SMARTGridPilot Marketing,Educationand Outreach Plan

10/25/10

Table of Contents
1. Introduction . 2. Education and Outreach Plan Scope .. Page 3
Page 4

3. Customer Touchpoints and Detailed Plan Methods .. Page 5

3.1 The Customer Touchpoint Ecosystem 3.2 Communications Model for Notification of Obligations and Restrictions 3.3 Individual Campaign Engagement, Outreach & Adoption Methods 4. Metrics/Measurement .. 4.1 MA SMART Grid Evaluation Collaborative Working Group 4.2 Company Customer Satisfaction Surveys 4.3 Six Sigma Methodology 5. Segmentation Page 18
6. Budget Page 25
Page 16

7. Summary .. Page 26
Appendix i: Costs Associated to all Initiatives Appendix ii: The Customer EcoSystem and Relationship to Campaign Initiatives Appendix iii: Timeline and Messaging Strategy for Initiatives Appendix iv: Sample Customer Experience Appendix v: Sample Screenshot from Vendor Web Interface

2|Page National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

1. Introduction
Massachusetts Electric Company and Nantucket Electric Company d/b/a National Grid (National Grid or Company) has proposed to conduct a Smart Grid Pilot (Pilot). On April 1, 2009, the Company submitted its proposed Pilot to the Massachusetts Department of Public Utilities (DPU) for approval pursuant to Section 85 of the Massachusetts Green Communities Act (Chapter 169 of the Acts of 2008) (Act). On July 27, 2010, the DPU issued an order on the Companys Pilot with the following directives: (1) File a final version of its marketing plan within 90 days of the date of the Order (D.P.U. 09 32, at page 66 ,) which should include:

(1)

a description of each of its proposed communitybased marketing activities, including the benefits the Company ascribes to each activity (pages 516);

(2)

the manner in which it intends to evaluate the effectiveness of the different marketing channels (Page 16 18 )

(3)

a description of options considered by the Company that would reduce costs without diminishing the benefits of its proposed comprehensive marketing approach, including the use of social media technologies (pages 2526); and

(4)

a description of the manner in which it intends to notify customers about, among other things, the obligations and restrictions associated with their participation in the smart grid pilot program, including the Companys plan to notify Level 3 participants about the Companys ability to actively control their energy usage through advanced meters (page 7).

This marketing plan addresses the DPUs directives by reducing the original marketing budget by $1.753mm to a revised budget of $2.546mm and providing a comprehensive review of individual education, outreach and adoption initiatives. The reduction in costs results from the elimination of some budget items and revised cost estimates for other budget items. In addition, the Company will provide an overview of the following methodologies which will be used to measure the effectiveness of this adoption campaign: 1) alignment with the statewide evaluation framework, 2) customer adoption surveys and 3) Six Sigma experiments and analysis. 3|Page National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Finally, this submission will provide a further overview of the Companys customer segmentation strategy. Through the use of experimental design methods to measure Pilot impacts across a wide cross section of customer types and demographics, the Company will be able to gain an understanding not only of customer perceptions within the pilot market, but also will be representative of the Companys customers overall. A key goal for the actions described in this document is the education of customers on ways to adopt Smart Grid and, through personal actions, reduce energy usage by 5% (at an aggregate level) across all 15,000 customers in the pilot area. The Company and the Commission will learn which outreach and educational approaches will promote greater customer adoption and action.

2. Education and Outreach Plan Scope

The Company conducted research and consultations to design a marketing plan that will effectively communicate the opportunities afforded by Smart Grid. Eight focus groups were conducted with residential and business customers throughout the Companys service territory. Customers: 1) felt they lacked control over their energy use; 2) believed that having information available to them about their usage would be the first step in controlling their energy consumption; 3) acknowledged that they needed additional information and motivation to save energy; and 4) highlighted that individual customer segments responded to interfaces and tools based upon their circumstances and preferences. Also, the Company discussed outreach and education with other utilities developing similar efforts (San Diego Gas ands Electric, Commonwealth Edison, Duke Energy); feedback from industry experts (Elizabeth Vandenberg of Vandenberg Consulting Group, CapGemini America LLC, The Structure Group); and consultation with educational institutions and organizations with specialization/experience in the SMART Grid arena (Clark University, Worcester Polytechnic Institute, the Institute for Energy and Sustainability, Kelliher Samets Volk). Discussion with utilities indicated communitybased, outreach and education efforts were most effective for meeting campaign objectives. Additional Smart Grid benchmarking provided numerous companies that failed to provide local community outreach and education while failing to meet their engagement and adoption goals. Based on the above, the Company plans to test a community based marketing approach in order to learn how such an approach may affect customer choices. This community / neighborhood approach (which the Department endorsed in its July 27 order at page 66) is one that provides individuals and businesses with: 1) a choice over source of their electricity; 2) control over how and when they use energy; and 3) a redefined relationship with the Company, where they can participate in a dialogue with the Company and each other regarding their energy usage, and contribute to a sustainable future. 4|Page National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

By implementing marketing initiatives that focus specifically on adoption through education and community outreach, the Company hopes to exceed the legislative goal of a 5% reduction in energy usage (at an aggregate level) across all 15,000 customers in the pilot. Bas well as social media, The Company is providing the community an opportunity to personally engage with the Company on multiple levels. Community outreach & education representatives, local volunteers, live demonstrations, community events, and social media will hopefully engage and retain customer interest to save energy. Referred to as experiential marketing, these handson approaches connect audiences with the authentic nature of a brand through participation in personally relevant, credible and memorable encounters. (Source: Todd Austin, adventresults.com) Simply put, this means that the Company will use actual customer experience to tell customers and stakeholders how effective the program can be. Engagement and outreach techniques such as these handson approaches can lead to a better chance of adoption*: 73% of consumers know more about a brand after engaging in an event; 89% of customers want to try something before they buy it; and 91% of consumers say an experiential campaign would encourage them to buy a product they would not normally purchase.

*Source: ID Media, 2010

As stated in its July 27th order, the Department supports the objectives of the Companys marketing, education and outreach plan to: (1) create awareness among customers about the pilot program; (2) educate customers about the benefits associated with smart grid; (3) encourage customers to take advantage of the information and capabilities offered by smart grid; (4) motivate customers to permanently change their energy usage behavior; and (5) inspire them to become advocates of modified energy usage (p. 6566). The Department has requested additional marketing plan information pertaining to individual initiatives and budget, as well as the measurement framework. The following sections provide detailed information on each of these topics.

3. Customer Touchpoints and Detailed Approaches

The Company submits the attached Campaign Methods Matrix (see attachment, methodsmatrix.xls), which contains:

5|Page National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

1) A detailed description of each of the Companys proposed engagement, outreach & adoption activities; 2) Detailed costs associated with each activity; 3) The benefits the Company ascribes to each activity; 4) The manner in which the Company intends to evaluate the effectiveness of each activity; and 5) Information regarding the exploration of lowercost alternatives for each activity. This plan is predicated around a holistic approach to customer and stakeholder communications, whereby activities connect to each other across a variety of customer touchpoints. Customers react to specific touchpoints, or personal connections to what they are presupposed to appreciate, and/or detailed methods to promote change in day to day behavior. Together, these methods or activities can build towards a consistent pilot education and outreach model, across the timeline of the effort. We call this approach the customer touchpoint ecosystem.

3.1

The Customer Touchpoint EcoSystem

The five customer touchpoints areas follows. Customer Touchpoint #1: Home A number of segmented engagement, outreach and adoption activities focus directly on serving customers at the critical Home touchpoint, meaning within homes and residences, where customers are most directly involved with energy management and participation in the Smart Grid pilot. Customer Touchpoint #2: Informal Community Certain pilot initiatives will focus on the Informal Community aspect of the customer ecosystem. In order to drive program adoption, these methods will leverage relationships that customers have with their local neighborhood or physical geography outside of their home, but also distinct from schools, community boards, rotary clubs, service and religious organizations, etc. Customer Touchpoint #3: Formal Community Other methods within the program will drive adoption and engagement by leveraging customer relationships with local organizations whether it be the businesses where they work (or frequent to make purchases), community boards, local religious groups, schools & colleges, rotary or civic organizations, etc. Customer Touchpoint #4: General Environment Outreach and education initiatives that address the General Community, while limited in their targeting, may serve to reach audiences that are not keen to engage in more localized efforts. General Community includes public display channels / mass communication.

6|Page National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Customer Touchpoint #5: SuperUser Pilot Testers In addition to the customer ecosystem, the engagement, outreach and adoption plan uses the experience of superusers: Those customers who test the baseline technology. The communications framework will help recruitment and retention of these testing customers..

Communications Model for Notification of Obligations and Restrictions

Across the set of touchpoints detailed above, each communication that customers receive will include specific information regarding the terms of service for their participation in the Smart Grid pilot. These terms of service, fully detailed in the Companys revised tariff language as filed in the August 10th compliance filing for this proceeding, will also be on the Companys website and campaign materials. In addition, customers will choose to receive inhome technology through a collaborative, voluntary process. Specifically, this process will use a webbased recruitment portal, where all rights and obligations of each party will be detailed including but not limited to the rights of customers to optout of the program at any time. The methods and initiatives detailed below will serve as communications vehicles for notifying customers of these rights and obligations.

3.2

Individual Campaign Engagement, Outreach & Adoption Methods

The initiatives and methods detailed below will be staggered throughout the program via the timeline model offered by the Company in the initial Smart Grid proposal (Seed / Share / Succeed phases). For further information on how each method will be executed within the program timeline, refer to Appendix 3, which details when prepilot, launch, and ongoing activities are implemented within the operational framework of the campaign. Initiatives delivered across All Customer Touchpoints (Home, Informal Community, Formal Community, General Community): InField Demonstration Units Utilized at all local events (indoor + out), each unit includes 2 laptops to view SMART pilot websites, as well as an LCD unit to display screenshots which will offer customers hands on use and training in use of websites. Benefit: Infield demonstration units will serve as a crucial component for sharing information with customers on pilot goals and progress, training in the use of the website and other pilot tools. These units will serve as a key foundational element for community engagement and customer education regarding the benefits of SMART Grid. COER Team (Community Outreach & Education Representatives) 7|Page National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Community Outreach and Education Representatives,(COER pronounced COER) , manage

daytoday field activities across all touchpoints to meet customer outreach, awareness,
education, and adoption objectives. This team of 5 fulltime National Grid employees shares
information with customers on program goals, training in the use of the website and other pilot
tools , as well as sharing of campaign objectives and progress.
Benefit: The COER team is critically important to provide customers with training,
communication, and program management to deliver all other educational methods and
benefits to customers.
Local Volunteers Local volunteers will support specific, targeted campaign methods and provide assistance in meeting customer needs at local events. These volunteers will be recruited from the local Worcester community, undergo training, and support logistical functions at campaign events. Benefit: Volunteers staff customer events within a lowcost logistical/project management framework, and increase the ways that customers can understand and engage with the pilot. SMARTMobile Designs (wrapping on existing vehicle) Three sets of public display designs (precampaign, postmeter installation, postshare phase)
will be created and applied to an existing Company vehicle,
Benefit: SMARTMobile wrapping design provides customers with a physical reminder of Smart
Grid at community events, field demonstrations, and contests. It draws customer attention to
the program where it is not readily available, or for those customers who may not be already
aware through other channels such as print or web communication.

SMART Card Materials, Contests SMART Card materials will include 20,000 laminated cards to be put in the welcome kit and to be distributed throughout the Pilot community and at events. These cards will provide customers with an ability to participate in a number of campaign efforts by showing their cards as proof of engagement. A businessspecific window sticker will also be produced. Benefit: By providing an opportunity for customers and local businesses to utilize SMART Cards and window stickers in public/social contests, a measurable level of engagement, and adoption, can be achieved. Social Media Components: Twitter / Youtube / Facebook / SMART Blog Social media provide the Company an outlet to increase collaboration by providing customers with messaging on contests, events, and how their efforts are helping to drive down energy usage. It also allows customers using the pilot website to share campaign tips, create useful pilot materials on their own, enter into contests and facilitate community participation.

8|Page National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Benefit: Social media allow customers within the community to engage with each other, as well as engage with the Company through a new communications channel. These websites can help achieve key engagement metrics such as efficiency awareness, thereby facilitating customer adoption and retention throughout the pilot. Initiatives delivered across Customers HOME Touchpoint: Web Interface Development/Maintenance One of the key elements of the customer experience, the SMART pilot microsite, serves as an integrated way to share profile, usage, community and contest materials for the pilot. The website will also be fully integrated to support all social media elements. Benefit: As a critical element of the customer experience throughout the SMART pilot, the website provides a central framework and communications channel to meet customer engagement, participation, and adoption needs. Mobile Interface Development/Maintenance The mobile interface and display of materials via cellphones will serve a supportive function in meeting customer communication needs certain program information and participation/adoptiondriving communications sent via print, web, and other channels will be replicated via mobile and text. For example, customers may receive texts via mobile phones regarding peak pricing events. Benefit: By supporting mobile phones, we ensure that customers are able to view relevant campaign materials through crosschannel communications, thereby further driving engagement and awareness needs. ENewsletter Circulated via multiple channels (email, mobile, web archive), the ENewsletter will be distributed 34x/month (2 biweekly, 1 event or contestbased). Content will include pilot information, tips, contest details, local event info, social media callouts of the most engaged customers, and more. Benefit: The ENewsletter provides a key outlet for providing customers with targeted campaign communications on an ongoing basis. This integrative communications channel provides a way to increase customer engagement and participation, thereby driving program adoption/retention in a targeted, lowcost fashion. Ongoing Print Newsletters The newsletter will be a bimonthly print report delivered to a targeted set of customers. Additionally, a quarterly newsletter will also be sent to local community leaders. Newsletters will provide customers and community leaders with (aggregate) participation and engagement results, featured articles, energy tips + tricks, contest info, events, and ways to get involved. 9|Page National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Benefit: Print newsletters provide an ongoing way to serve customers who may not have web access, or miss out on other channels of communication, offering a useful connection to both engaged and underengaged customers. Also, in providing local community leaders with information and updates on the campaign, the newsletter serves a supplementary function in meeting their needs for awareness and information on the SMART Grid effort. Direct Mail Introduction The direct mail introduction will be a fullcolor, 2sided postcard delivered to 15,000 customers and 500 community leaders. Intended to provide information prior to the pilot launch, it will be targeted with unique messaging for different constituents (individual, business, community), and delivered in 2 waves. To optimize awareness of pilot launch, the release will be timed to align with pilot media and Press Kit efforts. Benefit: The direct mail introduction creates an immediate jumpstart for generating targeted awareness within the local community, especially when combined with other media/PR and local outreach efforts prior to start of campaign. Direct Mail Bill Stuffer The bill stuffer will be inserted into every months bill for a targeted customer set (45 different
versions to be mailed each month, in line with the Companys segmentation strategy).
Customers will receive 12 key messages each month, as well as info on other program materials
on the calendar (contests, local events, or how to get involved).
Benefit: In addition to its own audience reach, the bill stuffer supplements other ongoing and
concurrent engagement, outreach and adoption efforts.
SMART Meter Installation Notification An outbound phone call will be made prior to the start of the pilot to all 15,000 customers, providing them with pending SMART meter installation information (to include date and advance notification of a welcome kit). A supplementary call will also be placed to 500 community leaders, providing them with details on the pilot launch, key goals, and how the Company will meet local community needs. A toll free number will be provided for customers to call with questions and any concerns. Benefit: The SMART Meter installation notifications will provide an opportunity to generate an upfront awareness of the pilot, offering a sense of a personalized level of customer service. By generating interest and awareness upfront, these calls will further increase participation, and therefore adoption, once program begins. Welcome Kit: offline, online versions The welcome kit will include a set of introductory materials distributed to all 15,000 customers alongside each meter installation. This kit will provide customers with all of the following: a print brochure/booklet detailing SMART efforts, goals in energy reduction for the campaign and 10 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

motivational materials (how we can all do our part to help out), a todo checklist for home energy savings (prepopulated notebook + checklist with energy efficiency info), a SMART Card, contest and events information, and a brief 35 min video detailing the SMART equipment + website, and how they can help save on energy usage). Community leaders/influencers will also receive a specialized welcome kit, with details on efforts for the pilot, the consumer experience, program goals and objectives, contests, and events, and how they can get involved. The timing of the delivery of welcome kits to customers will align with media and press efforts to generate further awareness. Benefit: In providing a specialized, targeted welcome experience, the Company will meet initial customer awareness needs, while providing a simple, intuitive, and directed way to jumpstart both engagement and adoption within the program. Web Contests Web contests will be messaged to customers through the primary web portal, social media, e newsletters, as well as at local community events. The baseline for these contests will be to provide customers with a $50 giveaway each month, to the three individuals who display the most reduction in energy usage that month. In addition, to ensure continued participation (even for those who win prizes), all web users who demonstrate energy reduction over the course of the pilot will be entered to win a grand prize of hybrid vehicle at the end of the campaign (succeed phase). Winners of both monthly prizes and the grandprize contests will be featured in campaign communications and social media. For customers that are uncomfortable with using the web or may not have access, the campaign will include a mechanism for providing mail or phone registration (and then those customers energy reduction will be tracked offline). Benefit: Web contests will serve to ensure customer participation through registration and use of the website, as well as adoption through reduction in energy usage, all at a low cost. Web contests will also foster positive competition among customers, as well as increased community engagement and recognition of the most engaged customers. Callathon Customer Outreach Segmented customer outreach via phone will be provided to individuals and businesses, in order to motivate lagging or underperforming customers who may not be engaged to fullest degree. The target number for this outreach effort is currently set at 2750 customers. All targeted consumers will receive personal contacts from the COER team or Field Manager, to provide information on the program, detail their usage in comparison to others, and to explain the benefits of increased participation Benefit: The Callathon will provide customers with a personalized level of communication, driving both engagement and adoption at a low program cost. These calls may also help to overcome barriers to participation for those customers who may need more assistance or feel disconnected from the pilot.

11 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Notification of Critical Events In addition to the communications offered by Smart devices, notifications of critical peakpricing events will be provided to all customers. This effort will include an automated phone call and text message to customers. Benefit: The Company will offer a day ahead, realtime method to provide customers with critical pricing information and measurably demonstrating the impact of such communications on participation and adoption. Initiatives delivered across Customers INFORMAL COMMUNITY Touchpoint: Individual Customer Contests Promotional contests will be provided to customers at local community events. These contests will include raffles and giveaways for those customers who display SMART Cards or demonstrate knowledge of energy reduction practices. Prizes for these contests will include $500 rebates towards energy efficient appliances, tickets to local concerts or local gift certificates. Benefit: By providing customers with a motive to attend and get involved at local community events, these contests will serve as a way to drive and track individual participation and engagement within the pilot. 'Where is the National Grid SMARTMobile' Contest Materials and Prizes When the SMARTMobile is parked (at local/community events or in field) or driving around the local community, customers can contact the Company via social media, phone, or email and let National Grid know theyve seen the SMARTMobile at a location. Upon contact and confirmation of registration in the program, customers will be entered into the contest. Two contests will be offered, both ongoing (over 18 months). One will provide limited weekly prizes to customers 5 winners per week will receive a $50 gift certificate or rebate (TBD). An additional contest will encourage customers who see the vehicle to take photos or video and upload it to the SMART Youtube page. These customers will be entered into a biannual giveaway, with an approximate prize value of $1000 (prize TBD). Benefit: A contest associated with the SMARTMobile will provide a way for customers to interact with the pilot outside of their home. These contests may also serve to draw attention to the program where it is not readily available in the general community (an awareness generator outside of normative print/mail/phone/email channels). Outdoor 'GET SMART' Events Five neighborhood events will be held for customers, local businesses, and community leaders over the course of the SMART pilot. These events will provide customers with an opportunity to view the campaign in action (through the infield demonstration units), learn more about energy savings with the help of the COER team and view the showcased PHEV SMARTMobile. These

12 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

events will also leverage local restaurants as caterers, providing an additional opportunity for businesses that are already participants or have window stickers to get further involved. Benefit: These events will serve as a key method for generating awareness with customers whom we may not be reaching with other more formal channels. These events also create an additional incentive for small foodservice businesses to participate (and by catering, earn income, thereby further supporting the local economy). Home SMART Demonstrations Five inhome, local community demonstrations will be held in partnership with our most pro active customers, in both the Succeed and Share phases of pilot (ten total events). Customers who demonstrate they are the most committed (meaning those who are the most engaged adopters, highest energy reducers, or most active social media/event participants) will be recruited directly by the COER team to host these events. Customers who volunteer to host will receive a free iPod Touch. Each event will demonstrate SMART Grid capabilities in action, through the infield demonstration units, and also by providing customers the ability to share their SMART story in their own words. In order to generate community awareness, these events will also include the driveway/street presentation of the SMARTMobile. These events will also leverage local restaurants as caterers, providing an additional opportunity for businesses that are already participants or have window stickers to get further involved. Benefit: By providing our customers an opportunity to share SMART tips in a localized, informal environment, the Company will drive towards generating an awareness model that effectively targets local relationships. These events also create an additional incentive for small food service businesses to participate. Initiatives delivered across Customers FORMAL COMMUNITY Touchpoint: Small Business Contests Held twice over the course of pilot, and similar to web contests for individuals, small business contests will provide a method to reward reduction in energy usage within local businesses. The small business contests will be communicated to business customers through the primary web portal, social media, enewsletters, as well as at local community events. The baseline for these contests will be to provide business customers with a $5000 giveaway during each contest (prize TBD, assume energy efficient appliances or rebates). Businesses that demonstrate the most energy reduction usage over the course of the contest will be entered into a raffle or drawing for the prize. Winners of both contests will be featured in campaign communications and social media. For business customers that are uncomfortable with using the web or may not have access, the campaign will include a mechanism for providing mail or phone registration (and then those customers energy reduction will be tracked offline). Benefit: Small business contests will serve to ensure customer participation through registration and use of the website, as well as adoption through reduction in energy usage, all at a low cost. 13 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

The Company will test if these contests will also foster positive competition among customers, as well as increased community engagement and recognition for the most engaged among them. Large Commercial Contests Held over the course of the pilot, large commercial customers who reduce energy usage will be eligible for a grand prize contest. The winner of the contest will be awarded a prize with an approximate value $25,000 (prize TBD), with a second prize awarded of $5,000 (prize TBD). This contest will reward a preset measure of energy reduction among large business customers (TBD, mapped to scale of businesses that enter). The large commercial contest will be communicated to business customers through the primary web portal, social media, e newsletters, as well as at local community events. Winners of this contest will be featured in campaign communications and social media. Benefit: Large commercial contests will serve to ensure participation through registration and use of the website, as well as adoption through reduction in energy usage, all at a low cost. These contests will also foster positive competition among customers, as well as increased community engagement and recognition for the most engaged among them. The Company will test if these contests will also foster positive competition among customers, as well as increased community engagement and recognition for the most engaged among them.

School and College Events, Contests The SMART pilot will facilitate local community collaboration with various K12 schools, as well as Clark, WPI, Holy Cross, community colleges, etc. (involving educational institutions both inside and outside pilot) through the hosting of SMART events and contests for students. In each quarter, throughout the course of the pilot, the Company anticipates holding two events for K12 and two events at local colleges. All school events will use infield demonstration units, encourage student participation through contests, and focus on the following messages: 1) explaining the SMART pilot, 2) why it matters, 3) goals for the effort and 4) tips to reduce energy usage at home. Ancillary contest/raffle materials will facilitate participation among participants at these events (both younger students and college), driving awareness through giveaways and takeways (e.g., students may be asked to provide 1 demonstration of how they have reduced energy usage at home, get involved in the Youtube or individual contests, etc.) Benefit: College events will provide an opportunity for students to get involved and volunteer to engage in future campaign efforts. School and College events will foster a strong level of measurable participation within the local educational community (a COER focal area), both at a faculty and at a studentlevel. These events will also serve a supplementary goal in providing attendees with an opportunity to get engaged as volunteers, further promoting community awareness and participation.

14 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Breakfast Series Events A series of local, catered breakfast sessions will be held with local community organizations (e.g. Rotary Club, Chamber of Commerce), as well as businesses and community leaders, elected officials, school principals, etc. In addition to Companyhosted events, local community organizations can apply for and receive sponsorship to hold their own events with support from the Company. These events will focus on serving the local community in an informal and collaborative manner, explaining the SMART Grid pilot, rationale behind the program, goals and expectations, charting progress, and how attendees can get involved in the effort to reduce energy usage. These events will be organized and managed by Company team leaders (Energy Efficiency leadership, local community development, the SMART team, etc.). The company anticipates 12 total events over the course of the pilot, with a frontloaded focus (Six events in Seed phase see appendix for program timelines) Benefit: Breakfast events provide an opportunity for the local community to learn more about the SMART pilot in an informal setting with support from National Grid, thereby generating the awareness and support needed to ensure successful program participation. These events also reinforce the pilot programs focus on community involvement. Initiatives delivered across Customers GENERAL COMMUNITY Touchpoint: Press Kit Materials, Ongoing PR/Media Pitch Efforts To supplement more localized customer needs, the pilot program will also entail the creation of a press kit, and use of PR partners across the campaign to involve and inform local media on an ongoing basis. This method will provide media partners with information on the SMART pilot, including tracking to program adoption and energy reduction goals, local customer engagement, and opportunities for media placement and support to reach the broadest participant customer (and community) base. As a supplementary effort, the media/PR effort will identify and target local community leaders or celebrities, who agree to voluntarily track their usage and report back on progress via media outlets. Benefit: A clear, simple press kit and ongoing followup through local media will be crucial to jumpstarting upfront community awareness at the start of the pilot, ensuring that the effort starts off with a good degree of understanding. During the pilot, ongoing media stories and support will drive customer understanding of the pilot, and help leverage engagement with those customers who may not be leveraging more targeted campaign materials. As a test and learn component, PR may be a clear leverage point avoiding launch issues seen in the market for SMART pilots run by other utilities (many of which did not utilize any broad media campaigns). Additional Methods SuperUser pilot testers support: SuperUser Support / Contest

15 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

250 superuser customers will be given incentives to serve as the technology testers of the SMART Grid pilot. As detailed in the evaluation plan, the Company has now modified its proposal as to the scope of superuser involvement. Specifically, the Company will rely on its existing employee base in the pilot area to test inhome technology, reducing the emphasis on customer installation. These testers will be recruited through lowcost channels (Craigslist, community + commercial outreach, job boards, social media, community events, bill stuffers, etc.), and will be eligible to enter a special superuser contest. The grandprize giveaway for this contest will occur at the end of the succeed phase, awarding a prize with an approximate value of $1000 (prize TBD). One interim prize will also be awarded at the end of share phase (approx value $500). Benefit: By recruiting these superusers, the Company will meet COER program technology testing needs in a costfacilitative manner.

4. Metrics/Measurement
As the overall goal for the pilot is to drive SMART adoption, resulting in a 5% reduction in energy usage across all active pilot participants, it is essential that a metrics model is created to identify and then measure key performance indicators, gauging the effectiveness of engagement and outreach initiatives. Methodologies National grid will use to measure the effectiveness of its education and outreach efforts that are fully aligned with the MA SMART Grid Evaluation Collaborative Working Group. We will also use the measurement models of additional customer adoption surveying and Six Sigma experiments & analysis.

4.1

MA SMART Grid Evaluation Collaborative Working Group

Through the Collaborative, customer feedback will be obtained primarily through surveys of a sample of participants at various stages of Pilot program implementation. As part of the Collaborative process, minimum specific survey questions will be developed for each of the following: Participant Surveys
OptOut & DropOut Surveys
Qualitative Analysis of Surveys
Quantitative Analysis of Surveys
Quantitative Analysis of Interval Data

Through this common model of surveying, all Collaborative participants will be able to consistently measure engagement and adoption. 16 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

For more information on how the marketing plan will tie in to the surveys listed above, please refer to the Companys detailed evaluation plan filed in conjunction with this document.

4.2

Company Customer Satisfaction Surveys

In addition to Collaborative surveying efforts, the Company will also conduct a number of supplementary surveys, providing further measurable insight into marketing program initiatives and their impact on adoption. Conducted by an independent thirdparty researcher, these surveys will measure overall satisfaction with the Company, as well as customer behavior and motivation for engagement as associated to specific campaign activities. Results will be used to identify how the pilot can meet customer and stakeholder needs, and also adjust communication and delivery strategies for the various marketing, education, and outreach efforts over the course of the program.

4.3

Six Sigma Methodology

One desired outcome of the MAWorcester SMART Grid pilot is to gain the ability to optimize the effectiveness and cost efficiency of various marketing methods based upon their impact on engagement. Through the use of the Six Sigma Design of Experiments framework, the Company will strive to measure which mix of methods is more strongly correlated with adoption, and adjust marketing efforts accordingly. Table 1: Design of Experiment Method
Example Inputs (Factors) Outputs (Responses)

E-Newsletter Ongoing Print Newsletters Direct Mail Introduction Direct Mail Bill Stuffer Welcome Kit: Offline or Online Call-a-thon Customer Outreach

Experimental Process:
A controlled blending of inputs which generates corresponding measurable outputs
Adoption (5% reduction in energy usage across all 15,000 customers)

Multiple regression will be used to quantify the impact marketing method(s) have on the overall adoption of the program (as measured in usage reduction). This is done by assessing the correlation each factor (or method) has on the desired output (adoption of the program).

17 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

By identifying the marketing methods that have the largest impact on the reduction of energy usage, the Company will be able to shift pilot resources from less effective methods to the more effective ones over the course of the program and learn for any subsequent deployments. Sample information to be gathered for measurement includes the following: Pre/postawareness research to measure impact of program and customer satisfaction among residents and businesses Standard web metrics: Number of hits to microsite (including unique and return visitors to roll out plan options), Number of web registrants, number of referrals from offline URLs, social media tracking (number of tweets, youtube/facebook visits, conversation monitors, etc) Number of customers participating in the program and the contests
Mobile tracking reports
Number of attendees at local events
Number of media stories around program, events, or contests
Retention of customers on CPP rates
Total energy reduction tally

5. Customer Segmentation
The Company aims to conduct the SMART Grid Pilot in a manner which allows for the greatest insight into its overall customer base as is practical. Thus the evaluation will use experimental design methods to consider Pilot impacts across a wide crosssection of customer types and demographics. This will enable National Grid to isolate the impacts, and gain an understanding of customer perceptions across a sample which is highly indicative of the Companys overall customer base. As fully described in the Companys Evaluation Plan, the pilot will collect survey data from customers on income, household size, type of household, appliances and other relevant factors as described in the Statewide Evaluation Plan. The data allows segmentation of participant customers in many ways. The Company anticipates segmentation according to the following categories: 1. Age 2. Household income as agreed in the Statewide Evaluation plan; 3. Type of housing (apartment, single family, number of bedrooms, etc.); 4. Usage levels; 5. Customers on the low income rate; 6. Whether customers are at home during the day; 18 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

7. Customer values and attitudes regarding energy and protecting the environment; and 8. Combinations of the above categories. In addition, these segments will be subdivided based upon the level of technology received by the customers. In any initial study, where there are few previous results to build upon, a common challenge exists in devising an initial segmentation of the population that will allow meaningful results to be derived. This is the first relatively large scale pilot to utilize optout rates and four technology levels across such a wide distribution of customers, much attention has been paid to the appropriate initial segmentation of the customer base, and to obtain comparable results across all utilities engaged in the Pilot.

To meet this expectation, the Company will utilize a multistaged segmentation approach involving an initial segmentation based on its sociodemographic segments and a postpilot analysis that analyzes results both with these sociodemographic segments and traditional demographic only variables. Over the years, the Company National Grid has dedicated a significant amount of resources to develop, implement, and evaluate programs that have led to a better understanding of its customers. The Company firmly believes that being able to understand its customer base is critical to its success in meeting their needs. This understanding becomes especially important in effectively communicating new products and services to customer groups with different values and motivations. Through this experience, the Company has determined that all customers and prospects may be unique even if they are the same age, earn a similar income, or have other similar demographic variables. The Company has seen that customer behavior is driven not only by traditional demographic segments, but also by customer attitudes and values. To better understand what effects customer behavior, the Company chose to segment its customers on their attitudes toward energy, energy efficiency, and other factors in addition to the basic demographic segmentation. To accomplish this, National Grid undertook a segmentation analysis designed to reveal customer motivations and emotions around four topics; conservation, the environment, energy efficiency and natural gas conversion. Insights garnered from those segmentation studies are used to provide a fact based approach for customer targeting, improved customer communications, and ultimately better alignment of products and services with customers wants and needs. In the Companys experience, this more advanced sociodemographic segmentation method has proven to be a more appropriate and reliable indicator of customer behavior. Thus, National Grid will utilize the sociodemographic segments listed below will be used in the deployment of its Smart Grid Pilot. Because this is the first study of its kind, and because the Smart Grid, dynamic pricing and technology available may influence customers differently than previous programs National Grid has studied, upon 19 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

collecting impact data on energy usage, National Grid will evaluate results not only by these pre specified sociodemographic customer segments, but also by mining the raw demographic variables agreed upon by the statewide collaborative and listed in the Evaluation Plan. As a result, the Company will report results by these segments and by traditional demographic only segments. Table 2: Participant Segmentation Distribution 1

Segment Group 1 Group 2 Group 3 Group 4 Group 5 Low Income - Low Usage Low Income - High Usage Other (Unsegmented Customers) PTR Customers Shiftable Load Profile Relatively High Consumption Flexible Operational Profile Direct Decision Maker Property Managers Owners PTR Customers Totals % of Total

Web Only Level 1 Level 2 Level 3 566 401 89 89 783 701 89 89 627 507 89 89 433 233 89 89 1,346 1,331 89 89 234 226 110 110 237 226 110 110 3,465 577 89 89 Total and Distribution will vary (see Evaluation Plan) 36 36 35 35 33 32 32 32 35 35 35 35 54 54 53 53 315 157 89 89 Total and Distribution will vary (See Evaluation Plan) 8,164 4,516 998 998 56% 31% 7% 7%

Commercial

Residential

14,676 100%

Source: National Grid Evaluation Plan submitted in conjunction with this document

20 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

National Grid Residential SocioDemographic Segments

The Company will utilize the following 5 distinct sociodemographic segments on value and attitude to characterize participants in the study. Customers will be placed in each category based upon their responses to survey questions. Group 1: Highly cost sensitive, most unwilling to pay premiums Average concern for the environment; low incidence of proenvironment behaviors Low engagement, little emotional interest in home improvements

Group 2: Not concerned about the environment Most unwilling to make lifestyle changes in order to benefit the environmentvalues comfort More advice seeking than self directed

Group 3: The most environmentally aware, concerned and engaged group They are willing to make lifestyle changes in order to benefit the environment Generally well informed, self directed, and comfortable with technology

Group 4: Interested in doing more with their homes, but constrained by costs and socioeconomic profile Most inclined to express themselves through what they buy More advice seeking than self directed Limited participation in ecofriendly activities, programs; values comfort

Group 5: Aware of and concerned about environmental challenges, but limited engagement Somewhat more involved in conservation activities than energy efficient purchases More self directed than advice seeking Not financially challenged, but often averse to paying premiums

Low Income: Low income customers will be analyzed in two general categories. The first category is the customers served on the Companys low income rate (R2). Second, some participating 21 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

customers on the R1 rate may meet the requirements for service on the R2 rate. Through the Pilot, the Company will try to understand their reasons for not requesting service on the R2 rate. Additionally, R2 customers will be segmented further by electric usage. These segments are: customers with an average consumption of less than or equal to 500 kWh per month; and customers with an average consumption of greater than 500 kWh per month.

Proportionally, the sample design has some sociodemographic / technology segments that contain more lowincome customers than customers from other sociodemographic segments. A greater number of low income customers will be studied in the pilot as it has been observed that low income customers change residences more frequently. By oversampling these segments, the Company hopes to ensure that a robust sample of low income participants is available for analysis even when some low income customers move or drop out of the pilot. Other Residential: All residential customers not categorized into one of the above residential segments National Grid Commercial SocioDemographic Segments Commercial & Industrial Flexible Load Profile Some businesses have flexible enduse consumption peaks which may be able to significantly contribute to Demand Response. Targeting criteria include: Load profile that contains regular, significant peaks and valleys during most of the year; Load profile that contains peaks and valleys at least during the summer peaking season.

The peaks would indicate start/stop of an enduse that may be shifted to another period. Commercial & Industrial High Consumption (kWh) Targeting criteria include: Annual total consumption quantities in the top ten percentile. Onpeak consumption quantities in the top ten percentile.

22 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Commercial & Industrial Flexible Business Operational Profile Businesses that have flexible operations. Targeting criteria include: Nonconsumer facing businesses, like manufacturing, storage or commercial nurseries, where load shifting does not adversely impact the customer experience of the business

Businesses where the majority of consumption is functional and not tied to consumer or employee comfort, such as a laundromat or a florist, as opposed to an airconditioned department store.

Commercial & Industrial Direct Decision Maker Targeting criteria may include: Businesses with an owner who oversees bill payment and operations closely; or Businesses with a dedicated facility manager who will invest time to consider ways to reduce energy costs.

Commercial & Industrial Property Managers/Owners Businesses conducted on properties that are not occupied by the owner, but instead leased to tenants. This segment will include owners who pay the utility bills as well as tenants who pay the utility bills.

By segmenting pilot participants and delivering program outreach and education on a targeted basis, the Company will strive to gauge the effectiveness of individual outreach initiatives in comparison with each other and against program goals of adoption.

23 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Service Levels

In deployment of the SMART Grid Pilot, every participant will be offered 2 the opportunity to receive one of four technology packages for their home or business. They are: Webonly The base technology level. Participants will have access to a personal web site which will provide them advanced energy information customized to their energy consumption. Participants will also receive enhanced consumption information on their monthly utility bills. 3 Level 1 Participants will receive the same technology as the Webonly group as well as an in home display (IHD) Level 2 Participants will receive the same technology as the Level 1 participants, as well as the opportunity to receive a combination of up to 2 thermostats or plug level load control switches which are capable of receiving load control signals through the SMART Grid and automate load reductions during critical events. Level 3 Participants will receive the same technology as the Level 2 participants, plus: o A home gateway device which facilitates advanced web and/or mobile control of load control devices o Targeted communications about energy consumption and tips on how to reduce consumption o The ability to interactively control individual loads in their homes or businesses o The ability to add additional load control devices o The ability to establish timeofday and ofweek load control profiles that automatically control loads in their homes or businesses to reduce their energy consumption every day of the year, not just on system critical peak days.

Participants must have broadband internet in their home or business for technology levels 2 & 3. While every participant will have the opportunity to participate in technology levels 1, 2, & 3, the total numbers for each level are limited and will be filled on a first come basis according to customer segment (discussed below) 3 This group will include some customers that do not have internet access in their home. However, they may still be able to access information about their energy usage on the internet potentially from work, the public library or web enabled mobile device. Customer engagement and impact results will be reported separately for webonly customers with and without internet access.
2

24 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

6. Budget
The Company has been asked by the Department to consider all options that will reduce costs without diminishing the benefits of its proposed marketing approach. Examples provided by the Department include: 1. Consider the extent to which certain communitybased elements should be deployed in some sections of the pilot program area but not others. The purpose is to reduce costs and to gain a richer picture of the impact of varying marketing, education, and outreach levels 2. Fully explore the use of social media technologies. This includes social networking or blogs, that allow Company and pilot participants to share information regarding the implementation of the SMART Grid pilot program, as well as to ask questions and provide answers all customers would be able to access The first request is accounted for through the Companys use of a targeted segmentation and measurement model, as described in previous sections. The second request is accounted for through the exploration and use of a number of social media channels as primary account communication mechanisms. As detailed in the Methods section above, these include Twitter, Facebook, Youtube, and blogs. In addition to the two requests listed above, and after careful consideration of all marketing initiatives originally presented to the Department, the Company revised the following four engagement methods to meet the Departments costreduction request: Table 3: Key Initiatives with Cost Reductions METHOD COER TEAM Recruitment + Support (previously called SMART Squad) Website Overlay Welcome Kit Super User Incentives ORIGINAL COST $ 870,000 REVISED COST $ 592,800

$ 755,000 $ 658,000 $ 650,000

$ 597,500 $ 225,000 $ 1,500

25 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Together, these reductions eliminate $1.753million from the proposed marketing budget, revising the programs cost estimation from $4.3million to $2.546million. In line with this effort, the Company also conducted an initial examination of the testable effect on adoption of these and all other cost reductions. Based on this initial analysis, the Company does not anticipate a significant negative impact to adoption through the four key reductions listed above, though the confirmation of this hypothesis can only be validated through the pilot programs measurement framework. The attached Campaign Methods Matrix (attachment, methodsmatrix.xls) provides additional detail on the marketing, outreach and education methods listed in this document and their impact on plan effectiveness by documenting the original cost framework, initial cost revisions and assumptions, alternative cost approaches, proposed impact of alternative approaches to adoption, and recommended pathforward.

7. Summary
In response to the changes within the energy industry, National Grid has undertaken an extensive strategic analysis effort and developed a SMART Grid Vision which aims to 1) deploy SMART Grid technology in order to optimize the flow of clean energy resources, 2) enhance the performance of the electric distribution grid and 3) provide customers with the ability to make informed decisions about how they use energy. The Company is confident that the information contained in this compliance filing addresses the Departments request for additional information (reduction of marketing costs without diminishing the benefits of its proposed marketing approach; and delivery of a sufficiently detailed description of each engagement, outreach and adoption initiative), and will enable the Company and the Department to move forward on this exciting program and capture its benefits for customers.

26 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Appendix i: Costs Associated to all Initiatives

Category Infrastructure & COER Channel Components
Web Interface development/tie to Campaign In home or mobile interface development/tie to Campaign Web Interface maintenance across campaign (content and code) Social Media component: Twitter Social Media component: Facebook Social Media component: Youtube Social Media component: SMART Blog ENewsletter Community Outreach and Education Representatives (5 COER FTE's): campaign execution team COER Training COER Operational Materials + Expenses Local Volunteers (including Training Materials + Expenses) $ (rolled into web) $ (open source) (open source) $ $ $ $ $ $ $ 4,000.00 10,000.00 51,500.00 550,000.00 5,000.00 37,800.00 17,500.00 108,000.00 200,000.00 397,500.00

FINAL BUDGET EST

Public Relations Support: Creation of Press KIT and Ongoing $ Public Relations Support across course of campaign Customer Segment Research/Identification

(existing NG segmentation) $ $ $ $ $ $ 76,500.00 229,500.00 225,000.00 600.00 7,500.00 45,000.00

Campaign Production Materials

Direct Mail Introduction Direct Mail Ongoing (newsletter) Welcome Kit (DVD + Print + SMART Cards) Welcome Kit (online video transfer) SMART Card and Participant Materials Notifications of SMART Equipment Meter Install (call) Critical Peak Event Notifier Bill Materials (Bill Stuffers) SMART Grid Vehicle Design (wrapping)

(assumes free use of NG outbound dialer) $ $ $ $ $ $ $ $ 191,250.00 45,000.00 43,100.00 9,000.00 10,600.00 31,500.00 6,100.00 23,500.00

ContestSpecific Materials
Web Contests (for individual/retail customers) Individual Contests Small Business Contests Large Commercial Contests School and College Contests SGV Contest Materials and Prizes

27 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

SMART Card Contests SuperUser Contest

$ $

11,500.00 1,500.00 20,000.00 45,500.00 28,750.00

Contest legal notices and disclaimers, contest management $ firm

Event Materials
Event/InField Demo Unit Materials School and College Programs Callathons' Customer Outreach Breakfast Series Outdoor 'GET SMART' events Home SMART events (in home demos) $ $

(assumes COER team dialing rather than through outside vendor) $ $ $ 20,000.00 85,000.00 8,500.00

TOTAL

2,546,200.00

28 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Appendix ii: The Customer EcoSystem and Relationship to Campaign Initiatives

29 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Appendix iii: Timeline and Messaging Strategy for Initiatives Pilot phase definitions:

Phase 1 = Seed = Prepilot. Approximately 6 months.

Phase 2 = Share = Pilot startup and initial campaign. Approximately 812 months.
Phase 3 = Succeed = Pilot ongoing adjustment and evaluation. Approximated 612 months.

Phase 1: Seed
Approval >> Implementation (6 mo)

Phase 2: Share
Implementation (8-12 mo)

Phase 3: Succeed
Evaluate + Adjust Implementation (6-12 mo)

The way you think about your energy usage is about to change

Information and options you can use to modify your energy usage Incentives for modifications in your energy usage behavior

Optimize your potential for efficient energy usage

Encourage others to modify their energy usage behavior

30 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Appendix iii: Timeline and Messaging Strategy for Initiatives

Phase 1: Seed
Approval >> Implementation (6 mo)

Phase 2: Share
Implementation (8-12 mo)

Phase 3: Succeed
Evaluate + Adjust Implementation (6-12 mo)

Building PR story (PR kit materials,

Customer Sat Surveys across all efforts

Create Program Framework:

Support COER Efforts:

Raise Awareness and Engagement (cont.):

Target for Success:

Meet with elected officials and community leaders, engage high profile participants via first-phase Breakfast Series

Ongoing updates to web-site, social media in support of all other methods

Launch small business contests

Hold call-a-thon (end of share, start of succeed phase) for lagging/unengaged customers

Initial Education:

Launch large commercial contests

Create COER web / mobile / social / enewsletter / online version of Welcome Kit

Distribute Welcome Kit to participants and community leaders

Launch student/school/college contests

SMART Grid Vehicle designs/wrapping

Introduce participants to program through all channels: SMART Meter installation call, ongoing Bill Stuffers

Worcester Fleet designs/wrapping

Raise Awareness/ Engagement:

Media pitch effort, continued PR coverage of High-profile campaign participants and pilot success and continued media stories

Leverage segmentation methods to maximize participation for lagging customers / stakeholders - execute on opportunities to adjust/tweak programs for maximum engagement

Continued (but more targeted) execution of all methods in Share stage

Produce event/demo materials

Hire + Train COER Team

Launch and maintain e-newsletter, Direct Mail newsletters (to both participants and community stakeholders)

Contest Winners awarded, on-going basis

Engage Community and Leaders

Final contests, grand prize winners for super-users, individual contests, web contests, small business + large commercial contests

Recruit super users Announce contests associated with SMART Cards

Continue Breakfast Series

Host sponsored events: college/school (connect to community, small business, and large commercial efforts)

End-of-phase pilot event, in-field party to announce winners and showcase results

Send direct mail introduction to all pilot participants, notifications of SMART Meter install

Continue super-user recruitment through contest

Recruit initial batch of event volunteers

Launch Where is the SMARTMobile? contests

Begin in-field demos, e.g. hold Outdoor Community Events, inhome demos

Conduct customer segmentation research

Launch web and individual contests

* Many campaign methods will be spread over Share/Succeed phases, and tweaked in terms of response/segmentation strategy full programmatic timeline to be developed

31 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Appendix iv: Sample Customer Experience

Given the ecosystem nature of the customer touchpoint (where a customer can experience pilot messaging from a number of touchpoints), there are may ways a customer can be engaged, either through a single touchpoint (Home) or multiple touchpoints (Informal Community, General Environment). The following customer touchpoint example demonstrates (as an indicative sample) how a customer can engage across a variety of touchpoints, providing an understanding of how many engagement and outreach methods can work together to drive adoption.

Seed Phase (Theme: The way you think about your energy usage is about to change) Jane receives a notification of SMART Meter installation n through a number of different contacts: calls from National Grid, an email to her customer account, as well as an introductory mailing, explaining the date and the details of the installation, and information on the program and energy efficiency. The same day the meter is installed, Jane receives a Welcome Kit with further details on the pilot, goals for the campaign, how to register for the website, DVD (as well as Youtube link and printout) with information on the pilot, checklist for energysavings and energy efficiency tips, as well as her SMART Card for local contests and rebates. Share Phase (Theme: Information and options you can use to modify your energy usage and Incentives for modifications in your energy usage behavior) Within the first couple of months after her meter installation, Jane logs onto the website and obtains updates on how others are progressing with the pilot, and how her own energy usage compares. She also begins to receive both email and print newsletters, as well as inserts in her bill, and information on contests where she can be entered to win smaller monthly prizes, as well as a grand prize. A few months later, at her local rotary club breakfast, Jane sees the infield demonstration on how easy SMART can be she also introduces herself to a COER representative, and takes some pamphlet information on volunteering. Succeed Phase (Themes: Optimize your potential for efficient energy usage and Encourage others to modify their energy usage behavior) While she hadnt recognized large energy usage savings to this point, after speaking to others at the community event, Jane realizes that there may be a number of other efficiency opportunities and savings tips she hasnt taken advantage of.

32 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

She decides to log onto her website and check usage every day, and remembers that as the COER rep mentioned, she can even log on from work! Soon, Jane is exchanging tips and tricks with other participants on Twitter, and reading blog articles on how she can maximize her savings she begins to adjust her habits at home Around the same time that Jane begins to take on a more engaged role, she receives a direct call from a COER team rep during the callathon, who notes that she hasnt really maximized her savings yet, and shares some additional tips with Jane on how she can create efficiency with SMART. Jane now finds it incredibly easy to keep track of her own energy usage, has made some great friends through her online community, and even finds time to volunteer at a local SMART demonstration. Not only that, but she is now seeing her usage drop on her bill as her behavior changes! At the end of the SMART Grid pilot, Jane attends the closing community event, meets her new online friends in person to share some food and music, and learns if she won the grand prize.

33 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan

Appendix v: Sample screenshot from Tendril Vendor Web Interface

Note: The following screenshot is an indicative or representative example, utilizing Tendrils current features, and does not represent actual look/feel or features of the Companys web interface.

34 | P a g e National Grid Smart Grid Pilot Marketing, Education and Outreach Plan