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Energizing a Small Community to Create Big Changes

The Marshfield Energy Challenge

Marshfield Energy Challenge

Client: NSTAR Electric
Location: Marshfield, MA

Challenge/Business Need

NSTAR Electric had less than two years before demand would exceed electrical capacity in the growing town of Marshfield, Massachusetts. Conservation Services Group worked in partnership with NSTAR to develop a grassroots marketing campaign to gain the community’s support.

In addition to reducing energy use overall, this pilot had to:

  • Reduce demand on a congested circuit
  • Test the value of "Distributed Generation" (rooftop solar)
  • Rally the community to meet the challenge


Conservation Services Group’s ROLE

CSG was selected to design, plan, and execute a comprehensive marketing-driven pilot program. CSG played a key role in a two-day strategic town hall or “charrette” with community leaders, NSTAR, funder MA Renewable Energy Trust, and vendors groSolar and RISE Engineering, to develop outreach efforts and build momentum.

From the program launch to the conclusion of the pilot, CSG was a key leader who was involved every step
of the way.

Community Benefits:

  • Free energy assessments
    for NSTAR customers
  • Significant rebates and cost
    sharing plans
  • No cost to the town of Marshfield
  • "Town reward" of PV on public buildings

Results:

  • A 1300 percent increase in energy assessments within 9 months
  • Congested circuit relieved
  • Overall audit goal surpassed for energy assessments
  • Measure installation goals met overall
  • Distributed generation sites easily located; goal surpassed


Marketing Strategy & goals

Project goals were a zero percent increase in load growth and two megawatt peak load reduction within 18 months. Conservation Services Group’s strategic marketing strategy helped residents and business owners realize the connections among energy consumption, the stewardship of the planet and future generations by:

  • Developing a compelling message, "It’s about where we live, work and play" plus related visuals and branding
  • Distributing postcards and other collateral to all residents; targeted telephone outreach and dedicated customer contact center services
  • Promoting the initiative using radio spots, local newspaper ads, Internet and community awareness events
  • Conducting energy assessments, installing instant savings measures (e.g., CFL lighting) and assessing whether the customer could benefit from a solar photovoltaic (PV) system
  • Offering $150 refrigerator rebates and 75 percent cost share on air sealing and insulation to qualified residents


Impact

Participation in NSTAR’s energy efficiency programs within Marshfield jumped from 50 to 650 homes (a 1300 percent increase) in the first nine months, and continued to be robust throughout the duration of the pilot. The kilowatt (kW) savings goal was met and the pressure on the affected circuit was sufficiently reduced. CSG also met the goal of more than a thousand energy assessments, 26 percent of which resulted in viable PV leads. Installed solar exceeded the 263 kW PV goal, with nearly double the number of projected residential sites.


CSG Contacts

Kathleen DeVito, Director, Regional Marketing Programs
Robert Eckel, Regional Vice President
Bill Julio, Senior Project Manager

Tasteful Flourish