Messaging for Energy Efficiency and Demand Side Management Leaders - PowerPoint Presentation

1. Messaging for Energy Efficiency and Demand Side Management LeadersCOMMUNICATING THE VALUES OF ENERGY EFFICIENCY

2. Our energy efficiency programs deliver many value streams to our customers, community, company and shareholders, and new value streams are emerging. Diversified energy resource portfolioPerformance spread across many devices and locationsSupporting system reliability and resiliencyReduced planning and operational uncertaintyDeferred investments in new infrastructureEffective management of unintended consequences from growth of renewable energy and mass scale electrification (e.g., transportation)Targeted deployment to reduce grid congestion Improved customer satisfaction and enhanced customer experienceSupporting corporate goodwill and public relationsMore stable energy bills Better indoor air qualityProactive appliance and equipment maintenance and replacement helps to avoid emergency replacementsSafeguarding energy reliability and affordability for future generationsLeading to fewer greenhouse gas emissionsEnabling more productive integration of renewable resourcesSupporting successful partnerships in the communityProtecting public safety and health inside and outActualizing the view of utilities as hometown heroesHelping customers better manage billsMany customers associate comfort and health benefits with energy efficiency improvements Supporting vulnerable populations and community organizations Small- to large-scale grid modernizationLocational and dispatchable management of resourcesAttainably scaled decarbonization projects Low-cost carbon/greenhouse gas reductionsInnovative business strategy Possibility of shareholder returnsRegional economic and job growthChange management to ease introduction to time-based ratesLower energy bills and improved bottom lineUse of new and efficient technologiesCost-effective improvements to homes and businessesImproved living and working conditions Positive employee satisfactionReinvestment of savings in other investments

3. https://wordart.com/create Communicating them effectively can be a challenge

4. MESSAGING MATTERS…Being able to articulate the value of energy efficiency to the right audience at the right time can be critical to whether energy efficiency is leveraged to its fullest potential.

5. Energy Efficiency is an/a:ENABLER OF GROWTHMITIGATOR OF RISKPROTECTOR OF THE PUBLIC GOODEnergy Efficiency is an/a:

6. Enabler of GrowthLower Energy BillsCascading Economic BenefitsLocal JobsShareholder ReturnsImproved Business Case‣ Play Pillar Video

7. Mitigator of RiskDiversified Energy PortfolioSmart and Future FocusedCustomer Tool for Energy ManagementPartner to Renewable Energy Grid ServicesResiliency ‣ Play Pillar Video

8. Protector of the Public GoodCommonsense Energy Efficiency and Renewable Energy in LockstepClimate ChangeEnvironmental JusticeClean AirEmpowerment ‣ Play Pillar Video

9. PURPOSE OF TODAY’S DISCUSSION

10. Understand how storytelling can help improve how our DSM department communicates the value of energy efficiency.Identify formal and informal opportunities for improved communication with key audiences:C-Suite and other departments within the utilityInvestors and shareholdersRegulatorsPolicymakersStakeholder advisory groupsEstablish a framework for strategically using storytelling to ensure energy efficiency is leveraged to its fullest potential:Short termLong term List

11. Messages delivered as stories can be up to 22 times more memorable than facts.**womensleadership.stanford.edu/stories

12. How storytelling makes messages memorable and repeatable Helps us interpret society’s most complex issues and relationships.Brings data to life through real-world, relatable examples that add resonance to the information that needs to be conveyed. Connects facts with emotion.Builds empathy with listeners, who visualize themselves as characters in the stories as they’re being told.

13. A messaging architecturehelps ensure that key messages are memorable, repeatable, andreinforced.Key takeawayPillar:Protector of the Public Good Pillar:Mitigator of Risk Pillar:Enabler of Growth Foundation

14. Helping the U.S. optimize our use of energy resources.For decades, energy efficiency has enabled the United States to squeeze the most value out of every kilowatt-hour of electricity produced without sacrificing features or performance. People and businesses who’ve taken steps to use less energy enjoy benefits including lower energy bills, increased comfort, enhanced productivity, and an improved environment.The Foundation. Energy efficiency has a long track record of delivering value. Foundation

15. Mitigator of RiskOur business is all about the long game. Accounting for risk is baked into every decision. Regulatory compliance is part of it. Energy efficiency helps us balance risk by diversifying our energy resource portfolio, spreading investments across many devices and locations and making the risk that they will fail simultaneously virtually nil.Energy efficiency is a smart, future-focused element of a comprehensive distributed energy resource (DER) strategy. It helps defer costly investments in infrastructure so we can better manage our assets in a rapidly changing technology landscape. It helps reduce the impacts of grid congestion as well as load growth from mass-scale electrification (e.g., EVs), and can help smooth the transition to time-based rates by giving customers tools to manage their energy use.Energy efficiency can help right-size renewable investments, reducing the scale and footprint of renewable generation and the related infrastructure needed for a clean energy future. Energy efficient technologies are being bundled with other DERs to deliver grid services beyond traditional load reduction, including storing, shaping, and shifting load—all services that help us get the most out of renewables and ensure system reliability. Energy efficiency is also important to resiliency planning. Reducing and managing demand helps us to ensure that backup resources can stretch further and longer.Protector of the Public GoodAt its core, energy efficiency is a commonsense solution that feels good too. It’s about saving, not wasting. It’s about getting the most mileage out of resources so they go farther.Energy efficiency frees up kilowatt-hours so more people can benefit from renewable energy. And, as renewables grow to make up a greater portion of the nation’s energy supply, energy efficiency technologies will be there in lockstep with other distributed energy resources to help reduce, shift and even store energy when needed.In the meantime, fossil fuels still supply much of our energy, and energy efficiency is our first, best strategy for reducing greenhouse gas emissions. Everyone, including vulnerable populations with the highest energy burden, can benefit from the lower bills and improved air quality efficiency delivers. It’s getting harder to ignore the impacts of a changing climate and more extreme weather events. Energy efficiency empowers us with things we can do now to protect our families and community. Enabler of GrowthOur customers love energy efficiency. It provides a variety of benefits, not the least of which is lower energy bills. The broader economic effects—what our customers do with that extra money—appeals to regulators and other stakeholders. Businesses can enhance productivity and retain workers, while the cost savings get reinvested in other projects or grow the bottom line. Residential customers can better manage bills and might spend that money on other things. Homeowners might see increased home resale values.Plus, energy efficiency is delivered by local businesses—retailers, HVAC contractors, home builders—so much of the funding stays in the community, creating local jobs.For our shareholders, energy efficiency has the potential to yield direct shareholder returns. It also can improve the business case for grid modernization projects and other capital investments that help us manage and dispatch resources to specific locations. Regulators and customers are more likely to support utility investments that deliver energy efficiency benefits. Helping the U.S. optimize our use of energy resources.For decades, energy efficiency has enabled the United States to squeeze the most value out of every kilowatt-hour of electricity produced without sacrificing features or performance. People and businesses who’ve taken steps to use less energy enjoy benefits including lower energy bills, increased comfort, enhanced productivity, and an improved environment.The Value Pillars. The full value streams, traditional and new. The Talking Points. How we convey the value streams. Value pillars

16. Mitigator of RiskOur business is all about the long game. Accounting for risk is baked into every decision. Regulatory compliance is part of it. Energy efficiency helps us balance risk by diversifying our energy resource portfolio, spreading investments across many devices and locations and making the risk that they will fail simultaneously virtually nil.Energy efficiency is a smart, future-focused element of a comprehensive distributed energy resource (DER) strategy. It helps defer costly investments in infrastructure so we can better manage our assets in a rapidly changing technology landscape. It helps reduce the impacts of grid congestion as well as load growth from mass-scale electrification (e.g., EVs), and can help smooth the transition to time-based rates by giving customers tools to manage their energy use.Energy efficiency can help right-size renewable investments, reducing the scale and footprint of renewable generation and the related infrastructure needed for a clean energy future. Energy efficient technologies are being bundled with other DERs to deliver grid services beyond traditional load reduction, including storing, shaping, and shifting load—all services that help us get the most out of renewables and ensure system reliability. Energy efficiency is also important to resiliency planning. Reducing and managing demand helps us to ensure that backup resources can stretch further and longer.Protector of the Public GoodAt its core, energy efficiency is a commonsense solution that feels good too. It’s about saving, not wasting. It’s about getting the most mileage out of resources so they go farther.Energy efficiency frees up kilowatt-hours so more people can benefit from renewable energy. And, as renewables grow to make up a greater portion of the nation’s energy supply, energy efficiency technologies will be there in lockstep with other distributed energy resources to help reduce, shift and even store energy when needed.In the meantime, fossil fuels still supply much of our energy, and energy efficiency is our first, best strategy for reducing greenhouse gas emissions. Everyone, including vulnerable populations with the highest energy burden, can benefit from the lower bills and improved air quality efficiency delivers. It’s getting harder to ignore the impacts of a changing climate and more extreme weather events. Energy efficiency empowers us with things we can do now to protect our families and community. Enabler of GrowthOur customers love energy efficiency. It provides a variety of benefits, not the least of which is lower energy bills. The broader economic effects—what our customers do with that extra money—appeals to regulators and other stakeholders. Businesses can enhance productivity and retain workers, while the cost savings get reinvested in other projects or grow the bottom line. Residential customers can better manage bills and might spend that money on other things. Homeowners might see increased home resale values.Plus, energy efficiency is delivered by local businesses—retailers, HVAC contractors, home builders—so much of the funding stays in the community, creating local jobs.For our shareholders, energy efficiency has the potential to yield direct shareholder returns. It also can improve the business case for grid modernization projects and other capital investments that help us manage and dispatch resources to specific locations. Regulators and customers are more likely to support utility investments that deliver energy efficiency benefits. Energy efficiency delivers much more than meets the eye.Helping the U.S. optimize our use of energy resources.For decades, energy efficiency has enabled the United States to squeeze the most value out of every kilowatt-hour of electricity produced without sacrificing features or performance. People and businesses who’ve taken steps to use less energy enjoy benefits including lower energy bills, increased comfort, enhanced productivity, and an improved environment.The Key Takeaway or Impression. What you want listeners to walk away thinking and feeling. Value pillars 2

17. Mitigator of RiskOur business is all about the long game. Accounting for risk is baked into every decision. Regulatory compliance is part of it. Energy efficiency helps us balance risk by diversifying our energy resource portfolio, spreading investments across many devices and locations and making the risk that they will fail simultaneously virtually nil.Energy efficiency is a smart, future-focused element of a comprehensive distributed energy resource (DER) strategy. It helps defer costly investments in infrastructure so we can better manage our assets in a rapidly changing technology landscape. It helps reduce the impacts of grid congestion as well as load growth from mass-scale electrification (e.g., EVs), and can help smooth the transition to time-based rates by giving customers tools to manage their energy use.Energy efficiency can help right-size renewable investments, reducing the scale and footprint of renewable generation and the related infrastructure needed for a clean energy future. Energy efficient technologies are being bundled with other DERs to deliver grid services beyond traditional load reduction, including storing, shaping, and shifting load—all services that help us get the most out of renewables and ensure system reliability. Energy efficiency is also important to resiliency planning. Reducing and managing demand helps us to ensure that backup resources can stretch further and longer.Protector of the Public GoodAt its core, energy efficiency is a commonsense solution that feels good too. It’s about saving, not wasting. It’s about getting the most mileage out of resources so they go farther.Energy efficiency frees up kilowatt-hours so more people can benefit from renewable energy. And, as renewables grow to make up a greater portion of the nation’s energy supply, energy efficiency technologies will be there in lockstep with other distributed energy resources to help reduce, shift and even store energy when needed.In the meantime, fossil fuels still supply much of our energy, and energy efficiency is our first, best strategy for reducing greenhouse gas emissions. Everyone, including vulnerable populations with the highest energy burden, can benefit from the lower bills and improved air quality efficiency delivers. It’s getting harder to ignore the impacts of a changing climate and more extreme weather events. Energy efficiency empowers us with things we can do now to protect our families and community. Enabler of GrowthOur customers love energy efficiency. It provides a variety of benefits, not the least of which is lower energy bills. The broader economic effects—what our customers do with that extra money—appeals to regulators and other stakeholders. Businesses can enhance productivity and retain workers, while the cost savings get reinvested in other projects or grow the bottom line. Residential customers can better manage bills and might spend that money on other things. Homeowners might see increased home resale values.Plus, energy efficiency is delivered by local businesses—retailers, HVAC contractors, home builders—so much of the funding stays in the community, creating local jobs.For our shareholders, energy efficiency has the potential to yield direct shareholder returns. It also can improve the business case for grid modernization projects and other capital investments that help us manage and dispatch resources to specific locations. Regulators and customers are more likely to support utility investments that deliver energy efficiency benefits. Energy efficiency delivers much more than meets the eye.Helping the U.S. optimize our use of energy resources.For decades, energy efficiency has enabled the United States to squeeze the most value out of every kilowatt-hour of electricity produced without sacrificing features or performance. People and businesses who’ve taken steps to use less energy enjoy benefits including lower energy bills, increased comfort, enhanced productivity, and an improved environment.Value pillarsValue pillars 3

18. Enabler of Growth: Value Pillar TextOur customers love energy efficiency. It provides a variety of benefits, not the least of which is lower energy bills. The broader economic effects—what our customers do with that extra money—appeals to regulators and other stakeholders. Businesses can enhance productivity and retain workers, while the cost savings get reinvested in other projects or grow the bottom line. Residential customers can better manage bills and might spend that money on other things. Homeowners might see increased home resale values.Plus, energy efficiency is delivered by local businesses—retailers, HVAC contractors, home builders—so much of the funding stays in the community, creating local jobs.For our shareholders, energy efficiency has the potential to yield direct shareholder returns. It also can improve the business case for grid modernization projects and other capital investments that help us manage and dispatch resources to specific locations. Regulators and customers are more likely to support utility investments that deliver energy efficiency benefits.

19. Mitigator of Risk: Value Pillar TextOur business is all about the long game. Accounting for risk is baked into every decision. Regulatory compliance is part of it. Energy efficiency helps us balance risk by diversifying our energy resource portfolio, spreading investments across many devices and locations and making the risk that they will fail simultaneously virtually nil.Energy efficiency is a smart, future-focused element of a comprehensive distributed energy resource (DER) strategy. It helps defer costly investments in infrastructure so we can better manage our assets in a rapidly changing technology landscape. It helps reduce the impacts of grid congestion as well as load growth from mass-scale electrification (e.g., EVs), and can help smooth the transition to time-based rates by giving customers tools to manage their energy use.Energy efficiency can help right-size renewable investments, reducing the scale and footprint of renewable generation and the related infrastructure needed for a clean energy future. Energy efficient technologies are being bundled with other DERs to deliver grid services beyond traditional load reduction, including storing, shaping, and shifting load—all services that help us get the most out of renewables and ensure system reliability. Energy efficiency is also important to resiliency planning. Reducing and managing demand helps us to ensure that backup resources can stretch further and longer.

20. Protector of the Public Good: Value Pillar TextAt its core, energy efficiency is a commonsense solution that feels good too. It’s about saving, not wasting. It’s about getting the most mileage out of resources so they go farther.Energy efficiency frees up kilowatt-hours so more people can benefit from renewable energy. And, as renewables grow to make up a greater portion of the nation’s energy supply, energy efficiency technologies will be there in lockstep with other distributed energy resources to help reduce, shift and even store energy when needed.In the meantime, fossil fuels still supply much of our energy, and energy efficiency is our first, best strategy for reducing greenhouse gas emissions. Everyone, including vulnerable populations with the highest energy burden, can benefit from the lower bills and improved air quality efficiency delivers. It’s getting harder to ignore the impacts of a changing climate and more extreme weather events. Energy efficiency empowers us with things we can do now to protect our families and community.

21. GETTING TO OUR RESONANT STORIES

22. Evaluating our situation:What constructs define our energy efficiency (EE) programs?How could those constructs be changed to do more EE?Who could affect/influence change?When is the best time to act?Tell our stories!

23. Take stock of DSM portfolio objectives:Foundational ElementsSavings goals: kWh and/or kW (and possibly therms)Energy efficiency leadership indicators Energy efficiency regulatory requirements Program funding and mechanismRevenue loss compensation and mechanismEnergy efficiency performance incentives, if anyCorporate sustainability goals, if anyBarriersCost-effectiveness rulesUtility compensation, etc.Industrial opt-out, etc.Capital and/or O&M restraintsStrategic UsesFlattening demand using key measuresGrid modernizationCongestion reliefCombined energy efficiency and demand responseGetting energy efficiency credit for enabling demand response capabilitiesAlternative to infrastructure investmentTake stock of dsm portfolio objectives

24. Find inflection points when change can occur, for example:ProcessesUpdating an Integrated Resource PlanDSM program filing or strategic planningRate casesPreparing for sustainability reports or certificationChange in utility leadershipUtility-wide planning and budgeting processStakeholder ActivitiesRegional stakeholder review of common cost-effectiveness testsMeeting of the grid reliability councilStakeholder meetings informing new programs and filingsPolitical/Regulatory ActionsRegulatory/legislative review of energy efficiency mandate or new/revised legislationAdoption of carbon reduction goals at state or local levelChange in political leadershipFind inflection points when change can occur, for example

25. Identify key actors & their motivations, for example:Organizations & IndividualsGrid operations and reliability plannersMembers of the C-SuiteState and local political leadersConsumer advocatesEnvironmental organizationsPain PointsOverloaded substations, circuits, etc.Utility reputation and profitPublic perception of doing something constructive for constituents, vulnerable populations, and the environmentMain MotivationsKeeping the lights onEnsuring shareholder returnAddressing local air quality issuesProtecting vulnerable populationsFighting climate changeIdentify key actors and their motivations for example

26. Match resonant stories to key actors, for example:Organizations & AudiencesGrid operations and reliability plannersMembers of the C-SuiteState and local political leadersConsumer advocatesEnvironmental organizationsResonant StoriesA neighborhood where concentrated installations of grid-connected, energy-efficient devices have extended the life of heavily-loaded distribution circuitsCollective investments in energy efficiency have avoided costly and risky investments in new generationCumulative local avoided emissionsIndividual and neighborhood stories of bill reductions and improvements in indoor air quality and comfortPublic support stating utility is a good corporate citizen Match resonant stories to key actors

27. Sample story developmentAudience: Consumer advocate or a political leader concerned with economic development Pillar: Enabler of GrowthTalking Point: Our customers love energy efficiency. It provides a variety of benefits, not the least of which is lower energy bills.[Iconic fast-casual restaurant] on our city’s north side reduced its energy use by more than [#] kWh per year after taking advantage of our energy efficiency programs. The restaurant upgraded its indoor and outdoor lighting to high-efficiency LEDs, as well as several high-use kitchen appliances to ENERGY STAR® certified models. The owner was thrilled with the new look and the savings—about [$$] a month—noting, “We have to sell [#] of [tacos, burgers, poke bowls] to make that kind of profit!”

28. HomeworkReview the Action Plan Roadmap and WorksheetGather and/or solicit unique stories or case studies from your teamCreate, refine, document, and practice your stories Identify opportunities to share your storiesShare your stories strategically and broadly

29. THANK YOU!

30. ResourcesPillar VideosSample StorylinesStory LibraryAction Plan RoadmapStory Submission TemplateCreating an Immersive ExperienceShare stories at energystar.gov/EEstorytelling