RAMPING UP YOUR REBATE PROGRAMSKey Success Factors

3rd Colorado Utility Efficiency ExchangeAspen Meadows Resort

Aspen, CO

October 21-23, 2009

Rebate Program AdministrationIndustry Best Practices

Data/Funds Management,

Reporting

Customer Care

RebateProcessing

MarketStrategies

ProgramDesign

Rebate ProgramAdministration &Implementation

Stakeholder and Trade Ally Outreach

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Advancing Energy Efficiency & Renewable Energy Nationwide

CONTRACTOR PROGRAMSSales & Marketing Training Discounted Business Services Financing Programs

MANUFACTURER/ DISTRIBUTOREnergy Partner ProgramCo-Branded Web/MarketingSales & Financing Training

UTILITY PROGRAM ADMINISTRATIONRebate Program ManagementHome/ Business Efficiency FinancingContractor Training & Outreach

EGIA Offers Turnkey Programs That Promote Energy Efficiency & Renewable Energy Solutions Through A

Nationwide Network Of Utilities, Manufacturers, Distributors And Thousands of Participating Contractors.

HOMEOWNER EDUCATIONContractor Referral ProgramOnline Energy StoreHome Efficiency Education

EGIA Program Overview

4

RSG Mission

Awareness:Educate customers to empower them to make informed decisions

Action:Assist customers in implementing strategies that improve efficiency

Sustainability:Provide support and infrastructure to ensure long-term efficiencies

RSG Services

Strategic marketing plans

Program design and implementation

Identifying and working with drivers to motivate industry behavior

Leveraging third-party resources to achieve shared goals

Marketing and advertising materials and distribution

Website development

Training strategies, curriculum development, and delivery

Economic and cost-effectiveness analysis

Facility energy use analysis and evaluation

Facilities upgrades:project development and implementation oversight

Resource efficiency program implementation – performance based

Engineering management

Resource management consulting

Data management

Market development

Partnership development

Program and portfolio design to meet client goals

Policy developmentand support

Market transformation strategy development

Product standards design and adoption strategies

Resource Management and Technical ServicesMarket Strategies Strategic Planning

Program Design

History and infrastructure Local codes and standards Regional or national

program influences Early adopters and local leaders

Assessthe Market

Cost effectivenessthresholds and targets

Consumer awareness and PR Coordination and leveraging Market transformation and

emerging technologies

EstablishSuccess Metrics

Early to Drivethe Design

Program Design

Consider volume potential and current penetration Budget adequately for market and

trade ally outreach Don’t underfund outreach

strategies such as website Be realistic!

Prioritize Budget Based on Market

and Metrics

Incentive design and levels – consider all Consumer and trade ally training and education Marketing and outreach approaches Coordinate timing with market

DesignImplementation

Strategies

Quality assurance & verification Track market impacts and probe

for causes Communicate with stakeholders –

progress, notice of program changes

Allow forContinuous

Improvement

Market Strategies

Capture attention right away Create a clear call to action Build on message over time

through consistent branding

Keep Messaging

Simple

Customer segmentation considerations: high-use customers, cultural diversity, geography

Consider both traditional and other channels: online-search optimization & ads, website, events

Identify points of leverage: retailers, contractors, vendors, account managers, utility brands, national brands –ENERGY STAR, WaterSense

Decide How to Reach the

Customer

Many big box stores are driven by HQ direction

Follow rules for signage, associate communications Clings are effective, not all

retailers permit them Get into company intranet sites

Work with Retailer Rules

Invest in staff to conductstore visits: install signage,educate associates

Leverage manufacturer reps Communicate frequently

at HQ and local store levels

In the Field

Show increases in sales and profits Do not increase costs or burden Leverage retailer advertising &

cooperative promotions

Identify Shared Goals

Market StrategiesDeveloping Partnerships with Retailers

Formal: breakroom training for groups Keep it entertaining Make it competitive

Informal: associates on the floor Never disrupt customer sales Leave sales tools: pocket cards,

product lists, rebate amounts

Scheduling Training

Show retailers how training increases sales

Create competitionacross stores

Tracking Impacts

Market StrategiesRetailer Training

Market StrategiesDeveloping Partnerships with Contractors

Leverage existing infrastructure such as trade groups

Develop participation package that will motivate contractors - tools, referrals

Manage liability – “participating” not qualified

Develop Contractor

Base

Contractors have tremendous influence on customerproduct choices

Help contractors escapelow-cost bid trap: Sell on value, not cost Educate the customer Increase profitability

Contractor as Messenger

Market StrategiesContractor Training

Sales training:get past low-cost bids, teach how to sell value

Technical training:provide hands-on program skills

Sales person and installing technician are not the same person – need different tools and skills

Training Content

Utility provided savings calculators are top-requested item

Cooperative marketing: contractors prefer to leverage utility/program name for credibility

Website portal to download tools and updates

E-newsletters

Training Tools

Market Transformation“Together Everyone Achieves More”

“Never doubt that a small group of thoughtful committed people can change the

world; indeed it’s the only thing that ever has!” Margaret Meade

"We must all hang together, or assuredly we will all hang separately.“

Benjamin Franklin

Application Submittal

Check Processing

InvoicingRebate Processing

Online Applications Phone-In Applications Retailer Point-of-Sale

Desktop Application Qualify Measure Verify Customer Status System Automation and

Exception Processing

Accounting Controls Rebate Level Data By

Utility/ Program and Measure

Secure Funds Management “Positive Pay” Fraud Controls Daily Account Monitoring Monthly Account Reconciliation Internal Separation of Duties

Call Center Operations

Data Security, Database Management, Real-Time Performance Tracking, Funds Management & Reporting

Answer Program Related Questions Contact Customers For Missing Information

Qualify Customers Rebate Status Inquiries

CSR Training Call Center Monitoring

Secure Online Reporting Specialized Utility Specific Reports

Inspection Reports Real-time Funds Monitoring

Rebate Processing Overview

The Application Is Part Of An Integrated Rebate Processing System Clearly Communicates Program

Requirements

Easy For Customers To Navigate

Communicates Multi-Utility and/or Multi-Measure Information As Appropriate

Communicates Varying Rebate Levels

Designed For Operational Efficiency Processing Efficiency

Secure Record Retention

Rebate Processing and PaymentRebate Applications Designed For Ease Of Use and Operational Efficiency

Online Application Submittal

Online application submittal available at the customers convenience, 24/7

In-depth program information, qualified models and energy saving tips online

Instant rebate confirmation form

Real-time information regarding funds availability

Fail-safe features built into online system to reduce human error

Rebate Processing and PaymentAutomated Problem Letter Generation and Follow-Up System

Automated Safeguards Reduce Deliberate Or Unintentional Misuse Of The Program

Problem Letter Generation/ Follow-Up System Assures Maximum Customer Participation

Utility Branded Checks With A Personalized Program Related Message On The Check Register

Check CuttingBranded Checks Reinforce Utility Program Identity

Customer CareCall Center Services

Dedicated 800# For Easy Customer Access Automatic Retrieval Of Program Info.

Answers To Program Related Questions

Rebate Application Status Inquiries

CSR’s Trained To Be Problem Solvers and Cross Sell Utility Programs Online frequently asked questions, extensive

training for communications consistency

Inquiries Handled Within One Business Day

Bi-Lingual Speaking CSR’s

Call Records Kept On All Customer Inquiries

Rebate Funds Management

Manage Rebate Payment Turn-Around Time If Outsourcing, Establish A Rebate Fund Account

Modify Internal Accounts Payable Process (You are not paying a bill, this is a customer service)

Beyond 6-8 Week Turn-Around The Phones Light Up “ Where Is My Check” Customer Inquiries

Establish Real-Time Funds Monitoring/ Management

Understand Financing Impact Of Backlog And Daily Application Volume ( Hone Your Forecasting Skills)

Don’t Surprise Your Customers And Channel Partners With A Sudden Termination Of The Program Due To Lack Of Funds (Plan Ahead For A Reasonable Wind Down)

Reporting and Database Management

Secure Access To All Rebate Program Data Anytime, Anywhere

Program Managers Able To Filter Data and Drill Down Through Summary Level Information To Detailed Program Analysis

Standard Report Templates Immediately Available On Line With Ability To Customize Reporting Of Anything Collected In The Database.

Rebates Received By Measure

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Boilers CeilingInsulation

ClothesWashers

Furnace WallInsulation

Water Heater