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Jay Kassirer Ottawa January 3, 2012

This program is a great example of applying the loyalty group approach to progressively engage participants in changing behaviours, using formative research to select target behaviours and design an effective strategy, monitoring impacts on an ongoing basis, and using a control group to substantiate program impacts. Because electricity and electricity conservation tend to be a low priority for many British Columbians, BC Hydro has connected energy conservation to the things that people care about through an opt-in loyalty model and a focus on story-telling, co-creation, challenges and individualized feedback. Regular communications repeatedly drive participants back to their Members Tool Box, which serves as a hub. Ultimately, the product mix is designed to increase participant engagement levels on three dimensions: affiliation, (this is who I am), resonance (this is right for me) and enjoyment (I like this). Energy savings for FY2010 were estimated at 5.15 GWh (5,150,000 KWh) with peak savings of 1.02 MW, participation has grown quickly (to about 300,000 in March 2011), and the energy savings per household has also increased over time. Designated a Landmark case study in 2011

Presented by Arien Korteland, BC Hydro on Wednesday January 18, 2012 from 12:00 to 1:00 Eastern Time. $50. Tools of Change is offering 25 free seats for the first 25 people who email their registrar (registrar@toolsofchange.com) with a two paragraph description of how they plan to use the information in the webinar. Details and regular registration ($50): www.webinars.cullbridge.com

Jay Kassirer
Cullbridge Marketing, and Tools of Change