The Marshfield Energy

Challenge

October 29, 2009October 29, 2009 Susan HaselhorstSusan Haselhorst NSTAR ElectricNSTAR Electric

Innovative Features

• Integration, simplicity, integration, simplicity• Design process• Marketing and community engagement

• Very satisfying results

What is the Challenge?

• A Pilot– Massachusetts Renewable Energy Trust co-funded– Test value of DG on the grid

• Relieve 2 MW / 25 MWh• Hypothesis

– All resource deployment• Energy efficiency• Demand response• Renewable energy

– Lower cost, better results

MarshfieldHill Sub

Duxbury BulkStation 738

MarsStatio

Lines 21, 24 and 25 One Line

Line 21

R

Cap 540/600

Line 21Breaker 2192

2138

SouthRiver Sub

2564

213921462149

SeaviewSub

T1-21-25

2559

2536 Cir 907

Line 25Breaker 2522

2596

Line 24Breaker 2422

Cap 340/445

Line 25

Line 24

Cap 800/800

T1-21-24

R

Conarerecow/ 4estacirc24Install new

remote capable tie ASUs

Install new remote capable sectionalizing ASUs

Automate 907 Recloser

MarshfieldHill Sub

Duxbury BulkStation 738

MarsStatio

Lines 21, 24 and 25 One Line

Line 21

R

Cap 540/600

Line 21Breaker 2192

2138

SouthRiver Sub

2564

213921462149

SeaviewSub

T1-21-25

2559

2536 Cir 907

Line 25Breaker 2522

2596

Line 24Breaker 2422

Cap 340/445

Line 25

Line 24

Cap 800/800

T1-21-24

R

Conarerecow/ 4estacirc24Install new

remote capable tie ASUs

Install new remote capable sectionalizing ASUs

Automate 907 Recloser

MarsStatio

Lines 21, 24 and 25 One Line

Line 21

RR

Cap 540/600

Line 21Breaker 2192

2138

SouthRiver Sub

2564

213921462149

SeaviewSub

T1-21-25

2559

2536 Cir 907

Line 25Breaker 2522

2596

Line 24Breaker 2422

Cap 340/445

Line 25

Line 24

Cap 800/800

T1-21-24

RR

Conarerecow/ 4estacirc24Install new

remote capable tie ASUs

Install new remote capable sectionalizing ASUs

Automate 907 Recloser

The Results

Preliminary

PV Participation

• Slightly higher incentive – $3.85 vs. $3.29

• Lower installed cost through direct install model– $7.21 vs. $8.50

Acton

Boston

Cambridge

Chilmark

Dennis

Port

E. Orle

ans

Eastha

m

Framingha

m

Hyann

is Port

Marston

s Mills

Medway

Needha

m

North Falm

outh

Plymou

th

S. Wellf

leet

Sharon

South

Wellfle

et

Vinyard

Haven

Waquoit

(East

Falmouth

)

West New

ton

Westport 1997

2008

0

25

50

NSTAR Communities(not all names shown)

Residential PV Systems Installed in NSTAR Territory

by Year, by Community

Marshfield

Num

ber of Systems

RCS Activity

• Does not exactly translate to number of audits

Small Business ParticipationSBS Participation

0

50

100

150

200

250

300

Part

icip

ants

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

NSTAR SBS Accounts

Year 2007Year 2008Year 2009CountOfaccount_no

The Value Proposition to the

Homeowner

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

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

PV Package

• Screen site for PV– Trees, roof,

orientation• Education

– Leave behind report• Outstanding offer

– Net cost is about one-third market value

What is so Innovative?

Innovative and Sensible

• Seamless and simple customer offering• Efficient customer marketing and sales• Leverages all available funding

Similar offers to all sectors

The Design Process

Charrette

• A two day design workshop with ~40 people– Community politicos, community members,

energy insiders– Vendors delivering services– NSTAR and RET staff

What made the workshop work?

• Successfully recruited community leaders– They made a passionate community

statement• Structured agenda with clearly defined

products

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

Marketing and Community Engagement

Local Media

• Provocative teasers• Ongoing ads

Traditional direct mail

TEST Letter vs. PostcardMarshfield All else

Postcard 1% 1%NSTAR letter 13% ?

Community Engagement

• Connected with leadership through ‘native contacts’– Communicated throughout with The

Ambassadors• Email updates, breakfast meetings• Alpha tested services• They ran interference

• Leveraged NSTAR resources

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

Traditional vs. Engagement?

• RCS Participation

Measure of Entire Marketing EffectAccts 2007 2008 2009

Marshfield 11,362 1.3% 7.5% 7.0%All else 759,610 0.9% 1.2% 1.4%

Measure of Direct Mail Effect2008-2009 Accts AuditsOn-Circuit 5,201 802 15%Off-Circuit 4,668 336 7%

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

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?

Thank you!