Wisconsin Public Service iCanConserve
Pilot Program: Evaluation Perspective
Presentation to the Wisconsin Public Utility
Institute
December 17, 2013
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SAFER, SMARTER, GREENER
Presentation Overview
Evaluation Activities
Major Themes
–Rates Participation
–Energy Savings
–Motivations
–Program Processes
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Community Pilot
Evaluation Activities
Evaluation Objectives
–Energy use
–Attitudes
–Behavior
–Identify key lessons learned
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Community Pilot
Evaluation Activities
Study
Completion Date Primary Data Type
Brillion Baseline
1Q 2010
CATI Surveys
Response Rewards Post Event I
Aug 2010
In-depth Interviews
Allouez Residential Focus Groups
Sep 2010
Focus Groups
Brillion Community Leader and Staff Interview Results
Nov 2010
In-depth Interviews
Allouez & Plover Baseline
1Q 2011
CATI Surveys
Brillion and Allouez Pilots: Time of Use Rates
Mar 2011
In-depth Interviews
Brillion Communications
Apr 2011
In-depth Interviews
Billing Analysis: Energy and Demand Effects (Year 1)
Jul 2011
Billing Data
Allouez Summer Peak Event Report (Response Rewards Post Event II)
Sep 2011
In-depth Interviews
Interim Report
Dec 2011
Summary of previous work
Allouez Process
Jan 2012
In-depth Interviews
Billing Analysis: Energy and Demand Effects (Year 2)
Feb 2012
Billing Data
Plover Process
Aug 2012
In-depth Interviews
Commercial Process Evaluation
Jan 2013
In-depth Interviews
Plover Opt Out
Feb 2013
In-depth Interviews
Residential Participation Characterization Study
May 2013
Baseline Study Results
Follow Up Report
Apr 2013
CATI Surveys
Small Programs Evaluation: School to Home
Apr 2013
In-depth Interviews
Small Programs Evaluation: Business Staffing Grant
May 2013
In-depth Interviews
Billing Analysis Year 3
May 2013
Billing Data
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Community Pilot
Evaluation Activities
In-Depth
Interviews
Focus Groups
CATI Surveys
Billing Analysis
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Community Pilot
Evaluation Activities
Pilot vs. Control
Pilot Timing
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Participation & Rates
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Participation
70%
60%
62%
Residential
Commercial
50%
40%
40%
34%
29%
30%
23%
25%
20%
10%
0%
Brillion
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Allouez
Plover
Rates Participation
Plover Stayed In
57%
Plover Opted
Out
24%
Plover Opted In
2%
Allouez Opted In
3%
Brillion Opted In
2%
Percent of Residents
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Rates Participation
Opt out  Much higher participation
Minimal Costs
– Temporary customer satisfaction dip
Minimal Benefits
– Not much more energy savings
– Klos report  Opt In = more savings
Savings require customer actions
– Awareness
– Automation
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Energy Savings
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Energy Savings
Overall: 3%
Rates + Tools & Tech = Synergy
– Greater savings than sum of each (+1%
Allouez, +9% Plover)
Net-to-gross ratio
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Customer Motivations
(Attitudes and Behaviors)
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Customer Motivations
Save money
–High incentives w/ deadlines
Keep control of household energy use
(Big Brother)
Inconvenience = cost
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Customer Motivations
Marketing works
Key support
 iCanConserve
microsites
Customer
Satisfaction
 Personalized
customer contact
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Processes
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Program Processes
Fully integrated evaluation
Upfront planning
–Turnover
–Cost effectiveness & Net-to-gross
Flexibility
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Final Thoughts. . .
Theme
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Assigned Pilot
Rate
High
Participation
Savings not
guaranteed
Energy Savings
Overall 3%
Net Savings
Motivation
Saving Money
Loss of Control
Fully Integrated
Evaluation
Early
involvement &
consistent
communication
Things change
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Shawn Bodmann
shawn.bodmann@dnvgl.com
Lisa Stefanik
lisa.stefanik@dnvgl.com
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Evaluation Results: Participation
Participation
Brillion
Allouez
Plover
Overall
Res HVAC Bonus
Home Energy Reviews
Tools & Tech
Pilot Rates
Tot. Part. HHs*
Total Households
% Participating
157
224
36
86
479
1,408
34%
74
776
215
400
2,614
5,894
29%
N/A
327
113
2,575
3.416
5,498
62%
231
1,327
364
3,061
6,509
12,800
51%
Business Incentives
Business Audits
Pilot Rates
Tot. Part. Businesses*
Total Businesses
% Participating
30
83
2
84
210
40%
25
126
4
93
412
23%
40
63
17
186
759
25%
95
272
23
363
1,381
26%
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Evaluation Results: Attitudes and Behavior
Before/After survey results
Evaluation Category
Residential Result
Commercial
Result
Awareness of energy efficiency topics
Increased
No change
# energy-related information sources
Increased
Increased
iCanConserve Awareness
Near 100%
Majority aware
Energy efficiency attitudes
No change
No change
Energy efficiency control beliefs
Increased (Plover)
No change
Energy efficiency social norms
Increased (Plover)
No change
Self-reported efficiency behaviors
Increased
No change
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