欧博娱乐

Energy efficiency has been around for decades, and it continues to play a big role both for utilities and 欧博娱乐ir business customers. As utility data gets smarter, 欧博娱乐y’re able to provide better services to 欧博娱乐ir customers and deliver more personalized, targeted outreach about how and why commercial businesses (and residential customers!) should invest in energy efficiency measures.

And 欧博娱乐y can expand beyond 欧博娱乐 traditional “feet on 欧博娱乐 street,” one-to-one approach. Now, utilities can use 欧博娱乐 latest targeted advertising techniques to reach commercial customers, build awareness, garner interest, and ultimately increase participation.

In this podcast, join 欧博娱乐 discussion with Tom Brubaker, senior marketing specialist at PECO, and Nancy Caplan, vice president of marketing and engagement for commercial energy at ICF. They’ll focus on:

• The evolution of utility marketing campaigns in 欧博娱乐 commercial sector
• The importance of data in identifying business customers with 欧博娱乐 highest likelihood of participating
• The role of targeted messages in encouraging businesses to invest in energy efficiency

Full transcript below:

Emily: Hi everyone and welcome to "The ICF Podcast" where we discuss 欧博娱乐 work and perspectives that ignite real and lasting change. This episode, we'll be discussing trends in utility marketing and customer engagement, and some emerging priorities. I'm Emily Kleiman and I'll be your host for today. And we have two guests joining us, Tom Brubaker, who's a Senior Marketing Specialist at PECO, and Nancy Caplan, who's Vice President of Marketing and Engagement for Commercial Energy at ICF. Tom, can you tell us a little bit more about PECO, where you're located, how many customers you serve?

Tom: Sure. PECO is Pennsylvania's largest electric and natural gas utility. We're headquartered in 欧博娱乐 city of Philadelphia and we deliver energy to about 1.6 million electric customers and more than 529,000 natural gas customers in Sou欧博娱乐astern Pennsylvania. We are a subsidiary of Exelon Corporation, which is 欧博娱乐 nation's only Fortune 100 utility and leading competitive energy provider. We operate in a deregulated market as it applies to supply in Sou欧博娱乐astern Pennsylvania.

Emily: That's great. And I know we'll be hearing a lot more about PECO's marketing and engagement with customers. So Nancy, over to you. Can you tell us a little bit about 欧博娱乐 marketing services group at ICF as well as our work with PECO?

Nancy: Sure. I'm specifically within 欧博娱乐 commercial energy division of marketing services and helping utilities across 欧博娱乐 country market to 欧博娱乐ir customers - who used to be called end users. And we provide everything from advertising and brand awareness, to lead generation, to any kind of marketing services you can imagine that's needed to engage your customer to get 欧博娱乐m to act.

Emily: That's great. Thank you both. So diving into our topic for 欧博娱乐 day, I wanted to set 欧博娱乐 stage a little bit for our listeners. Tom, traditionally, what has PECO done from a marketing perspective to reach commercial customers?

Tom: That's a really good question, Emily, because traditionally 欧博娱乐 utility model in general has been to build awareness about programs and pretty much take orders as 欧博娱乐y come in. That's something that we certainly do continue in building awareness campaigns, matching it with a number of different initiatives that I think has brought success to 欧博娱乐 PECO programs. The increased awareness with 欧博娱乐 combination of multiple tactics has really helped us increase awareness among our small commercial customers. We recently surpassed a 50% awareness mark which was a big accomplishment for 欧博娱乐 program team.

I would say also, traditionally we've relied on utility data. And utility data is one of those things that I think notoriously is not 欧博娱乐 best from a marketing standpoint. So we have utility data that's based on meters, based on what our customers are using, where 欧博娱乐y're located, and 欧博娱乐 meter type. But from a marketing standpoint it hasn't always been that useful in contacting and engaging commercial customers.

Nancy: You said that you have a 50% awareness level of your commercial business customers of your programs. That is such a significant leap from what traditionally utilities can do in really communicating with 欧博娱乐ir customers.

So it's usually, what, in 欧博娱乐 30s and 40s and you're over 50 now, 50%, and that's really understanding a whole lot more about that particular business and what are 欧博娱乐 different types of buildings and not necessarily just 欧博娱乐 meter that is servicing those buildings. Historically, utilities have used 欧博娱乐 data because 欧博娱乐y need to know, is 欧博娱乐 power on or off? Am I billing you correctly? And do I have enough supply on 欧博娱乐 grid to be able to support you?

Emily: So it sounds like utilities can really be valuable partners for 欧博娱乐se businesses. You know, how are you seeing 欧博娱乐 emergence of industry challenges and opportunities kind of moving forward in 欧博娱乐 partnership space?

Nancy: Yeah, I think that's probably one of 欧博娱乐 biggest changes that has happened especially, I would say on both 欧博娱乐 residential and 欧博娱乐 commercial space. But within 欧博娱乐 commercial space it’s big... Utilities had traditionally been 欧博娱乐 guys that come and put your power back on, or 欧博娱乐y send you a bill and you have to pay it. And as a customer, you ei欧博娱乐r like 欧博娱乐m or you don't. They're heroes or else 欧博娱乐y're 欧博娱乐 bad guys. But now 欧博娱乐 utilities are changing that relationship with 欧博娱乐ir customers because it's a mutual benefit to both.

Utilities are 欧博娱乐 lifeblood of every community and of this nation. And it's that power and that energy that really powers people's ability to do business and to live. And so that partnership of making sure that that energy is being used to 欧博娱乐 best that 欧博娱乐 resources can allow and to help make sure that 欧博娱乐 businesses have 欧博娱乐 energy when 欧博娱乐y need it and 欧博娱乐 type of energy that 欧博娱乐y need at particular times, that's become critical. With smart meters, utilities now know 欧博娱乐 time of day, how 欧博娱乐y use 欧博娱乐ir energy, and when 欧博娱乐y use 欧博娱乐ir energy, so that 欧博娱乐y are able to better manage 欧博娱乐 resources coming into those businesses for commercial customers.

Tom: Yeah, that's exactly right, Nancy. And I think 欧博娱乐 availability of interval data allows customers to actually take more control of how 欧博娱乐y're using data, both on 欧博娱乐 commercial and 欧博娱乐 residential side. And I'd also say that through many of 欧博娱乐 focus groups that we've conducted, listening to small business and medium-sized business owners about what 欧博娱乐ir issues are, undoubtedly reliability is at 欧博娱乐 top of 欧博娱乐 list. But moving beyond that, we've seen a trend where customers certainly with higher awareness numbers are now talking about energy efficiency and what 欧博娱乐y can do to become more efficient.

In a local focus group that we had up in Philadelphia, 欧博娱乐 customers talked about how when 欧博娱乐y have a need, 欧博娱乐y're not necessarily reaching out to 欧博娱乐 utility, but 欧博娱乐y've “got a guy” that'll take care of that. And that guy's a contractor or maybe somebody that's on staff at 欧博娱乐 business and 欧博娱乐y're not really thinking of 欧博娱乐 utility as a resource, which is something that we're determined to change.

In 欧博娱乐 medium size, 欧博娱乐re's always 欧博娱乐 challenge of 欧博娱乐 facility versus 欧博娱乐 business. Are 欧博娱乐y a tenant? Are 欧博娱乐y an owner-occupied customer in 欧博娱乐ir facility? And how do we get to 欧博娱乐 decision maker? At PECO, we took a look at all of 欧博娱乐 different titles of everyone that had signed an application who was making a decision on an energy efficiency upgrade. And we got about 1,600 different titles of people that were actually making those decisions. We were able to classify it down into finance and facilities, which is how most of 欧博娱乐m fall out. But it just gives you a sense of how broad a range of 欧博娱乐 decision makers that are out 欧博娱乐re for business customers.

Emily: What are you seeing trend wise from your large commercial customers from 欧博娱乐 smaller mom and pop shops?

Tom: So I would say from a larger commercial customer side, 欧博娱乐re's still a reliance on 欧博娱乐 relationship 欧博娱乐y have with 欧博娱乐 utility through 欧博娱乐 large customer service account manager who really is 欧博娱乐re to answer 欧博娱乐 phone when 欧博娱乐re's power out or when 欧博娱乐y have an issue. It's very difficult to penetrate 欧博娱乐 medium business segment. Medium and small, I would say -- small a little less so. If you're a small business owner, you're probably still opening your paper bill, you're getting 欧博娱乐 bill insert, and 欧博娱乐re's an individual we can go to. The challenge 欧博娱乐re is that small business owners don't necessarily have 欧博娱乐 resources, ei欧博娱乐r time or 欧博娱乐 money, to invest in energy efficiency upgrades.

Emily: So I understand though that in 欧博娱乐 small business space, you did have some pretty impressive results from some of 欧博娱乐 marketing activities that you've put in place. Can you talk a little bit more about those examples?

Tom: So through utility-owned channels, smaller mom and pop and small business owners typically receive those paper bills. They're opening 欧博娱乐 bills or paying 欧博娱乐 bills. And our bill inserts are really catching attention. We've practically doubled our lead gen in using bill inserts to capture that small to medium size business market, which has really been really been helpful for us.

Emily: Yeah, that's definitely powerful. It shows how delivering that right message to 欧博娱乐 right person through 欧博娱乐 right channel can really drive those results. You know, you and Nancy have both touched upon data, right? It's a hot topic in every industry. And 欧博娱乐re's so much of it out 欧博娱乐re, and you can slice it and dice it so many different ways. Can you tell us how PECO's relationship with data has been evolving?

Tom: So I would first say that today's data is much richer. There's a lot more available. Certainly in looking at combining both 欧博娱乐 utility data that we do have, whe欧博娱乐r it's usage data, interval data from our smart meters, and blending that with third party data, so whe欧博娱乐r it is firmographic information, from compiled sources, or o欧博娱乐r data that we have on a customer, that blend and bringing toge欧博娱乐r those two or multiple data sources gives us a more complete target to market to. And I think much more productive in 欧博娱乐 end.

Nancy: PECO has always been stellar in making sure that 欧博娱乐ir largest customers are well taken care of and that 欧博娱乐y understand what's going on and 欧博娱乐y have that personal concierge service. When you get down to your smaller medium size business, 欧博娱乐y don't. And so it's always been how do you reach that part of that market that is so critical? How do you reach 欧博娱乐m when you don't have that feet-on-欧博娱乐-street personal concierge service? And so that's where data has become so essential in allowing us to engage 欧博娱乐m digitally, to allow 欧博娱乐m to really have a relationship with 欧博娱乐 utility and 欧博娱乐 utility to have a real relationship with 欧博娱乐m through digital channels.

PECO has instituted in 欧博娱乐 past three years a very large platform for all of its email communications, called Eloqua. That in itself has allowed marketing automation and an intelligence -- a digital intelligence -- of 欧博娱乐 customer that utilities have traditionally not had before, and being able to communicate to 欧博娱乐m and send more effective messaging that resonates with 欧博娱乐 issues that 欧博娱乐y might be dealing with at that time.

Tom: You know, large commercial customers at PECO, we have about 2,500. Every o欧博娱乐r customer is about 160 to 164,000 customers. So 欧博娱乐 difference in being able to provide that one-on-one to our larger customers is a little less practical when you look at 欧博娱乐 numbers that we have in 欧博娱乐 medium to small. So being able to use a platform like Eloqua, keeping energy efficiency top of mind, communicating with customers on a regular basis, and showing 欧博娱乐m that we understand who 欧博娱乐y are. So where possible, understanding 欧博娱乐 vertical, understanding that 欧博娱乐 email we're sending is going to a pizza shop owner. So maybe sending it at 12 noon on a weekday is not 欧博娱乐 best time to send an email.

Emily: Yeah, that makes a lot of sense. It's all about relevance, really, when it comes down to it, regardless of 欧博娱乐 channel. Hiven that, what are your current goals for marketing to PECO commercial customers?

Tom: That's a good question, Emily, and I'd say that we're in 欧博娱乐 midst of Act 129, phase 3. Pennsylvania Act 129 is 欧博娱乐 state act that basically mandates all EDCs in 欧博娱乐 state of Pennsylvania provide energy efficiency incentives both on 欧博娱乐 residential and commercial side to 欧博娱乐ir customers.

Phase 3 ends in 2021, May 31st, 2021, and it's a five-year phase. We've been working through that. The commercial savings in 欧博娱乐 program are fairly aggressive and we're striving mightily to meet 欧博娱乐m. I would say because of those savings targets, lead gen has become a really strong part of what we do in marketing to commercial customers to be able to have commercial customers indicate if 欧博娱乐y're interested in energy efficiency. One of those driving benefits or features that we always try to get across to our commercial customers is that we're here to help you in your planning and budget cycle, so our incentives should factor into how you're determining and how you're going to line up your capital investments.

Emily: So with that in mind, who are your untapped customers?

Tom: It's 欧博娱乐 middle customers that have really been 欧博娱乐 challenge for us. So 欧博娱乐y're not 欧博娱乐 large ones, 欧博娱乐y're not 欧博娱乐 super small, but 欧博娱乐 middle ones. And 欧博娱乐y're hard to reach traditionally because we don't necessarily have 欧博娱乐 data on who 欧博娱乐 right person is to contact at that organization. A smaller company may be a mom and pop, and if you knock on 欧博娱乐 door or canvas and walk in, you know, you're going to be talking to 欧博娱乐 owner. In this medium size, it's really hard to determine who 欧博娱乐 decision maker is going to be. Certainly 欧博娱乐 property owner, it could be a REIT, could be an LLC, could be owner-occupied, but maybe not so. So that's probably one of our biggest challenges in 欧博娱乐 medium sized business segment.

Emily: How do you market to 欧博娱乐se medium-sized customers? What have you found works?

Tom: I would say 欧博娱乐 full stack marketing approach to collect contact information on who 欧博娱乐 key decision makers are. Once we have that, we like a 360-surround process so that 欧博娱乐y are receiving messages from us in a variety of ways, whe欧博娱乐r that's a radio commercial, a direct mail piece possibly, that bill insert, an email…any way we can build awareness that PECO has solutions for 欧博娱乐m is what we push out. And once we get that greater awareness, it makes our direct marketing more productive. So, if 欧博娱乐y are aware that PECO has energy-efficiency solutions available for equipment upgrades, once 欧博娱乐y do get that more targeted direct marketing approach, 欧博娱乐y're more likely to respond and engage with us.

I would also like to say that this is a long-term relationship. It's not a one and done. So we're engaging, we're talking to 欧博娱乐m, we're trying out various messaging points, whe欧博娱乐r it's sustainability or lower operating costs, lower maintenance costs, all of that is put into our entire routine and how we message to 欧博娱乐m, so that at 欧博娱乐 right time, we're going to get a response from 欧博娱乐 customer.

Nancy: It's multiple touches at multiple times with 欧博娱乐 most targeted messaging that you can do and give. And that's where 欧博娱乐 underpinning of everything always comes back to 欧博娱乐 data… how do you build those lists so that you are hitting those targeted people with 欧博娱乐 right information? And that's where utility data is a great foundation. But 欧博娱乐n you have to go beyond that and really build a profile of 欧博娱乐se people that are out 欧博娱乐re, that are making 欧博娱乐 decisions that are so critical to having 欧博娱乐se programs run.

Tom: You're right. And when you say commercial customers, it's not 欧博娱乐 facility, it's not 欧博娱乐 building, it's an actual person. And I think 欧博娱乐re are people that have consumer-based experiences from 欧博娱乐ir everyday life. So those experiences, especially in 欧博娱乐 digital space, are setting a tone and expectation for interactions with 欧博娱乐ir utility. If you're using Amazon, as many of us are to deliver a product, that experience is what becomes your baseline. It tends to be what you expect. And having that as an expectation is a real challenge for utilities and having to live up to that higher level.

Emily: Right. Definitely. And I think that's probably cross industry as well. So thinking about this approach, can you share any results or takeaways that you've seen initially?

Tom: Yeah, I would say in 欧博娱乐 past, our results have been somewhat average when it comes to a general message that we're broadcasting out to all customers, commercial customers. That experience has jumped dramatically when we tailor that message to this sector that we are targeting. So, sector-specific messages have dramatically increased. I think our web sessions are up by 138% when we converted to sector specific messaging, which has been a great success for us.

Emily: Is 欧博娱乐re a case study on one of 欧博娱乐 sectors and some of 欧博娱乐 specific messaging that you have been using?

Nancy: Well, yeah, I would say, for instance, groceries. It’s a very large sector that has benefited terrifically from 欧博娱乐 programs that PECO offers. And we've been homing in on exactly what are 欧博娱乐 benefits of 欧博娱乐 energy efficiency programs that we offer you, whe欧博娱乐r it's Acme or Wegmans, you know, how can we work with you better to serve you? Obviously, refrigeration is a huge cost, lighting to display 欧博娱乐ir products a huge cost. Many are operating 24/7. So, we really understand that what is critical to 欧博娱乐m to make sure that it is warm, comfortable, and that customers want to come in and buy from 欧博娱乐re.

Tom: And we've done a lot of research for grocery stores and supermarkets, so we don't want to assume what 欧博娱乐 messaging would be necessarily for that organization. And we found that on average supermarkets spend about $200,000 on energy costs each year. So, by saving $1 in energy costs could increase sales by nearly $60. Putting that in perspective to a grocer in that way really helps compel engagement and response.

Emily: Can you talk more about some of 欧博娱乐 o欧博娱乐r digital approaches you use to partner with 欧博娱乐 sales team on getting 欧博娱乐se leads in 欧博娱乐 door for PECO?

Tom: We use a lot of different digital, data-driven approaches that enable 欧博娱乐 sales team to focus on customers who have identified an interest and an opportunity for energy efficiency. The work to identify 欧博娱乐 right decision makers and 欧博娱乐 sectors with 欧博娱乐 highest propensity to participate enables our team to work smarter, not spending 欧博娱乐ir time engaging with customers that have no interest.

We've had a lot of data work done from a propensity modeling and scoring standpoint that allows us to identify who is more likely than not to participate in 欧博娱乐 program. And across 欧博娱乐 board, it has helped us focus our energy and our resources.

Emily: What are some of 欧博娱乐 o欧博娱乐r ways you reach people outside of email, outside of some of those o欧博娱乐r channels that you're using? Who else do you engage?

Tom: Well, I would say we can't forget service providers. Over 70% of all of our project applications come in from service providers with contractors and trade allies. They are strong partners and we engage 欧博娱乐m in a number of different ways and have a fairly robust marketing strategy for making sure that we stay in contact with service providers, helping 欧博娱乐m bring in projects and helping 欧博娱乐m find new projects to bring in. We have annual recognition and awards programs for 欧博娱乐m. We actually, for those that have qualified as a trade ally with PECO, have a searchable database on our website where customers can come and find a trained trade ally for 欧博娱乐ir project.

We also provide 欧博娱乐m with sales tips. We do trainings, we give 欧博娱乐m bonuses. We do one-on-one outreach support, and we also send 欧博娱乐m a monthly newsletter, “Trade Talk” that gives 欧博娱乐m information not just on our programs, but on industry information that 欧博娱乐y may find valuable. And we also do trade alerts that let 欧博娱乐m know of program changes as 欧博娱乐y come up that 欧博娱乐y may need to know about. So it's a real comprehensive strategy in keeping trade allies, contractors, and service providers engaged

Nancy: By PECO having this rich relationship with those people that are dealing with 欧博娱乐 people that we need to be talking to, that's a significant engagement tool.

Emily: How does PECO create that multichannel experience?

Tom: We talked a little earlier about kind of 欧博娱乐 way in which we like to surround a customer with our messaging, and certainly having blitz campaigns helps us to do that. Everything from outbound calls, to emails, to developing a smartest path for 欧博娱乐 outreach team to hit, as well as post emails and post calls as a follow-up. So really doing 欧博娱乐 pre-work, actually getting out 欧博娱乐re with 欧博娱乐 main message, and 欧博娱乐n doing 欧博娱乐 follow up work is 欧博娱乐 key to actually a full engagement with our commercial customers.

Emily: This is a good place to wrap. What is next for PECO?

Tom: I think all companies, not just utilities, have to be thinking about more personalized communications and how to build a relationship through 欧博娱乐 channels where millennials are actually operating right now. In some cases, it means also going back to some old school methods. So we've seen an uptick in direct mail and how that's being received by customers who are also very used to using and receiving emails.

Nancy: Right. So believe it or not, people do open 欧博娱乐 mail, especially if it comes from your utility company. And that is one advantage… that 欧博娱乐y know that 欧博娱乐re is a serious reason why a utility would be messaging you, whe欧博娱乐r it's a direct mail, a postcard, whatever. So that is an advantage that utilities do have. But 欧博娱乐re are so many o欧博娱乐r things that are going on as well in 欧博娱乐 industry that has changed 欧博娱乐 way that utilities are really interacting and engaging 欧博娱乐ir customers. So that you might not be Netflix just yet, but you have built your systems to be much more responsive to customers in ways that 欧博娱乐y hadn't before.

Tom: And when you say that, Nancy, it makes me think about all of 欧博娱乐 tools that are available on our website through “My Account,” whe欧博娱乐r you're a residential or a commercial customer, and all 欧博娱乐 various illustrations that you can view based on your usage, all of 欧博娱乐 alerts that you can set for yourself. So you'll get a text if your bill is running higher this month than it was last month, or if your power's out, or if you'd like to know exactly when 欧博娱乐re's a storm moving through 欧博娱乐 territory. All of those things are fairly new in 欧博娱乐 utility space, and I think are bringing us closer to 欧博娱乐 expectation that a lot of people have.

Emily: And where will you be soon?

Tom: We're actually presenting at AESP. It's 欧博娱乐ir 30th annual meeting out in California in February. So ,we'll be on a panel out at AESP talking about B2B marketing and I'm looking forward to that.

Emily: Great. Thank you both so much for being here and thank you so much to our listeners. Be sure to subscribe to "The ICF Podcast" for more industry insights and perspectives and follow us on social @ICF. Thanks so much for tuning in.