Target Market: Small and medium sized C/I customers (under 500,000 kWh)
Secondary Market: All C/I customers eligible
Focused Attention: Retrofit markets to upgrade equipment efficiency
Rebate Structure: Precalculated rebates for each lighting retrofit item or standard unit (i.e. $/lamp, $/fixture, $/ballast)
Rebate Limits:
Timing of Offer: Limit annual offer for purchase an installation (i.e. annual start date – February 1st – annual completion date – October 31st)
Operation Strategy: Direct purchase and installation; no pre-approval if terms and conditions are met.
Installation Deadline: Purchase and install before deadline
Control Strategy: Post installation inspection to verify by percentage that measures are installed; invoice/proof of purchase verification.
Application Features: Simple, one page application with no requirement that the customer have sophisticated level of understanding of energy or demand. A three-part carbonless form can be used, with the original and one copy sent to the processing agent and one copy retained by the customer.
Call to Action: Save money, save energy.
Brochure Features: Brief description of products, applications and benefits. Ease of application: It’s as easy as "1-2-3": 1) select, purchase, and install equipment; 2) complete and submit application; 3) get your rebate check.
Marketing Actions:
Source: Electric Utility Guide to Marketing Efficient Lighting, Western Area Power Administration, 1990
Target Market: Large C/I (customers over 500,000 kWh)
Secondary Market: All C/I customers eligible
Focused Attention: Retrofit markets, and new installations in existing facilities
Rebate Structure: Calculated rebates based on specific operating conditions of facility and Equipment (i.e. $ per kW and/or per kWh)
Rebate Limits: (Caps)- Up to an established dollar limit per account per year. Up to established dollar limit for outside engineering assistance in providing project assistance, design, or feasibility analysis.
Timing of Offer: Appear on going; for budgeting purposes and to permit annual modification of terms and conditions or rebate levels, program runs from January to December of each year.
Operating Strategy: Pre-approval required on all applications to control flow of dollars and confirm energy savings (apply early to guarantee funds)
Installation Deadline: Four months after approval. Extensions may be granted for complex and lengthy projects.
Control Strategy: Pre-installation verification to review conditions, if necessary. Post-installation inspection to verify major installations.
Application Features: Requires customer to provide a more detailed level of information, including calculated estimates of demand and energy savings resulting from proposed project, together with supporting calculations. Permits utility to verify and modify estimates based on engineering and field verification.
Call to Action: Improves productivity and profits.
Brochure features: Includes greater details and examples on products, application, and features; stresses customer-unique application tailored to meet their needs; includes fact sheets on recommended calculation procedures for specific measures
Marketing Actions: Heavy reliance on direct personal calls, visits, technical assistance.
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