Bonneville Power Administrations Commercial Sector Marketing Plan PDF Download

Bonneville has, as part of its resource plan, accepted targets for commercial conservation which are quite ambitious. To meet these targets, Bonneville will need to acquire as much cost-effective conservation as possible over the next twelve years. With this in mind, this document explores the relative importance of different commercial market segments and the types of assistance each market needs to install as many cost-effective conservation measures in as many buildings as possible. This document reviews Bonneville's marketing environment and position, and suggests goals for commercial sector conservation marketing at Bonneville. Then it presents a broad market segmentation and series of additional demographic analyses. These analyses assess what groups of consumers Bonneville must reach to achieve most of the commercial conservation potential and what is needed to reach them. A final section reviews the success of Bonneville programs at reaching various markets. The market segmentation identifies different types of consumers and opportunities which would require distinct program approaches. Four large market segments are identified that have distinct program needs. Then four ''building life-cycle events'' are identified which provide important conservation opportunities and also require distinct program services. This creates a matrix of 16 cells which delineate distinct needs for program marketing. Each of the four key market segments manages at least 20% of the Region's commercial floorspace.