESP’s National Conference San Diego, CA AESP’s Spring Conference Baltimore, MD AESP’s Summer Conference San Francisco, CA Jan. 27-30, 2014 For more information - www.aesp.org May 12-14, 2014 Aug. 4-6, 2014