Making Your Residential

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Making Your Residential Segmentation
Actionable December 14, 2007
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Purpose of Segmentation

• To better understand customers to maximize energy
  savings
• By reaching out to distinct customer segments to
• Change attitudes
• Drive behaviors
• Short-term program sign up
• Long-term conservation lifestyle

1 Mass
Distinct Groups with Different Attitudes
Demographics
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SCEs Residential Segmentation Approach

• Differentiating Factors
• Attitudes
• Behaviors
• Energy Usage
• Demographics

• 6 SCE Personas
• Proactive Savers Conservers
• Conservationists
• Uncertain Savers
• All About Me
• Not Plugged In
• Set In Their Ways

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6 SCE Residential Personas

• 1 Proactive Savers and Conservers
• 30 of Customer Base
• Age 45 64, College, Homeowners
• Homeowners/Central AC Users
• Active Money Savers

• 4 All About Me
• 15 of Customer Base
• Younger, College, Renters
• Less Environmentally Conscious / Active
• Active Shoppers and Savers

• 5 Not Plugged In
• Age groups 55 25-34. Renters
• Multi-diversity
• Dont think of power until an outage
• Less likely to think they can save on energy bills

• 2 Conservationists
• 17 of Customer Base
• Age 55 64, Post-Graduate, Homeowners
• Environmentally Conscious/Active
• Not Active Money Savers

• 3 Uncertain Savers
• 13 of Customer Base
• Age 35 54, High School, Renters
• Skew Hispanic
• Lower Income
• Need Help on Energy Efficiency
• Want to save, but dont know how

• 6 Set In Their Ways
• Skews Older, 65, College, Homeowners
• Like physical comfort over conservation Less
  likely to use coupons or DIY projects

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Energy Conservation by Persona
Long-Term Behavior Change
Awareness

• Followers
• Not Plugged In
• Set In Their Ways

• Early Followers
• Uncertain Savers
• All About Me

• Early Adopters
• Proactive Savers Conservers
• Conservationists

25 of Residential Customers
28 of Residential Customers
47 of Residential Customers
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Integrating Segmentation into Marketing
Mass Media

• Increase awareness of energy savings benefits
  solutions
• Leverage FYP Energy Star

Bundled Marketing
Leverage personas to craft messaging bundles

• Rebates Recycling
• Summer Discount Plan
• CSI
• Energy Surveys

Vertical Program Marketing
Target specific personas by campaign

• Targeted to likely respondents
• Test new messages media mix
• Partner with retailers/third parties

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Summer Discount Plan Campaign

• 3 Different Tactical Approaches
• Tailored messaging appeals to the interests of
  different customer segment targets

Summer Discount Plan
Ease I save money with little effort
Empowerment Im in control of my savings
comfort
Environment I can save the Environment
You have the power to save up to 200
SCE will donate 10 to the California State Parks
Foundation
Save up to 200 get a free Starbucks card
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Easy Savings Message

• Primary Target Proactive Savers and
  Conservers (money motivation) and Uncertain
  Savers (need easy ways to save money)
• I save money with little effort

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Empowerment Message

• Primary Targets Proactive Savers and
  Conservers (money motivation), Set In Their Ways
  (comfort focused)
• Im in control of my savings and my
  comfort

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Environment Message

• Targeted to Conservationists
• I can save the environment, while saving
  money

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Summer Discount Plan Results

• SCE was able to increase enrollment in its Summer
  Discount Plan by approximately
• 112,700 participants in 2007
• 225 megawatts