New report reveals utilities’ most successful strategy for marketing energy efficiency programs

Atlanta, GA, July 31, 2008 — Of the wide variety of energy efficiency programs utilities offer, they typically find the most success with HVAC incentives, energy audits, CFL efforts and new home construction programs, according to Chartwell’s latest report, “Marketing Energy Efficiency.” Utilities typically measure success in energy efficiency by looking at the number of participants and the amount of energy saved.

The report discusses utilities’ marketing strategies, including market research and customer segmentation; media or avenues used to reach out to customers; and messaging used with various residential and commercial customer groups to promote different energy efficiency programs.

“Marketing Energy Efficiency” also reveals what utilities say is their single most effective marketing strategy and the best customer segments to target with each energy efficiency program.

The 74-page report includes an examination of data from a proprietary Chartwell survey of utility energy efficiency marketing or program managers; analysis of industry trends and best practices in energy efficiency marketing; and 10 in-depth utility case studies focusing on success stories from utilities such as Pacific Gas & Electric, National Grid, Progress Energy and Nevada Power.

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