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NSTAR orchestrated a cooperative effort in putting together the Marshfield Initiative targeting a town south of Boston with a population of just over 4,000. Co-funded by the Massachusetts Renewable Energy Trust, NSTAR involved Conservation Services Group, RISE Engineering, Rocky Mountain Institute, Cape and Islands Self Reliance, and GRO Brilliant Energy Solutions, along with community leaders and citizens who helped the program work at the grass roots level.
The Starting Point: An Integrated Offer
One of the key elements in marketing the program to the general public was simplifying the offer to the homeowner, so that one audit integrated NSTAR programs for lighting, refrigerators, air sealing and insulation, thermostats, and an HVAC tune-up. Featuring the replacement of incandescent bulbs with CFLs, a $150 rebate for a new, energy efficient refrigerator if the current refrigerator qualified, the offer of no-cost air sealing and insulation services, a programmable smart thermostat, and a free HVAC equipment tune-up for qualified homeowners, the energy audit was the result of a concerted design effort. By offering all services at one time, NSTAR bet that consumers would be more likely to follow up and make the changes.
NSTAR also worked with the Massachusetts Technology Collaborative to incorporate their rooftop photovoltaic offering, reasoning that the total package would become even more attractive. If the homeowner qualified, the PV system was installed at a net cost of one-third the market value, through a vendor contracted by NSTAR.
The total package value was estimated at $2,200—but the payback for the average home or business owner was a 500 kWh savings from CFLs, 1,000 kWh from an ENERGY STAR® refrigerator, and 350 therms with new insulation and air sealing. In terms of dollars and cents, the owner's share of this was an investment of $600 plus the cost of a refrigerator; the return was an average savings of $750!
To the customer, it all appeared seamless and simple; in fact, the value was communicated clearly enough that surveys found "very satisfied customers" and generated great press for the Marshfield Energy Challenge.
Outreach to the Community
In addition to carefully crafting the offer to homeowners, NSTAR found and motivated community leaders. They hired a community liaison to make contacts and presentations and who became one of the key players in the day-to-day coordination of marketing and community relations. In addition, NSTAR asked Rocky Mountain Institute to lead a two-day design workshop attended by about 40 people, including leaders, government officials, vendors, and energy insiders. One important outcome of this meeting was the strong feeling by the town that the same offer must be made to all citizens of Marshfield, not just those on the targeted circuit. After input from the workshop was incorporated, these attendees were given a laminated "answer card" that explained how the program worked, insuring consistent information about all aspects of the project.
The outreach deepened with e-mail updates, telephone follow-up, an energy lecture series, breakfast meetings, outreach activities at schools, concerts, fairs, election day, and so on, CFL fundraisers, buy-in by local businesses, comprehensive radio and newspaper advertising, and direct marketing strategies.
From the standpoint of increased savings and energy efficiency, community enthusiasm and support, business participation that exceeded expectations, and a fully subscribed photovoltaic program, among other benchmarks, the program was a huge success. The Marshfield Energy Challenge has put together a working model for a community energy initiative that any other community can implement with similar results.
Leveraging local partnerships and engaging the community could be a useful technique for programs to consider. Programs such as this one fit squarely within the work of the Behavior Committee at CEE. If you have thoughts or ideas, call Monica Nevius at 617-337-9275.
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