The Marshfield Energy Challenge. October 29, 2009 Susan Haselhorst NSTAR Electric

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1 The Marshfield Energy Challenge October 29, 2009 Susan Haselhorst NSTAR Electric

2 Innovative Features Integration, simplicity, integration, simplicity Design process Marketing and community engagement Very satisfying results

3 What is the Challenge? A Pilot Massachusetts Renewable Energy Trust co-funded Test value of DG on the grid Line 21 Seaview Breaker 2192 Sub Cap 540/600 Line 21 Relieve 2 MW / 25 MWh T South River Sub 2559 Hypothesis Marshfield Hill Sub Install new Automate 907 remote capable 2564 Recloser tie ASUs All resource deployment R Energy efficiency 2536 Cir 907 Line 25 Install new remote capable Demand response sectionalizing ASUs 2596 Line 24 Renewable energy Cap 340/445 Line 25 Line 24 Breaker 2522 Breaker 2422 Lower cost, better results Duxbury Bulk Cap 800/800 Station 738 R T Mars Statio Con are reco w/ 4 esta circ 24 Lines 21, 24 and 25 One Line

4 The Results Preliminary

5 50 Number of Systems PV Participation Marshfield Acton Boston Cambridge Chilmark Dennis Port E. Orleans Eastham Framingham Hyannis Port Marstons Mills Medway Needham North Falmouth Plymouth S. Wellfleet Sharon South Wellfleet Vinyard Haven Waquoit (East Falmouth) West Newton Westport 1997 Slightly higher incentive $3.85 vs. $3.29 Lower installed cost through direct install model $7.21 vs. $ Residential PV Systems Installed in NSTAR Territory by Year, by Community NSTAR Communities (not all names shown)

6 RCS Activity Does not exactly translate to number of audits

7 Small Business Participation SBS Participation 300 NSTAR SBS Accounts 45,000 40, , ,000 Participants ,000 20,000 Year 2007 Year 2008 Year 2009 CountOfaccount_no , , ,

8 The Value Proposition to the Homeowner

9 The Site Visit The 1-2 hour on-site energy assessment Replace incandescent bulbs with CFLs Qualify refrigs for $150 rebate Qualify home for air-sealing, insulation services, 75% cost share WOW! Saves up to 1500 kwh and 300 therms

10 Central Air Conditioning Package Insulation and air-sealing at no cost Equipment tune-up at no cost Smart thermostat, fully programmable. Provides additional cycling during extreme community use 1-3 degree temperature increase, fan continues to circulate

11 PV Package Screen site for PV Trees, roof, orientation Education Leave behind report Outstanding offer Net cost is about one-third market value

12 What is so Innovative?

13 Innovative and Sensible Seamless and simple customer offering Efficient customer marketing and sales Leverages all available funding Similar offers to all sectors

14 The Design Process

15 Charrette A two day design workshop with ~40 people Community politicos, community members, energy insiders Vendors delivering services NSTAR and RET staff

16 What made the workshop work? Successfully recruited community leaders They made a passionate community statement Structured agenda with clearly defined products

17 Solved Real Problems On vs. off circuit On circuit savings is goal Do we market to whole community or only on circuit? White on circuit

18 Marketing and Community Engagement

19 Local Media Provocative teasers Ongoing ads

20 Traditional direct mail TEST Letter vs. Postcard Marshfield All else Postcard 1% 1% NSTAR letter 13%?

21 Community Engagement Connected with leadership through native contacts Communicated throughout with The Ambassadors updates, breakfast meetings Alpha tested services They ran interference Leveraged NSTAR resources

22 In the Community Staffed tables at Voting Day, Safety Day at the Pier, Concert on the Green, Marshfield Fair School programs 500 students viewed live programs CFL fund raiser Hosted energy lecture series Seed money for energy committee

23 Traditional vs. Engagement? Measure of Entire Marketing Effect Accts Marshfield 11, % 7.5% 7.0% All else 759, % 1.2% 1.4% Measure of Direct Mail Effect Accts Audits On-Circuit 5, % Off-Circuit 4, % RCS Participation

24 Project Status Sign-up ended June 1 DLC operated in August Finally got hot weather In conjunction with a real event! Enough demand reduction? Evaluation underway

25 Marshfield Energy Challenge is not over! Marshfield Energy Committee partnership What we did Formation crystallized with MEC Student intern assisted with carbon inventory Formerly turned over the MEC brand to the Committee What they are doing ESCO RFP Website Wind turbine scoping Energy Fair Will the momentum be sustained?

26 Thank you!