Case Studies

Residential Electric Water Heater Program developed
and implemented by Great Lakes Energy with Marathon Water Heaters

Great Lakes Energy Cooperative (Great Lakes) offers rebates to members who purchase and have installed a Marathon electric water heater from the cooperative's list of approved contractors. Under the “point of sale” program, Great Lakes supplies the water heaters to local plumbers, along with an incentive for contractors to provide floor space and process rebates. Full text

Residential Electric Heating Marketing Program developed
and implemented by Eastern Illini Electric Cooperative
with ConvectAir

This case study explores the promotion of electric heating as part of a comprehensive residential utility marketing program. Eastern Illini is a 13,000-member electric cooperative that aggressively promotes a full range of product and service offerings from electric heating options to such non-energy offerings as personalized bottled water. Full text

Residential Electric Space Heating Program developed
and implemented by Great Lakes Energy Cooperative
with ConvectAir

Great Lakes Energy Cooperative (Great Lakes) offers to its members the full line of energy-efficient, high-quality electric space heaters manufactured by ConvectAir. The heaters are purchased primarily by members looking to efficiently heat basement or room additions or other home area that is not as comfortable as rest of the house heated by a central system. Full text

Water Heater Rental Program developed and implemented by
AGL Resources with American Water Heater Rentals

When Florida City Gas was acquired by AGL Resources in November, 2004, almost 50% of the utility’s 100,000 customers in North and Central Florida rented a water heater or other appliance from the Florida utility. Appliance rental programs have been a mainstay of many gas utilities dating back to the 1940’s, but the utility quickly realized that administering such a program was no longer a core competency for the utility. After an extensive review of alternates, the utility chose to sell its appliance rental program portfolio to America’s Water Heater Rentals (AWHR). Full text.

Demand Response Case Study developed and implemented by
Black Hills Power with Brayden Automation

Black Hills Power (BHP) offers an innovative “residential demand service” rate for customers that use an average of 1,200 kilowatt-hours (kWh) or more per month. In addition, customers may purchase a whole house Demand Controller that cycles heating and cooling systems, water heating, clothes dryer and hot tub to assure that the home’s energy use doesn’t exceed set levels during peak energy conditions. Full text

Demand Response Case Study developed and implemented by
City of Madison with Internet Energy Systems and Comverge, Inc.

To reduce wholesale power costs and maintain current electric rates, the City of Madison offers an electric load management program. The City of Madison purchases wholesale power from two sources: Western Area Power Administration (Western) and Heartland Consumers Power District (HCPD). As the size of Madison’s peak demand increases, the City is required to purchase more of the higher cost supplemental coal-generated electricity from HCPD rather than the less expensive hydro (dam) generated electricity from Western Area Power Administration. Full text

Demand Response Case Study developed and implemented by
East River Power Cooperative with Cannon Technologies

The East River member cooperatives' load management system has been operating for over 22 years and has saved almost $90 million in avoided wholesale power costs. Over 60,000 different electric loads in homes, farms and businesses of member consumers throughout eastern South Dakota and western Minnesota are connected to the system. These loads include electric water heaters, air conditioners, irrigation systems and large industrial processes. Full text

Geo Heat Pumps: Leading Energy Utility Marketing Programs, Third Edition
APPA and GeoPowering the West were partners in bringing the Geothermal Heat Pump Report to Western customers and other utilities. Authored by Utility Programs Specialist Katherine Johnson of Market Development Group, the report was first released in 2001. "The industry needed a collection of best practices, vendors and strategies for marketing the benefits to customers," explained Johnson.

She subsequently updated the report for a manufacturer who wanted to get more insight into the market. Changes in the third, current edition reflect the continuing evolution of the market and the technology.

The report, available on CD, covers basic information about the equipment and costs and examines successful utility heat pump marketing programs. Profiles of system manufacturers, architects, engineers and non-profit associations dedicated to promoting the technology describe history, products, markets served and competitive strengths and weakness of each organization.

In addition to the Geothermal Heat Pump Report, the CD also includes two Excel-based spreadsheet calculators. One helps utilities calculate the effects of residential geothermal heat pump installations in their territory. The other helps residential customers compare geothermal heat pumps to a variety of alternative heating and cooling systems. "The spreadsheets will help utilities explain and quantify the benefits of geothermal heat pumps to customers," explained Johnson. "They will be an indispensable marketing tool for utilities and a great educational tool for consumers. The spreadsheets are a valuable addition to the report." To obtain a copy of Geothermal Heat Pump Report, contact your Energy Services Representative.

reprinted from Western Area Power Administration's Energy Services Bulletin, August 2007.

If you do not qualify for a free copy, send an email to ethomas@marketdevelop.com to learn more about the report and how to purchase a copy directly from Market Development Group. Click here for a Table of Contents, sample utility case study and sample trade ally case study.
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