200911 Energy Efficiency Portfolio

1
2009-11 Energy Efficiency Portfolio

• Southern California Edison SoCalGas
• April 16, 2008

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Nonresidential Portfolio Update
Southern California Edison2009-11 Energy
Efficiency Programs Portfolio
3
Meeting Purpose

• The purpose of this meeting is to
• Highlight the 2009-11 draft Energy Efficiency
  program plans
• Create an opportunity for the public to review
  the draft plans and provide comments and input

4
Meeting Overview
Session 1 10 a.m. 12 p.m.

• Regulatory Timeline
• A Look Ahead 2009 2011 Goals
• A Look Back How Did We Do In 2006 2007?
• Targeting EE Potential in 2009 2011
• 2009 2011 EE Portfolio Overview

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Regulatory Timeline

• 36 workshops held, 1,100 participants, 90 days in
  support of Strategic Plan
• Currently in program solicitation period
• May 15 filing
• Supplement June 16 (est.) to include selected
  bidders (nonres. only)
• Expected CPUC decision October 2008

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A Look Ahead At 2009 2011
2009-11 Goals By Year
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A Look Back How Did We Do In 2006 2007?
SCE Energy Savings vs. CPUC Goals
2006-07 kWh (in Millions)
2006-07 MW
Total427
Total2,465
Total412
Total1,968
96.5 achieved
1.25 achieved
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Economic Potential by End Use Building Type
Note Economic Potential refers to the technical
potential of those energy/conservation measures
that are cost effective when compared to supply
side alternatives. Ref. Potential Study, ITRON,
May 24, 2006
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Nonresidential Portfolio Update
Residential Programs
10
Appliance Recycling Program

• Program Description
• Statewide program designed to reduce energy
  usage by allowing customers to turn-in their
  operational, inefficient refrigerators and
  freezers. The refrigerators and freezersare
  picked up at the customers location and
  disposed of (e.g., recycled) in an
  environmentally safe manner.
• Target Markets
• Primarily residential households. The program
  also targets nonresidential locations that use
  residential style (non-commercial) refrigerators
  and freezers.
• Whats New
• Increase incentive to 50 (35 in 0608
  program)
• Increase maximum size to 32 cu. ft. (27 cu. ft.
  in 06-08 program)
• New real-time software/PDA program delivery tool
• Increasing participation and improving customer
  satisfaction
• Tell a friend Reward-based lead generator
• May continue based on 08 pilot test
• Expand DR/EE integration using new lead
  generation tool
• Continue to explore opportunities to coordinate
  with appliance retailers the pickup of old,
  inefficient, working units with the delivery of
  new units.
• CEESP CPUC Initiatives Addressed
• Coordination with Low Income Appliance Recycling
  Program.

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Home Energy Efficiency Rebates

• Program Description
• Provides mail-in, on-line and point-of-sale
  rebates to residential customers for the purchase
  of qualifying energy efficient appliances and
  equipment for the home
• Target Markets
• Residential customers
• Retailers and contractors for POS rebates
• Whats New
• POS rebates through retailer websites
• CEESP CPUC Initiatives Addressed
• Big Bold HVAC Initiative
• DSM coordination with EE partnerships

12
Business and Consumer Electronics Incentives

• Program Description
• Provides mid-and/or upstream incentives to
  retailers for qualifying energy efficient
  electronic devices such as LCD monitors and
  computers and possibly TVs and cable and
  satellite set top boxes
• Target Markets
• Nonresidential and residential customers
• Manufacturers and retailers for upstream and
  midstream incentives
• Whats New
• New program for 2009-11
• POS rebates through retailer websites
• CEESP CPUC Initiatives Addressed
• Plug-Load Initiative

13
Multifamily Energy Efficiency Rebate Program

• Program Description
• Promote energy savings and offers rebates for
  the installation of qualified energy efficiency
  products in apartment dwelling units and in the
  common areas of apartment, condominium
  complexes, and mobile home parks.
• Target Markets
• Property owners/managers of existing residential
  multifamily complexes with two or more dwelling
  units in SCEs service territory
• Whats New
• Measure added Variable Speed Pool Pump
• Decrease incentive/rebate for the ENERGY STAR
  Interior Hardwired Fluorescent Fixtures
• CEESP CPUC Initiatives Addressed
• Marketing and implementation efforts with the
  Appliance Recycling Program
• Consider integration opportunities with the Home
  Energy Efficiency Survey (HEES) Program and the
  Energy Management Assistance (EMA) Program
• Plan to coordinate with SCEs Energy Center on
  developing or utilizing a current curriculum
  with subjects applicable to the program to engage
  property owners/managers, independent
  contractors, and other interested parties.

14
Residential Lighting Incentive Program

• Program Description
• Provides incentives and messaging resulting in
  installation of energy
  efficient lighting products
• Uses the manufacturer wholesale buy-down
  approach
• Passes 100 of the incentive to the customer,
  and more due to synergies with retailers and
  manufacturers
• Holds Exchange events for plug-in lighting
  products
• Target Markets
• Mass market Natural emphasis on low to moderate
  income
• Upper-middle to high income These are
  hard-to-reach markets.
• Whats New
• Focus on transitioning to a market devoid of
  general-use incandescent light bulbs
• Expansion of efforts to tap large remaining
  market potential - through higher volumes and a
  more diverse product mix.
• Tight monitoring of products, sectors, and
  geographies to regulate and focus growth into
  under-saturated areas.
• CEESP CPUC Initiatives Addressed
• Super CFL development and promotion, lighting
  showroom outreaches, and special introductory
  incentives for recipients of DOE Bright Tomorrow
  awards for new LED products

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Home Energy Efficiency Surveys

• Program Description
• Provides energy and water efficiency
  information, in multiple languages, to help
  customers reduce usage and costs
• Target Markets
• Residential customers
• Whats New
• Upgrade survey instrument, software and hardware
  (i.e., PDA, blower door test options)
• Structured energy auditor training and
  certification
• Pilot energy surveys for multifamily units
• Coordinate with Nonresidential Audits to conduct
  surveys for multifamily common areas
• CEESP CPUC Initiatives Addressed
• Expansion of in-language in-home energy surveys
• DSM coordination with other EE programs and
  partnerships, DR, CSI, LIEE and advance metering

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On-Line Buyers Guide

• Program Description
• Provides customers with instant online access to
  energy efficiency information on energy
  efficient lighting, appliances and equipment and
  tools to overcome the market barrier of
  purchasing energy efficient products
• Target Markets
• Residential customers
• Whats New
• New program for 2009-11
• CEESP CPUC Initiatives Addressed
• Program will be implemented by third parties
• DSM coordination with other EE programs and
  partnerships, LIEE, DR, CSI and advance metering
• Support and coordinate with Top Ten Website
  project

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Efficient Affordable Housing Program

• Program Description
• Promote a comprehensive building analysis
  approach, offering incentives for installing a
  mix of energy efficient products that achieves
  20 energy improvement over existing building
  conditions
• Target Markets
• Property owners/managers of existing affordable
  and supporting housing complexes in SCEs service
  territory
• CEESP CPUC Initiatives Addressed
• Target disadvantaged communities

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Comprehensive Manufactured Home Program

• Program Description
• Direct-install program providing a comprehensive
  package of energy efficient products and
  services in manufactured (mobile) home units
  and in the common areas of mobile home parks.
• Target Markets
• Customers of existing mobile home units and
  mobile home parks in SCE service territory,
  starting in warmer climate zones and working west
  across the service territory.
• CEESP CPUC Initiatives Addressed
• SW initiative to advance EE in manufactured homes
  market

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Comprehensive Home Performance Program

• Program Description
• Delivers comprehensive improvement packages
  tailored to the needs of each existing home and
  its owner.
• Solicits, screens, trains, and mentors qualified
  residential repair/renovation, and HVAC
  contractors to build capable contracting teams
  and perform whole-house diagnostics, propose a
  comprehensive improvement package, and complete
  the improvements.

• Target Markets
• Existing Residential Single Family Homes
• Whats New
• Positioning program as a resource program
• Potential to achieve deeper energy savings
• Offer incentives to customers and contractors to
  encourage comprehensive improvements
• CEESP CPUC Initiatives Addressed
• CHP supports the CEESP Strategic Plan, Whole
  House Solutions in Existing Homes
• High quality energy efficient HVAC system
  installations aligns with the Big Bold Strategy
  HVAC initiative
• Encourage and integrate DR, CSI, Self Gen, Smart
  Connect

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Nonresidential Portfolio Update
Business Programs(Non-Residential)
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Business IncentivesStandard Performance Contracts

• Program Description
• Offers financial incentives to offset the capital
  cost of installing high efficiency equipment
  and/or systems
• Lighting, HVAC, refrigeration, other process
  load
• Incentives based on measures installed and the
  kWh saved over a 12-month period
• Target Markets
• Mid-to-large businesses in Industrial and
  Commercial vertical markets
• Whats New
• Comprehensive package of incentives and services
  for existing buildings
• Expansion of financial solutions
• Deeper penetration of vertical markets
• Expansion of customized EE solutions

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Business Incentives Express Efficiency

• Program Description
• Offers rebates toward the purchase and
  installation of qualified equipment that
  improves energy efficiency
• Lighting, air conditioning, food service
  equipment, and others
• Participants receive cash/credit incentive
  (rebate) based on measure installed
• Target Markets
• All businesses regardless of size and monthly
  demand primarily concentrated in Commercial
  vertical market segment
• Whats New
• Comprehensive package of incentives and services
  for existing buildings Program management option
  for Express Efficiency (Express Assist)
• Expansion of financial solutions
• Focus on service delivery through business
  owners/franchisee Networks
• Target offering to vertical segments that
  optimize savings

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Business Incentives Direct Install

• Program Description
• Offers free installations of replacement
  equipment using new, energy-efficient
  technology
• Lighting, refrigerators, and others
• Participants gain incentive of lower energy use
  and costs
• Target Markets
• Small businesses with largely within the Commercial Market Segment
• Whats New
• Comprehensive package of incentives and services
  for existing buildings
• Focus on service delivery through business
  owners/franchise networks
• Offer Financial Services

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Comprehensive HVAC

• Program Description
• Offers access to pre-qualified contractors who
  can improve the reliability and efficiency of
  A/C equipment
• Participants save on maintenance and operational
  expenses
• Target Markets
• All businesses regardless of size and monthly
  demand with particular concentration in
  Commercial and Government and Institutional
  vertical markets
• Whats New
• Comprehensive package of incentives and services
  for existing buildings
• Expansion of financial solutions
• Focus on service delivery through business
  owners/ franchisee networks

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Comprehensive HVAC (continued)

• CEESP CPUC Initiatives Addressed
• Big Bold HVAC Strategic Initiatives
• Encourage quality installation and maintenance
• Climate-optimized and new technologies
• System diagnostics
• Evaluate the entire building envelope
  characteristics

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Ag EE Pump Tests

• Program Description
• Promotes energy efficient solutions, including
  innovative technologies
• Pump Test Program tests for system reliability
  and efficiency, and offers predictive
  maintenance services
• Target Markets
• Agricultural-Food Production and Crop Production
• Water Systems Public and Private Sector Water
  Systems and Wastewater Treatment Plants
• Industrial Large users of process water
• Whats New
• Comprehensive package of incentives and services
  for existing businesses
• Pump tests to expand for non-water applications
• Expanded resources for Pump Testing

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Industrial Energy Efficiency Program

• Program Description
• Promotes energy efficient solutions, including
  innovative technologies targeted to Industrial
  Segment
• Target Markets
• Oil and Gas Production and Refining, Mining,
  Cement Kilns, Industrial Gases, Paper
  Production, Aerospace, Semiconductor
  Manufacturers, Primary and Secondary Metals,
  Chemicals and Allied Products
• Whats New
• Comprehensive package of incentives and services
  for existing businesses supported by third-party
  vendors
• Increasingly targeted bundled offerings and
  service delivery to sub segments
• Incentives and Contracts to encourage timely
  program implementation
• Greater application of this program to Industrial
  Market Segment
• Greater emphasis on EE project adoption vs EE
  analysis
• CEESP CPUC Initiatives Addressed
• Integrated DSM approach inclusive of demand
  response, waste heat recovery and direct
  generation

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Market Segment Solution Program

• Program Description
• Targets Comprehensive EE programs for Niche
  Vertical Markets that may be hard to reach, have
  relatively high energy intensity
• Targets Comprehensive EE programs for High
  Growth or High Installation New Technologies
  that are cross cutting across all vertical
  markets
• This program includes mainstream and pilot
  programs (i.e., adopt model Phase I program by
  segment then duplicate for larger-scale roll-out)
• Leverage internal expertise in vertical market
  niches
• Target Niche Vertical Markets
• Military Bases, Sports Venues, Biotechnology,
  Solid Waste and Recycling Processing Facilities,
  Ports of Call
• Target Niche New Technologies
• Data Center Applications, Industrial Battery
  Recharging, Medical Imaging Technology

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Business Services Program

• Program Description
• Provides a bundle of service elements drawing
  from existing core offerings including RCx,
  Non-Residential Audits, Pump Testing and new
  service offerings
• Target Markets
• All Major Vertical Markets including Commercial,
  Industrial, Agriculture and Water Systems, and
  Government and Institutions
• Whats New
• Express Assist Program
• Building and Vertical Market Energy Benchmarking
• Comprehensive Investment Grade Audits
• Combining Remote Audits and On-Site Business
  Audits under one program
• Business Services as Toolbox for specific
  business needs
• Project Management Services in Express Assist
  present more turnkey offerings to customers

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Financial Solutions Program

• Program Description
• Provides Bundle of Existing and New Financial
  Tools to assist businesses in financing and
  monetizing EE projects
• Target Markets
• Program Supports all Major Market Segments
  including Commercial, Industrial, and Government
  and Institutions
• Customers which have limited access to working
  capital or capital expenditure funding
• Use Project Flow to create Loan Origination
  pipeline for 3rd Party Financial Institutions
• Wed EE Projects with Carbon Emissions Reductions
  and monetize GHG reductions into tradable offsets
  for operating carbon markets (e.g. European
  Climate Exchange and Chicago Climate Exchange)
• Whats New
• Energy Efficiency Project Loan Program
• AB-32 Carbon Emission Reduction (CER) Finance
  Program

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K-12 Private Schools E.E. Program

• Program Description
• To provide comprehensive energy efficiency
  services to the private preschools
• Target Markets
• Private preschools and K-12 schools
• Whats New
• Provides customized solutions by leveraging
  savings from no-cost/low-cost improvements and by
  introducing innovative funding mechanisms such as
  on-bill financing.
• CEESP CPUC Initiatives Addressed
• Program will provide referrals to demand
  response and information about distributed
  generation technologies into the overall
  program design.

Note The 3-yr forecast is an estimate based on
the implementers proposal. This could change.
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Energy Efficiency Program For Entertainment
Centers

• Program Description
• Provides low cost installation services for
  demand controlled ventilation, economizer
  repair, coil cleaning, adjust refrigerant
  charge, HVAC control setting adjustments, and
  lighting retrofits
• Target Markets
• Commercial buildings/assembly areas with highly
  variable occupancy including theaters, bowling
  alleys, auditoriums, concert halls, night clubs,
  etc.
• Whats New
• Program is now mainstreamed and made more
  comprehensive
• CEESP CPUC Initiatives Addressed
• DSM Integration

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Integrated Solutions for Food Processors

• Program Description
• The integrated approach combines traditional
  measures (energy efficiency) with demand
  reduction( demand response) to offer customers a
  comprehensive approach to managing their energy.
• Target Markets
• Post-harvest processors, refrigerated warehouses,
  food processing. Fruit and vegetable processors
  (canners, dryers and freezers), prepared food
  manufacturers, wineries and other beverage
  manufacturers.
• Whats New
• A totally integrated and consolidated approach
  (audit), offered by one vender with knowledge and
  skill sets aligned with the segment as well as
  the strategies of Energy Efficiency and Demand
  Response.
• CEESP CPUC Initiatives Addressed
• DSM Integration

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Campus Housing EE Retrofitting Program

• Program Description
• The CHEER Program will offer the following
• components for Campus-Housing sub segment
• Retrofits
• Retro-commissioning and building optimization
• The use of students at select schools which will
  be trained to conduct energy efficiency lighting
  audits and to perform compact fluorescent lamp
  (CFL) change outs within the residence halls and
  other appropriate campus facilities.
• Target Markets
• The Program will target private college
  campus-housing facilities.

35
Commercial Real Estate Management Affiliates
Partnership EE Program

• Program Description
• The Program will focus primarily on commercial
  office building, retail department stores and
  other business buildings from participating
  property management companies.
• The Program will work with other organizations
  such as joint power agencies and local
  governmental councils, to provide limited
  assistance and Program services to cities with
  specific needs for the Program offering. The
  focus will be to expand the use of proven
  emerging technologies.
• Target Markets
• Commercial Real Estate Management Companies, and
  Local Governments.

36
Healthcare EE Program

• Program Description
• Provides for an audit and installation of energy
  efficiency facility upgrades (e.g., lighting,
  HVAC and controls upgrades, retro-commissioning,
  etc.) at hospital facilities.
• The audit will primarily target the retrofitand
  commissioning component of the energy efficiency
  strategy using a whole building/system approach
  in order to minimize lost opportunities.
• Target Markets
• The program will focus on hospital services
  (medical office buildings and hospital
  facilities) that are exempt from OSHPD approval.

37
California Preschool EE Program (CPEEP)

• Program Description
• Offers a comprehensive EE strategy that includes
  detailed audits, technical assistance in
  understanding the recommended technologies and
  preparing a financial analysis of the identified
  projects, implementation, and verification. It
  will also include facility staff workshops to
  educate preschool owners and managers on new
  energy efficiency practices and technologies.
• Target Markets
• Preschool Centers

38
Nonresidential Portfolio Update
New Construction Programs
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New Construction PortfolioSavings By Design

• Program Description
• Offers high-performance, high energy efficient,
  building design and construction services
• Participants receive financial incentives to help
  offset increased construction costs
• Target Markets
• Building owners
• Architects and Engineers
• Developers
• Whats New
• Adding sustainability incentives for green
  building certification, commissioning, and
  building MV
• Adding design team stipend to perform integrated
  design
• CEESP CPUC Initiatives Addressed
• Supports integrated design
• Market transformation
• Delivery channel will offer DSM solutions (EE,
  DR, CSI)
• Minimize lost opportunities

40
New Construction PortfolioAutomated Energy
Review for Schools

• Program Description
• Is a late-design stage intervention program to
  capture last-chance opportunities
• Intercepts and influences projects at plan check
• Participants receive financial assistance to
  offset design re-work and plan re-check costs
• Target Market
• Public Schools
• Whats New
• New mainstream program for 09-11
• Was 07-08 IDEEA program
• CEESP CPUC Initiatives Addressed
• On-Bill Financing

41
New Construction PortfolioCalifornia New Homes

• Program Description
• Offers financial incentives to homebuilders who
  construct homes exceeding Title 24 standards
• Participants also gain access to training
  opportunities, technical support, and marketing
  resources
• Incentives based on measures installed,
  performance margin, and the kWh saved over a
  12-month period
• Target Market
• Production homebuilders building homes serviced
  by SCE
• Whats New
• Partner with Sempra to trade kWh/kW and therm
  savings
• Doubles penetration potential while holding down
  administrative and marketing costs
• Switch to performance-based incentives
• Service Planning fast lane for qualifying
  projects

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New Construction PortfolioCalifornia New
Homes(continued)

• CEESP CPUC Initiatives Addressed
• DSM integration at the solution integration level
  
• Market transformation
• Long term approach

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New Construction PortfolioSustainable Communities

• Program Description
• Offers integrated design approaches that support
  energy efficient and sustainable buildings and
  communities
• Participants receive increased levels of
  technical assistance beyond core offerings (SBD,
  CANHP)
• Target Markets
• Cities and Counties
• Redevelopment agencies
• Developers
• Large, mixed-use, multi-family, or multiple
  building construction projects
• Whats New
• Non-resource program aimed at piloting zero net
  energy strategies and communities
• Results mainstreamed into core programs as they
  become cost-effective
• Claim direct energy savings through Savings By
  Design or CANHP

44
New Construction PortfolioSustainable
Communities (continued)

• CEESP CPUC Initiatives Addressed
• Integrated delivery of sustainability offerings
  both within and outside of SCE (Energy DSM,
  water, etc.)
• Long term approach

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Nonresidential Portfolio Update
Codes Standards Emerging Technologies
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Statewide Codes and Standards Program

• Program Description
• CS is a resource program that advocates
  improvements to building standards and
  appliance regulations.
• Target Markets
• Residential, Commercial, Industrial and
  Agricultural
• Whats New
• Greater emphasis on code compliance improvement
• Develop above code standards
• Research and analysis to move the code to a zero
  net energy-based approach
• Expand Title 24 and 20 to address significant end
  uses such as plug loads (e.g., copy machines,
  battery chargers, televisions), server farms,
  process loads and water use
• CEESP CPUC Initiatives Addressed
• Coordination with Programs carried out between
  IOU programs and Local Government Programs
• Big Bold Initiatives Progressively increase
  stringency of standards towards net zero goals,
  HVAC improvements
• DSM Integration Involve DR, AMI, and Renewable
  programs in development of integrated codes and
  standards
• Long Term Support the goals of the California
  Energy Efficiency Strategic Plan

47
Statewide Emerging Technology

• Program Description
• ETP is an information only program that enables
  the acceleration and improvement of technology
  adoption
• Target Markets
• Residential, Commercial, Industrial, and
  Agricultural
• Whats New
• Mine Innovation
• Broader Markets
• Understanding Market Exposure
• Understanding Consumers
• Supporting Environmental Efforts
• Included Strategies
• Participating in the Upstream Technology
  Development
• Conducting Pilot activities on Selected
  Technologies
• Increasing Market Intelligence
• Studying Consumer Behavior
• Interacting/Coordinating Net-Zero Energy
  Buildings Initiative

48
Nonresidential Portfolio Update
Third Party Solicitation Update
49
Third Party Overview

• Five Flights
• Statewide General/Local Innovative
• Statewide Local Targeted
• SCE did not participate
• Local Targeted 1
• Local Targeted 2
• Expect to allocate the funds between
• 7 Statewide General and Local Innovative
• 17 targeted bids
• 14 of the 2006-08 programs will be invited for
  renewal
• Program Implementation Plans (PIPs) will be
  included in the May 15 Filing
• October 1, 2008 is the target date to have
  Purchase Orders signed

50
Whats New Technology Resource Energy
Efficiency Outreach (TREEO) (AKA, Incubator
Program)

• Objectives
• Find undiscovered energy efficient technologies
  in University and technology competitions
• Nurture these new technologies through How to
  workshops
• Promotion of new and emerging technology
• Supports the strategic plan to fast track and
  commercialize newer technologies
• Continue to seek innovation in program delivery

51
Whats New Local Innovative Program

• Innovative Design for Energy Efficiency (IDEEA)
• IDEEA 365 Three Steps
• Step 1 Open abstract reviews
• SCE will receive abstracts monthly
• Step 2 Bidders of successful abstracts submit
  proposals
• Proposals will be submitted monthly
• Step 3 Proposals awarded quarterly

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Question Answer
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Lunch Break Resume at 1 p.m.
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Meeting Overview
Session 2 1 p.m. 230 p.m.

• SCE SCG Joint Presentations
• Partnerships
• Workforce, Education Training
• Marketing, Education Outreach
• SCG 2009-11 Program Portfolio

Break 230 p.m.- 245 p.m.
Session 3 245 p.m. 445 p.m.
55
Joint SCE SCG Presentations
56
SCE SCG Partnerships
57
Local Government Institutional Partnerships

• Program Description
• Partnerships with public sector customers to
  most effectively address their unique
  opportunities and challenges in implementing
  energy efficiency
• Target Markets
• Local Government Partnerships with cities and
  counties. Addresses municipal facilities as well
  as community
• Institutions Partnerships with state and other
  public entities. Addresses unique institutional
  market issues
• 2009-11 Process
• New Partnerships for 2009-11solicited under PRG
  guidance via a Call for Abstracts
• Portfolio will include a placeholder to
  accommodate new Partnerships during the program
  cycle

58
Local Government Institutional Partnerships

• Whats New
• Partnership activities have broader context from
  the California Energy Efficiency Strategic Plan
• Greater emphasis on comprehensiveness
• Tiered approach to ensure that every partner is
  supported at an appropriate level
• Help partners to lead by example, increased focus
  on improving energy efficiency of municipal and
  institutional facilities
• Included Strategies
• Greater emphasis on comprehensiveness (Beyond
  lighting and short term resource activities)
• Build Capacity, create sustainable model
• Integration of CSI, LIEE, DR and EE
• Regional training and sharing of information,
  lessons learned

59
SCE SCGWorkforce, Education Training
60
Workforce Education Training Overview

• Program Description
• Comprehensive education, training and outreach
  portfolio of programs that promote energy
  efficiency, demand-side management and supports
  Californias workforce training and development.
• Target Markets
• Cross-cutting Market Sectors/Customers
• Market Sectors Residential, Commercial,
  Industrial, Agricultural, Government and
  Institution
• Green Collar workforce Technicians,
  Engineers, Architects, Building Owners, Plant
  Managers, Builders, Contractors, Inspectors,
  Auditors
• Consumers Residents and Students

61
Workforce Education Training

• Strategic Plan Strategies
• Establish working relationships with k-12
  stakeholders to ensure energy education is
  provided in primary grades and continued through
  high school
• Support the community college and adult education
  efforts and provide technical training
• Assist with the current need for technically
  trained installers, energy auditors and building
  energy operators, including traditional
  contractors
• Create/expand programs for green campuses
• Collaboratively identify goals and strategies to
  build workforce through 2020

62
Workforce Education Training

• Strategic Plan Overarching Activities
• Conduct a scoping study and needs assessment for
  long-range strategic plan recommendations (refer
  to last page of section)
• Develop a web portal to establish a single
  point-of communications for energy efficiency and
  demand-side management education and training
• Establish ongoing dialogue with market players to
  engage decision makers and legislative
  representatives for continuous coordination and
  development
• Form an IOU/CPUC task force to oversee scoping
  study and needs assessment evaluation, web portal
  and be involved in ongoing dialogue with market
  players

63
Workforce Education Training
Two program components developed to support the
WET strategic plan
WET Schools
WET Synergies

• WET School
• WET Synergies

Building Operator Training and Certification Commu
nity Language Efficiency Outreach Energy
Centers AGTAC, CTAC, ERC Energy Design
Resources Mobile Energy Unit/Industrial End User
Training (Mobile) Technical Testing
Centers Refrigeration Testing Center Southern
California Lighting Test Center
Green Schools Green Campus LivingWise PEAK
64
Workforce Education Training

• Whats New
• Focused efforts in support of Zero Net Energy
  Initiatives
• Pilot Considerations
• Creation or expansion of Tool Lending Library
• Development or expansion of Web technologies
• Enhanced focus with Resource programs
• Expansion of Community Language Efficiency
  Outreach efforts to underserved commercial
  customers
• Development and enhancements to tool lending
  library
• Expanded focus on developing or enhancing
  relationships with government agencies, colleges
  and universities, K-12 education, and trade
  associations.

65
SCE SCGMarketing, Education Outreach
66
Goals

• Maximize energy savings
• Facilitate long-term behavior change
• Integrate DSM messaging more effectively

67
Path to ActionMoving Customers through a
continuum
Statewide Campaign Creates Awareness
Stakeholders create awareness
DSM Awareness
DSM Awareness
CUSTOMER
CUSTOMER
Change in Attitude
Long-Term
Behavioral Change/
from Apathy to
Attitude Change
CYCLE
CYCLE
Behavior Change
Action/Inaction
Participation
Intent to Take Action
Intent to Take Action
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Integrated Marketing Approach
INTEGRATED MARKETING APPROACH
IOU INTEGRATED MARKETING
Bundled Marketing
Bundled Marketing
Bundled marketing leverages personas to
Bundled marketing leverages personas to
craft messaging and bundle.
craft messaging and program bundles.

Cross sell opportunities

Leverage statewide brand and Energy Star
MEDIA
STATEWIDE BRAND

Provides customers with choices and

Provides customers with DSM choices


Increase awareness of
Increase awareness of
options

Provides cost efficiencies
energy savings benefits
energy savings benefits

Provides cost efficiencies
and solutions
and solutions

Leverage FYP, Energy

Drives customers to
Vertical Campaigns
Targeted Marketing, Education, and Outreach
Star, and other
action
Targets specific personas by campaign.
Targets most likely participants
partnership opportunities

Targeted to likely respondents

Partner with retailers, local governments,
community organizations, trade

Test new message and media mix
associations, etc.

Partner with retailers and other third
parties
69
Statewide Marketing Outreach Flex Your Power
Overview

• Multi-year campaign designed to create awareness
  and influence attitudes
• Flex Your Power (Energy Efficiency)
• Flex Alert (Conservation)
• Executed by three primary partners and the IOUs
• Efficiency Partners General Market
• Staples Marketing Hispanic
• RSE Rural
• Utilizes a multi-media approach including TV,
  radio, print, online, direct mail, outdoor,
  website, CBO events to reach Californias diverse
  consumers
• Seasonal media buys and budget aligned to periods
  of peak energy use (summer/winter months)
• Global warming as impetus for increasing
  awareness, changing attitudes/perceptions and
  inciting behavior change (social marketing
  approach)
• Continue for 2009-2011 program cycle modify
  approach pending results of statewide DSM Brand
  Study (MEO Strategic Plan)

70
2009-2011 MEO Strategic Plan

• Explore Statewide DSM brand
• Conduct customer segmentation research to develop
  more relevant marketing messages
• Leverage social marketing techniques to move
  Californians to long-term, energy-efficient
  lifestyle
• Develop statewide website as source for GHG
  reduction, conservation and DSM awareness/options
  information

71
SoCalGas Portfolio
72
Portfolio Vision

• Develop a cost-effective energy efficiency
  portfolio over both the short- and long-term
  period
• Provide a comprehensive portfolio mix reflective
  of EE market potential
• Integration of Energy Efficiency, Low Income EE,
  Demand Response, Renewable Technologies
• Making energy efficiency and demand response easy
  for our customers
• Implement roadmap of actions by the IOUs and
  other stakeholders needed to successfully
  implement the programmatic initiatives in the
  Strategic Plan

73
Portfolio Overview

• 2009-11 Portfolio Design reflects
• CPUC Energy Savings Goals
• CPUC 2009-11 Decision
• ITRONs 2008 Potential Study (Draft)
• Process Evaluation Findings/Recommendations
• Strategic Planning
• Long Term Strategic Plan
• Big, Bold Strategies
• Integrated DSM
• Third Parties
• Stakeholders

74
2009-11 Filing Structure
75
2009-11 Savings Goals
76
Third Parties

• 2009-11 Third Party Solicitation Overview
• Four Flights
• Statewide General/Local Innovative
• Statewide/Local Targeted
• Local Targeted
• Local Targeted Non-Resource
• Target Budget - 50 to 60 Million
• 21 Targeted Bids
• 11 2006-08 contracts will be invited for renewal
• PIPs for successful bidders will be included in
  the May 15th Filing.
• Targeting October 2008 to have contracts signed

77
Residential Programs
78
Program Description

• Single Family Energy Efficiency Retrofit Program
  provides rebates for deemed energy savings, and
  incentives for custom energy savings to maximize
  energy efficiency within the residential sector.

79
Target Markets

• The program will target owners and renters of
• Single family homes
• Apartments
• Town homes
• Condominiums
• Manufactured homes

80
Whats New

• Home Performance Program
• Joint effort with SCE
• Develop home performance contractor network
• Energy Audits
• Identifying energy saving gas, water and
  electric opportunities and offering a suite of
  incentives or rebates to assist homeowners,
  tenants, and property owners implement measures
  to manage their energy cost

81
Whats New (Cont.)

• Expanded Point of Sale rebate program
• Online application
• Appliance early retirement program
• Water heaters (Explore)
• Furnaces
• Pool heaters
• Build on the green message themes
• Target marketing strategies
• Single Family
• Common Facilities
• Manufactured Homes
• Online Focus Group to test market ideas and
  obtain customer feedback

82
Strategies

• Comprehensive integrated approach to energy
  efficiency (Inclusion of water and electric
  savings)
• Expanded distribution of Home Energy Efficiency
  Kits
• Program marketing efforts through local
  government programs, HOAs, manufactures and
  retailers.
• Joint SCG, SCE and water agency program offerings
  (Home Performance/Energy Efficiency Surveys).
• Coordination with Low Income Energy Efficiency
  Programs

83
Program Description

• The Multi-Family Energy Efficiency Retrofit
  Program is designed to assist residential
  customers and property owners in reducing their
  natural gas energy usage via rebates for new
  energy-efficient appliances and equipment.

84
Target Markets

• Targets property owners and managers of
  multifamily residential dwellings.

85
Whats New

• Multi-family Energy Efficiency Surveys
• Joint effort with SCE and Water Utilities
• Identifying energy and water savings to assist
  tenants, and property owner/manager in saving
  overall energy costs.
• Identify potential solar hot water application
  opportunities.
• Online Focus Group to test market ideas and
  obtain customer feedback

86
Strategies

• Develop Whole Building Performance approach
• Implement Appliance Early Retirement effort
• Continue Tankless Water Heater Pilot (2008
  launch)
• Add new measures
• Pool Heaters
• Shower Start w/ low flow showerheads
• Comprehensive, integrated approach to energy
  efficiency
• Inclusion of water and electric savings
• Marketing efforts through Local Government
  Programs
• Joint SCG/SCE program offering (Energy Efficiency
  Surveys)
• Monitor solar hot water technologies (Renewables)

87
Nonresidential Programs
88
Program Description

• Rebate Program and Incentive Program
• Comprehensive programs designed with multiple
  program elements to enable the creation of
  customized energy efficiency solutions for a wide
  range of customers.

89
Target Markets
90
Whats New

• Customized marketing approach to various market
  segments
• Expansion of targeted vendor programs
• Explore point-of-sale rebates for non-residential
  customers
• Simplify rebate and incentive applications
  (redesign)
• User-friendly, web-based rebate application
• Food service used equipment replacement
• Online Focus Group to test market ideas and
  obtain customer feedback

91
Whats New (Cont.)

• Investigate Food Processing pilots
• ClimatEEfficienttm Program Promotion
• Encourages customers to quantify their GHG
  emissions
• Certifies emissions inventory with the Climate
  Registry
• Promotes taking early actions to reduce GHG
  emissions through EE programs
• Green Energy Systems
• Utility ownership of major energy systems (e.g.
  Biogas Production, DG, Chillers)
• Financing updates
• Raised OBF loan cap for all customers
• Raised OBF loan term for Institutional customers

92
Strategies

• Maximize Distribution Channels Account
  Executives, Vendors, Public Affairs Managers,
  Commercial and Industrial service technicians and
  Multi-lingual Commercial Industrial Call Center
  Customer Service Reps, Faith and Community Based
  Organizations and Cross-cutting Programs
• Utilize Segment-Based Marketing Outreach
• Provides specialized resources, networking
  contacts, seminars, which includes expert
  personnel, for the segments within the program
• Explore Web resources interactive training and
  simulation tools, on-line applications

93
Strategies (Cont.)

• Expand Hard-to-Reach Small Business Outreach
  Addresses untapped energy savings potential.
  (energy audits, campaigns, chamber of commerce)
• Enhance Energy Audits Provide immediate feedback
  on audit results
• Provide Financing Options Monthly payment on a
  term loan would be billed as part of the
  participating customers monthly utility bill
• Enhance Vendor Management Training on the energy
  savings measures offerings and assistance with
  customers applications

94
New Construction Programs
95
Program Description

• Commercial
• Savings By Design New construction incentives
  aimed at building owners and design teams.
  Promote whole building integrated design
• Sustainable Communities building owners, design
  teams, land planners, economic development
  directors.
• Residential
• Advanced Home Program New construction
  incentives for Developers/Builders/Architects

96
Target Markets

• Commercial
• Design teams
• Building Owners
• BOMA
• Associations (AIA, ASHRAE, IES, USGBC, CHPS)
• Residential
• Architects
• Energy Analysts
• HERS raters
• Builders
• Associations (BIA, USGBC, Build it Green, Energy
  Star)

97
Whats New

• Commercial
• Energy Charrettes
• Incentive Kickers
• Green Rating System LEED, CHPS
• Commissioning
• Measurement and Evaluation
• Cutting Edge projects Zero Net Energy as target
• Residential
• Sustainable communities
• New demonstration projects
• Support Green Bldg programs
• Performance based modeling/incentives

98
Strategies

• Use developers with a long timeframe Master Plan
  as a test bed for new, integrated technologies
• Use sustainable design tools and products to
  drive integrated, comprehensive solutions.
• Create a comprehensive approach looking upstream
  toward enhanced professional education
• Integrate partnerships with new construction
  segment

99
Codes Standards Programs
100
Program Description

• Advocate progressive Codes Standards
• EE
• Renewable and DG programs
• Develop initiatives for codes that are more
  stringent than current state and national
  standards
• Influence long-term code upgrade cycles
• Inform building community on changing codes and
  standards
• Undertake activities to improve code compliance

101
Target Markets

• The Codes and Standards program is a crosscutting
  program
• Residential
• Commercial
• Industrial
• Agriculture

102
Whats New

• Research and analysis to move the code to a zero
  net energy based approach
• Developing two tiers of voluntary standards above
  minimum standards
• Analyze approaches for enhancing Title 24 to
  include whole-building solutions
• Greater emphasis on code compliance improvement
• Research to better determine non-compliance
• Target training to areas that would derive
  greatest benefit and maximize compliance
  Investigate ways to simplify codes
• Evaluate expedited permitting programs with local
  governments
• Explore development of a internet based HVAC
  tracking system

103
Strategies

• Support the goals of the California Energy
  Efficiency Strategic Plan
• Progressively increase stringency of standards
  towards net zero goals
• Involve Renewable, DG programs in development of
  codes and standards that are integrated and
  complimentary
• Investigate strategies with code compliance and
  verification activities
• Coordination with IOU programs, Local
  Governments, Low Income and others
• Keep stakeholders informed and involved during
  the new code development cycle

104
Emerging Technology Programs
105
Program Description

• Emerging Technology program will continue to
  identify promising energy-efficient technologies
  that can be incorporated into the EE portfolio

106
Target Markets

• The Emerging Technologies program is a
  crosscutting program
• Residential
• Commercial
• Industrial
• Agriculture

107
Whats New

• Intensified collaboration with the CEC PIER
  Program
• Expanded effort investigating market needs
  potential impacts
• More assistance developing customer audit tools
• More emphasis on use of pilot studies as
  appropriate

108
Strategies

• Continued priority on technology assessment
  activities that support EE programs to understand
  and address new product market barriers like
• Performance uncertainties
• Lack of customer knowledge
• Lack of market presence
• First cost and payback issues
• Include use of studies that are longer term
  focused

109
Strategies (Cont.)

• Zero Net Energy New Homes (w/SCE)
• Commercial Building Envelope, and hybrid HVAC
  options
• Whole House comprehensive retrofit program
  support (w/SCE)
• Continuous commissioning for new existing
  commercial buildings
• Investigate linkages among technologies from EE,
  CHP-DG, and Renewable energy sources programs
• Test market bundles of new technology products
  and service offerings