Demand Response Communication Toolkit

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Demand ResponseCommunication Toolkit

• September 21, 2004

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The Soft Side of Demand Response

• It is critical to have the right methods,
  technology, and tools to connect customer to the
  market
• It is critical to set realistic goals for the
  amount and value of the capacity that can be
  utilized in a DR program
• It is just as critical to properly communicate
  and sell DRs value to the major players and
  participants in the marketplace all the rules,
  systems, and technology will be worthless if
  nobody participates

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Essentials of Good Communication

• Know your audience
• What do they value?
• What are their problems?
• What gets their attention?
• Know your goal
• What message is important now?
• What response are you looking for?
• Know your channels
• What communication options are available
• Which reach your target audience
• Using multiple channels for the same message

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Different Phases Require Different Messages

• Early in the project, consensus building is
  important at a high level within the government
  and industry our country needs Demand Response
  in our electricity market
• Stakeholder recruitment requires a new message
  whats in it for me for a variety of experts
  and techno-beaurocrats
• During market characterization, a wider variety
  of actors and stakeholders must realize the
  importance of analyzing assets and the market to
  lay a foundation for determining DR value

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The Communications Toolkit

• An actionable, hands-on toolkit is being
  developed to enable effective communications
  within your country during all phases of Task
  XIII.
• The toolkit will include
• lists of players that are prime communications
  targets during each phase,
• important messages to communicate
• case studies and success stories to help generate
  ideas
• templates and checklists
• helpful hints for building support during the
  entire time you are building your business plan

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The Brainstorming Session

• Today we hope to gather some initial ideas,
  success stories, critical needs, and your input
  on building the toolkit.
• View the sample video available on the portal
• Share examples of incredibly effective
  communications within your environment (or woeful
  failures we can all learn from experience) to
  garner support for Demand Response
• Build a wish list of all the ingredients for
  the Communications Toolkit

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Thank You

• It is the collaboration and sharing of best
  practices from around the world that will set
  this project apart and make our efforts most
  successful.
• We plan to make the Communications Toolkit
  available for review and usage before the end of
  the year
• Keep your eye on the portal for an announcement
  of Version 1.0 of the toolkit.