Name: Arien Korteland Organization: BC Hydro E‐mail: [email protected] Abstract: Catalyst Market Test Findings BC Hydro ‐ Power Smart Residential Behavioural Program BC Hydro recently added a behaviour change program to its existing residential marketing portfolio. This program was developed using the findings from a year‐long market test with residential customers, and is based on the principles of the social marketing construct; set a target, gain commitment, utilize the power of norms, provide feedback and reward progress. By joining online, participants commit to a 10% electricity reduction target in one year. Behaviour change and habit formation require repetition of the message (through prompts, reminders, etc.), and therefore an engagement strategy will be deployed by regularly communicating with program participants through various channels. Examples include: a welcome letter, monthly eNewsletters, e‐mails, progress reports, and tangible prompts such as fridge magnets to keep them focused on their target and feeling that they are member of a team. Participants that achieve their reduction will be offered a special reward; this reward serves as a ‘pull’ and a ‘push’ incentive; it triggers attention to pull potential participants into the program and it pushes participants through the year toward their target. The 10% proposition was chosen in favour of a 5% reduction target, that attracts a high free rider rate (too easy to achieve and become eligible for the reward), and a 20% proposition, that attracts considerably lower participation. The program’s success will be measured in energy savings. The behavioural program will help develop and foster a conservation culture in British Columbia that leads to customers choosing to make a dramatic and permanent reduction in electricity intensity. Bio: Arien Korteland joined BC Hydro’s Residential Power Smart department last year as Program Manager. In this role, he is responsible for the development and implementation of a ‘behavioural’ program, where savings can be claimed from residential customers changing to more energy conserving behaviours. The program strives towards habit formation of these newly acquired behaviours. Prior to joining BC Hydro, Arien worked in the Netherlands, where he gained extensive marketing and customer loyalty management experience in the public broadcasting industry. Contact: Phone: 604‐453‐6541 Cell: 604‐
341‐5266 E‐mail: [email protected] BC Hydro Power Smart 900 ‐ 4555 Kingsway Burnaby, BC, V5H 4T8 Canada
BECC Conference – November 2008 – Sacramento