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Ac! 6 Behavioral Science Marketing Chris Corcoran VP Marketing & Strategy OPOWER
Marketing Can Save The Environment! Chris Corcoran! OPOWER! Manager, Strategy and Marketing! Next DC – Monday, January 23! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
Motivations for Saving Energy! Conservation messages printed on door hangers and left on homes! $$$! Environment! Citizenship! Turn off AC &! Turn off AC &! Turn off AC &! Turn on Fan! Turn on Fan! Turn on Fan! Schultz & Cialdini. San Marcos Study, 2003! Hewlett Foundation San Marcos Study! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 2!
Motivations for Saving Energy! Conservation messages printed on door hangers and left on homes! $$$! Neighbors! Environment! Citizenship! Turn off AC &! Turn off AC &! Turn off AC &! Turn on Fan! Turn on Fan! Turn on Fan! Zero Impact on Consumption! 6% Drop in Consumption! Schultz & Cialdini. San Marcos Study, 2003! Hewlett Foundation San Marcos Study! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 3!
Utility Bill Facelift! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 4!
New Utility Front End – A Marcom Platform! OPOWERʼs Multi-Channel Platform! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 5!
OPOWER Impact! •  We reach 8 million US homes today! •  Zero opt-in participation required, 85% action rate! •  Deployed nationally, could remove 4 million homes from grid! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 6!
Marketing Takeaways! •  Test messaging for effectiveness of motivation! •  Use all available channels; concentrate on the channels where users naturally gravitate! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 7!
Thank You! Chris Corcoran! Manager, Strategy & Marketing! Chris.corcoran@opower.com! Weʼre Hiring!! www.opowerjobs.com! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 8!

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Chris Cocoran, OPOWER

  • 1. Ac! 6 Behavioral Science Marketing Chris Corcoran VP Marketing & Strategy OPOWER
  • 2. Marketing Can Save The Environment! Chris Corcoran! OPOWER! Manager, Strategy and Marketing! Next DC – Monday, January 23! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!
  • 3. Motivations for Saving Energy! Conservation messages printed on door hangers and left on homes! $$$! Environment! Citizenship! Turn off AC &! Turn off AC &! Turn off AC &! Turn on Fan! Turn on Fan! Turn on Fan! Schultz & Cialdini. San Marcos Study, 2003! Hewlett Foundation San Marcos Study! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 2!
  • 4. Motivations for Saving Energy! Conservation messages printed on door hangers and left on homes! $$$! Neighbors! Environment! Citizenship! Turn off AC &! Turn off AC &! Turn off AC &! Turn on Fan! Turn on Fan! Turn on Fan! Zero Impact on Consumption! 6% Drop in Consumption! Schultz & Cialdini. San Marcos Study, 2003! Hewlett Foundation San Marcos Study! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 3!
  • 5. Utility Bill Facelift! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 4!
  • 6. New Utility Front End – A Marcom Platform! OPOWERʼs Multi-Channel Platform! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 5!
  • 7. OPOWER Impact! •  We reach 8 million US homes today! •  Zero opt-in participation required, 85% action rate! •  Deployed nationally, could remove 4 million homes from grid! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 6!
  • 8. Marketing Takeaways! •  Test messaging for effectiveness of motivation! •  Use all available channels; concentrate on the channels where users naturally gravitate! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 7!
  • 9. Thank You! Chris Corcoran! Manager, Strategy & Marketing! Chris.corcoran@opower.com! Weʼre Hiring!! www.opowerjobs.com! OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 8!